232 million people can't be wrong Or: How I learned to stop worrying and started to look to Farmville for design ideas
UPA long abstract: Do you ever wonder why people PLAY Farmville (Frontierville, Mafia Wars, …)? Do you think about which elements of Farmville fun could make work applications less work? If you answered “Yes” to either question this talk is for you. Join us for a lively exploration of o How games like Farmville apply the psychology of behavioral change, reinforcement and social momentum to (re-)shape target behaviors. o How the same persuasive, behavioral change elements are applied in “serious games” encouraging health, wellness and other behavioral change. Along the way, we use real examples and exercises to help you rethink your applications and designs in terms of behavioral change and persuasive design. kath@usability.org @kathstraub www.usability.org
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232 million people can't be wrong Or: How I learned to stop worrying and started to look to Farmville for design ideas
- 1. 32 232 MILLION PEOPLE CAN'T BE WRONG ! How games like Farmville grab attention, shape interactions, secure commitment and drive sustainable behavioral change Kath Straub Diana Nelson Lori Hawkins Suzanne Long
- 2. 32 232 MILLION PEOPLE CAN'T BE WRONG ! DR. STRANGELOVE OR: HOW I LEARNED TO STOP WORRYING AND LOVE FARMVILLE Kath Straub Diana Nelson Farmville Lori Hawkins Suzanne Long Or: How I learned to stop worrying and love the psychology of behavioral change
- 4. Using games, like this one developed for Cold Stone Creamery, to orient/train staff is not new.
- 6. Shaping
- 7. What behaviors are you trying to change? *Hint: Think outside the browser
- 8. Posi%ve: Nega%ve: Add something Take something away Increases behavior Posi&ve reinforcement Nega&ve reinforcement Reinforcement: Shaping is rewards and Posi&ve punishment Nega&ve punishment Decreases behavior punishments Punishment: *Hint: Reinforcers work better. Random reinforcement works best.
- 10. Zynga made 3 things acceptable Begging
- 11. Zynga made 3 things acceptable Bragging
- 12. Zynga made 3 things acceptable Tiny Victories
- 13. Conclusion 1 Zynga may cause the downfall of western civilization
- 14. Conclusion 2 Zynga may help us Think different.
- 18. Short term and long term goals are integrated.
- 19. I know where I stand.
- 20. The benefits of my efforts are known and concrete
- 22. Its social.
- 23. Shameless Plug What happens to your farm when you die?
- 24. My friends are with me.
- 25. It helps me.
- 26. It is where I am.
- 27. It is where I am psychologically
- 28. It is where I am physically
- 30. Candy aisle!
- 31. From Farmville to life
- 36. Relevant rewards
- 38. Relevant rewards
- 41. Rewards need to be relevant to the user.
- 42. What are the relevant rewards in your user’s target behavior space? *Hint: Think intrinsic
- 44. Visible Progress
- 45. Progress needs to have small visible victories.
- 47. We had her. And we lost her.
- 48. How do your show progress toward the goal? *Hint: Think incremental
- 49. It needs to happen where I am.
- 51. How can you help me trip over “success”? *Hint: Think incremental
- 52. From Farmville to work
- 54. From Farmville to work Small, visible progress Frictionless interaction Relevant rewards
- 55. Thanks! Questions? For questions you think of later: kath@usability.org @kathstraub Slideshare.net/kstraub