amy jo kim - mfw15
TRANSCRIPT
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Amy Jo Kim, Ph.D ©2015 All Rights
Reserved
The Co-op Revolution5 Tips for Designing Collaboration
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Amy Jo Kim, Ph.D.
Co-Founder & Creative Director
Shufflebrain Partners
shufflebrain.com
Creator & Head Coach
Getting to Alpha
getting2alpha.com
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Amy Jo Kim co-founder, Shufflebrain
we specialize in
early-stage design & innovation
The Sims eBay
Rock Band Covet Fashion
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Nine Timeless Design Strategies (2000)
1. Define and articulate your Purpose
2. Build flexible, extensible gathering Places
3. Create meaningful evolving Profiles
4. Design for a range of Roles
5. Develop a strong Leadership program
6. Encourage appropriate Etiquette
7. Promote cyclic Events
8. Integrate the Rituals of community life
9. Facilitate member-run Groups
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Nine Timeless Design Strategies (2000)
1. Define and articulate your Purpose
2. Build flexible, extensible gathering Places
3. Create meaningful evolving Profiles
4. Design for a range of Roles
5. Develop a strong Leadership program
6. Encourage appropriate Etiquette
7. Promote cyclic Events
8. Integrate the Rituals of community life
9. Facilitate member-run Groups
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The Membership Lifecycle
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The Membership Lifecycle
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Discovery
Mastery
Onboarding
Habit-Building
The Players Journey
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How do you design for
sustained engagement?
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is for EnthusiastsStage 1: Discovery
Discovery
What is this? Is it for me? What’s the value proposition?
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is for EnthusiastsStage 2: Onboarding
Discovery
Onboarding
How do I start getting (& giving) value? What do I need to learn?
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is for EnthusiastsStage 3: Habit-building
Discovery
Onboarding
Habit-Building
What pulls me back repeatedly? What am I getting better at?
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is for EnthusiastsStage 4: Mastery
Discovery
Onboarding
Habit-Building
Mastery
What skill am I building? How can I leverage that?
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Product Narrative Core Loop
start here
MVP PrototypeDesign a compelling Core Loop
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Engaging Activities fuel the loop
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Feedback + Progress light the path to Mastery
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Investment & triggers pull people back
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Games have core loops
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So do (some) products, apps & services
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Not everyone is motivated by
zero-sum mechanics
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GAME: a system in which players engage in an
artificial conflict, defined by rules, that results in a
quantifiable outcome** Source: Rules of Play
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Zero-Sum Game
We are opponents
I Win You Lose
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Head-to-Head Battles War Simulations
Rank-Ordered Competitions Gambling
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GAME: a structured experience with rules
and goals that’s fun to play together** Source: The Player’s Journey
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Non-Zero-Sum Game
We are partners
Win-Win
Lose-Lose
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Martial Arts Charity Walk
Double Dutch Pictionary
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Why should we care?
Three Disruptive TrendsRe-shaping the games industry
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1. Platform Disruption
Gaming is moving to mobile connected devices
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Console market share shrinking –growth is in mobile & PCs
Source: Digi-Captial Global Games Investment Review
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2: Audience Disruption
Everyone’s a gamer – all ages, both genders
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93% of kids 8-13 play games online
Source: M2 Research
Source: Inside Facebook
fastest-growing Facebook demographic is women 55+
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3: Content Disruption
The rise of mutual entertainment AKA UGC
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where is the Blue Ocean in this
shifting landscape?
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How do you
design for
collaboration?
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1. Compete with the System
Design for Collaboration
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Tackle protein-folding science
puzzles
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Join Forces to Beat a Project
Deadline
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Complete your Self-selected Track
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1. Compete with the System
2. Shared Resources, Outcomes & Goals
Design for Collaboration
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Shared Gathering Place
Slack Team Hub with channels and sub-groups
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Shared Closet
You can borrow clothes
from your friend’s closet
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Shared Score
shared score in 2-player coop mode
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Shared Environment
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If your friend comes over, you can re-mix pieces
Shared Toys
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Shared Goals
The Contenders - self-organized Foldit team
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What resources, outcomes and
goals can YOUR players share?
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1. Compete with the System
2. Shared Resources, Outcomes & Goals
3. Inter-dependent Roles
Design for Collaboration
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earn the ability to judge crimes & punish bad behavior
Judges & Enforcers
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Expert players are invited to play curation & leadership roles
Writers & Editors
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Stylists & Fashionistas
Expert players are invited to play stylist
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What inter-dependent roles can
YOUR players engage in?
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1. Compete with the System
2. Shared Resources, Outcomes & Goals
3. Inter-dependant Roles
4. Cooperative Social Gestures
Design for Collaboration
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Like, Retweet, Fave
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Hug & High-5
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Kudos for Teamwork
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Coordinated Movements
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Share or Donote to a Campaign
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What co-op social gestures can
YOUR players make?
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1. Compete with the System
2. Shared Resources, Outcomes & Goals
3. Inter-dependant Roles
4. Cooperative Social Gestures
5. Non-Zero Stats & Spotlights
Design for Collaboration
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Community Stats & Social Proof
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Collective Achievement
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Topical Spotlights
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Featured Posts
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Community Contests
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Group Achievements
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Which non-zero stats and
spotlights can YOU leverage?
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Once upon a time
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a girl had a transformative experience
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and they played happily ever after
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The Coop Revolution is Here*
*it’s just not evenly distributed
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Games shape how we see the world
Seize the opportunity
Think Co-op First
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Team Co-op
Dan Cook
@danctheduck
Michael Molinari
@OneMrBean
Chelsea Howe
@manojalpa
Amy Jo Kim
@amyjokim
Sandie Richards
@sandierichards
shout-out to my co-conspirators
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Thank youFollow me on Twitter: @amyjokim