Why some products take off while others, that seem as good, utterly fail? Analyzing many successful games and products, there seem to be 4 elements that keep recurring. Here are the 4 building blocks that all successful products have in common!

1. Building Blocks of
Amazing
Products
4

2. Why some products take off while others,
that seem as good, utterly fail?

3. There are of course many reasons, and luck
takes a huge role in the success or failure.

4. However, analyzing many
successful games and products,

5. There seem to be 4 elements
that keep recurring.

6. 1. Social Engagement
2. Curiosity
3. Clear Visual Feedback
4. A Path to Mastery

7. @ Dori Adar
Hi, I’m Dori Adar.
I design games and write
about behavioural design
www.DoriAdar.com
And here’s the gist:

8. Social Engagement

9. Adding that crucial social layer to a product
is a true make or break.

10. Camera + filters = awesome app.

11. Camera + filters + social = $1B exit

12. Most of today’s successful products are social.
You know that.

13. However I’d like to shed light on a social aspect
that is rarely used: co-op.

14. Some games allow players
to play together.

15. World of Warcraft (WOW), the popular
multiplayer game, allows its players to gather in
guilds.

16. Guild members can trade items and information
with their colleagues,

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?

20. Affiliate programs are co-op by nature.
Take Uber’s for example.

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.

23. Buying, studying, training… Many things are
more fun when you’re cooperating with friends.

24. Can your product enhance it?

25. Do this now: Discover co-op opportunities in
your product, or in products that you use.

26. Curiosity

27. A curious user is an engaged user.

28. One of the best ways to get users curious is by
hooking them with a mystery.

29. If you’ve ever watched a bad TV show just to
know how it ends,

30. You know exactly what I’m talking about.

31. Games use this tactic a lot, notably story-based
games, like TellTale’s The Walking Dead series.

32. This game hooks users on its first scene.

33. However, curiosity can be created outside of
mysteries and stories as well.

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

36. Both notifications pose a gap of knowledge,
however LinkedIn’s is more effective.

37. People are interested in topics that concern
themselves,

38. And LinkedIn, Facebook, Snapchat and many other
services are based around that notion.

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?

45. Visual Feedback

46. Games are all about visual feedback
to indicate progress.

47. Power Bar Timer
Special ability

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,

50. They needed to get as many email addresses
as possible.

51. They came up with a pretty common
affiliate program:

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.

54. Every user had a dashboard

55. Progress Bar The next prize
Numeric count
Progress was clear, thus motivating.

56. By being concrete and visual,
Harry’s got 100,000 email addresses in a week.

57. As a rule, every process whatsoever, whether it’s
onboarding, form, survey or affiliate program,

58. Would perform better
given the right visual feedback.

59. Makes sense, right?
You’d be amazed how much this is overlooked.

60. Do this now: Where can you add a concrete
visual feedback in your app?

61. Path to Mastery
A Path to Mastery

62. The beautiful thing about games
is that they let players get good at them.

63. Players progress, and a big chunk of the fun is to
master the game.

64. Non-game products should give opportunities for
mastery as well.

65. Another example from Airbnb, this time,
the “Super Hosts” program.

66. Airbnb allows users to become Super Hosts if
they meet certain criteria,

67. Like getting ten 5 star reviews and maintaining a
quick response rate.

68. For starters, see how beautifully the
goals and progress are
communicated.

69. Second, everyone benefits from this program.
Airbnb gets more loyal and better hosts,

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!)

73. Share those
4 building blocks
for great products!
DoriAdar.com