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The best apps today are games in disguise
@calm @tiktok_us @superhuman @chime - many of the top consumer / enterprise / fintech apps embrace game design. These 'game-like' experiences feel fun and have great retention
Thread
@calm @tiktok_us @superhuman @chime - many of the top consumer / enterprise / fintech apps embrace game design. These 'game-like' experiences feel fun and have great retention
Thread
1/ First, game-like != gamification
- Game-like apps incorporate the design principles behind good games into the core product
- Gamification merely applies the surface mechanics like points, badges, leaderboards without understanding the design principles
- Game-like apps incorporate the design principles behind good games into the core product
- Gamification merely applies the surface mechanics like points, badges, leaderboards without understanding the design principles
2/ The best game-like experiences focus on retention
Well-designed games retain extraordinarily well - @Warcraft @CandyCrushSaga have thrived for 10+ yrs
In contrast, most gamified programs boost short-term engagement but wear out users quickly
Well-designed games retain extraordinarily well - @Warcraft @CandyCrushSaga have thrived for 10+ yrs
In contrast, most gamified programs boost short-term engagement but wear out users quickly
3/ A general framework for game-like experiences:
- Motivation: why does a user want to use your app?
- Mastery: what are the rules of the app?
- Feedback: how will a user learn those rules?
- Motivation: why does a user want to use your app?
- Mastery: what are the rules of the app?
- Feedback: how will a user learn those rules?
4/ Motivation - the best games motivate users via intrinsic goals
The intro level for Mega Man X is a great example of goal-setting. In the first 5 mins, users encounter and are defeated by Vile, a vastly more powerful enemy war machine
The intro level for Mega Man X is a great example of goal-setting. In the first 5 mins, users encounter and are defeated by Vile, a vastly more powerful enemy war machine
5/ Yet instead of seeing 'game over' - the user is saved last-min by Zero, who wears splashy red armor resembling a Ferrari
As the user kneels mesmerized, Zero proclaims you will grow stronger and one day "may even become as powerful as I am"
As the user kneels mesmerized, Zero proclaims you will grow stronger and one day "may even become as powerful as I am"
6/ This powerful sequence creates 3 intrinsic goals:
1) become more like Zero (relatedness)
2) beat Vile next time (competence)
3) figure out how to do this (autonomy)
Users are motivated to keep playing by these self-determined goals
1) become more like Zero (relatedness)
2) beat Vile next time (competence)
3) figure out how to do this (autonomy)
Users are motivated to keep playing by these self-determined goals
7/ Mastery - once motivated toward goals, users need to learn the rules of the game - how to win. This is the path to mastery
Mastery is tied to the intrinsic need for competence - we want to improve in skill as we invest time in an activity
Mastery is tied to the intrinsic need for competence - we want to improve in skill as we invest time in an activity
8/ The path to mastery should be fair and based on skill/choice, not luck. Goals should feel challenging yet attainable
Well-tuned difficulty creates flow - a state of mind where users are intensely focused on the present and the hours fly by
Well-tuned difficulty creates flow - a state of mind where users are intensely focused on the present and the hours fly by
9/ Combining intrinsic goals with a long-term path to mastery is what makes strong retention
RPGs like @ElderScrolls are a masterclass at this. Users who make it past a certain point generally keep playing for 100s of hours
RPGs like @ElderScrolls are a masterclass at this. Users who make it past a certain point generally keep playing for 100s of hours
10/ Feedback - the best games teach through iterative feedback loops. Users need a way to learn the rules and systems as they go
Very few people read instructions anymore
Very few people read instructions anymore
11/ Super Mario Bros famously taught users via death. The game presents an enemy Goomba early in World 1-1. If the Goomba touches Mario, he dies and restarts at the beginning - only 3secs back. This short harmless loop encourages experimentation
12/ @CandyCrushSaga rewards users for matching 3 candies with colorful explosions. The game also embraces serendipity as a design element. Candies often cascade too quickly to track, creating moments of delight as fireworks, fish, & lightning emerge!
13/ Today, many of the most popular apps across consumer, enterprise, & fintech embrace motivation, mastery, & feedback in their core design
A few of my favorite examples below:
A few of my favorite examples below:
14/ Many of our top social networks are game-like
@instagram @Twitter @tiktok_us hit intrinsic needs - users connect with others (relatedness) and express themselves as they post (autonomy). There is a path to mastery (building an audience) and feedback loops (likes/follows)
@instagram @Twitter @tiktok_us hit intrinsic needs - users connect with others (relatedness) and express themselves as they post (autonomy). There is a path to mastery (building an audience) and feedback loops (likes/follows)
15/ The email app @Superhuman is a game-like experience
Superhuman sets a goal - Inbox Zero - and delivers fine-tuned controls that help users achieve flow. Upon reaching Inbox Zero, Superhuman celebrates by showing a beautiful HD image of nature scenery
Superhuman sets a goal - Inbox Zero - and delivers fine-tuned controls that help users achieve flow. Upon reaching Inbox Zero, Superhuman celebrates by showing a beautiful HD image of nature scenery
16/ @forestapp_cc turns mental focus into a game
Users start a focus session by planting a tree that grows over time and withers if the user leaves the app early. Users who stay focused can plant the tree in a beautiful virtual forest
Users start a focus session by planting a tree that grows over time and withers if the user leaves the app early. Users who stay focused can plant the tree in a beautiful virtual forest
17/ @Chime automatic savings account turns saving money into a game
Chime's debit card rounds up transactions to the nearest $ and transfers the "Round Up" automatically to a user's savings account
Chime's debit card rounds up transactions to the nearest $ and transfers the "Round Up" automatically to a user's savings account
18/ The savings amount is different with every transaction (serendipity) and is highlighted colorfully in the app's feed
Chime succeeds in making a chore - reviewing bank statements - feel fun. This positive feedback loop also reinforces the savings goal
Chime succeeds in making a chore - reviewing bank statements - feel fun. This positive feedback loop also reinforces the savings goal
19/ @ZombiesRunGame makes running more fun. Zombies sends runners on audio missions where they role-play a survivor in a zombie epidemic
20/ @Duolingo turns language learning into a game. Lessons are broken into snackable levels similar in length to mobile game sessions. Many lessons are adaptive in difficulty to help students reach a state of flow
Wrap/ The core principles of game design have been integrated into many of the top apps today
When people have fun and make progress toward intrinsic goals, they build long-term habits
If you're building a game-like app, would love to hear from you!
When people have fun and make progress toward intrinsic goals, they build long-term habits
If you're building a game-like app, would love to hear from you!
