1. @steph enanderson
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. Some context…

6. Some context…

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

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

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

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

11. 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.

12. Sustaining passionate users...
Through delightful challenges?

13. 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

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

15. Let’s go back to the classroom...

17. 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.

18. 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.

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

20. 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.

21. GAMIFICATION?

22. WHY ARE WE ADDING
GAME MECHANICS TO
THE REAL THING?
At itʼs core the idea is something like this…
This explanation is from Matthewʼs Guyʼs presentation FreeForm: Reality Invaders • Check it out: http://www.slideshare.net/sergethew/freeform-reality-invaders-5375224

23. WHY ARE WE ADDING
GAME MECHANICS TO
THE REAL THING?
At itʼs core the idea is something like this…
A thing
This explanation is from Matthewʼs Guyʼs presentation FreeForm: Reality Invaders • Check it out: http://www.slideshare.net/sergethew/freeform-reality-invaders-5375224

24. WHY ARE WE ADDING
GAME MECHANICS TO
THE REAL THING?
At itʼs core the idea is something like this…
Add game
A thing
mechanics
This explanation is from Matthewʼs Guyʼs presentation FreeForm: Reality Invaders • Check it out: http://www.slideshare.net/sergethew/freeform-reality-invaders-5375224

25. 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
A thing a new layer of fun
mechanics
it didnʼt before.
This explanation is from Matthewʼs Guyʼs presentation FreeForm: Reality Invaders • Check it out: http://www.slideshare.net/sergethew/freeform-reality-invaders-5375224

26. 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

27. 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

28. 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

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

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

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

32. 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.

33. 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…

35. Elementary kids

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

37. 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…

38. 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…

39. PERFORMANCE
GOALS
VS LEARNING
CHALLENGES

40. PERFORMANCE
GOALS
Getting an A in French
VS LEARNING
CHALLENGES

41. PERFORMANCE
GOALS
Getting an A in French
VS LEARNING
CHALLENGES
Learning to speak French

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

43. PERFORMANCE
GOALS
Getting an A in French
VS LEARNING
CHALLENGES
Learning to speak French

44. PERFORMANCE
GOALS
Getting an A in French
VS INTRINSIC
MOTIVATION
Learning to speak French

45. EXTRINSIC
MOTIVATION
Getting an A in French
VS INTRINSIC
MOTIVATION
Learning to speak French

46. EXTRINSIC
MOTIVATION
Getting an A in French
VS INTRINSIC
MOTIVATION
Learning to speak French

47. making finding
things
EXTRINSIC
MOTIVATION
Getting an A in French
VS INTRINSIC
theto joy
MOTIVATION
Learning speak French
fun

48. making finding
things
EXTRINSIC
MOTIVATION
Getting an A in French
VS INTRINSIC
theto joy
MOTIVATION
Learning speak French
fun

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

58. Think of a game.

59. List the things that make
this game work.

60. Appointment Mechanic
Self-Expression
Social Gifting

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

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

63. 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?

64. Any interesting ideas?

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

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

67. + time tracking =

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

69. + time tracking =

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

71. + time tracking =

72. + time tracking =

73. + time tracking =

74. + time tracking =

75. Spot the problem yet?

84. Spot the problem yet?

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

86. doesn’t sustain
behavior!
All of these ideas add a layer of fun to the core activity.

87. My “AHA!” moment.

88. My “AHA!” moment.
Why do I even want to
track my time?

89. WHY?
WHY?
WHY?
WHY?
WHY?

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

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

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

93. 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?

94. 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?

95. 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?

96. VS
relative to our personal best
relative to others

97. “...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.”

99. My time tracking “game” concept…

100. 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

101. 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

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

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

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

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

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

107. Play &
Challenges
Goals &
Rewards

108. Play &
Challenges
Goals &
Rewards

109. Play &
Challenges
Conflicts & Choices
Goals &
Rewards

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

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

112. www.getmentalnotes.com
www.getmentalnotes.com

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

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

118. 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

119. 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

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

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

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

123. (MOST) GAMES
EVENTUALLY END

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

125. “Delight,
unfortunately,
doesn’t last”

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

127. #?!!

128. 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

129. 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

130. 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

131. 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

132. 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

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

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

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

136. 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>

137. Kano Model

139. LOW SATISFACTION

140. HIGH SATISFACTION
LOW SATISFACTION

141. HIGH SATISFACTION
NEUTRAL VALUE
LOW SATISFACTION

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

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

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

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

146. 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

147. 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

148. 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

149. 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

150. 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

151. 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

152. 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

153. 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

154. 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

155. 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

156. ?

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

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

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

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

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

162. How do we get people to stay in love
with our applications?
• Look for the “game” already in the activity.

163. How do we get people to stay in love
with our applications?
• Look for the “game” already in the activity.
• Focus on intrinsic motivators: Play and
Challenges,Conflicts & Choices, Feedback Loops.

164. How do we get people to stay in love
with our applications?
• Look for the “game” already in the activity.
• Focus on intrinsic motivators: Play and
Challenges,Conflicts & Choices, Feedback Loops.
• Goals and Rewards should be in service to
something meaningful.

165. How do we get people to stay in love
with our applications?
• Look for the “game” already in the activity.
• Focus on intrinsic motivators: Play and
Challenges,Conflicts & Choices, Feedback Loops.
• Goals and Rewards should be in service to
something meaningful.
• Even the best designed games have a shelf-life.

166. How do we get people to stay in love
with our applications?
• Look for the “game” already in the activity.
• Focus on intrinsic motivators: Play and
Challenges,Conflicts & Choices, Feedback Loops.
• Goals and Rewards should be in service to
something meaningful.
• Even the best designed games have a shelf-life.
• Don’t forget basic needs.

167. How do we get people to stay in love
with our applications?
• Look for the “game” already in the activity.
• Focus on intrinsic motivators: Play and
Challenges,Conflicts & Choices, Feedback Loops.
• Goals and Rewards should be in service to
something meaningful.
• Even the best designed games have a shelf-life.
• Don’t forget basic needs.
• Delightful experiences are always welcome!

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

170. www.getmentalnotes.com

171. Free preview packs!

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