The document discusses 16 design patterns for using game mechanics to create user engagement in social web applications. It covers patterns for attracting first-time users ("Come and Try It") like visual storytelling, tutorials, and reward schedules. Patterns for building community ("Bring Your Friends") include forming teams, social feedback, and sharing milestones. Patterns for repeat visits ("Come Back") consist of advanced user paths, content unlocks over time, quest queues, and using scarcity and time pressure. The document stresses measuring the effects of these patterns and iterating based on metrics.
1. GAME ON: 16 DESIGN PATTERNSFOR USER ENGAGEMENT Using game mechanics to create engagement in social web applications. NadyaDirekova, @nadya_d Senior UX Designer, Game Mechanic SXSW March 14th 2011
2. ABOUT ME: ONE FOOT IN GAMES, ONE FOOT IN UX M.I.T. Razorfish Leapfrog Backbone Ent. Google / Hotpot
4. What are game mechanics? Design patterns that promote play and play-like engagement. GAME MECHANICS
5. What are game mechanics? Design patterns that promote play and play-like engagement. GAME MECHANICS Repeatable solutions to design problem. DESIGN PATTERNS
6. What are game mechanics? Design patterns that promote play and play-like engagement. GAME MECHANICS Repeatable solutions to design problem. DESIGN PATTERNS
7. What are game mechanics? Design patterns that promote play and play-like engagement GAME MECHANICS Repeatable solutions to design problem. DESIGN PATTERNS
8. What are game mechanics? Design patterns that promote play and play-like engagement GAME MECHANICS Repeatable solutions to design problem. DESIGN PATTERNS
9. GAME MECHANICS – A BROAD ARRAY OF APPLICATIONS Spending on Social Media Marketing and Gamification Budgeting Location Sharing Test Prep Recycling Grockit.com Four Square Recycle bank.com Mint.com Chores Exercise Task Management Even Brushing Teeth… Nike Plus Epic Win Chore Wars
10. A BROAD ARRAY OF THINKERS Spending on Social Media Marketing and Gamification
11. GAMIFICATION IS THE NEW BLACK Spending on Social Media Marketing and Gamification
12. STATS AROUND GAME MECHANICS What are companies looking to achieve with game mechanics? Source: M2 Research
13. STATS AROUND GAME MECHANICS What is the current breakdown of companies on the gamification adoption curve? Source: M2 Research
14. PROJECTED MARKETING SPENDING ON GAME MECHANICS Spending on Social Media Marketing and Gamification Source: M2 Research
19. LET’S TALK ABOUT... WE’LL REVIEW 16 DESIGN PATTERNS THAT CREATE GAME-LIKE USER ENGAGEMENT.
20. LET’S TALK ABOUT... WE’LL REVIEW 16 DESIGN PATTERNS THAT CREATE GAME-LIKE USER ENGAGEMENT. WE’LL DISCUSS HOW THEY APPLY TO 3 ASPECTS OF THE USER JOURNEY
21. LET’S TALK ABOUT... WE’LL REVIEW 16 DESIGN PATTERNS THAT CREATE GAME-LIKE USER ENGAGEMENT. WE’LL DISCUSS HOW THEY APPLY TO 3 ASPECTS OF THE USER JOURNEY: COME AND TRY IT
22. LET’S TALK ABOUT... WE’LL REVIEW 16 DESIGN PATTERNS THAT CREATE GAME-LIKE USER ENGAGEMENT. WE’LL DISCUSS HOW THEY APPLY TO 3 ASPECTS OF THE USER JOURNEY: COME AND TRY IT BRING FRIENDS
23. LET’S TALK ABOUT... WE’LL REVIEW 16 DESIGN PATTERNS THAT CREATE GAME-LIKE USER ENGAGEMENT. WE’LL DISCUSS HOW THEY APPLY TO 3 ASPECTS OF THE USER JOURNEY: COME AND TRY IT BRING FRIENDS COME BACK
43. DESIGN PATTERN Reward schedule CITYVILLE COINS AND STARS: REWARDS FOR TAKING CARE OF YOUR CITY “You can’t over-reward the player in the first 10 minutes.” - Sid Meier, designer of the game Civilization
44. DESIGN PATTERN Reward the beginner SHOPKICK IMVU: POINTS FOR TRYING NEW THINGS FOUR SQUARE NEWBIE BADGE
45. DESIGN PATTERN Challenge the expert PLANTS VS. ZOMBIE: SOME ACHIEVEMENTS SEEM ALMOST IMPOSSIBLE TO UNLOCK FOURSQAURE: SOME ACHIEVEMENTS ARE HARDER TO UNLOCK
The real challenge is how to tap into it properly. And that leads us to…
Key Observations:Games often use cartoon story-boards to explain a taskWithout words, or to amuse the audience during a slow loadTime. Web / mobile apps are also tapping in the power of visual story-telling to explain user propositions or complex processed.
Key Observations:Game Tutorials often provide full hand-holding – to make sure the player learns the key skills needed without any confusion.
Key Observations:Game Tutorials often provide full hand-holding – to make sure the player learns the key skills needed without any confusion.
Key Observations:You can interact with everything in a game world – which feels fun and rewards exploration.
http://www.IMVU.comA great experience for beginners: IMVU gives you extra points for creating your avatar, talking to someone and even logging back in the next day.
http://www.IMVU.comA great experience for beginners: IMVU gives you extra points for creating your avatar, talking to someone and even logging back in the next day.
Key Observations:Negative incentives are common in games – they motivate action by giving the player something to fear to avoid. Negative incentives can be powerful, but very tricky to implement in a web application…
Key Observations:Many games require two or more players in order to happen – web and mobile apps are starting to do the same.
Key Observations:Social games are often played asynchronously: that is, when only one of the players is logged it at a time. Having a believable social exchange can be challenging – and designers have found ways to overcome that by using buttons such as “thank you” or “compliment.”Structured social commentary allows players to exchange only the type of dialogue that is desirable for the community – preventing spam and aggressive commentary. If you get a message saying someone “liked” your post or “thanked you,” you are likely to feel good and in that way “reengage” with the application. In addition, some social commentary can be used as a reputation base.
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Key Observations:Social games are often played asynchronously: that is, when only one of the players is logged it at a time. Having a believable social exchange can be challenging – and designers have found ways to overcome that by using buttons such as “thank you” or “compliment.”Structured social commentary allows players to exchange only the type of dialogue that is desirable for the community – preventing spam and aggressive commentary. If you get a message saying someone “liked” your post or “thanked you,” you are likely to feel good and in that way “reengage” with the application. In addition, some social commentary can be used as a reputation base.
Key Observations:Social games are often played asynchronously: that is, when only one of the players is logged it at a time. Having a believable social exchange can be challenging – and designers have found ways to overcome that by using buttons such as “thank you” or “compliment.”Structured social commentary allows players to exchange only the type of dialogue that is desirable for the community – preventing spam and aggressive commentary. If you get a message saying someone “liked” your post or “thanked you,” you are likely to feel good and in that way “reengage” with the application. In addition, some social commentary can be used as a reputation base.
Key Observations:Sharing milestones – when they are meaningful, can create a viral effect and re-engage dormant users.
Key Observations:Social games are often played asynchronously: that is, when only one of the players is logged it at a time. Having a believable social exchange can be challenging – and designers have found ways to overcome that by using buttons such as “thank you” or “compliment.”Structured social commentary allows players to exchange only the type of dialogue that is desirable for the community – preventing spam and aggressive commentary. If you get a message saying someone “liked” your post or “thanked you,” you are likely to feel good and in that way “reengage” with the application. In addition, some social commentary can be used as a reputation base.
Key Observations:Sharing milestones – when they are meaningful, can create a viral effect and re-engage dormant users.
Key Observations:Progress meters as a tutorial tool: Complex applications can use progress meters to teach "what's next" and motivate users to move to the next stage of the application.Visualizing milestones can be motivational
Key Observations:Progress meters as a tutorial tool: Complex applications can use progress meters to teach "what's next" and motivate users to move to the next stage of the application.Visualizing milestones can be motivational and create anticipation