The Player's Journey: drive sustained engagement with Onboarding, Habit-Building and Mastery
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The Player's Journey: drive sustained engagement with Onboarding, Habit-Building and Mastery
- 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
- 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
- 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
- 48. Habit-Building
- 49. 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
- 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
- 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