co op talk
TRANSCRIPT
Amy Jo Kim, Ph.D ©2015 All Rights
Reserved
The Co-op Revolution5 Tips for Designing Collaboration
Amy Jo Kim, Ph.D.
Co-Founder & Creative Director
Shufflebrain Partners
shufflebrain.com
Creator & Head Coach
Getting to Alpha
getting2alpha.com
Amy Jo Kim co-founder, Shufflebrain
we specialize in
early-stage design & innovation
The Sims eBay
Rock Band Covet Fashion
Nine Timeless Design Strategies (2000)
1. Define and articulate your Purpose
2. Build flexible, extensible gathering Places
3. Create meaningful evolving Profiles
4. Design for a range of Roles
5. Develop a strong Leadership program
6. Encourage appropriate Etiquette
7. Promote cyclic Events
8. Integrate the Rituals of community life
9. Facilitate member-run Groups
Nine Timeless Design Strategies (2000)
1. Define and articulate your Purpose
2. Build flexible, extensible gathering Places
3. Create meaningful evolving Profiles
4. Design for a range of Roles
5. Develop a strong Leadership program
6. Encourage appropriate Etiquette
7. Promote cyclic Events
8. Integrate the Rituals of community life
9. Facilitate member-run Groups
The Membership Lifecycle
The Membership Lifecycle
Discovery
Mastery
Onboarding
Habit-Building
The Players Journey
How do you design for
sustained engagement?
is for EnthusiastsStage 1: Discovery
Discovery
What is this? Is it for me? What’s the value proposition?
is for EnthusiastsStage 2: Onboarding
Discovery
Onboarding
How do I start getting (& giving) value? What do I need to learn?
is for EnthusiastsStage 3: Habit-building
Discovery
Onboarding
Habit-Building
What pulls me back repeatedly? What am I getting better at?
is for EnthusiastsStage 4: Mastery
Discovery
Onboarding
Habit-Building
Mastery
What skill am I building? How can I leverage that?
Product Narrative Core Loop
start here
MVP PrototypeDesign a compelling Core Loop
Engaging Activities fuel the loop
Feedback + Progress light the path to Mastery
Investment & triggers pull people back
Games have core loops
So do (some) products, apps & services
Not everyone is motivated by
zero-sum mechanics
GAME: a system in which players engage in an
artificial conflict, defined by rules, that results in a
quantifiable outcome** Source: Rules of Play
Zero-Sum Game
We are opponents
I Win You Lose
Head-to-Head Battles War Simulations
Rank-Ordered Competitions Gambling
GAME: a structured experience with rules
and goals that’s fun to play together** Source: The Player’s Journey
Non-Zero-Sum Game
We are partners
Win-Win
Lose-Lose
Martial Arts Charity Walk
Double Dutch Pictionary
Why should we care?
Three Disruptive TrendsRe-shaping the games industry
1. Platform Disruption
Gaming is moving to mobile connected devices
Console market share shrinking –growth is in mobile & PCs
Source: Digi-Captial Global Games Investment Review
2: Audience Disruption
Everyone’s a gamer – all ages, both genders
93% of kids 8-13 play games online
Source: M2 Research
Source: Inside Facebook
fastest-growing Facebook demographic is women 55+
3: Content Disruption
The rise of mutual entertainment AKA UGC
where is the Blue Ocean in this
shifting landscape?
How do you
design for
collaboration?
1. Compete with the System
Design for Collaboration
Tackle protein-folding science
puzzles
Join Forces to Beat a Project
Deadline
Complete your Self-selected Track
1. Compete with the System
2. Shared Resources, Outcomes & Goals
Design for Collaboration
Shared Gathering Place
Slack Team Hub with channels and sub-groups
Shared Closet
You can borrow clothes
from your friend’s closet
Shared Score
shared score in 2-player coop mode
Shared Environment
If your friend comes over, you can re-mix pieces
Shared Toys
Shared Goals
The Contenders - self-organized Foldit team
What resources, outcomes and
goals can YOUR players share?
1. Compete with the System
2. Shared Resources, Outcomes & Goals
3. Inter-dependent Roles
Design for Collaboration
earn the ability to judge crimes & punish bad behavior
Judges & Enforcers
Expert players are invited to play curation & leadership roles
Writers & Editors
Stylists & Fashionistas
Expert players are invited to play stylist
What inter-dependent roles can
YOUR players engage in?
1. Compete with the System
2. Shared Resources, Outcomes & Goals
3. Inter-dependant Roles
4. Cooperative Social Gestures
Design for Collaboration
Like, Retweet, Fave
Hug & High-5
Kudos for Teamwork
Coordinated Movements
Share or Donote to a Campaign
What co-op social gestures can
YOUR players make?
1. Compete with the System
2. Shared Resources, Outcomes & Goals
3. Inter-dependant Roles
4. Cooperative Social Gestures
5. Non-Zero Stats & Spotlights
Design for Collaboration
Community Stats & Social Proof
Collective Achievement
Topical Spotlights
Featured Posts
Community Contests
Group Achievements
Which non-zero stats and
spotlights can YOU leverage?
Once upon a time
a girl had a transformative experience
and they played happily ever after
The Coop Revolution is Here*
*it’s just not evenly distributed
Games shape how we see the world
Seize the opportunity
Think Co-op First
Team Co-op
Dan Cook
@danctheduck
Michael Molinari
@OneMrBean
Chelsea Howe
@manojalpa
Amy Jo Kim
@amyjokim
Sandie Richards
@sandierichards
shout-out to my co-conspirators
Thank youFollow me on Twitter: @amyjokim