Topics Covered
DAY 1Introduction to Modern Design
Microsoft Design Principles
Design Process
Windows Building Blocks
Build 2014
DAY 2Storytelling and the Human Fom
Natural User Interfaces
Mini-improv workshop Storytelling
Storyboarding amp Scenarios
Technologies amp Trends
DAY 3Psychology of Design
Basic principles
Gamification
Motivational Design
DAY 4Visual Design for Modern UI
Basics
Grids amp Tiles
Typography
Color amp Content
This is not a computer science class
This class is not just for those that want to be designers
This is not an intro-level user experience class
Degree in Computer Science and Human-Computer Interaction from Carnegie Mellon University
Over 10 years of experience spanning multiple industries web automotive cloud and server technology education theme parks and video games
65 years at MicrosoftMy current project designing the future of the connected experience for cars helping to define the future of Microsoftrsquos Internet of Things
In my free time Irsquom a professional improv actressteacher singer and video gamer
SHORTCUTS amp SATISFICING
THE MULTITASKING
MYTH
RULE OF 7 Itrsquos hard for the human brainrsquos short term memory to remember more than 7 things at once (new studies indicate perhaps as low as 3-4)
The more ldquothingsrdquo you put onscreen the more work a person has to do to remember them
EYE SCANNING The human eye scans in an order based on a culturersquos reading patterns
In North America the eye scans
LEFT to RIGHT and
TOP to BOTTOM
Items down here are seen
lasthellip and sometimes not
seen at all
GROUPING(GESTALT
PRINCIPLE)
Avoid the
Sesame Street scenario
ldquoOne of these
things is not like
the otherrdquo
Mihaly Czikszentmihalyirsquos
Eva-Lotta Lamm
An Attention Hierarchy
We are wired to pay more attention to certain things thanks to our survival instinct
- Movement
- Pictures of humans (even more so if theyrsquore looking at you)
- Images of food danger or sex
- Stories
- Loud noises
What is gamification
The application of game design principles to other domains in order
to drive human behavior and increase product enjoyment
Game design tools
Achievements amp goals
Provide metrics by which users can evaluate and demonstrate their progress and mastery
Not all users are motivated by visible recognition of goals but almost all humans are motivated by smaller achievable personal goals
1
Achievements amp goals
Example
Xbox Live Achievements1
Achievements amp goals
Example
Foursquare Badges1
Achievements amp goals
Example
LinkedIn Profile Completion1
Real-time feedback
Provide feedback as close to the moment of action as possible to help users repeat positive actions
Sound effects animation and color are all methods of providing feedback
When successful feedback can actually cause the release of endorphins
2
Real-time feedback
Example
Fitbitrsquos ldquoflowerrdquo2
Real-time feedback
Example
Hybrid amp electric vehicles2
Real-time feedback
Example
Facebookrsquos ldquoLikerdquo Button2
Competition(Head-to-head)
Humans have been competing since the beginning Competition against known opponents is a powerful motivator
Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition
3
Competition(Head-to-head)
ExampleFoursquare 3
Competition(Head-to-head)
ExampleDuolingo (Language Learning) 3
Competition(Anonymous)
Competition can even be a motivator when wersquod feel uncomfortable sharing our performance
Anonymous competition is used to motivate better spending habits home efficiency and more
3
Competition(Anonymous)
ExamplesMintcom and Hohm 3
Cooperation
Cooperation engenders unique feelings of fulfillment and accountability amongst users
By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling
4
Cooperation
Example
Massively multiplayer games4
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
This is not a computer science class
This class is not just for those that want to be designers
This is not an intro-level user experience class
Degree in Computer Science and Human-Computer Interaction from Carnegie Mellon University
Over 10 years of experience spanning multiple industries web automotive cloud and server technology education theme parks and video games
65 years at MicrosoftMy current project designing the future of the connected experience for cars helping to define the future of Microsoftrsquos Internet of Things
In my free time Irsquom a professional improv actressteacher singer and video gamer
SHORTCUTS amp SATISFICING
THE MULTITASKING
MYTH
RULE OF 7 Itrsquos hard for the human brainrsquos short term memory to remember more than 7 things at once (new studies indicate perhaps as low as 3-4)
The more ldquothingsrdquo you put onscreen the more work a person has to do to remember them
EYE SCANNING The human eye scans in an order based on a culturersquos reading patterns
In North America the eye scans
LEFT to RIGHT and
TOP to BOTTOM
Items down here are seen
lasthellip and sometimes not
seen at all
GROUPING(GESTALT
PRINCIPLE)
Avoid the
Sesame Street scenario
ldquoOne of these
things is not like
the otherrdquo
Mihaly Czikszentmihalyirsquos
Eva-Lotta Lamm
An Attention Hierarchy
We are wired to pay more attention to certain things thanks to our survival instinct
- Movement
- Pictures of humans (even more so if theyrsquore looking at you)
- Images of food danger or sex
- Stories
- Loud noises
What is gamification
The application of game design principles to other domains in order
to drive human behavior and increase product enjoyment
Game design tools
Achievements amp goals
Provide metrics by which users can evaluate and demonstrate their progress and mastery
Not all users are motivated by visible recognition of goals but almost all humans are motivated by smaller achievable personal goals
1
Achievements amp goals
Example
Xbox Live Achievements1
Achievements amp goals
Example
Foursquare Badges1
Achievements amp goals
Example
LinkedIn Profile Completion1
Real-time feedback
Provide feedback as close to the moment of action as possible to help users repeat positive actions
Sound effects animation and color are all methods of providing feedback
When successful feedback can actually cause the release of endorphins
2
Real-time feedback
Example
Fitbitrsquos ldquoflowerrdquo2
Real-time feedback
Example
Hybrid amp electric vehicles2
Real-time feedback
Example
Facebookrsquos ldquoLikerdquo Button2
Competition(Head-to-head)
Humans have been competing since the beginning Competition against known opponents is a powerful motivator
Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition
3
Competition(Head-to-head)
ExampleFoursquare 3
Competition(Head-to-head)
ExampleDuolingo (Language Learning) 3
Competition(Anonymous)
Competition can even be a motivator when wersquod feel uncomfortable sharing our performance
Anonymous competition is used to motivate better spending habits home efficiency and more
3
Competition(Anonymous)
ExamplesMintcom and Hohm 3
Cooperation
Cooperation engenders unique feelings of fulfillment and accountability amongst users
By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling
4
Cooperation
Example
Massively multiplayer games4
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Degree in Computer Science and Human-Computer Interaction from Carnegie Mellon University
Over 10 years of experience spanning multiple industries web automotive cloud and server technology education theme parks and video games
65 years at MicrosoftMy current project designing the future of the connected experience for cars helping to define the future of Microsoftrsquos Internet of Things
In my free time Irsquom a professional improv actressteacher singer and video gamer
SHORTCUTS amp SATISFICING
THE MULTITASKING
MYTH
RULE OF 7 Itrsquos hard for the human brainrsquos short term memory to remember more than 7 things at once (new studies indicate perhaps as low as 3-4)
The more ldquothingsrdquo you put onscreen the more work a person has to do to remember them
EYE SCANNING The human eye scans in an order based on a culturersquos reading patterns
In North America the eye scans
LEFT to RIGHT and
TOP to BOTTOM
Items down here are seen
lasthellip and sometimes not
seen at all
GROUPING(GESTALT
PRINCIPLE)
Avoid the
Sesame Street scenario
ldquoOne of these
things is not like
the otherrdquo
Mihaly Czikszentmihalyirsquos
Eva-Lotta Lamm
An Attention Hierarchy
We are wired to pay more attention to certain things thanks to our survival instinct
- Movement
- Pictures of humans (even more so if theyrsquore looking at you)
- Images of food danger or sex
- Stories
- Loud noises
What is gamification
The application of game design principles to other domains in order
to drive human behavior and increase product enjoyment
Game design tools
Achievements amp goals
Provide metrics by which users can evaluate and demonstrate their progress and mastery
Not all users are motivated by visible recognition of goals but almost all humans are motivated by smaller achievable personal goals
1
Achievements amp goals
Example
Xbox Live Achievements1
Achievements amp goals
Example
Foursquare Badges1
Achievements amp goals
Example
LinkedIn Profile Completion1
Real-time feedback
Provide feedback as close to the moment of action as possible to help users repeat positive actions
Sound effects animation and color are all methods of providing feedback
When successful feedback can actually cause the release of endorphins
2
Real-time feedback
Example
Fitbitrsquos ldquoflowerrdquo2
Real-time feedback
Example
Hybrid amp electric vehicles2
Real-time feedback
Example
Facebookrsquos ldquoLikerdquo Button2
Competition(Head-to-head)
Humans have been competing since the beginning Competition against known opponents is a powerful motivator
Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition
3
Competition(Head-to-head)
ExampleFoursquare 3
Competition(Head-to-head)
ExampleDuolingo (Language Learning) 3
Competition(Anonymous)
Competition can even be a motivator when wersquod feel uncomfortable sharing our performance
Anonymous competition is used to motivate better spending habits home efficiency and more
3
Competition(Anonymous)
ExamplesMintcom and Hohm 3
Cooperation
Cooperation engenders unique feelings of fulfillment and accountability amongst users
By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling
4
Cooperation
Example
Massively multiplayer games4
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
SHORTCUTS amp SATISFICING
THE MULTITASKING
MYTH
RULE OF 7 Itrsquos hard for the human brainrsquos short term memory to remember more than 7 things at once (new studies indicate perhaps as low as 3-4)
The more ldquothingsrdquo you put onscreen the more work a person has to do to remember them
EYE SCANNING The human eye scans in an order based on a culturersquos reading patterns
In North America the eye scans
LEFT to RIGHT and
TOP to BOTTOM
Items down here are seen
lasthellip and sometimes not
seen at all
GROUPING(GESTALT
PRINCIPLE)
Avoid the
Sesame Street scenario
ldquoOne of these
things is not like
the otherrdquo
Mihaly Czikszentmihalyirsquos
Eva-Lotta Lamm
An Attention Hierarchy
We are wired to pay more attention to certain things thanks to our survival instinct
- Movement
- Pictures of humans (even more so if theyrsquore looking at you)
- Images of food danger or sex
- Stories
- Loud noises
What is gamification
The application of game design principles to other domains in order
to drive human behavior and increase product enjoyment
Game design tools
Achievements amp goals
Provide metrics by which users can evaluate and demonstrate their progress and mastery
Not all users are motivated by visible recognition of goals but almost all humans are motivated by smaller achievable personal goals
1
Achievements amp goals
Example
Xbox Live Achievements1
Achievements amp goals
Example
Foursquare Badges1
Achievements amp goals
Example
LinkedIn Profile Completion1
Real-time feedback
Provide feedback as close to the moment of action as possible to help users repeat positive actions
Sound effects animation and color are all methods of providing feedback
When successful feedback can actually cause the release of endorphins
2
Real-time feedback
Example
Fitbitrsquos ldquoflowerrdquo2
Real-time feedback
Example
Hybrid amp electric vehicles2
Real-time feedback
Example
Facebookrsquos ldquoLikerdquo Button2
Competition(Head-to-head)
Humans have been competing since the beginning Competition against known opponents is a powerful motivator
Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition
3
Competition(Head-to-head)
ExampleFoursquare 3
Competition(Head-to-head)
ExampleDuolingo (Language Learning) 3
Competition(Anonymous)
Competition can even be a motivator when wersquod feel uncomfortable sharing our performance
Anonymous competition is used to motivate better spending habits home efficiency and more
3
Competition(Anonymous)
ExamplesMintcom and Hohm 3
Cooperation
Cooperation engenders unique feelings of fulfillment and accountability amongst users
By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling
4
Cooperation
Example
Massively multiplayer games4
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
THE MULTITASKING
MYTH
RULE OF 7 Itrsquos hard for the human brainrsquos short term memory to remember more than 7 things at once (new studies indicate perhaps as low as 3-4)
The more ldquothingsrdquo you put onscreen the more work a person has to do to remember them
EYE SCANNING The human eye scans in an order based on a culturersquos reading patterns
In North America the eye scans
LEFT to RIGHT and
TOP to BOTTOM
Items down here are seen
lasthellip and sometimes not
seen at all
GROUPING(GESTALT
PRINCIPLE)
Avoid the
Sesame Street scenario
ldquoOne of these
things is not like
the otherrdquo
Mihaly Czikszentmihalyirsquos
Eva-Lotta Lamm
An Attention Hierarchy
We are wired to pay more attention to certain things thanks to our survival instinct
- Movement
- Pictures of humans (even more so if theyrsquore looking at you)
- Images of food danger or sex
- Stories
- Loud noises
What is gamification
The application of game design principles to other domains in order
to drive human behavior and increase product enjoyment
Game design tools
Achievements amp goals
Provide metrics by which users can evaluate and demonstrate their progress and mastery
Not all users are motivated by visible recognition of goals but almost all humans are motivated by smaller achievable personal goals
1
Achievements amp goals
Example
Xbox Live Achievements1
Achievements amp goals
Example
Foursquare Badges1
Achievements amp goals
Example
LinkedIn Profile Completion1
Real-time feedback
Provide feedback as close to the moment of action as possible to help users repeat positive actions
Sound effects animation and color are all methods of providing feedback
When successful feedback can actually cause the release of endorphins
2
Real-time feedback
Example
Fitbitrsquos ldquoflowerrdquo2
Real-time feedback
Example
Hybrid amp electric vehicles2
Real-time feedback
Example
Facebookrsquos ldquoLikerdquo Button2
Competition(Head-to-head)
Humans have been competing since the beginning Competition against known opponents is a powerful motivator
Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition
3
Competition(Head-to-head)
ExampleFoursquare 3
Competition(Head-to-head)
ExampleDuolingo (Language Learning) 3
Competition(Anonymous)
Competition can even be a motivator when wersquod feel uncomfortable sharing our performance
Anonymous competition is used to motivate better spending habits home efficiency and more
3
Competition(Anonymous)
ExamplesMintcom and Hohm 3
Cooperation
Cooperation engenders unique feelings of fulfillment and accountability amongst users
By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling
4
Cooperation
Example
Massively multiplayer games4
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
RULE OF 7 Itrsquos hard for the human brainrsquos short term memory to remember more than 7 things at once (new studies indicate perhaps as low as 3-4)
The more ldquothingsrdquo you put onscreen the more work a person has to do to remember them
EYE SCANNING The human eye scans in an order based on a culturersquos reading patterns
In North America the eye scans
LEFT to RIGHT and
TOP to BOTTOM
Items down here are seen
lasthellip and sometimes not
seen at all
GROUPING(GESTALT
PRINCIPLE)
Avoid the
Sesame Street scenario
ldquoOne of these
things is not like
the otherrdquo
Mihaly Czikszentmihalyirsquos
Eva-Lotta Lamm
An Attention Hierarchy
We are wired to pay more attention to certain things thanks to our survival instinct
- Movement
- Pictures of humans (even more so if theyrsquore looking at you)
- Images of food danger or sex
- Stories
- Loud noises
What is gamification
The application of game design principles to other domains in order
to drive human behavior and increase product enjoyment
Game design tools
Achievements amp goals
Provide metrics by which users can evaluate and demonstrate their progress and mastery
Not all users are motivated by visible recognition of goals but almost all humans are motivated by smaller achievable personal goals
1
Achievements amp goals
Example
Xbox Live Achievements1
Achievements amp goals
Example
Foursquare Badges1
Achievements amp goals
Example
LinkedIn Profile Completion1
Real-time feedback
Provide feedback as close to the moment of action as possible to help users repeat positive actions
Sound effects animation and color are all methods of providing feedback
When successful feedback can actually cause the release of endorphins
2
Real-time feedback
Example
Fitbitrsquos ldquoflowerrdquo2
Real-time feedback
Example
Hybrid amp electric vehicles2
Real-time feedback
Example
Facebookrsquos ldquoLikerdquo Button2
Competition(Head-to-head)
Humans have been competing since the beginning Competition against known opponents is a powerful motivator
Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition
3
Competition(Head-to-head)
ExampleFoursquare 3
Competition(Head-to-head)
ExampleDuolingo (Language Learning) 3
Competition(Anonymous)
Competition can even be a motivator when wersquod feel uncomfortable sharing our performance
Anonymous competition is used to motivate better spending habits home efficiency and more
3
Competition(Anonymous)
ExamplesMintcom and Hohm 3
Cooperation
Cooperation engenders unique feelings of fulfillment and accountability amongst users
By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling
4
Cooperation
Example
Massively multiplayer games4
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
EYE SCANNING The human eye scans in an order based on a culturersquos reading patterns
In North America the eye scans
LEFT to RIGHT and
TOP to BOTTOM
Items down here are seen
lasthellip and sometimes not
seen at all
GROUPING(GESTALT
PRINCIPLE)
Avoid the
Sesame Street scenario
ldquoOne of these
things is not like
the otherrdquo
Mihaly Czikszentmihalyirsquos
Eva-Lotta Lamm
An Attention Hierarchy
We are wired to pay more attention to certain things thanks to our survival instinct
- Movement
- Pictures of humans (even more so if theyrsquore looking at you)
- Images of food danger or sex
- Stories
- Loud noises
What is gamification
The application of game design principles to other domains in order
to drive human behavior and increase product enjoyment
Game design tools
Achievements amp goals
Provide metrics by which users can evaluate and demonstrate their progress and mastery
Not all users are motivated by visible recognition of goals but almost all humans are motivated by smaller achievable personal goals
1
Achievements amp goals
Example
Xbox Live Achievements1
Achievements amp goals
Example
Foursquare Badges1
Achievements amp goals
Example
LinkedIn Profile Completion1
Real-time feedback
Provide feedback as close to the moment of action as possible to help users repeat positive actions
Sound effects animation and color are all methods of providing feedback
When successful feedback can actually cause the release of endorphins
2
Real-time feedback
Example
Fitbitrsquos ldquoflowerrdquo2
Real-time feedback
Example
Hybrid amp electric vehicles2
Real-time feedback
Example
Facebookrsquos ldquoLikerdquo Button2
Competition(Head-to-head)
Humans have been competing since the beginning Competition against known opponents is a powerful motivator
Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition
3
Competition(Head-to-head)
ExampleFoursquare 3
Competition(Head-to-head)
ExampleDuolingo (Language Learning) 3
Competition(Anonymous)
Competition can even be a motivator when wersquod feel uncomfortable sharing our performance
Anonymous competition is used to motivate better spending habits home efficiency and more
3
Competition(Anonymous)
ExamplesMintcom and Hohm 3
Cooperation
Cooperation engenders unique feelings of fulfillment and accountability amongst users
By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling
4
Cooperation
Example
Massively multiplayer games4
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
GROUPING(GESTALT
PRINCIPLE)
Avoid the
Sesame Street scenario
ldquoOne of these
things is not like
the otherrdquo
Mihaly Czikszentmihalyirsquos
Eva-Lotta Lamm
An Attention Hierarchy
We are wired to pay more attention to certain things thanks to our survival instinct
- Movement
- Pictures of humans (even more so if theyrsquore looking at you)
- Images of food danger or sex
- Stories
- Loud noises
What is gamification
The application of game design principles to other domains in order
to drive human behavior and increase product enjoyment
Game design tools
Achievements amp goals
Provide metrics by which users can evaluate and demonstrate their progress and mastery
Not all users are motivated by visible recognition of goals but almost all humans are motivated by smaller achievable personal goals
1
Achievements amp goals
Example
Xbox Live Achievements1
Achievements amp goals
Example
Foursquare Badges1
Achievements amp goals
Example
LinkedIn Profile Completion1
Real-time feedback
Provide feedback as close to the moment of action as possible to help users repeat positive actions
Sound effects animation and color are all methods of providing feedback
When successful feedback can actually cause the release of endorphins
2
Real-time feedback
Example
Fitbitrsquos ldquoflowerrdquo2
Real-time feedback
Example
Hybrid amp electric vehicles2
Real-time feedback
Example
Facebookrsquos ldquoLikerdquo Button2
Competition(Head-to-head)
Humans have been competing since the beginning Competition against known opponents is a powerful motivator
Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition
3
Competition(Head-to-head)
ExampleFoursquare 3
Competition(Head-to-head)
ExampleDuolingo (Language Learning) 3
Competition(Anonymous)
Competition can even be a motivator when wersquod feel uncomfortable sharing our performance
Anonymous competition is used to motivate better spending habits home efficiency and more
3
Competition(Anonymous)
ExamplesMintcom and Hohm 3
Cooperation
Cooperation engenders unique feelings of fulfillment and accountability amongst users
By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling
4
Cooperation
Example
Massively multiplayer games4
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Mihaly Czikszentmihalyirsquos
Eva-Lotta Lamm
An Attention Hierarchy
We are wired to pay more attention to certain things thanks to our survival instinct
- Movement
- Pictures of humans (even more so if theyrsquore looking at you)
- Images of food danger or sex
- Stories
- Loud noises
What is gamification
The application of game design principles to other domains in order
to drive human behavior and increase product enjoyment
Game design tools
Achievements amp goals
Provide metrics by which users can evaluate and demonstrate their progress and mastery
Not all users are motivated by visible recognition of goals but almost all humans are motivated by smaller achievable personal goals
1
Achievements amp goals
Example
Xbox Live Achievements1
Achievements amp goals
Example
Foursquare Badges1
Achievements amp goals
Example
LinkedIn Profile Completion1
Real-time feedback
Provide feedback as close to the moment of action as possible to help users repeat positive actions
Sound effects animation and color are all methods of providing feedback
When successful feedback can actually cause the release of endorphins
2
Real-time feedback
Example
Fitbitrsquos ldquoflowerrdquo2
Real-time feedback
Example
Hybrid amp electric vehicles2
Real-time feedback
Example
Facebookrsquos ldquoLikerdquo Button2
Competition(Head-to-head)
Humans have been competing since the beginning Competition against known opponents is a powerful motivator
Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition
3
Competition(Head-to-head)
ExampleFoursquare 3
Competition(Head-to-head)
ExampleDuolingo (Language Learning) 3
Competition(Anonymous)
Competition can even be a motivator when wersquod feel uncomfortable sharing our performance
Anonymous competition is used to motivate better spending habits home efficiency and more
3
Competition(Anonymous)
ExamplesMintcom and Hohm 3
Cooperation
Cooperation engenders unique feelings of fulfillment and accountability amongst users
By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling
4
Cooperation
Example
Massively multiplayer games4
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
An Attention Hierarchy
We are wired to pay more attention to certain things thanks to our survival instinct
- Movement
- Pictures of humans (even more so if theyrsquore looking at you)
- Images of food danger or sex
- Stories
- Loud noises
What is gamification
The application of game design principles to other domains in order
to drive human behavior and increase product enjoyment
Game design tools
Achievements amp goals
Provide metrics by which users can evaluate and demonstrate their progress and mastery
Not all users are motivated by visible recognition of goals but almost all humans are motivated by smaller achievable personal goals
1
Achievements amp goals
Example
Xbox Live Achievements1
Achievements amp goals
Example
Foursquare Badges1
Achievements amp goals
Example
LinkedIn Profile Completion1
Real-time feedback
Provide feedback as close to the moment of action as possible to help users repeat positive actions
Sound effects animation and color are all methods of providing feedback
When successful feedback can actually cause the release of endorphins
2
Real-time feedback
Example
Fitbitrsquos ldquoflowerrdquo2
Real-time feedback
Example
Hybrid amp electric vehicles2
Real-time feedback
Example
Facebookrsquos ldquoLikerdquo Button2
Competition(Head-to-head)
Humans have been competing since the beginning Competition against known opponents is a powerful motivator
Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition
3
Competition(Head-to-head)
ExampleFoursquare 3
Competition(Head-to-head)
ExampleDuolingo (Language Learning) 3
Competition(Anonymous)
Competition can even be a motivator when wersquod feel uncomfortable sharing our performance
Anonymous competition is used to motivate better spending habits home efficiency and more
3
Competition(Anonymous)
ExamplesMintcom and Hohm 3
Cooperation
Cooperation engenders unique feelings of fulfillment and accountability amongst users
By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling
4
Cooperation
Example
Massively multiplayer games4
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
What is gamification
The application of game design principles to other domains in order
to drive human behavior and increase product enjoyment
Game design tools
Achievements amp goals
Provide metrics by which users can evaluate and demonstrate their progress and mastery
Not all users are motivated by visible recognition of goals but almost all humans are motivated by smaller achievable personal goals
1
Achievements amp goals
Example
Xbox Live Achievements1
Achievements amp goals
Example
Foursquare Badges1
Achievements amp goals
Example
LinkedIn Profile Completion1
Real-time feedback
Provide feedback as close to the moment of action as possible to help users repeat positive actions
Sound effects animation and color are all methods of providing feedback
When successful feedback can actually cause the release of endorphins
2
Real-time feedback
Example
Fitbitrsquos ldquoflowerrdquo2
Real-time feedback
Example
Hybrid amp electric vehicles2
Real-time feedback
Example
Facebookrsquos ldquoLikerdquo Button2
Competition(Head-to-head)
Humans have been competing since the beginning Competition against known opponents is a powerful motivator
Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition
3
Competition(Head-to-head)
ExampleFoursquare 3
Competition(Head-to-head)
ExampleDuolingo (Language Learning) 3
Competition(Anonymous)
Competition can even be a motivator when wersquod feel uncomfortable sharing our performance
Anonymous competition is used to motivate better spending habits home efficiency and more
3
Competition(Anonymous)
ExamplesMintcom and Hohm 3
Cooperation
Cooperation engenders unique feelings of fulfillment and accountability amongst users
By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling
4
Cooperation
Example
Massively multiplayer games4
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Game design tools
Achievements amp goals
Provide metrics by which users can evaluate and demonstrate their progress and mastery
Not all users are motivated by visible recognition of goals but almost all humans are motivated by smaller achievable personal goals
1
Achievements amp goals
Example
Xbox Live Achievements1
Achievements amp goals
Example
Foursquare Badges1
Achievements amp goals
Example
LinkedIn Profile Completion1
Real-time feedback
Provide feedback as close to the moment of action as possible to help users repeat positive actions
Sound effects animation and color are all methods of providing feedback
When successful feedback can actually cause the release of endorphins
2
Real-time feedback
Example
Fitbitrsquos ldquoflowerrdquo2
Real-time feedback
Example
Hybrid amp electric vehicles2
Real-time feedback
Example
Facebookrsquos ldquoLikerdquo Button2
Competition(Head-to-head)
Humans have been competing since the beginning Competition against known opponents is a powerful motivator
Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition
3
Competition(Head-to-head)
ExampleFoursquare 3
Competition(Head-to-head)
ExampleDuolingo (Language Learning) 3
Competition(Anonymous)
Competition can even be a motivator when wersquod feel uncomfortable sharing our performance
Anonymous competition is used to motivate better spending habits home efficiency and more
3
Competition(Anonymous)
ExamplesMintcom and Hohm 3
Cooperation
Cooperation engenders unique feelings of fulfillment and accountability amongst users
By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling
4
Cooperation
Example
Massively multiplayer games4
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Achievements amp goals
Provide metrics by which users can evaluate and demonstrate their progress and mastery
Not all users are motivated by visible recognition of goals but almost all humans are motivated by smaller achievable personal goals
1
Achievements amp goals
Example
Xbox Live Achievements1
Achievements amp goals
Example
Foursquare Badges1
Achievements amp goals
Example
LinkedIn Profile Completion1
Real-time feedback
Provide feedback as close to the moment of action as possible to help users repeat positive actions
Sound effects animation and color are all methods of providing feedback
When successful feedback can actually cause the release of endorphins
2
Real-time feedback
Example
Fitbitrsquos ldquoflowerrdquo2
Real-time feedback
Example
Hybrid amp electric vehicles2
Real-time feedback
Example
Facebookrsquos ldquoLikerdquo Button2
Competition(Head-to-head)
Humans have been competing since the beginning Competition against known opponents is a powerful motivator
Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition
3
Competition(Head-to-head)
ExampleFoursquare 3
Competition(Head-to-head)
ExampleDuolingo (Language Learning) 3
Competition(Anonymous)
Competition can even be a motivator when wersquod feel uncomfortable sharing our performance
Anonymous competition is used to motivate better spending habits home efficiency and more
3
Competition(Anonymous)
ExamplesMintcom and Hohm 3
Cooperation
Cooperation engenders unique feelings of fulfillment and accountability amongst users
By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling
4
Cooperation
Example
Massively multiplayer games4
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Achievements amp goals
Example
Xbox Live Achievements1
Achievements amp goals
Example
Foursquare Badges1
Achievements amp goals
Example
LinkedIn Profile Completion1
Real-time feedback
Provide feedback as close to the moment of action as possible to help users repeat positive actions
Sound effects animation and color are all methods of providing feedback
When successful feedback can actually cause the release of endorphins
2
Real-time feedback
Example
Fitbitrsquos ldquoflowerrdquo2
Real-time feedback
Example
Hybrid amp electric vehicles2
Real-time feedback
Example
Facebookrsquos ldquoLikerdquo Button2
Competition(Head-to-head)
Humans have been competing since the beginning Competition against known opponents is a powerful motivator
Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition
3
Competition(Head-to-head)
ExampleFoursquare 3
Competition(Head-to-head)
ExampleDuolingo (Language Learning) 3
Competition(Anonymous)
Competition can even be a motivator when wersquod feel uncomfortable sharing our performance
Anonymous competition is used to motivate better spending habits home efficiency and more
3
Competition(Anonymous)
ExamplesMintcom and Hohm 3
Cooperation
Cooperation engenders unique feelings of fulfillment and accountability amongst users
By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling
4
Cooperation
Example
Massively multiplayer games4
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Achievements amp goals
Example
Foursquare Badges1
Achievements amp goals
Example
LinkedIn Profile Completion1
Real-time feedback
Provide feedback as close to the moment of action as possible to help users repeat positive actions
Sound effects animation and color are all methods of providing feedback
When successful feedback can actually cause the release of endorphins
2
Real-time feedback
Example
Fitbitrsquos ldquoflowerrdquo2
Real-time feedback
Example
Hybrid amp electric vehicles2
Real-time feedback
Example
Facebookrsquos ldquoLikerdquo Button2
Competition(Head-to-head)
Humans have been competing since the beginning Competition against known opponents is a powerful motivator
Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition
3
Competition(Head-to-head)
ExampleFoursquare 3
Competition(Head-to-head)
ExampleDuolingo (Language Learning) 3
Competition(Anonymous)
Competition can even be a motivator when wersquod feel uncomfortable sharing our performance
Anonymous competition is used to motivate better spending habits home efficiency and more
3
Competition(Anonymous)
ExamplesMintcom and Hohm 3
Cooperation
Cooperation engenders unique feelings of fulfillment and accountability amongst users
By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling
4
Cooperation
Example
Massively multiplayer games4
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Achievements amp goals
Example
LinkedIn Profile Completion1
Real-time feedback
Provide feedback as close to the moment of action as possible to help users repeat positive actions
Sound effects animation and color are all methods of providing feedback
When successful feedback can actually cause the release of endorphins
2
Real-time feedback
Example
Fitbitrsquos ldquoflowerrdquo2
Real-time feedback
Example
Hybrid amp electric vehicles2
Real-time feedback
Example
Facebookrsquos ldquoLikerdquo Button2
Competition(Head-to-head)
Humans have been competing since the beginning Competition against known opponents is a powerful motivator
Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition
3
Competition(Head-to-head)
ExampleFoursquare 3
Competition(Head-to-head)
ExampleDuolingo (Language Learning) 3
Competition(Anonymous)
Competition can even be a motivator when wersquod feel uncomfortable sharing our performance
Anonymous competition is used to motivate better spending habits home efficiency and more
3
Competition(Anonymous)
ExamplesMintcom and Hohm 3
Cooperation
Cooperation engenders unique feelings of fulfillment and accountability amongst users
By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling
4
Cooperation
Example
Massively multiplayer games4
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Real-time feedback
Provide feedback as close to the moment of action as possible to help users repeat positive actions
Sound effects animation and color are all methods of providing feedback
When successful feedback can actually cause the release of endorphins
2
Real-time feedback
Example
Fitbitrsquos ldquoflowerrdquo2
Real-time feedback
Example
Hybrid amp electric vehicles2
Real-time feedback
Example
Facebookrsquos ldquoLikerdquo Button2
Competition(Head-to-head)
Humans have been competing since the beginning Competition against known opponents is a powerful motivator
Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition
3
Competition(Head-to-head)
ExampleFoursquare 3
Competition(Head-to-head)
ExampleDuolingo (Language Learning) 3
Competition(Anonymous)
Competition can even be a motivator when wersquod feel uncomfortable sharing our performance
Anonymous competition is used to motivate better spending habits home efficiency and more
3
Competition(Anonymous)
ExamplesMintcom and Hohm 3
Cooperation
Cooperation engenders unique feelings of fulfillment and accountability amongst users
By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling
4
Cooperation
Example
Massively multiplayer games4
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Real-time feedback
Example
Fitbitrsquos ldquoflowerrdquo2
Real-time feedback
Example
Hybrid amp electric vehicles2
Real-time feedback
Example
Facebookrsquos ldquoLikerdquo Button2
Competition(Head-to-head)
Humans have been competing since the beginning Competition against known opponents is a powerful motivator
Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition
3
Competition(Head-to-head)
ExampleFoursquare 3
Competition(Head-to-head)
ExampleDuolingo (Language Learning) 3
Competition(Anonymous)
Competition can even be a motivator when wersquod feel uncomfortable sharing our performance
Anonymous competition is used to motivate better spending habits home efficiency and more
3
Competition(Anonymous)
ExamplesMintcom and Hohm 3
Cooperation
Cooperation engenders unique feelings of fulfillment and accountability amongst users
By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling
4
Cooperation
Example
Massively multiplayer games4
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Real-time feedback
Example
Hybrid amp electric vehicles2
Real-time feedback
Example
Facebookrsquos ldquoLikerdquo Button2
Competition(Head-to-head)
Humans have been competing since the beginning Competition against known opponents is a powerful motivator
Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition
3
Competition(Head-to-head)
ExampleFoursquare 3
Competition(Head-to-head)
ExampleDuolingo (Language Learning) 3
Competition(Anonymous)
Competition can even be a motivator when wersquod feel uncomfortable sharing our performance
Anonymous competition is used to motivate better spending habits home efficiency and more
3
Competition(Anonymous)
ExamplesMintcom and Hohm 3
Cooperation
Cooperation engenders unique feelings of fulfillment and accountability amongst users
By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling
4
Cooperation
Example
Massively multiplayer games4
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Real-time feedback
Example
Facebookrsquos ldquoLikerdquo Button2
Competition(Head-to-head)
Humans have been competing since the beginning Competition against known opponents is a powerful motivator
Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition
3
Competition(Head-to-head)
ExampleFoursquare 3
Competition(Head-to-head)
ExampleDuolingo (Language Learning) 3
Competition(Anonymous)
Competition can even be a motivator when wersquod feel uncomfortable sharing our performance
Anonymous competition is used to motivate better spending habits home efficiency and more
3
Competition(Anonymous)
ExamplesMintcom and Hohm 3
Cooperation
Cooperation engenders unique feelings of fulfillment and accountability amongst users
By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling
4
Cooperation
Example
Massively multiplayer games4
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Competition(Head-to-head)
Humans have been competing since the beginning Competition against known opponents is a powerful motivator
Users who are extrinsically motivated will respond to public leaderboards ldquomayorshipsrdquo and other recognition
3
Competition(Head-to-head)
ExampleFoursquare 3
Competition(Head-to-head)
ExampleDuolingo (Language Learning) 3
Competition(Anonymous)
Competition can even be a motivator when wersquod feel uncomfortable sharing our performance
Anonymous competition is used to motivate better spending habits home efficiency and more
3
Competition(Anonymous)
ExamplesMintcom and Hohm 3
Cooperation
Cooperation engenders unique feelings of fulfillment and accountability amongst users
By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling
4
Cooperation
Example
Massively multiplayer games4
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Competition(Head-to-head)
ExampleFoursquare 3
Competition(Head-to-head)
ExampleDuolingo (Language Learning) 3
Competition(Anonymous)
Competition can even be a motivator when wersquod feel uncomfortable sharing our performance
Anonymous competition is used to motivate better spending habits home efficiency and more
3
Competition(Anonymous)
ExamplesMintcom and Hohm 3
Cooperation
Cooperation engenders unique feelings of fulfillment and accountability amongst users
By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling
4
Cooperation
Example
Massively multiplayer games4
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Competition(Head-to-head)
ExampleDuolingo (Language Learning) 3
Competition(Anonymous)
Competition can even be a motivator when wersquod feel uncomfortable sharing our performance
Anonymous competition is used to motivate better spending habits home efficiency and more
3
Competition(Anonymous)
ExamplesMintcom and Hohm 3
Cooperation
Cooperation engenders unique feelings of fulfillment and accountability amongst users
By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling
4
Cooperation
Example
Massively multiplayer games4
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Competition(Anonymous)
Competition can even be a motivator when wersquod feel uncomfortable sharing our performance
Anonymous competition is used to motivate better spending habits home efficiency and more
3
Competition(Anonymous)
ExamplesMintcom and Hohm 3
Cooperation
Cooperation engenders unique feelings of fulfillment and accountability amongst users
By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling
4
Cooperation
Example
Massively multiplayer games4
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Competition(Anonymous)
ExamplesMintcom and Hohm 3
Cooperation
Cooperation engenders unique feelings of fulfillment and accountability amongst users
By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling
4
Cooperation
Example
Massively multiplayer games4
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Cooperation
Cooperation engenders unique feelings of fulfillment and accountability amongst users
By creating a team atmosphere users can complete more than the sum of their individual contributions Digital interactions become socially fulfilling
4
Cooperation
Example
Massively multiplayer games4
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Cooperation
Example
Massively multiplayer games4
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Cooperation
Example
Kiva microlending teams4
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Immersion
Immersion is the art of removing artifacts that might distract or frustrate users
Immersion is difficult to encourage but when successful can aid in achieving ldquoflowrdquo (efficient uninterrupted work)
Immersion also tends to make users more forgiving when errors happen
5
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
DO understand what success
looks like
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
DONrsquoT reward bad behavior
By rewarding behaviors you do not want users to repeat you may accidentally associate that bad behavior with the good release of endorphins
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
DO invest time in fine tuning your
interactions
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
DONrsquoT penalize users for a long absence
Some games (eg Animal Crossing) will penalize players for each day they donrsquot interact with the game
Since life is unpredictable this may lead to your users avoiding your product if life keeps them away for too long
If you must reward the return ndash donrsquot penalize the absence
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
DO consider context when
choosing mechanics
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
DONrsquoT assume all users have the same motivation
Different game mechanics appeal to different types of people
Understand your users Are they motivated by mastery or impact Competition or collaboration
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
The companies that win distinguish themselves with the ldquohowrdquo of their features not the ldquowhatrdquo
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
ldquo100 Things Every Designer Should Know About Peoplerdquo
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Psychology of motivation
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
The Psychology of Variable
Rewards
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
The Psychology of Variable
Rewards
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
The Psychology of Goals
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
The Psychology of Goals
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
The Psychology of Goals
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Our brains prefer anticipation to the reward
Our brains are more stimulated when we anticipate a reward than when we receive it
Without the thrill of anticipation rats starve to death with food in front of them
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Unpredictability drives motivation
Emails Tweets and texts are addicting largely because theyrsquore unpredictable
The unexpected delight of an incoming message buzz is just as stimulating as getting the message
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Rewards are tricky
Once you pay someone to do something they will only want to do it for the reward
Unexpected rewards donrsquot have the same demotivating effect
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Change happens in small increments
Want to get someone to build new habits Change their behaviors
Start smallhellip
and
Forgive lapses
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Fewer competitors = more motivation
We talked about competition in Gamification but therersquos more going on
People like to compete but they also like to feel like they have a chance
Research shows competing against 10 competitors is fundamentally more motivating than 1000
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Humans enjoy autonomy
Modern life involves many more self-directed actions than it did 10 20 or 50 years ago
Regardless of skill level humans innately enjoy being independent on some level as it gives total control
Our prehistoric ancestors equated control with staying out of danger and survival so this is a deeply rooted motivator
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Social psychology
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Mirror Neurons
Humans are built to mimic others and you automatically like others more when those others subconsciously mirror you
Watching someone else do something lights up the parts of our brain that would do it ourselves Itrsquos biological empathy
V S Ramachandranrsquos TED talk on mirror neurons
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
Strong amp Weak Social Ties
Humans have a limited ability to maintain strong social ties Research puts the maximum at around 150 ldquostrong tiesrdquo where you know each person and interact with them in physical environments
ldquoWeak tiesrdquo are more like the Twitter relationships you have with strangers You donrsquot get the same kind of benefit from these and establishing physical proximity to all would be overwhelming
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
httpwwwmicrosoftcomen-ustwcdefaultaspx
Four pillars
Security
Safety
Privacy
Accessibility
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy
What is accessibility
Why care about security
What do you mean by safety
What do you mean by privacy