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Beyond Gamification,[object Object],7 Core Concepts to Create Compelling Products,[object Object],Amy Jo Kim, Ph.D.                                                  © 2011 All Rights Reserved,[object Object]
My Life as a Social Gamer,[object Object]
What is gamification?,[object Object]
A Loyalty Program on Steroids?,[object Object]
game techniques that turbo-charge products?,[object Object]
real-world activities that resemble games?,[object Object]
… experiencing a Hype cycle?  ,[object Object]
Let’s Cut Through the Hype,[object Object]
Let’s Cut Through the Hype,[object Object],Gamification,[object Object]
Let’s Cut Through the Hype,[object Object],Gamification,[object Object],What’s the real story?,[object Object]
We’re living in a Gambrian Explosion,[object Object],Will Wright,[object Object]
Games are everywhere – everyone’s a gamer,[object Object]
What is “Game Thinking?” ,[object Object],What do Game Designers know?,[object Object]
7 Core Concepts ,[object Object],Know your players: design for their personal & social needs,[object Object]
Who’s Playing? What’s their Social Style? ,[object Object],What are the Core Actions in the game? ,[object Object]
CompetitiveWin, Beat, Brag, Taunt, Challenge,[object Object]
Cooperative,[object Object],Share, Help, Gift, Greet, Exchange, Join,[object Object]
Expressive,[object Object],select, customize, layout, design, create,[object Object]
Exploratory,[object Object],view, search, curate, collect, complete,[object Object]
7 Core Concepts ,[object Object],Know your players: design for their personal & social needs,[object Object],Build fun/pleasure/satisfaction into your core activity loop,[object Object]
Farmville crops  pleasure, satisfaction, self-expression,[object Object]
Foursquare recommendations  fun, useful, social,[object Object]
Amazon messaging  informative, trustworthy,[object Object],Purchase confirmation,[object Object],Shipping confirmation,[object Object]
7 Core Concepts ,[object Object],Know your players: design for their personal & social needs,[object Object],Build fun/pleasure/satisfaction into your core activity loop,[object Object],Design for 3 key stages of your player lifecycle ,[object Object]
A good game takes the player on a journey,[object Object],Enthusiast,[object Object],Regular,[object Object],Novice,[object Object]
Novice needs onboarding(welcome + goals + progress + achievable rewards) ,[object Object]
Regulars need fresh content/activities/challenges,[object Object]
Enthusiasts need exclusivity, recognition, impact,[object Object]
7 Core Concepts ,[object Object],Know your players: design for their personal & social needs,[object Object],Build fun/pleasure/satisfaction into your core activity loop,[object Object],Design for 3 key stages of your player lifecycle ,[object Object],Build a system that’s easy to learn and hard to master,[object Object]
How do I learn? How do I get started? ,[object Object]
If I play well, what skill am I developing?,[object Object]
What does it take to master this game?,[object Object]
7 Core Concepts ,[object Object],Know your players: design for their personal & social needs,[object Object],Build fun/pleasure/satisfaction into your core activity loop,[object Object],Design for 3 key stages of your player lifecycle ,[object Object],Build a system that’s easy to learn and hard to master,[object Object],Use game mechanics to “light the way” towards mastery,[object Object]
Nike+ Coach: clear feedback + progressive goals,[object Object]
Crowd-sourced stats community awareness ,[object Object],it feels good to be part of something larger than yourself ,[object Object]
7 Core Concepts ,[object Object],Know your players: design for their personal & social needs,[object Object],Build fun/pleasure/satisfaction into your core activity loop,[object Object],Design for 3 key stages of your player lifecycle ,[object Object],Build a system that’s easy to learn and hard to master,[object Object],Use game mechanics to “light the way” towards mastery,[object Object],As players progress, increase the challenge & complexity,[object Object]
Find the Flow Channel,[object Object],This is what designing for engagement is all about,[object Object]
Progressive Quests + New Mechanics,[object Object]
Additional UI & PowerTools,[object Object]
7 Core Concepts ,[object Object],Know your players: design for their personal & social needs,[object Object],Build fun/pleasure/satisfaction into your core activity loop,[object Object],Design for 3 key stages of your player lifecycle ,[object Object],Build a system that’s easy to learn and hard to master,[object Object],Use game mechanics to “light the way” towards mastery,[object Object],As players progress, increase the challenge & complexity,[object Object],Embrace intrinsic motivators like power, autonomy & belonging,[object Object]
Intrinsic value    > Extrinsic Rewards,[object Object],Levels ,[object Object],Badges,[object Object],Belonging,[object Object],Points,[object Object],Autonomy,[object Object],Mastery,[object Object],Power,[object Object],Quests,[object Object],Leaderboards,[object Object],Prizes,[object Object],Money,[object Object],Meaning,[object Object],Sex,[object Object],Progress,[object Object],Bar,[object Object],Learning,[object Object],Love,[object Object],Fun,[object Object],Self-Knowledge,[object Object],Gold Stars,[object Object]
Extrinsic Motivators completing tasks,[object Object],Task Completion LinkedIn Progress Bar,[object Object]
Intrinsic Motivators deeper engagement,[object Object],Power to the PlayersModcloth’scrowd-sourced clothing line,[object Object]
Thank You!,[object Object],for more like this, follow me on Twitter ,[object Object],@amyjokim,[object Object],Contact me with feedback & questions,[object Object],amyjokim@gmail.com,[object Object],Check our website for upcoming workshops,[object Object],Shufflebrain.com,[object Object]

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Beyond Gamification: 7 Core Concepts for Creating Compelling Products

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