DESIGNINGENTERPRISE APPLICATIONSTHAT STICK

cduskin@badgeville.com

www.badgeville.com

STICKINESS

Perfect world:Universally applicableObvious, simple, fast, stable, reliable, robustInstant ROI

Real world:Not everyone just gets itConstant tension between easy and powerfulWe need to encourage customer growth/evolution

Stickiness is:

Making your product indispensable and painful to replace.

Essential for success with SaaSAdopt and extendUpsell/cross-sell

STICKINESS

Stickiness isn’t:

DelightInnovationFeature richness

Stickiness = Loyalty + Reputation

Loyalty

• User + system• Progress tracking• Tangible Rewards• Isolated recognition

Reputation

• Player + community• Results surfacing• Status Rewards• Social recognition

TWO PARTS OF GAMIFICATION

REPUTATION

LOYALTY

LOYALTY & REPUTATION

LOYALTY & REPUTATION

LaborersCustomers‘Soldiers’

ThinkersFans‘Artists’

Extrinsic (monetary rewards)Works well for directed tasks

Intrinsic (social standing)Works well with freeform problem solving

Motivations People

Player + systemProgress trackingTangible rewardsIsolated recognition

Player + communityResults surfacingStatus rewardsSocial recognition

Gamification Type

LO

YA

LTY

REP

UTATI

ON

vLOYALTY: LaborersCustomers‘Soldiers’

Extrinsic (monetary rewards)Works well for directed tasks

Motivations People

Internal - employees• ‘On the floor’ workers• Sales team• Customer service• Training Programs

External - customers• Frequent buyer/user programs• Fitness training regimens• Events / Conferences

1. Identify the value proposition• Benefits of services rendered• Sources of pride

2. Highlight fulfillment of the value proposition:• Money saved, Time saved, Locations visited

3. Build progress toward rewards:• Discounts, Privileges, Access

How to design for gamified Loyalty?

ADOPTION OF LOYALTY

Bottom Line: Highlight relevant metrics and build towards rewards

Loss AversionAll of your progress will be lost if you go to a competitor

Condition DependencyDevelop an expectation for reward that can’t be found elsewhere. Competitor experiences will feel empty, less compelling.

Develop a RoutineRewards help make behaviors habits. Habits are hard to break.

Build a dependency- a symbiotic relationship

WHY IS LOYALTY IMPORTANT?

THE COMPETITION GAMBLECompetition increases the ‘pressure’ to succeed in a Loyalty environment.

More pressure in an individual context than on teams

Competition is a gamble because it can backfire:• If your users like it, it will vastly improve engagement• If your users are intimidated by it, it will hurt overall engagement• Competition kills collaboration (but improves it within competing teams)

Works well in environments that already ‘feel’ like a game:• Gaming• Sports• Predictions• Sales

Competition is:• Ranks• Leaderboards• Score comparisons

Bottom Line: Know your audience before you introduce competition

vREPUTATION:

ThinkersFans‘Artists’

Intrinsic(social standing)Works well for freeform problem solving

Motivations People

Internal – your users/employees

• Knowledge share• Team collaboration• Identifying experts

External - customers• Fan communities• Q&A communities• Content Crowdsourcing

Work with existing reputation structures• Title• Years experience• Area of expertise• Sense of Value provided

Worst case scenario: Redefine the above Best case scenario: Accurately visualize them (particularly the last two)

Worst case example:Define ‘Top collaborator status’ and award according to emails sent

Best case example:Define ‘Top collaborator status’ and award according to peer recognition (‘helpful’ votes)

How do you get gamified reputation?

ADOPTION OF REPUTATION

Bottom Line: Objective is to highlight relevant metrics

Q: Why not just rely on existing rewards and status?A: You can never over-emphasize the story of growth

Q: Why? What is meant by Growth?A: Growth describes a sense of purpose.

Another way to think about it:

What’s the point? Why are we here?

You are born You do some stuff … and then you die

WHY IS REPUTATION IMPORTANT?

LearningThe things I learned – the experiences I had – the knowledge I harnessed.

Overcoming ChallengesThe challenges I overcame – my measurable accomplishments – my impact.

Making Social ConnectionsThe connections I made – the people I knew – the relationships I fostered.

Building OrderMy moral code – making the world ‘right’ – the things I taught others.

These are the things that give our life meaning. We seek them, often unconsciously.

Gamification offers the ability to measure tiny victories in the realm of growth.

No matter who you ask, the answer is almost always a form of growth. Typically one or more of the following four:

WHAT’S THE POINT?

Learning– Exploration– Discovery– Record of Acquired Skills

Challenges Overcome– Talent Recognition – Tests of Skill– Record of Victory

Connections Made– Social Updates– Social Discovery– Record of Helpfulness

Creating Order– Success Scheduling– Completionism– Record of Progress

GROWTHVALUEPayouts

– Discounts– Extended Free Trials– Privileges – Access

Pride– Celebrate success– Visualize progress– Contextualize

accomplishments (rank)Preferences

– ‘Personality’ Profile– Solicit Opinions– Influence the Experience

.

HOW TO GAMIFY

• Make it for your thinkers - reputation• Make it social

Growth• Make it for your workers - loyalty• Make it personal

Value

HOW TO REWARD

REPUTATION

LOYALTY

Make it relevant• Know your audience • Define the value proposition• Market it appropriately – don’t distract

Promote specific growth• Specializations• Features

Remove the chaff aka optimize• If it’s not compelling, cut it

DESIGN TENETS

Value: prolific?

Value: conformist?

Value: involved?

Value: prolific?

Value: peer validation?

How could these be more specific? More informative of individualism?

Potential: low

Potential: mediumMore specific?

Potential: mediumMore specific?

Potential: mediumRedundant?

Potential: highMore specific?

REMOVE THE CHAFF

PACKAGING IT UPBadgeville Game Frameworks

COMPANY CHALLENGE

COMPANY COLLABORATORReputation/Growth

Task Management

GENTLE GUIDE

Onboarding and Skill Development

GENTLE GUIDE

Onboarding and Skill Developmentt

GENTLE GUIDE

845 Million Active Users

2 Billion Minutes of Play Per Day

60 Hours of Video Uploaded Per Minute

GAMIFICATION IS A PROGRAM