36. P ositive Emotions experiencing joy, pleasure, fun, safety, etc E ngagement / Flow being consciously involved in our activities R elationships enjoyable/supportive interactions w/others M eaning creating a purposeful narrative A ccomplishment Completing goals + following core values Martin Seligman What is PERMA? Key Findings From Positive Psychology
57. What skills can I master? How do I see my progress? What powers can I earn by mastering these skills? To drive sustained engagement, offer progressive challenges
58.
59. Autonomy â the desire to direct our own lives. Mastery â the urge to get better at something that matters. Purpose â AKA belonging, desire to be part of something bigger than ourselves
60. Autonomy Belonging Fun Self-Knowledge Mastery Power Love Prizes Points Levels Leaderboards Badges Learning Quests Intrinsic value > Extrinsic Rewards Sex Meaning Gold Stars Progress Bar Money
62. Intrinsic Rewards NEEDED for sustained engagement Satisfying an aspirational desire for playing dress-up in beautiful clothes Intrinsic Rewards NEEDED for sustained engagement
63. Intrinsic Rewards NEEDED for sustained engagement Satisfying an desire for thoughtful, intelligent, moderated discourse
101. Badges == earned, level-based titles Connected with people Commenting & sharing content Moderating comments Making quality comments
102. Some Badges unlock Spotlights & Status Members who comment and share earn Superuser Level 1 Members who comment and share LOTS and connect their FB & Twitter account earn Superuser Level 2 AND their comments are highlighted in Purple Members who have followers & friends earn Networker Level 1 Members who have LOTS of followers and friends and connect their FB & Twitter account earn Networker Level 2 AND their comments are highlighted in Red
103. Some Badges unlock Privileges & Powers Commenters earn a Pundit badge by consistently contributing insightful, informative, and engaging commentary. Over time, weâll have a Pundit Badge for vertical (starting with Politics) Being a Pundit comes with privileges. Besides having their comments highlighted in the Highlights tab and the Community Pundits box, we also allow our Pundits to leave longer comments. Members earn Moderator badge by flagging 20 posts (Level 1) or 100 posts (Level 2) which eventually get removed. BOTH must have high good-to-mistaken flags ratio. Level 1 Moderatorsâ flags carry 5X weight. Level 2 Moderators are trusted to remove inappropriate posts.
107. Key Engagement Design Questions Whoâs engaging â and why? Whatâs their engagement style? What are they learning & mastering? How is progress made visible? How does the experience evolve? How do newbies learn the ropes? What drives regulars to re-enage? How can enthusiasts contribute & have impact?
110. Customer Personae Goal: capture key customer insights into narrative descriptions of individuals Purpose: design an experience thatâs engaging throughout the customerâs lifecycle create 2-3 Personae for a canonical early-adopters Description can include gender, age, socio-economic status, gaming experience, aspirations, fears, daily technology or shopping habits â whatever is most relevant for your product
115. Points (AKA Keeping Score) Anytime you make numbers visible, youâve enabled a game
116. Four Types of Points 1. Skill Points (AKA Score, Rank) earned via interacting with the system â reflects mastery of the activity or game PersonalSkill: skill rating/ranking of an individual Group Skill: skill rating/ranking of a group
118. Four Types of Points 1. Skill Points (Score, Rank) earned via interacting with the system â reflects mastery of the activity or game PersonalSkill: skill rating/ranking of an individual Group Skill: skill rating/ranking of a group 2. Experience Points (XP) uni-directional metric â only goes UP (reflects persistence + skill) earned directly via customersâ actions - used to track & reward certain activities Personal XP : reflects a customerâs actions & accomplishments Group XP: reflects the actions & accomplishments of a group
120. Group XP (Nike+) it feels good to be part of something larger than yourself
121. Four Types of Points 1. Skill Points (Score, Rank) earned via interacting with the system â reflects mastery of the activity or game PersonalSkill: skill rating/ranking of an individual Group Skill: skill rating/ranking of a group 2. Experience Points (XP) uni-directional metric â only goes UP (reflects persistence + skill) earned directly via customersâ actions - used to track & reward certain activities Personal XP : reflects a customerâs actions & accomplishments Group XP: reflects the actions & accomplishments of a group 3. Currency (credits, coins, chips, tokens, bucks) bi-directional metric â goes up and down earned or bought within the system â can be redeemed within the system for goods or services Earned Currency: earned via customer actions â used to track & reward certain activities Purchased Currency: purchased with $$ to acquire exclusive goods and services
123. Four Types of Points 1. Skill Points (Score, Rank) earned via interacting with the system â reflects mastery of the activity or game PersonalSkill: skill rating/ranking of an individual Group Skill: skill rating/ranking of a group 2. Experience Points (XP) uni-directional metric â only goes UP (reflects persistence + skill) earned directly via customersâ actions - used to track & reward certain activities Personal XP : reflects a customerâs actions & accomplishments Group XP: reflects the actions & accomplishments of a group 3. Currency (credits, coins, chips, tokens, bucks) bi-directional metric â goes up and down earned or bought within the system â can be redeemed within the system for goods or services Earned Currency: earned via customer actions â used to track & reward certain activities Purchased Currency: purchased with $$ to acquire exclusive goods and services 4. Social Points (AKA Reputation, Ratings, Likes) earned via the actions of OTHER players â can be a proxy for quality/reputation/influence lets you track & reward socially valuable contributions & actions
138. Badges show progress, trigger collecting. provide implicit goals PRO TIP: badges are especially useful during onboarding
139. Lifecycle Quests Purpose: gain a better understanding of how to use progress mechanics in your system Duration: 15-20 min Rules: create 2-3 quests/missions/tasks for each Lifecycle Stage Newbie Enthusiast Regular Onboarding Habit-Building Mastery
141. Earned Privileges Purpose: create a roadmap for the privileges and powers that your customers can earn Duration: 15-20 min Rules: 1) make an ordered list of customer actions, from simplest to most complex/demanding 2) group them into 3 groups: newbie powers, regular powers, enthusiast powers For example, hereâs the list from Stack Overflow
146. Readers Curators Contributors Engagement Loops Purpose: identify the core re-engagement loops for readers, curators and contributors Rules: Fill in the Engagement Loops for each stage of your player lifecycle.
150. Lifecycle Scenarios Goal: describe key stages of your customerâs lifecycle / journey Purpose: design an experience that will attract and support Newbies, Regulars AND Enthusiasts Novice Regular Enthusiast Step 1: ceate a Persona for a canonical early-adopter Player Step 2: fill in the boxes with âday in the lifeâ scenarios for each key stage
157. Create Lifecycle Engagement Loops Positive Emotions Fun / Delight / Trust / Pride / Curious (social) Call to Action Customize / Share / Help / Compete Engagement Activity Task / Mission / Game / Quiz / Gift Feedback & Progress Stats / Challenges / Awards / Messages Customer Acquisition ï Onboarding Customer Engagement ï Habit-Building Customer Empowerment ï Mastery
158. @amyjokim on Twitter [email_address] http://about.me/amyjokim http://shufflebrain.com
159. ADDITIONAL RESOURCES Introductory Level Appendix 1: Design for Customization Drive ~ Daniel Pink Gamification: Too much of a Good Thing? ~ Richard Bartle The Science of Gamification ~ Michael Wu Fun Inc ~ Tom Chatfield Meaningful Play ~ Sebastian Detarding Art of Game Design ~ Jesse Schell Designing Effective Achievements (parts 1,2,3) ~
160. Virtual Goods let players customize their experience & payments Appendix 1 Design for Customization
Back when I studied Psychology, the most memorable and useful thing I learned was the âone-armed banditâ schedule of reinforcement. Which you can see here, in red. The essence is this: if you give random, sizeable rewards for user actions (e.g. how a slot machine works), you will get an addictive behavior pattern - in mice, in pigeons, or in humans.
A less obvious - but even more interesting - social rating system is Flickrâs measure of âinterestingnessâ -- this is a cumulative measure of peopleâs viewing and tagging and commenting behavior within the site. This is an âemergentâ form of social points - and it allows Flickr to identity and reward photographers who create art that Flickr users collectively find interesting. Whatâs exciting about this rating system is that it INFERS points, based on existing behavior. So ask yourself - is there something similar in the applications that Iâm currently working on?
A less obvious - but even more interesting - social rating system is Flickrâs measure of âinterestingnessâ -- this is a cumulative measure of peopleâs viewing and tagging and commenting behavior within the site. This is an âemergentâ form of social points - and it allows Flickr to identity and reward photographers who create art that Flickr users collectively find interesting. Whatâs exciting about this rating system is that it INFERS points, based on existing behavior. So ask yourself - is there something similar in the applications that Iâm currently working on?
A less obvious - but even more interesting - social rating system is Flickrâs measure of âinterestingnessâ -- this is a cumulative measure of peopleâs viewing and tagging and commenting behavior within the site. This is an âemergentâ form of social points - and it allows Flickr to identity and reward photographers who create art that Flickr users collectively find interesting. Whatâs exciting about this rating system is that it INFERS points, based on existing behavior. So ask yourself - is there something similar in the applications that Iâm currently working on?
Back when I studied Psychology, the most memorable and useful thing I learned was the âone-armed banditâ schedule of reinforcement. Which you can see here, in red. The essence is this: if you give random, sizeable rewards for user actions (e.g. how a slot machine works), you will get an addictive behavior pattern - in mice, in pigeons, or in humans.
Back when I studied Psychology, the most memorable and useful thing I learned was the âone-armed banditâ schedule of reinforcement. Which you can see here, in red. The essence is this: if you give random, sizeable rewards for user actions (e.g. how a slot machine works), you will get an addictive behavior pattern - in mice, in pigeons, or in humans.