1. Amy Jo Kim, Ph.D. - Co-founder, Shufflebrain Private & Confidential – Do Not Distribute
The Player’s Journey
build sustained engagement with Onboarding, Habit-Building & Mastery

2. Amy Jo Kim - Social Game Designer

3. formal competition destroyed my love of music

4. playing with others re-ignited my passion

5. Game: a system in which players engage in an
artificial conflict, defined by rules, that results in a
quantifiable outcome*
* Source: Rules of Play

6. We are opponents
I Win You Lose
Zero-Sum Game

7. Head-to-Head Battles War Simulations
Rank-Ordered Competitions Gambling

8. a structured experience with rules
and goals that’s fun to play together*
* Source: The Player’s Journey (forthcoming)

9. We are partners
Non-Zero-Sum Game
Win-Win
Lose-Lose

10. Double-Dutch Pictionary
Charity WalkPortal 2

11. How can we create game-like
experiences for a particular audience?
1. Understand your Microvertical

12. Who are your (early-adopter) players?
What are their motivations & pain points?
How do they interact AKA play together?
Know their habits, desires,
paint points, interaction style

13. Which activities do they find intrinsically
motivating?

14. Extrinsic Rewards often Backfire
can impair creative thinking and intrinsic motivation

15. Effective for completing simple
tasks and guiding players
towards system mastery
Extrinsic Rewards Sometimes Work

16. Tap Intrinsic Motivation FIRST
address a NEED/PAIN POINT
CONNECT via shared glimpses of everyday life, EVESDROP on other people’s lives

17. Autonomy – the desire to direct our own lives.
Mastery — the urge to get better at something that matters.
Purpose — AKA belonging to something bigger than ourselves

18. Self-Determination Theory

19. Autonomy & Choice

20. Competence, Mastery & Learning

21. Purpose, Relatedness & Belonging

22. Motivation & Game Elements
Autonomy
& Choice
Purpose
& Belonging
Mastery
& Learning
BackStory & Mission
Real-world Impact
Group Quests
Group Stats
Connect w/Friends
Join a Teams, Guilds
or Faction
Progress Markers
Skill Systems
Reputation Systems
Mission Trees
Real-time Feedback
Collections
Unlocks
Choose Your Role
Customize Your
Character
Customize Your
Background
Explore a World,
Map or Taxonomy
Purchase Items

23. Killers Achievers
Socializers
Explorers
Bartles 4 Player Types (1996)

24. Jane McGonigalRichard Bartle
Points, Badges, Levels, Leaderboards… appeal
primarily to Achievers

25. Compete
Collaborate
Content People
Kim’s Social Action Matrix
Explore
Interactin
Acting
Create

26. Explore content, levels & worlds to
discover what’s new, interesting & valuable

27. Create and customize digital presence
to showcase taste, skills & affiliations

28. Compete to test & develop skills
& crush opponents

29. Collaborate to win together &
accomplish something greater than ourselves

30. What are you Product-Defining Social Actions?
Content Players
Create
Compete
Collaborate
Help
Comment Lik
e
Share
Greet
Win Challenge
Showoff
Compare
Taunt
Express
Design
Customize
Choose
Decorat
e
Build
Contribute
Explore
Collect
Rat
e
View
Review
Vote
Curat
e
Purchase
Interactin
Acting

31. How can we create game-like
experiences for a particular audience?
1. Understand your Microvertical
2. Create a compelling Core Loop

32. Short, Engaging Activity
Task / Mission / Game / Quiz / Gift
Short, Engaging Activities Fuel the Loop

33. Short, Engaging Activity
Task / Mission / Game / Quiz / Gift
Feedback & Progress
Messages / Stats / Challenges / Awards / Artifacts
Feedback & Progress Build Skill + Motivation

34. Engaging Activity
Task / Mission / Game / Quiz / Gift
Trigger
Investment & CTA
Customize / Earn / Share / Help / Follow
Feedback & Progress
Messages / Stats / Challenges / Awards / Artifacts
Triggers & Investment Pull Players Back

35. Engaging Activity
Task / Mission / Game / Quiz / Gift
Trigger
Investment & CTA
Customize / Earn / Share / Help / Follow
Feedback & Progress
Messages / Stats / Challenges / Awards / Artifacts
Job Stories clarify the interaction & value prop
When _________ I want to ________________ so I can _____________activity + goal outcometrigger

36. Complete
Next Lesson
Got a few
min. to spare
Come Back Tomorrow -
Don’t Break Your Streak
Earn XP, LevelUp,
Unlock Next Lesson
Duolingo Core Loop
When _________ I want to ________________ so I can _____________
Have a few
min. to spare
get email
notification
complete a lesson or
two in Duolingo
speak a foreign
language
Spend Ingots,
Customize Your Look

37. Engaging Activities Fuel the Loop

38. Feedback & Progress Light the Way

39. Triggers & Investment Pull Players Back

40. How can we create game-like
experiences for a particular audience?
1. Understand your Mvicrovertical
2. Create a compelling Core Loop
3. Design for Onboarding, Habit-Building & Mastery

41. Onboarding
Habit-Building
Mastery
Think through your Player’s Journey

42. Regulars need fresh content/activities/challengesNewbies need Onboarding
welcome + goals + progress + achievable rewards

43. Regulars Build Habits
ongoing source of fresh content/activities/challenges

44. Enthusiasts Seek Mastery
expertise rewarded with exclusivity, recognition, impact

45. Duolingo Player’s Journey
Mastery
Onboarding
Habit-Building

46. Onboarding Phase 1

47. Onboarding Phase 2

48. Habit-Building

49. Mastery

50. Case Study: Kickstarter

51. Kickstarter Onboarding

52. Kickstarter Habit-Building

53. Kickstarter Mastery

54. Regulars need fresh content/activities/challengesExplore up-and-coming projects
Constant stream of quirky, interesting content

55. Regulars need fresh content/activities/challengesExpress + Collaborate
by backing or running projects

56. Regulars need fresh content/activities/challengesCompete with the system
to get your project funded
Funding goals + time constraints drive urgency

57. View Kickstarter
Campaign
See donation
social update
Donate to
Campaign
Kickstarter Core Loop
When _________ I want to ________________ so I can _____________
see a great
campaign
bored, wanna
browse
donate to the
campaign
feel connected -
like I’m making a
difference
Share Your
Donation Story

58. Engaging Activities Fuel the Loop

59. Feedback & Progress Light the Way

60. Triggers & Investment Pull Players Back

61. Case Study: Minecraft
Habit-Building

62. Onboarding
Build a Shelter to Survive the Night

63. Habit-Building
Play Minecraft → Watch Videos → Play Again

64. Mastery
Install MODs / Create MODs / Run Shared Server

65. Regulars need fresh content/activities/challengesExplore randomly-generated
landscapes

66. Regulars need fresh content/activities/challenges
Create anything you can imagine

67. Regulars need fresh content/activities/challengesCollaborate to survive, create, share
Bigger challenges inspire teamwork

68. Regulars need fresh content/activities/challengesCompete with the system to
survive the night

69. Explore & Build in a
simulation sandbox
get an urge
to build
Create Your
House/Farm/City
Minecraft Core Loop
When _________ I want to ________________ so I can _____________
want some
escapist play
see video,
get idea
build something new
in Minecraft
express my
creativity & share
my kids’ hobby
Showoff Your
Creations
Teach Others
to Build
watch Minecraft
videos

70. Engaging Activities Fuel the Loop

71. Feedback & Progress Light the Way

72. Triggers & Investment Pull Players Back

73. Case Study: Twitter

74. Onboarding
Find People to Follow

75. Habit-Building
Read & Respond to Updates / Post Update / Check Feedback

76. Mastery
Create something using the Twitter API

77. Explore People, Topics, Trends

78. Create Tweets & ReTweets

79. Collaborate by Retweeting, Faving

80. Compete to gain followers

81. Read & Reply to
Updates & Messages
urge for a
quick break
Edit My Follow List
Check my Replies, Faves,
Retweets, Follower Count
Twitter Core Loop
When _________ I want to ________________ so I can _____________
I need a
work break
get email
Notification
read updates from
people I admire & like
feel connected &
stimulated w/short
time investment

82. Engaging Activities Fuel the Loop

83. Feedback & Progress Light the Way

84. Triggers & Investment Pull Players Back

85. How can we create game-like
experiences for a particular audience?
1. Understand your Mvicrovertical
2. Create a compelling Core Loop
3. Design for Onboarding, Habit-Building & Mastery

86. People respond to different
styles of interactive play
don’t assume zero-sum mechanics will work for everyone

87. a compelling Core Loop can make
your experience more game-like

88. feedback & meaningful progress
light the path

89. Thank You
@amyjokim on Twitter
http://amyjokim.com
amyjokim@gmail.com
Achievements
Considered Harmful
by Chris Hecker
Drive
by Dan Pink
Punished by
Rewards
by Alfie Cohen
A Game Designer’s
View of Gamification
by Richard Bartle
Resources