Products are Hard

UNDERSTANDING A

BILLION USERS HOW PEOPLE ARE

JUDD ANTIN UX RESEARCH FACEBOOK

[email protected]

THE SAME DIFFERENT AND ALSO

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BE ETHNOCENTRIC

• ETHNOCENTRIC SLIDE

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MOTIVATION MATTERS EVERYWHERE

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— GEORGE JOHNSON “KING ALGORITHM” THE NEW YORK TIMES SEPTEMBER 23, 2007

NO ONE BUT A UTOPIAN WOULD HAVE PREDICTED HOW READILY PEOPLE WILL WORK FOR FREE. WE’RE CHEAPER THAN HARDWARE — A GOOD THING CONSIDERING HOW HARD WE ARE TO DUPLICATE.

“

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OVER-SIMPLIFICATION ONE-SIZE-FITS-ALL, RIGHT?

(Micky Aldridge via Flickr)

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Gamification! Gamification!

YOU EARNED THE “YOU EARNED A BADGE!” BADGE!

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THE BEHAVIORIST VIEW

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POINTS

LEVELS

LEADER BOARDS

BADGES

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USER INTERACTION LEADERBOARDS, BADGES, METRICS, FEEDBACK

INCENTIVES MONEY, COMPETITION, ATTENTION, CAKE

MOTIVATION (SOCIAL PSYCHOLOGICAL PROCESSES) E.G., SELF-EFFICACY, MASTERY, SOCIAL APPROVAL

USER INTERACTION LEADERBOARDS, BADGES, METRICS, FEEDBACK

INCENTIVES MONEY, COMPETITION, ATTENTION, CAKE

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14 Yahoo! Presentation, Confidential

COMPETITION

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GOAL SETTING

Antin, J., & Churchill, E. F. (2011). Badges in Social Media: A Social Psychological Perspective. Proceedings of the 2011 SIGCHI conference on Human Factors in computing systems. Vancouver, BC, Canada.

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INSTRUCTION

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REPUTATION

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AFFIRMATION

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GROUP IDENTIFICATION

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SELF-EFFICACY

SHOULD YOU USE GAMIFICATION TO MOTIVATE YOUR

USERS?

SHOULD YOU USE GAMIFICATION TO MOTIVATE YOUR

USERS?

THREE MEDIUM-SIZED IDEAS FOR INCENTIVIZING

ENGAGEMENT

DON’T RELY ON THE INSTRUMENTAL REWARD.

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1.

2. KEEP IT SIMPLE

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TOGETHER

DATA IS NOT

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DROWNING IN DATA

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WISDOM

KNOWLEDGE

INFORMATION

DATA

MEANING DATA DOESN’T COMMUNICATE

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REMEMBER ONE THING

USER INTERACTION LEADERBOARDS, BADGES, METRICS, FEEDBACK

INCENTIVES MONEY, COMPETITION, ATTENTION, CAKE

MOTIVATION (SOCIAL PSYCHOLOGICAL PROCESSES) E.G., SELF-EFFICACY, MASTERY, SOCIAL APPROVAL

USER INTERACTION LEADERBOARDS, BADGES, METRICS, FEEDBACK

INCENTIVES MONEY, COMPETITION, ATTENTION, CAKE

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THANK YOU

ICONS BY ICOTRIP.COM

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