1.
@stephe nanderson
#sixd
LONG AFTER THE THRILL
(Sustaining Passionate Users)
STEPHEN P. ANDERSON

2.
Are you in a long-term
relationship?
(and would you like to stay in that relationship?)

3.
Some context…

4.
Some context…

5.
How do we get people to stay in love
with our applications?
How do we get people to fall in love
with our applications?

6.
How do we get people to stay in love
with our applications?
?
By making
applications
more gamelike?

7.
“Motivating consumer behavior through game mechanics”
points
levels
scoreboards
achievements
badges
assignments

8.
human psychology
“Motivating consumer behavior through game mechanics”
appropriate challenges
points variable rewards
levels
scoreboards pattern recognition
achievements curiosity
badges reputation & identity
assignments
social proof
surprise
status
feedback loops
etc.

9.
Sustaining passionate users...
Through delightful challenges.

10.
Sustaining passionate users...
Through delightful challenges.
Human beings have an inherent tendency
to seek out novelty and challenges, to
extend and exercise their capacities, to
explore, and to learn.
Edward Deci, psychologist

11.
OMG - He’s so...
mysterious! can’t. read.
her. mind!
<sigh> I’m in
Love!

12.
Let’s go back to the classroom...

13.
Attitude One:
This stuff is
boring.
I’ll make the best
of it. But, you’ll
have to work and
apply yourself to
get something
out of this class.

14.
Attitude One: Attitude Two:
This stuff is This stuff isn’t all
boring. that interesting.
I’ll make the best But, I’ve added
of it. But, you’ll some activities to
have to work and the content that
apply yourself to will make this a
get something lot more fun for
out of this class. everyone.

15.
Attitude One: Attitude Two:
This stuff is This stuff isn’t all
”
”
boring. g
that interesting.
lf
se tin
a
ur
I’ll make the best But, I’ve o
added
C
Yo
of it. But, you’ll some r
a activities to
ly
have to work and theg
u content that
pp
apply yourself to S make this a
“will
“A
get something lot more fun for
out of this class. everyone.

16.
GAMIFICATION?

17.
WHY ARE WE ADDING
GAME MECHANICS TO
THE REAL THING?
At itʼs core the idea is something like this…
Add game The thing now has People are more
A thing a new layer of fun likely to engage
mechanics
it didnʼt before. with that thing
This explanation is from Matthewʼs Guyʼs presentation FreeForm: Reality Invaders
Check it out: http://www.slideshare.net/sergethew/freeform-reality-invaders-5375224

18.
WHY ARE WE ADDING
GAME MECHANICS TO
THE REAL THING?
At itʼs core the idea is something like this…
Add game The thing now has People are more
A thing a new layer of fun likely to engage
mechanics
it didnʼt before. with that thing
This explanation is from Matthewʼs Guyʼs presentation FreeForm: Reality Invaders
Check it out: http://www.slideshare.net/sergethew/freeform-reality-invaders-5375224

19.
Play & Goals &
Challenges + Rewards = Game
(a gross oversimplification of game design!)

20.
Play & Goals &
Challenges + Rewards = Game
(a gross oversimplification of game design!)

21.
How do we actually make something a game?

22.
Drive by Dan Pink

23.
Let me offer an exercise:

24.
Performance Reviews
Hiring & Recruiting Tools
Time Tracking
Invoices
Health Records Corporate Email Scheduling Apps
Project Management Software
Investment Tools
Sales Tracking
Online Training / E-Learning
Banking & Accounting Tools Marketing Managemen
Knowledge Sharing
File Manageme
Customer Relationship Management

25.
Performance Reviews
Hiring & Recruiting Tools
Time Tracking
Invoices
Health Records Corporate Email Scheduling Apps
Project Management Software
Investment Tools
Sales Tracking
Online Training / E-Learning
Banking & Accounting Tools Marketing Managemen
Knowledge Sharing
File Manageme
Customer Relationship Management

26.
Think of a game.

27.
List the things that make
this game work.

28.
Appointment Mechanic
Self-Expression
Social Gifting

29.
Limited Time
Group Competition
Teamwork
Self-Expression
Pattern Recognition

30.
What would
A time tracking app
with these characteristics:
{whatever you
wrote down}
look like?

31.
What would
A time tracking app
with these characteristics:
-Turn based game
-Goal: reach ‘x’ points 1st
-trade resources
-cooperate + compete
-chance + strategy
look like?

32.
Any interesting ideas?

33.
This is a good exercise to:
1. See a design from different perspectives
2. Move beyond “points & badges gamification”

34.
This is a good exercise to:
1. See a design from different perspectives
2. Move beyond “points & badges gamification”
BUT...

35.
adding your time at
+ time tracking = set intervals (several
times a day) keeps
your garden alive

36.
Adding your time
reveals a number;
+ time tracking = Goal? Be the first
person on your team
to win a weekly prize!

37.
+ time tracking =

38.
+ time tracking =

39.
Fastest time to register: 16 seconds.
Can you beat that?
Username:
Email Adress:
Password:
Repeat Password:

40.
All of these ideas add a layer of fun to the core activity.

41.
www.getmentalnotes.com
www.getmentalnotes.com

42.
Attitude One: Attitude Two:
This stuff is This stuff isn’t all
”
”
boring. g
that interesting.
lf
se tin
a
ur
I’ll make the best But, I’ve o
added
C
Yo
of it. But, you’ll some r
a activities to
ly
have to work and theg
u content that
pp
apply yourself to S make this a
“will
“A
get something lot more fun for
out of this class. everyone.

43.
Attitude One: Attitude Two: Attitude Three:
This stuff is This stuff isn’t all This stuff is really
”
”
boring. g
that interesting. quite interesting!
lf
se tin
a
ur
I’ll make the best But, I’ve o
added I’m going to show
C
Yo
of it. But, you’ll some r
a activities to you why this is
ly
have to work and theg
u content that important. But
pp
apply yourself to S make this a
“will first, I’ve got a
“A
get something lot more fun for challenge for
out of this class. everyone. you…

44.
Elementary kids skipped recess
to watch an educational video?!

45.
Attitude One: Attitude Two: Attitude Three:
This stuff is This stuff isn’t all This stuff is really
”
”
boring. g
that interesting. quite interesting!
lf
se tin
a
ur
I’ll make the best But, I’ve o
added I’m going to show
C
Yo
of it. But, you’ll some r
a activities to you why this is
ly
have to work and theg
u content that important. But
pp
apply yourself to S make this a
“will first, I’ve got a
“A
get something lot more fun for challenge for
out of this class. everyone. you…

46.
Attitude One: Attitude Two: Attitude Three:
This stuff is This stuff isn’t all This stuff is really
”
”
boring. g
that interesting. quite interesting!
”
lf
se tin r y
a e
ur
I’ll make the best But, I’ve o
added I’m goings tto show
C a this is
Yo
of it. But, you’ll some r
a activities to you why
M
“
ly
have to work and theg
u content that important. But
pp
apply yourself to S make this a
“will first, I’ve got a
“A
get something lot more fun for challenge for
out of this class. everyone. you…

47.
PERFORMANCE
GOALS
VS LEARNING
CHALLENGES

48.
PERFORMANCE
GOALS
Getting an A in French
VS LEARNING
CHALLENGES
Learning to speak French
leads to mastery

49.
How do you identify the core challenge?

50.
QUESTION
WHY ARE YOU HERE,
AT SXSW?

51.
WHY?
WHY?
WHY?
WHY?
WHY?

52.
Whatʼs a core challenge for our time tracking app…?

53.
Whatʼs a core challenge for our time tracking app…?

54.
VS
relative to our personal best
relative to others

55.
“...for each day that I do my task of
writing, I get to put a big red X over
that day… After a few days you’ll
have a chain. Just keep at it and the
chain will grow longer every day.
You’ll like seeing that chain,
especially when you get a few weeks
under your belt. Your only job next is
to not break the chain.”

56.
A time tracking application that uses status?

57.
A time tracking application that uses status?
Why do I even want to
track my time?

58.
WHY?
WHY?
WHY?
WHY?
WHY?

59.
WHY?
WHY?
WHY?
TO KNOW HOW LONG I’M TAKING
WHY?

60.
WHY?
WHY?
TO LEARN WHERE I’M UNDERESTIMATING
TO KNOW HOW LONG I’M TAKING
WHY?

61.
WHY?
TO GET BETTER AT ESTIMATING MY TIME
TO LEARN WHERE I’M UNDERESTIMATING
TO KNOW HOW LONG I’M TAKING
WHY?

62.
TO HAVE A MORE BALANCED LIFE.
TO GET BETTER AT ESTIMATING MY TIME
TO LEARN WHERE I’M UNDERESTIMATING
TO KNOW HOW LONG I’M TAKING
WHY?

63.
TO HAVE A MORE BALANCED LIFE.
TO GET BETTER AT ESTIMATING MY TIME
TO LEARN WHERE I’M UNDERESTIMATING
TO KNOW HOW LONG I’M TAKING
WHY?

64.
FRIDAY, MAY 16TH, 2011
Estimated: Actual:
9 RESEARCH EMAIL
WRITING
8
?
7 EMAIL
6 CLIENT 2
5
CLIENT 2
4
3 MEETING
MEETING
2
1 CLIENT 1 CLIENT 1
0

65.
FRIDAY, MAY 16TH, 2011
Estimated: Actual:
9 RESEARCH EMAIL
79%
WRITING
8
7 EMAIL
6 CLIENT 2
5
CLIENT 2
4
3 MEETING
ACCURACY RATING
MEETING
2
1 CLIENT 1 CLIENT 1
0

66.
Play & Goals &
Challenges + Rewards = Game
(a gross oversimplification of game design!)

67.
TO GET BETTER AT
ESTIMATING MY TIME
Play & Goals &
Challenges + Rewards = Game
(a gross oversimplification of game design!)

68.
TO GET BETTER AT
ESTIMATING MY TIME
POINTS
BADGES
Play & Goals &
Challenges + Rewards = Game
ACHIEVEMENTS
SCOREBOARDS
LEVELS
(a gross oversimplification of game design!)

69.
Play & Goals &
Challenges + Rewards = Game
(a gross oversimplification of game design!)

70.
Play &
Challenges
Conflicts & Choices
Goals &
Rewards Feedback Loops

71.
Play &
Challenges
Conflicts & Choices
Goals &
Rewards Feedback Loops

72.
www.getmentalnotes.com
www.getmentalnotes.com

73.
ason we throttle shots is to
se it isn't obvious, the re ope scarcity
In ca
ers to post w ith care - we h
encourage play
s quality. (So far, so good.)
induce

74.
Play &
Challenges
Conflicts & Choices
Goals &
Rewards Feedback Loops

75.
Play &
Challenges
Conflicts & Choices
Goals &
Rewards Feedback Loops

76.
The one secret to
changing human
behavior?
Feedback loops.
Aza Raskin

77.
(and retweets)

78.
Attaching a measure to anything
turns it into a game.

79.
...monitoring the bloom
was the gentle nudge
[Andrew Chen] needed to
stay on track.
“It’s a nice reminder to be
more active without being
too numeric or cold...”
http://bits.blogs.nytimes.com/2009/12/10/fitbits-motivator-a-virtual-flower/

80.
The little flower growing represents
anticipation and hope that something good
will happen, which is the flower growing...
When you push that button and see the
change, it's instant feedback, a reward.
Even though the device seems simple, it's
tapping into a complex psychology that
changes people's behavior... It hits the right
button.
These kinds of feedback systems tap into
basic human nature... Most humans are
naturally wired to nurture things and be
rewarded for doing so...
http://www.core77.com/blog/news/captology_how_the_fitbit_pedometer_really_motivates_its_users_15582.asp

81.
All the endless questions a person answers
also produces "personality" reports on the
type of person you are. So, even if you're
not seeing anyone on the site you want to
date, you keep coming back for more
because you get to learn more about
yourself and your tastes. Pretty ingenious
if you ask me, and I've been through the
gamut of almost every online dating site
out there.
-commenting on OK Cupid

82.
Play &
Challenges
Conflicts & Choices
Goals &
Rewards Feedback Loops

83.
Education Investing Office Politics
Play & Learn to speak French; Make lots of money Become the CEO
Challenges flirt with the french girl
Conflicts & Memorizing vocabulary pressure of time; how competition from other
Choices words; choosing how much to invest; which co-workers; office politics,
much time to spend stocks to buy choosing who to align
studying yourself with; taking a
stand vs going under the
radar
Feedback Successfully ordering a stock goes up or down promotions; quarterly
Loops menu item (en performance reviews;
Francais) successful product
launches
Goals & Get an A, pass the quiz cashing out with a A new title; more
Rewards sizeable sum of money; employees under your
30% annual growth direction

84.
Play &
Challenges
Conflicts & Choices
Goals &
Rewards Feedback Loops

85.
INTRINSIC
MOTIVATION
Play &
Challenges
VS
Goals &
Conflicts & Choices
EXTRINSIC
Rewards
Feedback Loops MOTIVATION

86.
Rewards motivate people
(for more rewards)

87.
How do we get people to stay in love
with our applications?
?
By making
applications
more gamelike?

88.
(MOST) GAMES
EVENTUALLY END

89.
Sustaining passionate users...
takes more than delightful
experiences

90.
“Delight,
unfortunately,
doesn’t last”
Raph Koster,
Game Designer

91.
#?!!

92.
What are some Web apps/services youʼve used for
more than three years?
Why? What motivates you to stick with these
services?
http://www.quora.com/What-motivates-people-to-stick-with-one-web-app-service-for-a-long-time

93.
What are some Web apps/services youʼve used for
more than three years?
Why? What motivates you to stick with these
services?
http://www.quora.com/What-motivates-people-to-stick-with-one-web-app-service-for-a-long-time

94.
What are some Web apps/services youʼve used for
more than three years?
Why? What motivates you to stick with these
services?
It works and they continually update/improve the application.
it does a decent job very reliable and affordable
reliability and ease of use
It's not complicated.
Management, customization, and layout options
does one particular thing well
my friends use it utility of the application
there isn't another option
http://www.quora.com/What-motivates-people-to-stick-with-one-web-app-service-for-a-long-time

95.
What are some Web apps/services youʼve used for
more than three years?
Why? What motivates you to stick with these
services?
It works and they continually update/improve the application.
it does a decent job very reliable and affordable
“Where is the love?” use
reliability and ease of
It's not complicated.
Management, customization, and layout options
does one particular thing well
my friends use it utility of the application
there isn't another option
http://www.quora.com/What-motivates-people-to-stick-with-one-web-app-service-for-a-long-time

96.
How do we get people to stay in love
with our applications?
?
By providing a service
that is trustworthy
and of value.

97.
Share examples of services youʼve used for more than
6 months that continue to delight - not just satisfy -
you (and how they do it).

98.
Share examples of services youʼve used for more than
6 months that continue to delight - not just satisfy -
you (and how they do it).
<crickets>

99.
Kano Model

100.
HIGH SATISFACTION
NEUTRAL VALUE
LOW SATISFACTION

101.
HIGH SATISFACTION
NEUTRAL VALUE
NOT (OR POORLY) FULLY IMPLEMENTED
IMPLEMENTED
LOW SATISFACTION

102.
HIGH SATISFACTION
Performance
Payoffs
NEUTRAL VALUE
NOT (OR POORLY) FULLY IMPLEMENTED
IMPLEMENTED
LOW SATISFACTION

103.
HIGH SATISFACTION
Performance
Payoffs
NEUTRAL VALUE
NOT (OR POORLY) FULLY IMPLEMENTED
IMPLEMENTED Basic Needs
Only noticed if missing.
LOW SATISFACTION

104.
HIGH SATISFACTION
Performance
Payoffs
Delighters
Not required, but when
added brings value.
NEUTRAL VALUE
NOT (OR POORLY) FULLY IMPLEMENTED
IMPLEMENTED Basic Needs
Only noticed if missing.
LOW SATISFACTION

105.
HIGH SATISFACTION
Performance
Payoffs
Delighters
Not required, but when
added brings value.
T
IM
NEUTRAL VALUE
E
NOT (OR POORLY) FULLY IMPLEMENTED
IMPLEMENTED Basic Needs
Only noticed if missing.
LOW SATISFACTION

106.
HIGH SATISFACTION
Performance
Payoffs
Delighters
Not required, but when
added brings value.
NEUTRAL VALUE
NOT (OR POORLY) FULLY IMPLEMENTED
IMPLEMENTED Basic Needs
Only noticed if missing.
LOW SATISFACTION

107.
HIGH SATISFACTION
Performance
Payoffs
Delighters
Not required, but when
added brings value.
NEUTRAL VALUE
NOT (OR POORLY) FULLY IMPLEMENTED
IMPLEMENTED Basic Needs
Only noticed if missing.
LOW SATISFACTION

108.
?

109.
How do we get people to stay in love
with our applications?
? Social Proof.

110.
How do we get people to stay in love
with our applications?
? Social Proof.
my friends use it

111.
How do we get people to stay in love
with our applications?
? Stories.

112.
r !
C
Y r
“I r
r ’
S p P. A
” BAD GE!

113.
www.getmentalnotes.com

114.
Th an ks !!
Stephen P. Anderson
@stephenanderson
www.getmentalnotes.com
www.poetpainter.com
www.slideshare.net/stephenpa