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TO MARRYING YOUR USERS
8 min read
2. I said to myself
as I tapped the big BATTLE button,
“Just one last time…”
5. And a stroke of dopamine kicked in when I knocked
down my opponent’s tower...
when suddenly...
7. At first I was furious, losing the match over
technicalities…
then I looked at the time.
8. It was 2:15 AM
and apparently I’d been playing
for an hour and a half straight.
9. My name is Dori Adar.
I’m a game/product designer,
and I have an unhealthy relationship
with a game that has
taken over my life.
www.doriadar.com
17. How come we fall in love with some apps,
And just don’t click with others?
18. While there’s no definite answer to this question -
After analyzing many games and apps,
a clear pattern emerges.
24. The problem is that onboarding new users to
applications is becoming harder and harder.
25. Users’ attention spans are at an all time low.
People are quick to judge and resent the slightest
learning curve.
27. So how can we onboard new, impatient users?
Show them MAGIC, as fast as you can.
29. This is the first page of MSQRD,
a fun face-filter app.
30. 1 second after launching the app,
the user looks like a damn monkey.
33. But what if you are working on a slightly less silly
app? Can you still be quick to “make magic”?
41. If indeed magic was experienced during the first
date, the app would then shift to the next phase:
45. The smart app will have good excuses for calling
users back. Here’s Duolingo again:
48. When users get a notification the next day
calling them back to the app,
50. And if they do not comply after a few notifications,
53. I like to call this “The delayed feedback” method.
Let’s take a look at Clash Royale.
54. Win a wooden chest
When users win a match in Clash
Royale, they get a treasure chest
as a reward.
55. However when they try to open it,
they discover that they must wait
15 seconds to discover what’s
inside.
56. 15 seconds is not a long time.
Just enough to make sure that when the user has left the app,
58. Everybody loves a surprising reward -
Be it a message, friend request,
or chest full of goodies.
59. Later on, as the relationship shifts from the “Pursuit”
to the “Going Steady” stage,
62. Tap the 8 hours golden chest before going to sleep,
and have it ready by morning.
64. During the “Going Steady” stage,
the app will be incorporated in the user’s routine.
65. The user will check in every hour or so to see what
rewards the app has in store for her.
67. A typical session in Clash Royale begins with a
surprising reward that was won hours ago,
and is only now available.
68. Users then proceed to the actual fighting,
in which they will win some more treasures.
71. Let’s see the same loop in action in the popular
dating app, Tinder.
72. In Tinder, users browse through people's pictures,
swiping left to pass on them, and right to like them.
74. This is how a typical Tinder session begins.
A match, a very surprising reward.
78. Notice how both loops always begin
with a pleasant surprise right at the
start of the session.
80. In case you were
wondering why FB
sessions now start
with reminding users
of their photos from
years ago,
now you know...
87. I would recommend you to take this game for a spin
and see if it works magic on you as well.