4 Building Blocks of Amazing Products

Понравилась презентация – покажи это...

Слайд 0

4 Building Blocks of Amazing Products

Слайд 1

Why some products take off while others, that seem as good, utterly fail?

Слайд 2

There are of course many reasons, and luck takes a huge role in the success or failure.

Слайд 3

However, analyzing many successful games and products,

Слайд 4

There seem to be 4 elements that keep recurring.

Слайд 5

1. 2. 3. 4. Social Engagement Curiosity Clear Visual Feedback A Path to Mastery

Слайд 6

Hi, I’m Dori Adar. I design games and write about behavioural design www.DoriAdar.com And here’s the gist: @ Dori Adar

Слайд 7

Social Engagement

Слайд 8

Adding that crucial social layer to a product is a true make or break.

Слайд 9

Camera + filters = awesome app.

Слайд 10

Camera + filters + social = $1B exit

Слайд 11

Most of today’s successful products are social. You know that.

Слайд 12

However I’d like to shed light on a social aspect that is rarely used: co-op.

Слайд 13

Some games allow players to play together.

Слайд 14

World of Warcraft (WOW), the popular multiplayer game, allows its players to gather in guilds.

Слайд 15

Guild members can trade items and information with their colleagues,

Слайд 16

and can also be promoted by the guild’s founder to higher ranks, which grants them access to the guild’s resources.

Слайд 17

guild members are very engaged players, who have a better game experience than solo players.

Слайд 18

What can be done with co-op in non-game products, you ask?

Слайд 19

Affiliate programs are co-op by nature. Take Uber’s for example.

Слайд 20

When a friend signs up to Uber with my code, we both get $20 coupons.

Слайд 21

That’s sweet, but Co-op can also be a fun thing, not just a matter of affiliation.

Слайд 22

Buying, studying, training… Many things are more fun when you’re cooperating with friends.

Слайд 23

Can your product enhance it?

Слайд 24

Do this now: Discover co-op opportunities in your product, or in products that you use.

Слайд 25


Слайд 26

A curious user is an engaged user.

Слайд 27

One of the best ways to get users curious is by hooking them with a mystery.

Слайд 28

If you’ve ever watched a bad TV show just to know how it ends,

Слайд 29

You know exactly what I’m talking about.

Слайд 30

Games use this tactic a lot, notably story-based games, like TellTale’s The Walking Dead series.

Слайд 31

This game hooks users on its first scene.

Слайд 32

However, curiosity can be created outside of mysteries and stories as well.

Слайд 33

The essence of curiosity is gaps of knowledge. But not every gap is interesting.

Слайд 34

Which notification is more appealing to you? 1 (Shazam) CHART: There’s a new #1! 2 (LinkedIn) People are looking at your LinkedIn profile!

Слайд 35

Both notifications pose a gap of knowledge, however LinkedIn’s is more effective.

Слайд 36

People are interested in topics that concern themselves,

Слайд 37

And LinkedIn, Facebook, Snapchat and many other services are based around that notion.

Слайд 38

Another example is Airbnb’s “handshake review” model, that never fails to get users curious.

Слайд 39

If you’ve ever used Airbnb, chances are that someone (your host), had left a review about you.

Слайд 40

To see it, you will have to leave a counter review. Or in the words of Airbnb:

Слайд 41

“(Your Host) has left you a review. To read it, please leave a review for your host.”

Слайд 42

A gap of knowledge is created, and the curious user will behave as intended and leave a counter review to fill the gap.

Слайд 43

Do this now: How can you create gaps of knowledge in your users?

Слайд 44

Visual Feedback

Слайд 45

Games are all about visual feedback to indicate progress.

Слайд 46

Timer Power Bar Special ability

Слайд 47

Apps and web products should constantly provide visual feedback as well.

Слайд 48

When Harry’s, a shaving products company, was getting ready to launch their product,

Слайд 49

They needed to get as many email addresses as possible.

Слайд 50

They came up with a pretty common affiliate program:

Слайд 51

Users would get their friends sign up, and get free products in return.

Слайд 52

What was uncommon about this program, is how they communicated progress to their affiliates.

Слайд 53

Every user had a dashboard

Слайд 54

Progress was clear, thus motivating. Progress Bar The next prize Numeric count

Слайд 55

By being concrete and visual, Harry’s got 100,000 email addresses in a week.

Слайд 56

As a rule, every process whatsoever, whether it’s onboarding, form, survey or affiliate program,

Слайд 57

Would perform better given the right visual feedback.

Слайд 58

Makes sense, right? You’d be amazed how much this is overlooked.

Слайд 59

Do this now: Where can you add a concrete visual feedback in your app?

Слайд 60

A Path to Mastery Path to Mastery

Слайд 61

The beautiful thing about games is that they let players get good at them.

Слайд 62

Players progress, and a big chunk of the fun is to master the game.

Слайд 63

Non-game products should give opportunities for mastery as well.

Слайд 64

Another example from Airbnb, this time, the “Super Hosts” program.

Слайд 65

Airbnb allows users to become Super Hosts if they meet certain criteria,

Слайд 66

Like getting ten 5 star reviews and maintaining a quick response rate.

Слайд 67

For starters, see how beautifully the goals and progress are communicated.

Слайд 68

Second, everyone benefits from this program. Airbnb gets more loyal and better hosts,

Слайд 69

And hosts can achieve mastery and receive the perks that goes with it.

Слайд 70

Do this now: Find ways to allow users to become masters in your product.

Слайд 71

Social engagement (look for co-op) Curiosity (self interest works best) Visual feedback (Communicate progression!) Path to mastery (let your users shine!)

Слайд 72

Share those 4 building blocks for great products! DoriAdar.com

Слайд 73