players journey: 5-step design framework for longterm engagement
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Transcript of players journey: 5-step design framework for longterm engagement
The Player’s JourneyA 5-Step Framework for Designing Engaging Experiences
Amy Jo Kim, Ph.D. © 2013 All Rights Reserved
1. Insight: Understand Your Players
Who are your (early-adopter) players?
How do they like to interact?
Killers Achievers
SocializersExplorers
Bartles 4 Player Types (1996)
Jane McGonigalRichard Bartle
Points, Badges, Levels, Leaderboards… appeal primarily to Achievers
Interacting
Acting
Compete
CollaborateExplore
Express
Content People
Kim’s Social Actions: Focus on Motivation
Express
Explore
Compete
Collaborate
Jane McGonigalRichard Bartle
If you’re building a social app, instead of asking “who are my player types?” ask
“what social actions motivate my players?”
Which activities are intrinsically motivating?
2. Motivation: Unmet Needs & Pain Points
Extrinsic Rewards often Backfire
can impair creative thinking and intrinsic motivation
Effective for completing simple tasks and guiding players towards
system mastery
Extrinsic Rewards Sometimes Work
Tap into Intrinsic Motivation FIRSTaddress a NEED/PAIN POINT for your micro-vertical
CONNECT via shared glimpses of everyday life, EVESDROP on other people’s lives
Autonomy – the desire to direct our own lives.
Mastery — the urge to get better at something that matters.
Purpose — AKA belonging, desire to be part of something bigger than ourselves
Autonomy – the desire to direct our own lives.
Mastery — the urge to get better at something that matters.
Purpose — AKA belonging, desire to be part of something bigger than ourselves
Autonomy & Choice
Competence, Mastery & Learning
Purpose, Relatedness & Belonging
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
How does the player’s experience change over time?
3. Lifecycle: Unfolding the Experience
Newbie
Regular
Enthusiast
Onboarding
Habit-Building
Mastery
To drive sustained engagement, design for 3 stages
1) Onboarding 2) Habit-building 3) Mastery
Regulars need fresh content/activities/challengesNewbies need to learn the ropeswelcome + goals + progress + achievable rewards
Regulars need fresh content/activities/challenges
Experts need exclusivity, recognition, impact
Increasing Challenge Ongoing Engagement
Understanding Flowincreasing challenge ongoing engagement
4. Progress: The Path to Mastery
What markers & feedback guide skill development?
1. Skill Points (AKA Score, Rank)earned via interacting with the system – reflects mastery of the activity or gamePersonalSkill: skill rating/ranking of an individualGroup Skill: skill rating/ranking of a group
Keeping Score: 4 Types of Points Systems
Redeemable Points Personal Skill Points
Redeemable Points Collective Skill Points
1. Skill Points (Score, Rank)earned via interacting with the system – reflects mastery of the activity or gamePersonalSkill: skill rating/ranking of an individualGroup Skill: skill rating/ranking of a group
2. Experience Points (XP) uni-directional metric – only goes UP (reflects persistence + skill)earned directly via customers’ actions - used to track & reward certain activitiesPersonal XP: reflects a customer’s actions & accomplishmentsGroup XP: reflects the actions & accomplishments of a group
Keeping Score: 4 Types of Points Systems
Personal XP (World of Warcraft)
Group XP (Nike+)
it feels good to be part of something larger than yourself
1. Skill Points (Score, Rank)earned via interacting with the system – reflects mastery of the activity or gamePersonalSkill: skill rating/ranking of an individualGroup Skill: skill rating/ranking of a group
2. Experience Points (XP) uni-directional metric – only goes UP (reflects persistence + skill)earned directly via customers’ actions - used to track & reward certain activitiesPersonal XP: reflects a customer’s actions & accomplishmentsGroup XP: reflects the actions & accomplishments of a group
3. Currency (credits, coins, chips, tokens, bucks)bi-directional metric – goes up and downearned or bought within the system – can be redeemed within the system for goods or servicesEarned Currency: earned via customer actions – used to track & reward certain activitiesPurchased Currency: purchased with $$ to acquire exclusive goods and services
Keeping Score: 4 Types of Points Systems
XP
Premium Currency Basic CurrencyXP
Earned $$ Purchased $$ XP
Premium Currency
Basic CurrencyXP
1. Skill Points (Score, Rank)earned via interacting with the system – reflects mastery of the activity or gamePersonalSkill: skill rating/ranking of an individualGroup Skill: skill rating/ranking of a group
2. Experience Points (XP) uni-directional metric – only goes UP (reflects persistence + skill)earned directly via customers’ actions - used to track & reward certain activitiesPersonal XP: reflects a customer’s actions & accomplishmentsGroup XP: reflects the actions & accomplishments of a group
3. Currency (credits, coins, chips, tokens, bucks)bi-directional metric – goes up and downearned or bought within the system – can be redeemed within the system for goods or servicesEarned Currency: earned via customer actions – used to track & reward certain activitiesPurchased Currency: purchased with $$ to acquire exclusive goods and services
4. Social Points (AKA Reputation, Ratings, Likes)earned via the actions of OTHER players – can be a proxy for quality/reputation/influence lets you track & reward socially valuable contributions & actions
Keeping Score: 4 Types of Points Systems
Social Points (Amazon reviews) Social Points for Usefulness (Amazon)
Social Points (Flickr “interestingness”) Social Points for sentiment (Reddit)
Social Points (Flickr “interestingness”) Social Points for Reputation (Stack Overflow)
Social Points (Flickr “interestingness”) Social Points for Sportsmanship (League of Legends)
Feedback, Levels, Rewards & Unlocksgive context & meaning to your points system
PRO TIP: velvet-rope leaderboards for experts & enthusiasts
Leaderboards showcase your most skilled and devoted players
Pro Tip: If you’re gonna use Leaderboards, let players Slice-n-Dice the rankings & groupings
Social Leaderboards enable Social Actions
Visible Social Actions Set the Tone
Missions Guide & Motivate the Player
Unlocks reveal functionality & complexity over time
Pro Tip: Use Group Unlocks to promote & reward teamwork
When _________ I want to ________________ so I can _____________ trigger activity + goal outcome
5. Loops: Building Sustained Engagement
Engaging ActivityTask / Mission / Game / Quiz / Gift
Trigger
Feedback & Progress Stats / Challenges / Awards / Messages
Motivating EmotionsFun / Delight / Curiousity / Belonging / Purpose
CTACustomize / Share / Help / Compete
Start with a (triggered) engaging activity
Engaging ActivityTask / Mission / Game / Quiz / Gift
Trigger
Engaging ActivityTask / Mission / Game / Quiz / Gift
Trigger
Feedback & Progress Stats / Challenges / Awards / Messages
Followup with Feedback & Progress
Engaging ActivityTask / Mission / Game / Quiz / Gift
Trigger
Feedback & Progress Stats / Challenges / Awards / Messages
… designed to elicit Motivating Emotions
Motivating EmotionsFun / Delight / Curiousity / Belonging / Purpose
Engaging ActivityTask / Mission / Game / Quiz / Gift
Trigger
Feedback & Progress Stats / Challenges / Awards / Messages
Then direct the action with a compelling CTA
Motivating EmotionsFun / Delight / Curiousity / Belonging / Purpose
CTACustomize / Share / Help / Compete
Engagement changes throughout a player’s lifecycle
Learn to???
Checkin Daily to ?????
Become skilled at ????
Onboarding
Habit-Building
Mastery
First Engagement: Onboarding
Feedack & ProgressFeedack & Progress
Email from FriendEmail from Friend View Content
View Content
FB/Twitter PostFB/Twitter Post
Interact with Content
Interact with Content
Call to ActionCall to Action
Re-engagement: Habit-Building
New MessagesNew Messages
With Social Feedback
CTAWhat to do next
CTAWhat to do next
New Content New Content
Without Social Feedback
Activity FeedbackTips, Progress, Unlocks, Rewards
Activity FeedbackTips, Progress, Unlocks, Rewards
Read/Respond to MessagesRead/Respond to Messages
Browse New ContentBrowse New Content
ViewContent
ViewContent
Post MsgPost Msg
ViewProfileView
Profile
Deep Engagement: System Mastery
Activity FeedbackTips, Progress, Unlocks,
Rewards
Activity FeedbackTips, Progress, Unlocks,
Rewards
Social ActivityRespond/Post/Vote/Donate
Social ActivityRespond/Post/Vote/Donate
New Messages/ContentNew Messages/Content
Re-engagement Triggers
CTAWhat to Do Next
CTAWhat to Do Next
Personalized PagePersonalized Page
SummaryTools for Engagement Design
Player’s Journey: 5-Step Design Framework
1. Insight Who are our early-adopter Players? How do they like to interact?
2. Motivation What are their unmet needs? What activities are intrinsically rewarding?
3. Lifecycle how does the game unfold over time? How is the player changed by playing?
4. Progress how do players make progress? What markers light the way towards mastery?
5. Loops how do we engage players during Onboarding, Habit-Building & Mastery?
Product-Defining Social Actions
Content Players
Explore
Express Compete
CollaborateHelp
Comment Like
Share
GreetCollect
RateView
Review
Vote
Curate
Win Challenge
ShowoffCompare Taunt
CreateDesign
Customize Choose
Purchase
Decorate
Build
Contribute
Engaging ActivityTask / Mission / Game / Quiz / Gift
Trigger
Feedback & Progress Stats / Challenges / Awards / Messages
Habit-Building Engagement Loops
Motivating EmotionsFun / Delight / Curiousity / Belonging / Purpose
CTACustomize / Share / Help / Compete
Game Terminology: Content Infrastructure
DISCOVERYDISCOVERY
LIGHT ENGAGEMENTLIGHT ENGAGEMENT
DEEPER ENGAGEMENTDEEPER ENGAGEMENT
MASTERYMASTERY
Engagement Funnel
Contact@amyjokim on Twitter
http://amyjokim.com
Achievements Considered Harmfulby Chris Hecker
Drive by Dan Pink
Punished by Rewards by Alfie Cohen
A Game Designer’s View of Gamification by Richard Bartle
Resources
BONUSSample of Team Exercises for Engagement Design
Content Players
DESIGN EXERCISEWhich type of Social Actions DEFINE your experience?
How does that matchup with your micro-vertical?
Explore
Express Compete
Collaborate
DESIGN EXERCISEWhat are 5 compelling ways you’re delivering Intrinsic value?
Autonomy& Choice
Purpose& Belonging
Mastery& Learning
Newbie
Regular
Enthusiast
Onboarding
Habit-Building
Mastery
DESIGN EXERCISECreate 3 quests or tasks to give players at each stage
Engaging ActivityTask / Mission / Game / Quiz / Gift
Trigger
Feedback & Progress Stats / Challenges / Awards / Messages
Motivating EmotionsFun / Delight / Curiousity / Belonging / Purpose
CTACustomize / Share / Help / Compete
DESIGN EXERCISECreate an Habit Loop for your project that people would use daily