4 Building Blocks of Amazing Products3. There are of course many reasons, and luck
takes a huge role in the success or failure.
7. @ Dori Adar
Hi, I’m Dori Adar.
I design games and write
about behavioural design
www.DoriAdar.com
And here’s the gist:
13. However I’d like to shed light on a social aspect
that is rarely used: co-op.
15. World of Warcraft (WOW), the popular
multiplayer game, allows its players to gather in
guilds.
17. and can also be promoted by the guild’s founder
to higher ranks, which grants them access to the
guild’s resources.
18. guild members are very engaged players, who have
a better game experience than solo players.
19. What can be done with co-op
in non-game products, you ask?
21. When a friend signs up to Uber with my code,
we both get $20 coupons.
22. That’s sweet, but Co-op can also be a fun thing,
not just a matter of affiliation.
25. Do this now: Discover co-op opportunities in
your product, or in products that you use.
28. One of the best ways to get users curious is by
hooking them with a mystery.
31. Games use this tactic a lot, notably story-based
games, like TellTale’s The Walking Dead series.
34. The essence of curiosity is gaps of knowledge.
But not every gap is interesting.
35. Which notification is more appealing to you?
(Shazam)
CHART: There’s a new #1!
(LinkedIn)
People are looking at your LinkedIn profile!
1
2
39. Another example is Airbnb’s “handshake review”
model, that never fails to get users curious.
40. If you’ve ever used Airbnb, chances are that
someone (your host), had left a review about you.
41. To see it, you will have to leave a counter review.
Or in the words of Airbnb:
42. “(Your Host) has left you a review. To read it,
please leave a review for your host.”
43. A gap of knowledge is created, and the curious
user will behave as intended and leave a counter
review to fill the gap.
44. Do this now: How can you create gaps of
knowledge in your users?
48. Apps and web products should constantly provide
visual feedback as well.
49. When Harry’s, a shaving products company, was
getting ready to launch their product,
52. Users would get their friends sign up,
and get free products in return.
53. What was uncommon about this program, is how
they communicated progress to their affiliates.
55. Progress Bar The next prize
Numeric count
Progress was clear, thus motivating.
57. As a rule, every process whatsoever, whether it’s
onboarding, form, survey or affiliate program,
60. Do this now: Where can you add a concrete
visual feedback in your app?
70. And hosts can achieve mastery
and receive the perks that goes with it.
71. Do this now: Find ways to allow users to become
masters in your product.
72. Social engagement (look for co-op)
Curiosity (self interest works best)
Visual feedback (Communicate progression!)
Path to mastery (let your users shine!)