GAME ON: 16 GAME MECHANICS FOR USER ENGAGEMENT Using game design thinking to ...
Page 1About me: Game Designer and UX Designer
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Page 11LOL CATS GAME MECHANICS: CASE STUDY Game mechanic...
LOL CATS GAME MECHANICS: Page 12TROPHIES, PROGRESSION, STATS, SOCIAL PROO...
Page 13What are game mechanics? GAME MECHANICS Design patterns that promote play and ...
Page 14What are game mechanics? GAME MECHANICS Design patterns that promote play and ...
Page 15What are game mechanics? GAME MECHANICS Design patterns that promote play and ...
Page 16What are game mechanics? GAME MECHANICS Design patterns that promote play and ...
Page 17What are game mechanics? GAME MECHANICS Design patterns that promote play and ...
Page 18LET’S TALK ABOUT... WE’LL REVIEW 16 DESIGN PATTERNS THAT CREATE GAME-L...
Page 19LET’S TALK ABOUT... WE’LL REVIEW 16 DESIGN PATTERNS THAT CREATE GAME-L...
Page 20LET’S TALK ABOUT... WE’LL REVIEW 16 DESIGN PATTERNS THAT CREATE GAME-L...
Page 21LET’S TALK ABOUT... WE’LL REVIEW 16 DESIGN PATTERNS THAT CREATE GAME-L...
Page 22LET’S TALK ABOUT... WE’LL REVIEW 16 DESIGN PATTERNS THAT CREATE GAME-L...
Page 23LET’S TALK ABOUT... WE’LL REVIEW 16 DESIGN PATTERNS THAT CREATE GAME-L...
Page 24DESIGN PATTERNS FOR ONBOARDING“COME AND TRY IT”
Page 25“COME AND TRY IT” - Designing for 1st time users • Visual story telling • Visual cues ...
Page 26 DESIGN PATTERN1.1 PRIZES AND AWARDS
DESIGN PATTERN Page 27PRIZES AND AWARDS GOOD SAMA...
DESIGN PATTERN Page 28PRIZES AND AWARDS X PRIZE
Page 29 DESIGN PATTERN1.2 VISUAL STORYTELLING
DESIGN PATTERN Page 30VISUAL STORY TELLING – INSTEAD OF LONG EXPLANATIONS ...
DESIGN PATTERN Page 31VISUAL STORY TELLING – INSTEAD OF LONG EXPLANATIONS...
Page 32 DESIGN PATTERN1.3 VISUAL CUES
DESIGN PATTERN Page 33VISUAL CLUES CITY OF IMMORTALS GAM...
DESIGN PATTERN Page 34VISUAL CLUES: EXAMPLE FACEBO...
Page 35 DESIGN PATTERN1.4 TUTORIALS & COACHING
DESIGN PATTERN Page 36TUTORIALS FRONTIERVILLE GAME EXAMPLE
DESIGN PATTERN Page 37TUTORIAL LEVEL UP FOR PHOTOSHOP
DESIGN PATTERN Page 38COACHING PANDORA: HIGH...
Page 39 DESIGN PATTERN1.5 REWARD SCHEDULE
DESIGN PATTERN Page 40REWARD SCHEDULE ...
DESIGN PATTERN Page 41REWARD THE BEGINNER SHOPKICK FOUR SQUARE NEWBIE BADGE
DESIGN PATTERN Page 42CHALLENGE THE EXPERT ...
Page 43SUMMARY“COME AND TRY IT”• Prizes and awards• Visual story telling• Visual cues• Tutorials and Coaching• Reward sche...
Page 44DESIGN PATTERNS FOR SOCIAL ENGAGEMENT“BRING YOUR FRIENDS”
Page 45“BRING FRIENDS” - Designing for community • Gated trial – form a team • Social feedback ...
Page 46 DESIGN PATTERN2.1 GATED TRIAL – FORM A TEAM
DESIGN PATTERN Page 47GATED TRIAL – FORM A TEAM TO START ...
DESIGN PATTERN Page 48GATED TRIAL – FORM A TEAM TO START QUORA: BRING YOUR FRIENDS
Page 49 DESIGN PATTERN2.2 SOCIAL FEEDBACK
DESIGN PATTERN Page 50SOCIAL FEEDBACK ...
DESIGN PATTERN Page 51SOCIAL FEEDBACK EXAMPLE – SINGLE BUTTON AADVARK “THANK Y...
DESIGN PATTERN Page 52SOCIAL FEEDBACK EXAMPLE - STRUCTUREDYELP: S...
Page 53 DESIGN PATTERN2.3 REPUTATION
DESIGN PATTERN Page 54REPUTATION SIMPLE REPUTAT...
DESIGN PATTERN Page 55REPUTATION UBER CAB RATINGS
Page 56 DESIGN PATTERN2.4 SHARING ACHIEVEMENTS
DESIGN PATTERN Page 57SHARING ACHIEVEMENTS XBOX LIVE GAME EXAMPLE
DESIGN PATTERN Page 58SHARING ACHIEVEMENTS FOUR SQAURE BADGE UNLOCKED!
Page 59 DESIGN PATTERN2.5 MISCHIEF
DESIGN PATTERN Page 60MISCHIEF FARMVILLE – TP SOMEONE’...
DESIGN PATTERN Page 61MISCHIEF RE-DIRECT “CHATROULETTE”
Page 62IN SUMMARYSOCIAL• Gated trial – form a team• Social feedback• Reputation• Compete & collaborate• Mischief
Page 63DESIGN PATTERNS FOR REPEAT ENGAGEMENT“PLAYER, COME BACK”
Page 64“COME BACK” - Designing for return visits • Keeping score • Disincentives, throttles ...
Page 65 DESIGN PATTERN3.1 KEEPING SCORE
DESIGN PATTERN Page 66KEEPING SCORE BRAIN AGE SCORE GAME E...
DESIGN PATTERN Page 67KEEPING SCORE TIDY STREET PROJECT
Page 68 DESIGN PATTERN3.2 THROTTLE ACTIONS
DESIGN PATTERN Page 69THROTTLE ACTIONS THREE STRI...
DESIGN PATTERN Page 70THROTTLE ACTIONS STRAVA – THE DANGER OF NOT SETTING LI...
Page 71 DESIGN PATTERN3.3 ADVANCED USER PATHS
DESIGN PATTERN Page 72ADVANCED USER PATHS / ROLES ...
DESIGN PATTERN Page 73ADVANCED USER PATHS / ROLES YELP...
Page 74 DESIGN PATTERN3.4 QUEST QUEUE
DESIGN PATTERN Page 75QUEST QUEUE ZOMBIE FARM GAME EXAMPLE
DESIGN PATTERN Page 76QUEST QUEUE: EXAMPLE LINKED IN QUEST QUEUE ...
Page 77 DESIGN PATTERN3.5 SCARCITY
DESIGN PATTERN Page 78SCARCITY VIP FISH IN ZYNGA GAME EX...
DESIGN PATTERN Page 79SCARCITY: EXAMPLE THE MILLION DOLLAR HOMEPAGE
Page 80IN SUMMARYRETURN VISITORS• Keeping score• Disincentives, throttles• Advanced user paths• Skill ladder• Quest queue
Page 81IN SUMMARY Game mechanics >
IN SUMMARY Page 82 A growing list of patterns… COME...
CASE STUDIES Page 83 Thanks to the following companies for intervie...
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CONTACT Page 85 NADYA DIREKOVA @nadya_d http://www....
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Nadya Direkova - "Game On: 16 Design Patterns for User Engagement "

In this session we will discuss the practical design patterns that motivate users to try a product, invite friends and come back. The design patterns include concepts such as rewards, progression and quests, onboarding experience and building the expert player experience.
Published on: Mar 3, 2016
Published in: Technology      Entertainment & Humor      
Source: www.slideshare.net


Transcripts - Nadya Direkova - "Game On: 16 Design Patterns for User Engagement "

  • 1. GAME ON: 16 GAME MECHANICS FOR USER ENGAGEMENT Using game design thinking to create engagement in social web applications. Nadya Direkova Game Mechanic, Senior UX Designer, Google [x] @nadya_dArt: Flood it
  • 2. Page 1About me: Game Designer and UX Designer
  • 3. Page 2
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  • 12. Page 11LOL CATS GAME MECHANICS: CASE STUDY Game mechanics + = User registrations increased 200% immediately after launch of trophies. User engagement up sharply. Over 63 million user actions rewarded. Over 1.5 million trophies earned in the first 4 months. (In other words, engagin’ ur userz.)
  • 13. LOL CATS GAME MECHANICS: Page 12TROPHIES, PROGRESSION, STATS, SOCIAL PROOF, SOCIAL ACTIONS, REPUTATION…
  • 14. Page 13What are game mechanics? GAME MECHANICS Design patterns that promote play and play-like engagement.
  • 15. Page 14What are game mechanics? GAME MECHANICS Design patterns that promote play and play-like engagement. DESIGN PATTERNS Repeatable solutions to design problem.
  • 16. Page 15What are game mechanics? GAME MECHANICS Design patterns that promote play and play-like engagement. DESIGN PATTERNS Repeatable solutions to design problem.
  • 17. Page 16What are game mechanics? GAME MECHANICS Design patterns that promote play and play-like engagement DESIGN PATTERNS Repeatable solutions to design problem.
  • 18. Page 17What are game mechanics? GAME MECHANICS Design patterns that promote play and play-like engagement DESIGN PATTERNS Repeatable solutions to design problem.
  • 19. Page 18LET’S TALK ABOUT... WE’LL REVIEW 16 DESIGN PATTERNS THAT CREATE GAME-LIKE USER ENGAGEMENT.
  • 20. Page 19LET’S TALK ABOUT... WE’LL REVIEW 16 DESIGN PATTERNS THAT CREATE GAME-LIKE USER ENGAGEMENT.
  • 21. Page 20LET’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
  • 22. Page 21LET’S TALK ABOUT... WE’LL REVIEW 16 DESIGN PATTERNS THAT CREATE GAME-LIKE USER ENGAGEMENT. WE’LL DISCUSS HOW THEY APPLY TO COME AND TRY IT 3 ASPECTS OF THE USER JOURNEY:
  • 23. Page 22LET’S TALK ABOUT... WE’LL REVIEW 16 DESIGN PATTERNS THAT CREATE GAME-LIKE USER ENGAGEMENT. WE’LL DISCUSS HOW THEY APPLY TO COME AND TRY IT BRING FRIENDS 3 ASPECTS OF THE USER JOURNEY:
  • 24. Page 23LET’S TALK ABOUT... WE’LL REVIEW 16 DESIGN PATTERNS THAT CREATE GAME-LIKE USER ENGAGEMENT. WE’LL DISCUSS HOW THEY APPLY TO COME AND TRY IT BRING FRIENDS 3 ASPECTS COME BACK OF THE USER JOURNEY:
  • 25. Page 24DESIGN PATTERNS FOR ONBOARDING“COME AND TRY IT”
  • 26. Page 25“COME AND TRY IT” - Designing for 1st time users • Visual story telling • Visual cues • Tutorials & Coaching • Reward schedule • Prizes and awards
  • 27. Page 26 DESIGN PATTERN1.1 PRIZES AND AWARDS
  • 28. DESIGN PATTERN Page 27PRIZES AND AWARDS GOOD SAMARITHAN PRIZE IN FARMVILLE GAME EXAMPLE
  • 29. DESIGN PATTERN Page 28PRIZES AND AWARDS X PRIZE
  • 30. Page 29 DESIGN PATTERN1.2 VISUAL STORYTELLING
  • 31. DESIGN PATTERN Page 30VISUAL STORY TELLING – INSTEAD OF LONG EXPLANATIONS RUB RABBITS PRE-GAME SCREEN GAME EXAMPLE
  • 32. DESIGN PATTERN Page 31VISUAL STORY TELLING – INSTEAD OF LONG EXPLANATIONS GROUP-ON: HOW IT WORKS ZIP CAR: EXPLAIN THE PROPOSITION IN PICTURES
  • 33. Page 32 DESIGN PATTERN1.3 VISUAL CUES
  • 34. DESIGN PATTERN Page 33VISUAL CLUES CITY OF IMMORTALS GAME EXAMPLE
  • 35. DESIGN PATTERN Page 34VISUAL CLUES: EXAMPLE FACEBOOK PLACES: PLAYING “FLASHLIGHT”
  • 36. Page 35 DESIGN PATTERN1.4 TUTORIALS & COACHING
  • 37. DESIGN PATTERN Page 36TUTORIALS FRONTIERVILLE GAME EXAMPLE
  • 38. DESIGN PATTERN Page 37TUTORIAL LEVEL UP FOR PHOTOSHOP
  • 39. DESIGN PATTERN Page 38COACHING PANDORA: HIGHLIGHT FEATURES THE USER MIGHT MISS OTHERWISE
  • 40. Page 39 DESIGN PATTERN1.5 REWARD SCHEDULE
  • 41. DESIGN PATTERN Page 40REWARD SCHEDULE CITYVILLE COINS AND STARS: REWARDS FOR TAKING “You can’t over-reward the player in the CARE OF YOUR CITY first 10 minutes.” - Sid Meier, designer of the game Civilization
  • 42. DESIGN PATTERN Page 41REWARD THE BEGINNER SHOPKICK FOUR SQUARE NEWBIE BADGE
  • 43. DESIGN PATTERN Page 42CHALLENGE THE EXPERT FOURSQAURE: SOME ACHIEVEMENTS ARE HARDER TO PLANTS VS. ZOMBIE: SOME ACHIEVEMENTS UNLOCK SEEM ALMOST IMPOSSIBLE TO UNLOCK
  • 44. Page 43SUMMARY“COME AND TRY IT”• Prizes and awards• Visual story telling• Visual cues• Tutorials and Coaching• Reward schedule
  • 45. Page 44DESIGN PATTERNS FOR SOCIAL ENGAGEMENT“BRING YOUR FRIENDS”
  • 46. Page 45“BRING FRIENDS” - Designing for community • Gated trial – form a team • Social feedback • Compete and collaborate • Reputation • Sharing milestones • Mischief
  • 47. Page 46 DESIGN PATTERN2.1 GATED TRIAL – FORM A TEAM
  • 48. DESIGN PATTERN Page 47GATED TRIAL – FORM A TEAM TO START DODGE-BALL – YOU NEED A TEAM TO START GAME EXAMPLE
  • 49. DESIGN PATTERN Page 48GATED TRIAL – FORM A TEAM TO START QUORA: BRING YOUR FRIENDS
  • 50. Page 49 DESIGN PATTERN2.2 SOCIAL FEEDBACK
  • 51. DESIGN PATTERN Page 50SOCIAL FEEDBACK CITYVILLE – ASYNCHRONOUS COMMUNICATION BUTTONS GAME EXAMPLE
  • 52. DESIGN PATTERN Page 51SOCIAL FEEDBACK EXAMPLE – SINGLE BUTTON AADVARK “THANK YOU NOTES” QUORA “THANK YOU NOTES”
  • 53. DESIGN PATTERN Page 52SOCIAL FEEDBACK EXAMPLE - STRUCTUREDYELP: SELECT A COMPLIMENT AND WRITE A MESSAGE OK CUPID: COMPLIMENTS
  • 54. Page 53 DESIGN PATTERN2.3 REPUTATION
  • 55. DESIGN PATTERN Page 54REPUTATION SIMPLE REPUTATION SCORE IN CITYVILLE GAME EXAMPLE
  • 56. DESIGN PATTERN Page 55REPUTATION UBER CAB RATINGS
  • 57. Page 56 DESIGN PATTERN2.4 SHARING ACHIEVEMENTS
  • 58. DESIGN PATTERN Page 57SHARING ACHIEVEMENTS XBOX LIVE GAME EXAMPLE
  • 59. DESIGN PATTERN Page 58SHARING ACHIEVEMENTS FOUR SQAURE BADGE UNLOCKED!
  • 60. Page 59 DESIGN PATTERN2.5 MISCHIEF
  • 61. DESIGN PATTERN Page 60MISCHIEF FARMVILLE – TP SOMEONE’S FARM GAME EXAMPLE
  • 62. DESIGN PATTERN Page 61MISCHIEF RE-DIRECT “CHATROULETTE”
  • 63. Page 62IN SUMMARYSOCIAL• Gated trial – form a team• Social feedback• Reputation• Compete & collaborate• Mischief
  • 64. Page 63DESIGN PATTERNS FOR REPEAT ENGAGEMENT“PLAYER, COME BACK”
  • 65. Page 64“COME BACK” - Designing for return visits • Keeping score • Disincentives, throttles • Advanced user paths • Quest queue • Scarcity
  • 66. Page 65 DESIGN PATTERN3.1 KEEPING SCORE
  • 67. DESIGN PATTERN Page 66KEEPING SCORE BRAIN AGE SCORE GAME EXAMPLE
  • 68. DESIGN PATTERN Page 67KEEPING SCORE TIDY STREET PROJECT
  • 69. Page 68 DESIGN PATTERN3.2 THROTTLE ACTIONS
  • 70. DESIGN PATTERN Page 69THROTTLE ACTIONS THREE STRIKES, AND YOU’RE OUT RULE GAME EXAMPLE
  • 71. DESIGN PATTERN Page 70THROTTLE ACTIONS STRAVA – THE DANGER OF NOT SETTING LIMITS
  • 72. Page 71 DESIGN PATTERN3.3 ADVANCED USER PATHS
  • 73. DESIGN PATTERN Page 72ADVANCED USER PATHS / ROLES SKI SLOPES: DIFFERENT PATHS ON THE SAME MOUNTAIN
  • 74. DESIGN PATTERN Page 73ADVANCED USER PATHS / ROLES YELP FOR THE REGULAR USERS YELP THE ELITE SQUAD – USEFUL , FUNNY AND COOL
  • 75. Page 74 DESIGN PATTERN3.4 QUEST QUEUE
  • 76. DESIGN PATTERN Page 75QUEST QUEUE ZOMBIE FARM GAME EXAMPLE
  • 77. DESIGN PATTERN Page 76QUEST QUEUE: EXAMPLE LINKED IN QUEST QUEUE EPIC WIN – SELF DESIGNED QUEST QUEUE
  • 78. Page 77 DESIGN PATTERN3.5 SCARCITY
  • 79. DESIGN PATTERN Page 78SCARCITY VIP FISH IN ZYNGA GAME EXAMPLE
  • 80. DESIGN PATTERN Page 79SCARCITY: EXAMPLE THE MILLION DOLLAR HOMEPAGE
  • 81. Page 80IN SUMMARYRETURN VISITORS• Keeping score• Disincentives, throttles• Advanced user paths• Skill ladder• Quest queue
  • 82. Page 81IN SUMMARY Game mechanics >
  • 83. IN SUMMARY Page 82 A growing list of patterns… COME AND TRY IT BRING FRIENDS COME BACK • Awards, prizes • Gated trial • Keeping score • Visual story telling • Social feedback • Disincentives, throttles • Visual cues • Competition, collaboration • Advanced user paths • Tutorials & Coaching • Reputation • Content Unlocks • Reward schedule • Sharing milestones • Quest queue • Mischief • Scarcity
  • 84. CASE STUDIES Page 83 Thanks to the following companies for interviews, best practices and feedback:
  • 85. Page 84
  • 86. CONTACT Page 85 NADYA DIREKOVA @nadya_d http://www.slideshare.net/nadyadirekova

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