I was super impressed by this video from @amyjokim and had to share my notes taken while watching it. If you know who your customer is you can systematically classify them and create appropriate game mechanics to increase enjoyment, growth and retention. Awesome stuff for tech startup entrepreneurs and the basis for great businesses.
Amy Jo Kim – Video Summary – Casual connect Seattle – Smart Gamification: Seven Core Concepts for Creating Compelling Experiences
- Newbie – Oboarding focus, learn the ropes, welcome, goals, progress (not just first visit), what is acheivable
- Regulars – Habit building focus, keep em coming back, fresh content, fresh activities, engagement, challenges
- Enthusiasts – Mastery. Priority one is exclusivity. Recognition. Impact. Create ways to identify, empower and leverage enthusiasts.
User/Player Styles (and preferred verbs)
- Co-operative Verbs – Join, Share, Greet, Gift*, Help, Exchange, Trade, Visit*
- Exploration Verbs – Explore*, View, Read, Curate, Complete, Collect, Search
- Expressive Verbs (game play and purchase behaviour) – Choose/Pick, Customize, Layout, Design, Dress Up, Show Off, Comment
- Competive Verbs (with others or just yourself) – Win, Challenge, Taunt, Compare, Show Off, Beat, Brag, Fight, Pass/Overtake
PERMA – Martin Seligman (Positive Psychology)
- Positive Emotions – trust, security, discovery, delight, fun, visual pleasure, self expression, social serendipity, staying informed, building trust, not having to worry,
- Engagement Loop (Progress/Accomplishment>Positive Emotion>Call To Action>New Engement/Task) Changes over lifecycle of course.
- After you have worked out the journey above, ‘light the way’ with progress mechanics.
- Habits, Surprise, Addiction
- Game Aesthetics Evoke Emotion (can be positive or negative)
- Emotion drives action
- Sustained engagement (aka Flow) balanced with increasing challenge/complexity (balance between anxiety and boredom) as skills develop. Great design principle for games and education.