SlideShare una empresa de Scribd logo
1 de 141
Descargar para leer sin conexión
this stupidly simple trick 
helped these sites multiply 
their click rates 
Sebastian Deterding (@dingstweets) 
UXI Studio, December 15, 2014 
cb 
*Designing for Curiosity 
Image: JosephB 
*
chapter 1 
Storytime
exhibit #1 
Curiosity* 
* like, literally
2012: curiosity - what’s inside the cube?
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
In the first month: 
3 million users 
800,000 daily active users 
5 billion cubes clicked
exhibit #2 
CoffeCup
2010
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
+ 600% page views 
+ 300% traffic 
+217% facebook fans 
+170% twitter followers
“Just can’t let it go. Into my third 
day now. Ashamed of how many 
hours I’ve spent.” 
- paintbrush, forum user
exhibit #3 
Upworthy
(1) Forbes, 2013 (2) Quantcast, 2013 (3) Quantcast, 2014 (4) The Whip, 2013 
2012
Fasted growing media site in history1 
6 mio. UU/m. in first 12 months1 
90 mio. UU/m. in first 18 months2 
79th largest US site in traffic3 
3rd most fb likes/shares of any news site4 
(1) Forbes, 2013 (2) Quantcast, 2013 (3) Quantcast, 2014 (4) The Whip, 2013 
2012
Fasted growing media site in history1 
6 mio. UU/m. in first 12 months1 
90 mio. UU/m. in first 18 months2 
79th largest US site in traffic3 
3rd most fb likes/shares of any news site4 
... with 7.5 articles per day.4 
(1) Forbes, 2013 (2) Quantcast, 2013 (3) Quantcast, 2014 (4) The Whip, 2013 
2012
The Atlantic, 2013
HOW?* 
*?!?!?!?!!?!?!?!?!?!?!?!?!?!?!?!?!?!?!?!?!???!??!?!???????!?!?
all about that 
headline
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
so what makes a 
viral headline?
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
Link to their guide in online slides
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
curiosity drives 
engagement
curiosity can fuel ... 
Attention 
Positive emotional brand experience 
Exploration, first use, signup 
Onboarding, learning 
Engagement 
Return visits, re-engagement 
Social sharing
how to drive 
curiosity?
chapter 2 
How does 
curiosity work?
unpredictability 
Can I not reliably anticipate 
the future of this? 
relevance 
Is the ability to anticipate this 
relevant to me? 
solvability 
Am I able to resolve 
that inability? 
curiosity 
unpredictable, positively relevant, 
solvable, safe 
safety 
Is resolving this inability 
dangerous? 
fear 
unpredictable, (un)solvable, 
negatively relevant, unsafe 
curiosity: a motive to approach novel stimuli 
invitation 
Links in the online version
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
Invitation: 
Click me!
Not fully predictable. 
I tell you that there’s something, but not what 
– and it’s shocking, not what you’d expect.
Solvable. 
Did I mention you can click here? 
Come on. You know you want to.
Relevant. 
Really, it’s shocking! 
And its about what you would pay.
Safe. 
Honestly: Clicking never 
hurt anyone.
chapter 3 
How to design 
for curiosity?
six forms of 
unpredictability 
Links here, just click:
Curiosity 
Curiosity drives us to explore actions with 
potentially positively relevant outcomes we 
can bring about (self-efficacy) but not fully 
anticipate – if we get a promising invitation 
to do so. Careful: If we feel the outcomes 
might be negative or the actions unsafe, this 
can stoke fear instead or in parallel. 
▪ How might you make the outcome positively 
relevant? How might you signal this to players 
without giving it away? 
▪ How might the outcome be somewhat 
unanticipatable, inviting guesses to test? 
▪ How might you give players confidence that they 
can bring the outcome about? 
▪ How might you reduce (the impression of) 
potential negative consequences of taking the 
action? 
Instantiations: Conflict, Hide-and-hint, Novelty, 
Possibility Space, Surprise, Uncertainty, 
Unresolved complexity. 
CU 
Hide-and-hint CU 
Uncertainty Novelty 
CU 
We are curious about novel experiences: 
something potentially enjoyable we haven't 
experienced yet has us wonder: "How does it 
feel?" We follow a promise or surprise 
signalling novelty if we feel we are able and 
safe to do so. 
▪ What experiences, interactions, content do 
players know and expect in the given context? 
▪ What haven't they experienced they might want to 
know how it feels? 
▪ How might you signal that the new experience 
exists and is enjoyable without giving it away? 
▪ Do players fear the experience might be 
overwhelming, boring, or unpleasant? How might 
you mitigate those fear? 
Instantiations: Novel Content, Novel Interactions, 
Novel Interfaces, Surprise. 
We are curious about potentially positive but 
uncertain outcomes. Especially when we 
have a hypothesis, we want to test our bet 
on "What will happen?" and "When?" 
▪ How might you make the outcomes positively 
relevant? How might you signal this to players? 
▪ How might you vary and randomise what positive 
outcomes follow an action? 
▪ How might you randomise when an outcome 
follows an action? 
▪ How might you help the player seek and 
hypothesise patterns in that randomness? 
▪ How might you invite players to test their 
hypotheses? 
▪ How might you help players feel that they can test 
hypotheses safely? 
Instantiations: Action Probability, Betting, Hidden 
Information, Loot Drop. 
We are curious about potentially relevant 
information and resources that are hinted at 
but hidden. If we know about something, but 
not its content, we wonder: "What is there?" 
▪ What information or resources are relevant to 
players at this point? 
▪ How might you hide their specific content away? 
▪ How might you hint at their existence? 
▪ How might you signal their potential relevance? 
▪ How might you help players feel that they can 
follow that hint safely? 
Instantiations: Cliffhanger, Fog of War, Hidden 
Information, Locked Abilities, Locked Content, 
Locked Items, Skill Tree, Tech Tree. 
CU 
Unresolved Complexity 
We are curious about unclear meanings or 
paths to a positively relevant outcome, 
wondering: "How do I get there?" 
▪ How might you make a situation positively relevant? 
How might you signal this to players? 
▪ How might you create a complex, non-obvious path 
to or symbol within that situation? 
▪ Do players feel confident they can find the path or 
mearning? If not, how might you instil that 
confidence? 
▪ How might you offer leads that spark multiple 
hypotheses for paths or meanings that players want 
to test? 
▪ How might you help players feel that they can 
safely test these hypotheses? 
Instantiations: Puzzles, Whodunnits. 
CU Possibility Space 
CU/AU 
We are curious and feel autonomous in front 
of an untested possibility space, wondering: 
"What if …?" Possibility spaces emerge from 
recombinable items or actions with no 
prescribed goals and emergent effects that 
feel unpredictable but over time, guessable 
and reliably learnable. 
▪ What actions and/or items might you offer to 
combine? 
▪ Do they produce a combinatorial explosion of 
possible effects that are logical but not foreseeable 
by you? 
▪ How might you give players space, time, and 
license to try their own combinations? 
▪ How might you give openings that suggest new 
combinations to try: constraints, traces of others, 
random suggestions, or half-begun things? 
▪ How might you make testing an untried combination 
relevant – e.g. with novelty, competence, or self-expression? 
▪ How might you help players feel that they can 
safely test new combinations? 
Instantiations: Building blocks, Editors. 
Conflict CU/AR 
Uncertainty We are curious and get aroused over 
how a 
conflict of information or interests will resolve, 
wondering: "How or what will out?" 
▪ What pieces of information or parties may clash in 
the given context? 
▪ How might you make the outcome positively 
relevant? How might you signal this to players? 
▪ How might you keep the end result maximally on the 
edge? 
▪ How might you provide and retain equally plausible 
scenarios supporting each information? 
Instantiations: Balancing, Dramatic Conflict, 
Whodunnits. 
Surprise 
We feel good when our expectations are 
positively broken: something novel and good 
happens that we did not foresee. Such 
surprises stoke curiosity whether there might 
be further surprises in store, wondering: "Is 
there more like this?" A first surprise can thus 
become the hint in a hide-and-hint. 
▪ What do players expect in this context (genre, level, 
interaction, situation, plot, menu, ...)? 
▪ How might you positively break these expectations: 
something vastly more, better, or different? 
▪ How might you first create or affirm the 
expectations – and then positively break them? 
▪ How might you not reveal the existence of 
something positive for the player in your game until 
you surprise them with it? (Think level and interface 
design, but also packaging, marketing). 
Instantiations: Easter Eggs, Hidden Information, 
Panoramic Opening, Plot Twist. 
We are curious potentially positive but uncertain outcomes. 
Especially when we have a hypothesis, we 
want to test our bet on "What will happen?" 
and "When?" 
▪ How might you make the outcomes positively 
relevant? How might you signal this to players? 
▪ How might you vary and randomise what positive 
outcomes follow an action? 
▪ How might you randomise when an outcome 
follows an action? 
▪ How might you help the player seek and 
hypothesise patterns in that randomness? 
▪ How might you invite players to test their 
hypotheses? 
▪ How might you help players feel that they can test 
hypotheses safely? 
Instantiations: Action Probability, Betting, Hidden 
Information, Loot Drop.
Novelty 
We are curious about novel experiences: 
something potentially enjoyable we haven't 
experienced yet has us wonder: "How does it 
feel?" We follow a promise or surprise 
signalling novelty if we feel we are able and 
safe to do so. 
▪ What experiences, interactions, content do 
users 
players know and expect in the given context? 
▪ What haven't they experienced they might want to 
know how it feels? 
▪ How might you signal that the new experience 
exists and is enjoyable without giving it away? 
▪ Do players fear the experience might be 
overwhelming, boring, or unpleasant? How might 
you mitigate those fear? 
Instantiations: Novel Content, Novel Interactions, 
Novel Interfaces, Surprise. 
CU 
users
what if?
clear: novel interactions drive engagement, discovery
do not press the red button: novel content drives engagement
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
timehop: novel content drives re-engagement, positive experience
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
mailchimp: drive re-engagement, positive experience
Surprise 
We feel good when our expectations are 
positively broken: something novel and good 
happens that we did not foresee. Such 
surprises stoke curiosity whether there might 
be further surprises in store, wondering: "Is 
there more like this?" A first surprise can thus 
become the hint in a hide-and-hint. 
▪ What do players expect in this context (genre, level, 
interaction, situation, plot, menu, ...)? 
▪ How might you positively break these expectations: 
something vastly more, better, or different? 
▪ How might you first create or affirm the 
expectations – and then positively break them? 
▪ How might you not reveal the existence of 
something positive for the player in your game until 
you surprise them with it? (Think level and interface 
design, but also packaging, marketing). 
Instantiations: Easter Eggs, Hidden Information, 
Panoramic Opening, Plot Twist. 
CU 
users 
user
innocent smoothies: easter eggs drive positive brand image, exploration
old navy: coupons drive exploration, sales
timehop: easter eggs drive exploration
what if you… scroll beyond the edge?!?
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
what if you... scroll above the edge?!?
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
“I wonder what 
else they’ve hidden…”
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
how users typically see and expect newsletters to be 
E-Mail address Register 
We sneakily auto-sign you up for our spammy deals newsletter because our 
marketing department told us to
how you see the kickstarter newsletter 
“If it’s a secret and 
that much effort, it 
must be special...”
Hint-Hide-and-and-hint 
hide 
We are curious about potentially relevant 
information and resources that are hinted at 
but hidden. If we know about something, but 
not its content, we wonder: "What is there?" 
▪ What information or resources are relevant to 
players at this point? 
▪ How might you hide their specific content away? 
▪ How might you hint at their existence? 
▪ How might you signal their potential relevance? 
▪ How might you help players feel that they can 
follow that hint safely? 
Instantiations: Cliffhanger, Fog of War, Hidden 
Information, Locked Abilities, Locked Content, 
Locked Items, Skill Tree, Tech Tree. 
CU 
users 
users
upworthy: curiosity gap drives clicks, shares
crazyegg: drives sign-ups
crazyegg: drives sign-ups
command & conquer: fog of war
which is more curiosity-inducing?
okcupid: drives user input
paper: drives sales
paper: drives sales
linkedin: drives upgrade sales, re-engagement
linkedin: drives re-engagement
linkedin: drive re-engagement, shares
yahoo! news digest: drive return visits
yahoo! news digest: drive return visits
yahoo! news digest: drive return visits
yahoo! news digest: drive return visits
yahoo! news digest: drive return visits
Unresolved Complexity 
We are curious about unclear meanings or 
paths to a positively relevant outcome, 
wondering: "What's the solution?" 
▪ How might you make a situation positively relevant? 
How might you signal this to players? 
▪ How might you create a complex, non-obvious path 
to or symbol within that situation? 
▪ Do players feel confident they can find the path or 
meaning? If not, how might you instil that 
confidence? 
▪ How might you offer leads that spark multiple 
hypotheses for paths or meanings that players want 
to test? 
▪ How might you help players feel that they can 
safely test these hypotheses? 
Instantiations: Puzzles, Whodunnits. 
CU 
users
koi pond: drive exploration
dan meyer: math education
dan meyer: drive learning
dan meyer: drive learning
bbc: drive attention
ontario science museum: drive deliberation, engagement
This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity
VOTE TO SEE WHAT PEOPLE THINK
Uncertainty CU/AR 
We are curious and get aroused over 
potentially positive but uncertain outcomes. 
Especially when we have a hypothesis, we 
want to test our bet on "What will happen?" 
and "When?" 
▪ How might you make the outcomes positively 
relevant? How might you signal this to players? 
▪ How might you vary and randomise what positive 
outcomes follow an action? 
▪ How might you randomise when an outcome 
follows an action? 
▪ How might you help the player seek and 
hypothesise patterns in that randomness? 
▪ How might you invite players to test their 
hypotheses? 
▪ How might you help players feel that they can test 
hypotheses safely? 
Instantiations: Action Probability, Betting, Hidden 
Information, Loot Drop.
magic the gathering: drive sales
neonmob: drive re-engagement, sales
neonmob: drive re-engagement, sales
neonmob: drive re-engagement, sales
neonmob: drive re-engagement, sales
Possibility Space 
CU/AU 
We are curious and feel autonomous in front 
of an untested possibility space, wondering: 
"What if …?" Possibility spaces arise from 
recombinable items or actions with no 
prescribed goals and emergent effects that 
feel unpredictable but over time, guessable 
and reliably learnable. 
▪ What actions and/or items might you offer to 
combine? 
▪ Do they produce a combinatorial explosion of 
effects that are logical but not foreseeable by you? 
▪ How might you give players space, time, and 
license to try their own combinations? 
▪ How might you balance effects so that they are 
neither unpredictably chaotic nor predictable? 
▪ How might you give openings that suggest new 
combinations to try: constraints, traces of others, 
random suggestions, or half-begun things? 
▪ How might you make testing an untried combination 
relevant – e.g. with novelty, competence, or self-expression? 
▪ How might you help players feel that they can 
safely test new combinations? 
Instantiations: Building blocks, Editors.
lego: the original possibility space
spore: combinatorial explosion of possibility
spore: combinatorial explosion of possibility
spore: combinatorial explosion of possibility
spore: combinatorial explosion of possibility
people find possibility spaces everywhere
siri: drive engagement
toca hair salon: drive fun
supercook: drive engagement
possibility spaces need starting points
… like traces of others.
beats music: drive engagement, re-engagement
beats music: drive engagement, re-engagement
beats music: drive engagement, re-engagement
beats music: drive engagement, re-engagement
chapter 4 
Summary
curiosity is a powerful motive...
… that can fuel user engagement. 
Attention 
Positive emotional experience, brand 
Exploration, first use, signup 
Onboarding, learning 
Engagement 
Return visits, re-engagement 
Social sharing
stoke it by inviting to a relevant, safe, solvable unpredictability 
unpredictability 
Can I not reliably anticipate 
the future of this? 
solvability 
Am I able to resolve 
that inability? 
relevance 
Is the ability to anticipate this 
relevant to me? 
curiosity 
novel, comprehensible, positively relevant, 
safe 
safety 
Is resolving this inability 
dangerous? 
fear 
novel, (in)comprehensible, negatively 
relevant, unsafe 
invitation
… like novel experiences, ...
… surprises, ...
… hinting-and-hiding, ...
… unresolved complexity, ...
… uncertainty, ...
… or possibility spaces.
Conflict CU/AR 
We feel good when our expectations are 
positively broken: something novel and good 
happens that we did not foresee. Such 
surprises Surprise 
stoke curiosity whether there might 
be further surprises in store, wondering: "Is 
there more like this?" A first surprise can thus 
become the hint in a hide-and-hint. 
▪ What do players expect in this context (genre, level, 
▪ How interaction, might you situation, positively plot, break menu, these ...)? 
expectations: 
▪ How might you first create or affirm the 
something vastly more, better, or different? 
▪ How might you not reveal the existence of 
expectations – and then positively break them? 
something positive for the player in your game until 
Uncertainty CU/AR 
you surprise them with it? (Think level and interface 
design, but also packaging, marketing). 
oh, and what’s with those cards? 
CU/AU Curiosity 
▪ Do they produce a combinatorial explosion of 
effects that are logical but not foreseeable by you? 
▪ How might you give players space, time, and 
▪ How might you help players feel that they can test 
Instantiations: Panoramic Easter Opening, Eggs, Plot Hidden Twist. 
Information, 
CU 
We are curious and get aroused over how a 
conflict of information or interests will resolve, 
wondering: "How or what will out?" 
▪ What the pieces given of context? 
information or parties may clash in 
▪ How might you make the outcome positively 
relevant? How might you signal this to players? 
▪ How edge? 
might you keep the end result maximally on the 
▪ How scenarios might you supporting provide and each retain information? 
equally plausible 
Instantiations: Balancing, Whodunnits. 
Dramatic Conflict, 
We are curious and get aroused over 
potentially positive but uncertain outcomes. 
Especially when we have a hypothesis, we 
want to test our bet on "What will happen?" 
and "When?" 
▪ How might you make the outcomes positively 
relevant? How might you signal this to players? 
▪ How might you vary and randomise what positive 
outcomes follow an action? 
▪ How might you randomise when an outcome 
follows an action? 
▪ How might you help the player seek and 
hypothesise patterns in that randomness? 
▪ How might you invite players to test their 
hypotheses? 
hypotheses safely? 
Instantiations: Action Probability, Betting, Hidden 
Information, Loot Drop. 
Possibility Space 
We are curious and feel autonomous in front 
of an untested possibility space, wondering: 
"What if …?" Possibility spaces arise from 
recombinable items or actions with no 
prescribed goals and emergent effects that 
CU 
feel unpredictable but over time, guessable 
and reliably learnable. 
▪ What actions and/or items might you offer to 
combine? 
license to try their own combinations? 
▪ How might you balance effects so that they are 
neither unpredictably chaotic nor predictable? 
▪ How might you give openings that suggest new 
combinations to try: constraints, traces of others, 
random suggestions, or half-begun things? 
▪ How might you make testing an untried combination 
relevant – e.g. with novelty, competence, or self-expression? 
▪ How might you help players feel that they can 
safely test new combinations? 
Instantiations: Building blocks, Editors. 
Curiosity drives us to explore actions with 
potentially positively relevant outcomes we 
can bring about (self-efficacy) but not fully 
anticipate – if we get a promising invitation 
to do so. Careful: If we feel the outcomes 
might be negative or the actions unsafe, this 
can stoke fear instead or in parallel. 
▪ How might you make the outcome positively 
relevant? How might you signal this to players 
without giving it away? 
▪ How might the outcome be somewhat 
unanticipatable, inviting guesses to test? 
▪ How might you give players confidence that they 
can bring the outcome about? 
▪ How might you reduce (the impression of) 
potential negative consequences of taking the 
Novelty, 
Hide-and-Uncertainty, 
hint, action? 
Conflict, Surprise, Instantiations: Unresolved Space, complexity. 
Possibility
Conflict CU/AR 
We feel good when our expectations are 
positively broken: something novel and good 
happens that we did not foresee. Such 
surprises Surprise 
stoke curiosity whether there might 
be further surprises in store, wondering: "Is 
there more like this?" A first surprise can thus 
become the hint in a hide-and-hint. 
▪ What do players expect in this context (genre, level, 
▪ How interaction, might you situation, positively plot, break menu, these ...)? 
expectations: 
▪ How might you first create or affirm the 
something vastly more, better, or different? 
▪ How might you not reveal the existence of 
expectations – and then positively break them? 
something positive for the player in your game until 
Uncertainty CU/AR 
you surprise them with it? (Think level and interface 
design, but also packaging, marketing). 
oh, and what’s with those cards? 
CU/AU Curiosity 
▪ Do they produce a combinatorial explosion of 
effects that are logical but not foreseeable by you? 
▪ How might you give players space, time, and 
▪ How might you help players feel that they can test 
Instantiations: Panoramic Easter Opening, Eggs, Plot Hidden Twist. 
Information, 
CU 
We are curious and get aroused over how a 
conflict of information or interests will resolve, 
wondering: "How or what will out?" 
▪ What the pieces given of context? 
information or parties may clash in 
▪ How might you make the outcome positively 
relevant? How might you signal this to players? 
▪ How edge? 
might you keep the end result maximally on the 
▪ How scenarios might you supporting provide and each retain information? 
equally plausible 
Instantiations: Balancing, Whodunnits. 
Dramatic Conflict, 
We are curious and get aroused over 
potentially positive but uncertain outcomes. 
Especially when we have a hypothesis, we 
want to test our bet on "What will happen?" 
and "When?" 
▪ How might you make the outcomes positively 
relevant? How might you signal this to players? 
▪ How might you vary and randomise what positive 
outcomes follow an action? 
▪ How might you randomise when an outcome 
follows an action? 
▪ How might you help the player seek and 
hypothesise patterns in that randomness? 
▪ How might you invite players to test their 
hypotheses? 
hypotheses safely? 
Instantiations: Action Probability, Betting, Hidden 
Information, Loot Drop. 
Possibility Space 
We are curious and feel autonomous in front 
of an untested possibility space, wondering: 
"What if …?" Possibility spaces arise from 
recombinable items or actions with no 
prescribed goals and emergent effects that 
CU 
feel unpredictable but over time, guessable 
and reliably learnable. 
▪ What actions and/or items might you offer to 
combine? 
license to try their own combinations? 
▪ How might you balance effects so that they are 
neither unpredictably chaotic nor predictable? 
▪ How might you give openings that suggest new 
combinations to try: constraints, traces of others, 
random suggestions, or half-begun things? 
▪ How might you make testing an untried combination 
relevant – e.g. with novelty, competence, or self-expression? 
▪ How might you help players feel that they can 
safely test new combinations? 
Instantiations: Building blocks, Editors. 
Curiosity drives us to explore actions with 
potentially positively relevant outcomes we 
can bring about (self-efficacy) but not fully 
anticipate – if we get a promising invitation 
to do so. Careful: If we feel the outcomes 
might be negative or the actions unsafe, this 
can stoke fear instead or in parallel. 
▪ How might you make the outcome positively 
relevant? How might you signal this to players 
without giving it away? 
▪ How might the outcome be somewhat 
unanticipatable, inviting guesses to test? 
▪ How might you give players confidence that they 
can bring the outcome about? 
▪ How might you reduce (the impression of) 
potential negative consequences of taking the 
Novelty, 
Hide-and-Uncertainty, 
hint, action? 
Conflict, Surprise, Instantiations: Unresolved Space, complexity. 
Possibility ask me about them after the talk ;-)
thank you. 
@dingstweets 
sebastian@codingconduct.cc 
codingconduct.cc 
slides at 
j.mp/uxicurious
Conflict CU/AR 
We are curious and get aroused over how a 
conflict of information or interests will resolve, 
wondering: "How or what will out?" 
▪ What pieces of information or parties may clash in 
the given context? 
▪ How might you make the outcome positively 
relevant? How might you signal this to players? 
▪ How might you keep the end result maximally on the 
edge? 
▪ How might you provide and retain equally plausible 
scenarios supporting each information? 
Instantiations: Balancing, Dramatic Conflict, 
Whodunnits.

Más contenido relacionado

La actualidad más candente

Meaningful Play. Getting »Gamification« Right.
Meaningful Play. Getting »Gamification« Right.Meaningful Play. Getting »Gamification« Right.
Meaningful Play. Getting »Gamification« Right.Sebastian Deterding
 
It's the Autonomy, Stupid: Autonomy Experiences Between Playful Work and Work...
It's the Autonomy, Stupid: Autonomy Experiences Between Playful Work and Work...It's the Autonomy, Stupid: Autonomy Experiences Between Playful Work and Work...
It's the Autonomy, Stupid: Autonomy Experiences Between Playful Work and Work...Sebastian Deterding
 
Gamification: Solving the Engagement Problem in Communication?
Gamification: Solving the Engagement Problem in Communication?Gamification: Solving the Engagement Problem in Communication?
Gamification: Solving the Engagement Problem in Communication?Sebastian Deterding
 
Situational Autonomy Support in Video Game Play: An Exploratory Study
Situational Autonomy Support in Video Game Play: An Exploratory StudySituational Autonomy Support in Video Game Play: An Exploratory Study
Situational Autonomy Support in Video Game Play: An Exploratory StudySebastian Deterding
 
Don't Play Games With Me! Promises and Pitfalls of Gameful Design
Don't Play Games With Me! Promises and Pitfalls of Gameful DesignDon't Play Games With Me! Promises and Pitfalls of Gameful Design
Don't Play Games With Me! Promises and Pitfalls of Gameful DesignSebastian Deterding
 
Long after the Thrill: Sustaining Passionate Users (SxSW Version)
Long after the Thrill: Sustaining Passionate Users (SxSW Version)Long after the Thrill: Sustaining Passionate Users (SxSW Version)
Long after the Thrill: Sustaining Passionate Users (SxSW Version)Stephen Anderson
 
FreeForm: Reality Invaders
FreeForm: Reality InvadersFreeForm: Reality Invaders
FreeForm: Reality InvadersMatthew Guy
 
Would the real Mary Poppins please stand up? Approaches and Methods in Gamefu...
Would the real Mary Poppins please stand up? Approaches and Methods in Gamefu...Would the real Mary Poppins please stand up? Approaches and Methods in Gamefu...
Would the real Mary Poppins please stand up? Approaches and Methods in Gamefu...Sebastian Deterding
 
Habit Summit Octalysis Gamification Workshop 2018
Habit Summit Octalysis Gamification Workshop 2018Habit Summit Octalysis Gamification Workshop 2018
Habit Summit Octalysis Gamification Workshop 2018Yu-kai Chou
 
Gameful Design: Creating Engaging Experiences
Gameful Design: Creating Engaging ExperiencesGameful Design: Creating Engaging Experiences
Gameful Design: Creating Engaging ExperiencesSebastian Deterding
 
Simon Egenfeldt Nielsen, Serious Games Interactive, NOW is Digital
Simon Egenfeldt Nielsen, Serious Games Interactive, NOW is DigitalSimon Egenfeldt Nielsen, Serious Games Interactive, NOW is Digital
Simon Egenfeldt Nielsen, Serious Games Interactive, NOW is DigitalSeismonaut
 
5-Hour Gamification Workshop for eBay
5-Hour Gamification Workshop for eBay5-Hour Gamification Workshop for eBay
5-Hour Gamification Workshop for eBayYu-kai Chou
 
Blind Spots in Persuasive Design
Blind Spots in Persuasive DesignBlind Spots in Persuasive Design
Blind Spots in Persuasive DesignSebastian Deterding
 
The Lens of Intrinsic Skill Atoms: A Method for Gameful Design
The Lens of Intrinsic Skill Atoms: A Method for Gameful DesignThe Lens of Intrinsic Skill Atoms: A Method for Gameful Design
The Lens of Intrinsic Skill Atoms: A Method for Gameful DesignSebastian Deterding
 
"Everything I need to know I learnt from World of Warcraft": why we might nee...
"Everything I need to know I learnt from World of Warcraft": why we might nee..."Everything I need to know I learnt from World of Warcraft": why we might nee...
"Everything I need to know I learnt from World of Warcraft": why we might nee...Martin Oliver
 
USD340 Games In Education
USD340 Games In EducationUSD340 Games In Education
USD340 Games In Educationguestf7e7c
 
TH301 - Start Thinking Like a Game Designer: An Interactive Learning Experience
TH301 - Start Thinking Like a Game Designer: An Interactive Learning ExperienceTH301 - Start Thinking Like a Game Designer: An Interactive Learning Experience
TH301 - Start Thinking Like a Game Designer: An Interactive Learning ExperienceKarl Kapp
 

La actualidad más candente (20)

Meaningful Play. Getting »Gamification« Right.
Meaningful Play. Getting »Gamification« Right.Meaningful Play. Getting »Gamification« Right.
Meaningful Play. Getting »Gamification« Right.
 
It's the Autonomy, Stupid: Autonomy Experiences Between Playful Work and Work...
It's the Autonomy, Stupid: Autonomy Experiences Between Playful Work and Work...It's the Autonomy, Stupid: Autonomy Experiences Between Playful Work and Work...
It's the Autonomy, Stupid: Autonomy Experiences Between Playful Work and Work...
 
Gamification: Solving the Engagement Problem in Communication?
Gamification: Solving the Engagement Problem in Communication?Gamification: Solving the Engagement Problem in Communication?
Gamification: Solving the Engagement Problem in Communication?
 
Situational Autonomy Support in Video Game Play: An Exploratory Study
Situational Autonomy Support in Video Game Play: An Exploratory StudySituational Autonomy Support in Video Game Play: An Exploratory Study
Situational Autonomy Support in Video Game Play: An Exploratory Study
 
Gamification: Future Tools
Gamification: Future ToolsGamification: Future Tools
Gamification: Future Tools
 
Gamification in Enterprise Technology
Gamification in Enterprise TechnologyGamification in Enterprise Technology
Gamification in Enterprise Technology
 
Don't Play Games With Me! Promises and Pitfalls of Gameful Design
Don't Play Games With Me! Promises and Pitfalls of Gameful DesignDon't Play Games With Me! Promises and Pitfalls of Gameful Design
Don't Play Games With Me! Promises and Pitfalls of Gameful Design
 
Long after the Thrill: Sustaining Passionate Users (SxSW Version)
Long after the Thrill: Sustaining Passionate Users (SxSW Version)Long after the Thrill: Sustaining Passionate Users (SxSW Version)
Long after the Thrill: Sustaining Passionate Users (SxSW Version)
 
FreeForm: Reality Invaders
FreeForm: Reality InvadersFreeForm: Reality Invaders
FreeForm: Reality Invaders
 
Would the real Mary Poppins please stand up? Approaches and Methods in Gamefu...
Would the real Mary Poppins please stand up? Approaches and Methods in Gamefu...Would the real Mary Poppins please stand up? Approaches and Methods in Gamefu...
Would the real Mary Poppins please stand up? Approaches and Methods in Gamefu...
 
Habit Summit Octalysis Gamification Workshop 2018
Habit Summit Octalysis Gamification Workshop 2018Habit Summit Octalysis Gamification Workshop 2018
Habit Summit Octalysis Gamification Workshop 2018
 
Gameful Design: Creating Engaging Experiences
Gameful Design: Creating Engaging ExperiencesGameful Design: Creating Engaging Experiences
Gameful Design: Creating Engaging Experiences
 
Simon Egenfeldt Nielsen, Serious Games Interactive, NOW is Digital
Simon Egenfeldt Nielsen, Serious Games Interactive, NOW is DigitalSimon Egenfeldt Nielsen, Serious Games Interactive, NOW is Digital
Simon Egenfeldt Nielsen, Serious Games Interactive, NOW is Digital
 
5-Hour Gamification Workshop for eBay
5-Hour Gamification Workshop for eBay5-Hour Gamification Workshop for eBay
5-Hour Gamification Workshop for eBay
 
Blind Spots in Persuasive Design
Blind Spots in Persuasive DesignBlind Spots in Persuasive Design
Blind Spots in Persuasive Design
 
The Lens of Intrinsic Skill Atoms: A Method for Gameful Design
The Lens of Intrinsic Skill Atoms: A Method for Gameful DesignThe Lens of Intrinsic Skill Atoms: A Method for Gameful Design
The Lens of Intrinsic Skill Atoms: A Method for Gameful Design
 
"Everything I need to know I learnt from World of Warcraft": why we might nee...
"Everything I need to know I learnt from World of Warcraft": why we might nee..."Everything I need to know I learnt from World of Warcraft": why we might nee...
"Everything I need to know I learnt from World of Warcraft": why we might nee...
 
Ideas You Can Play With
Ideas You Can Play WithIdeas You Can Play With
Ideas You Can Play With
 
USD340 Games In Education
USD340 Games In EducationUSD340 Games In Education
USD340 Games In Education
 
TH301 - Start Thinking Like a Game Designer: An Interactive Learning Experience
TH301 - Start Thinking Like a Game Designer: An Interactive Learning ExperienceTH301 - Start Thinking Like a Game Designer: An Interactive Learning Experience
TH301 - Start Thinking Like a Game Designer: An Interactive Learning Experience
 

Similar a This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity

I wonder ... Designing for Curiosity
I wonder ... Designing for CuriosityI wonder ... Designing for Curiosity
I wonder ... Designing for CuriositySebastian Deterding
 
Empathy Field Guide - Stanford DSchool
Empathy Field Guide - Stanford DSchoolEmpathy Field Guide - Stanford DSchool
Empathy Field Guide - Stanford DSchoolRodrigo Narcizo
 
ImagineNation LAST Generating Creative Conversations Presentation
ImagineNation LAST Generating Creative Conversations Presentation ImagineNation LAST Generating Creative Conversations Presentation
ImagineNation LAST Generating Creative Conversations Presentation Janet Sernack
 
Made in seattle tagfee and innovation final for sharing 06 01 2015
Made in seattle tagfee and innovation final for sharing 06 01 2015Made in seattle tagfee and innovation final for sharing 06 01 2015
Made in seattle tagfee and innovation final for sharing 06 01 2015Sarah Bird
 
Decision-making tips and tricks
Decision-making tips and tricksDecision-making tips and tricks
Decision-making tips and tricksHocein
 
Management Consulting - Decision Making & Thinking errors
Management Consulting - Decision Making & Thinking errorsManagement Consulting - Decision Making & Thinking errors
Management Consulting - Decision Making & Thinking errorsHocein
 
The Brain Trust: How to Get the Right People Bought Into Your Vision and Help...
The Brain Trust: How to Get the Right People Bought Into Your Vision and Help...The Brain Trust: How to Get the Right People Bought Into Your Vision and Help...
The Brain Trust: How to Get the Right People Bought Into Your Vision and Help...Trevor Boehm
 
Trust Psychological Safety
Trust Psychological SafetyTrust Psychological Safety
Trust Psychological SafetyPaul Boos
 
Game Mechanics Suck without Narrative - Jacobs
Game Mechanics Suck without Narrative - JacobsGame Mechanics Suck without Narrative - Jacobs
Game Mechanics Suck without Narrative - JacobsMelinda Jacobs
 
Playing Games with Your Career
Playing Games with Your CareerPlaying Games with Your Career
Playing Games with Your CareerStephen Anderson
 
Stephen Anderson -- Playing Games with your Career
Stephen Anderson -- Playing Games with your CareerStephen Anderson -- Playing Games with your Career
Stephen Anderson -- Playing Games with your Careerprojekt202
 
Firstborn 99U Studio Session: Selling to Skeptics
Firstborn 99U Studio Session: Selling to SkepticsFirstborn 99U Studio Session: Selling to Skeptics
Firstborn 99U Studio Session: Selling to SkepticsFirstbornNY
 
How to design inner play in a study narrative?
How to design inner play in a study narrative? How to design inner play in a study narrative?
How to design inner play in a study narrative? Eva Den Heijer
 
Communication Hacks: Strategies for fostering collaboration and dealing with ...
Communication Hacks: Strategies for fostering collaboration and dealing with ...Communication Hacks: Strategies for fostering collaboration and dealing with ...
Communication Hacks: Strategies for fostering collaboration and dealing with ...All Things Open
 
The power of moments - musings by James Cracknell
The power of moments   - musings by James CracknellThe power of moments   - musings by James Cracknell
The power of moments - musings by James CracknellJames Cracknell
 
Social-Emotional Learning, Self-Empowerment + Flibbertigibbet: How Digital Ca...
Social-Emotional Learning, Self-Empowerment + Flibbertigibbet: How Digital Ca...Social-Emotional Learning, Self-Empowerment + Flibbertigibbet: How Digital Ca...
Social-Emotional Learning, Self-Empowerment + Flibbertigibbet: How Digital Ca...Seattle Interactive Conference
 
Final presentation master-updated- v10
Final presentation   master-updated- v10Final presentation   master-updated- v10
Final presentation master-updated- v10Nandita Chakravarti
 

Similar a This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity (20)

This Stupidly Simple Trick Helped These Sites Multiply Their Clickrates - Des...
This Stupidly Simple Trick Helped These Sites Multiply Their Clickrates - Des...This Stupidly Simple Trick Helped These Sites Multiply Their Clickrates - Des...
This Stupidly Simple Trick Helped These Sites Multiply Their Clickrates - Des...
 
I wonder ... Designing for Curiosity
I wonder ... Designing for CuriosityI wonder ... Designing for Curiosity
I wonder ... Designing for Curiosity
 
Empathy Field Guide - Stanford DSchool
Empathy Field Guide - Stanford DSchoolEmpathy Field Guide - Stanford DSchool
Empathy Field Guide - Stanford DSchool
 
ImagineNation LAST Generating Creative Conversations Presentation
ImagineNation LAST Generating Creative Conversations Presentation ImagineNation LAST Generating Creative Conversations Presentation
ImagineNation LAST Generating Creative Conversations Presentation
 
Made in seattle tagfee and innovation final for sharing 06 01 2015
Made in seattle tagfee and innovation final for sharing 06 01 2015Made in seattle tagfee and innovation final for sharing 06 01 2015
Made in seattle tagfee and innovation final for sharing 06 01 2015
 
Decision-making tips and tricks
Decision-making tips and tricksDecision-making tips and tricks
Decision-making tips and tricks
 
Management Consulting - Decision Making & Thinking errors
Management Consulting - Decision Making & Thinking errorsManagement Consulting - Decision Making & Thinking errors
Management Consulting - Decision Making & Thinking errors
 
The Brain Trust: How to Get the Right People Bought Into Your Vision and Help...
The Brain Trust: How to Get the Right People Bought Into Your Vision and Help...The Brain Trust: How to Get the Right People Bought Into Your Vision and Help...
The Brain Trust: How to Get the Right People Bought Into Your Vision and Help...
 
Trust Psychological Safety
Trust Psychological SafetyTrust Psychological Safety
Trust Psychological Safety
 
Game Mechanics Suck without Narrative - Jacobs
Game Mechanics Suck without Narrative - JacobsGame Mechanics Suck without Narrative - Jacobs
Game Mechanics Suck without Narrative - Jacobs
 
Playing Games with Your Career
Playing Games with Your CareerPlaying Games with Your Career
Playing Games with Your Career
 
Stephen Anderson -- Playing Games with your Career
Stephen Anderson -- Playing Games with your CareerStephen Anderson -- Playing Games with your Career
Stephen Anderson -- Playing Games with your Career
 
Firstborn 99U Studio Session: Selling to Skeptics
Firstborn 99U Studio Session: Selling to SkepticsFirstborn 99U Studio Session: Selling to Skeptics
Firstborn 99U Studio Session: Selling to Skeptics
 
How to design inner play in a study narrative?
How to design inner play in a study narrative? How to design inner play in a study narrative?
How to design inner play in a study narrative?
 
Communication Hacks: Strategies for fostering collaboration and dealing with ...
Communication Hacks: Strategies for fostering collaboration and dealing with ...Communication Hacks: Strategies for fostering collaboration and dealing with ...
Communication Hacks: Strategies for fostering collaboration and dealing with ...
 
The power of moments - musings by James Cracknell
The power of moments   - musings by James CracknellThe power of moments   - musings by James Cracknell
The power of moments - musings by James Cracknell
 
Social-Emotional Learning, Self-Empowerment + Flibbertigibbet: How Digital Ca...
Social-Emotional Learning, Self-Empowerment + Flibbertigibbet: How Digital Ca...Social-Emotional Learning, Self-Empowerment + Flibbertigibbet: How Digital Ca...
Social-Emotional Learning, Self-Empowerment + Flibbertigibbet: How Digital Ca...
 
Final presentation master-updated- v10
Final presentation   master-updated- v10Final presentation   master-updated- v10
Final presentation master-updated- v10
 
StandOut Assessment C.Torres
StandOut Assessment C.TorresStandOut Assessment C.Torres
StandOut Assessment C.Torres
 
User research at VMware Tanzu Labs
User research at VMware Tanzu LabsUser research at VMware Tanzu Labs
User research at VMware Tanzu Labs
 

Más de Sebastian Deterding

Mechanics, Messages, Meta-Media: How Persuasive Games Persuade, and What They...
Mechanics, Messages, Meta-Media: How Persuasive Games Persuade, and What They...Mechanics, Messages, Meta-Media: How Persuasive Games Persuade, and What They...
Mechanics, Messages, Meta-Media: How Persuasive Games Persuade, and What They...Sebastian Deterding
 
Gamification for Health Behaviour Change
Gamification for Health Behaviour ChangeGamification for Health Behaviour Change
Gamification for Health Behaviour ChangeSebastian Deterding
 
Outside the Box: Toward an Ecology of Gaming Enjoyment
Outside the Box: Toward an Ecology of Gaming EnjoymentOutside the Box: Toward an Ecology of Gaming Enjoyment
Outside the Box: Toward an Ecology of Gaming EnjoymentSebastian Deterding
 
City Games: Up and Down and Sideways on the Ladder of Abstraction
City Games: Up and Down and Sideways on the Ladder of AbstractionCity Games: Up and Down and Sideways on the Ladder of Abstraction
City Games: Up and Down and Sideways on the Ladder of AbstractionSebastian Deterding
 
Gamification: Missverständnisse und Lösungen
Gamification: Missverständnisse und LösungenGamification: Missverständnisse und Lösungen
Gamification: Missverständnisse und LösungenSebastian Deterding
 
Player Rating Algorithms for Balancing Human Computation Games: Testing the E...
Player Rating Algorithms for Balancing Human Computation Games: Testing the E...Player Rating Algorithms for Balancing Human Computation Games: Testing the E...
Player Rating Algorithms for Balancing Human Computation Games: Testing the E...Sebastian Deterding
 
The Mechanic is not the (whole) message: Procedural rhetoric meets framing in...
The Mechanic is not the (whole) message: Procedural rhetoric meets framing in...The Mechanic is not the (whole) message: Procedural rhetoric meets framing in...
The Mechanic is not the (whole) message: Procedural rhetoric meets framing in...Sebastian Deterding
 
The Great Escape from the Prison House of Language: Games, Production Studies...
The Great Escape from the Prison House of Language: Games, Production Studies...The Great Escape from the Prison House of Language: Games, Production Studies...
The Great Escape from the Prison House of Language: Games, Production Studies...Sebastian Deterding
 
Progress Wars: Idle Games and the Demarcation of "Real Games"
Progress Wars: Idle Games and the Demarcation of "Real Games"Progress Wars: Idle Games and the Demarcation of "Real Games"
Progress Wars: Idle Games and the Demarcation of "Real Games"Sebastian Deterding
 
Desperately Seeking Theory: Gamification, Theory, and the Promise of a Data/A...
Desperately Seeking Theory: Gamification, Theory, and the Promise of a Data/A...Desperately Seeking Theory: Gamification, Theory, and the Promise of a Data/A...
Desperately Seeking Theory: Gamification, Theory, and the Promise of a Data/A...Sebastian Deterding
 
What Larp can Learn from RPG Studies
What Larp can Learn from RPG StudiesWhat Larp can Learn from RPG Studies
What Larp can Learn from RPG StudiesSebastian Deterding
 
Contextual Autonomy Support in Video Game Play: A Grounded Theory
Contextual Autonomy Support in Video Game Play: A Grounded TheoryContextual Autonomy Support in Video Game Play: A Grounded Theory
Contextual Autonomy Support in Video Game Play: A Grounded TheorySebastian Deterding
 
Toward Economic Platform Studies
Toward Economic Platform StudiesToward Economic Platform Studies
Toward Economic Platform StudiesSebastian Deterding
 
Game Engines in Game Education: Thinking Inside the Tool Boox?
Game Engines in Game Education: Thinking Inside the Tool Boox?Game Engines in Game Education: Thinking Inside the Tool Boox?
Game Engines in Game Education: Thinking Inside the Tool Boox?Sebastian Deterding
 
Joys of Absence: Emotion, Emotion Display, and Interaction Tension in Video G...
Joys of Absence: Emotion, Emotion Display, and Interaction Tension in Video G...Joys of Absence: Emotion, Emotion Display, and Interaction Tension in Video G...
Joys of Absence: Emotion, Emotion Display, and Interaction Tension in Video G...Sebastian Deterding
 

Más de Sebastian Deterding (20)

Mechanics, Messages, Meta-Media: How Persuasive Games Persuade, and What They...
Mechanics, Messages, Meta-Media: How Persuasive Games Persuade, and What They...Mechanics, Messages, Meta-Media: How Persuasive Games Persuade, and What They...
Mechanics, Messages, Meta-Media: How Persuasive Games Persuade, and What They...
 
Gamification for Health Behaviour Change
Gamification for Health Behaviour ChangeGamification for Health Behaviour Change
Gamification for Health Behaviour Change
 
Outside the Box: Toward an Ecology of Gaming Enjoyment
Outside the Box: Toward an Ecology of Gaming EnjoymentOutside the Box: Toward an Ecology of Gaming Enjoyment
Outside the Box: Toward an Ecology of Gaming Enjoyment
 
City Games: Up and Down and Sideways on the Ladder of Abstraction
City Games: Up and Down and Sideways on the Ladder of AbstractionCity Games: Up and Down and Sideways on the Ladder of Abstraction
City Games: Up and Down and Sideways on the Ladder of Abstraction
 
Desperately Seeking Theory
Desperately Seeking TheoryDesperately Seeking Theory
Desperately Seeking Theory
 
Gamification: Missverständnisse und Lösungen
Gamification: Missverständnisse und LösungenGamification: Missverständnisse und Lösungen
Gamification: Missverständnisse und Lösungen
 
Gameful Design for Learning
Gameful Design for LearningGameful Design for Learning
Gameful Design for Learning
 
Un-Boring Meetings
Un-Boring MeetingsUn-Boring Meetings
Un-Boring Meetings
 
Explodierende Medien
Explodierende MedienExplodierende Medien
Explodierende Medien
 
Design Against Productivity
Design Against ProductivityDesign Against Productivity
Design Against Productivity
 
Player Rating Algorithms for Balancing Human Computation Games: Testing the E...
Player Rating Algorithms for Balancing Human Computation Games: Testing the E...Player Rating Algorithms for Balancing Human Computation Games: Testing the E...
Player Rating Algorithms for Balancing Human Computation Games: Testing the E...
 
The Mechanic is not the (whole) message: Procedural rhetoric meets framing in...
The Mechanic is not the (whole) message: Procedural rhetoric meets framing in...The Mechanic is not the (whole) message: Procedural rhetoric meets framing in...
The Mechanic is not the (whole) message: Procedural rhetoric meets framing in...
 
The Great Escape from the Prison House of Language: Games, Production Studies...
The Great Escape from the Prison House of Language: Games, Production Studies...The Great Escape from the Prison House of Language: Games, Production Studies...
The Great Escape from the Prison House of Language: Games, Production Studies...
 
Progress Wars: Idle Games and the Demarcation of "Real Games"
Progress Wars: Idle Games and the Demarcation of "Real Games"Progress Wars: Idle Games and the Demarcation of "Real Games"
Progress Wars: Idle Games and the Demarcation of "Real Games"
 
Desperately Seeking Theory: Gamification, Theory, and the Promise of a Data/A...
Desperately Seeking Theory: Gamification, Theory, and the Promise of a Data/A...Desperately Seeking Theory: Gamification, Theory, and the Promise of a Data/A...
Desperately Seeking Theory: Gamification, Theory, and the Promise of a Data/A...
 
What Larp can Learn from RPG Studies
What Larp can Learn from RPG StudiesWhat Larp can Learn from RPG Studies
What Larp can Learn from RPG Studies
 
Contextual Autonomy Support in Video Game Play: A Grounded Theory
Contextual Autonomy Support in Video Game Play: A Grounded TheoryContextual Autonomy Support in Video Game Play: A Grounded Theory
Contextual Autonomy Support in Video Game Play: A Grounded Theory
 
Toward Economic Platform Studies
Toward Economic Platform StudiesToward Economic Platform Studies
Toward Economic Platform Studies
 
Game Engines in Game Education: Thinking Inside the Tool Boox?
Game Engines in Game Education: Thinking Inside the Tool Boox?Game Engines in Game Education: Thinking Inside the Tool Boox?
Game Engines in Game Education: Thinking Inside the Tool Boox?
 
Joys of Absence: Emotion, Emotion Display, and Interaction Tension in Video G...
Joys of Absence: Emotion, Emotion Display, and Interaction Tension in Video G...Joys of Absence: Emotion, Emotion Display, and Interaction Tension in Video G...
Joys of Absence: Emotion, Emotion Display, and Interaction Tension in Video G...
 

Último

Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before ConstructionResDraft
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...khushisharma298853
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillCre8iveskill
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazineRivanEleraki
 
Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxSamKuruvilla5
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024Alan Dix
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtTeeFusion
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxb2kshani34
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTThink 360 Studio
 
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfsaidbilgen
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Ed Orozco
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsBlock Party
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comjakyjhon00
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxHasan S
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024mikailaoh
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Ted Drake
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLkenzukiri
 
LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfHctorFranciscoSnchez1
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Amil baba
 

Último (19)

Construction Documents Checklist before Construction
Construction Documents Checklist before ConstructionConstruction Documents Checklist before Construction
Construction Documents Checklist before Construction
 
Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...Khushi sharma undergraduate portfolio...
Khushi sharma undergraduate portfolio...
 
High-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkillHigh-Quality Faux Embroidery Services | Cre8iveSkill
High-Quality Faux Embroidery Services | Cre8iveSkill
 
Embroidery design from embroidery magazine
Embroidery design from embroidery magazineEmbroidery design from embroidery magazine
Embroidery design from embroidery magazine
 
Cold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptxCold War Tensions Increase - 1945-1952.pptx
Cold War Tensions Increase - 1945-1952.pptx
 
The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024The future of UX design support tools - talk Paris March 2024
The future of UX design support tools - talk Paris March 2024
 
Mike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy ShirtMike Tyson Sign The Contract Big Boy Shirt
Mike Tyson Sign The Contract Big Boy Shirt
 
Production of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptxProduction of Erythromycin microbiology.pptx
Production of Erythromycin microbiology.pptx
 
How to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPTHow to use Ai for UX UI Design | ChatGPT
How to use Ai for UX UI Design | ChatGPT
 
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdfBuilding+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
Building+your+Data+Project+on+AWS+-+Luke+Anderson.pdf
 
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...Design mental models for managing large-scale dbt projects. March 21, 2024 in...
Design mental models for managing large-scale dbt projects. March 21, 2024 in...
 
Designing for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teamsDesigning for privacy: 3 essential UX habits for product teams
Designing for privacy: 3 essential UX habits for product teams
 
Create Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.comCreate Funeral Invites Online @ feedvu.com
Create Funeral Invites Online @ feedvu.com
 
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptxWCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
WCM Branding Agency | 210519 - Portfolio Review (F&B) -s.pptx
 
UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024UX Conference on UX Research Trends in 2024
UX Conference on UX Research Trends in 2024
 
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
Introduce Trauma-Informed Design to Your Organization - CSUN ATC 2024
 
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOLMath Group 3 Presentation OLOLOLOLILOOLLOLOL
Math Group 3 Presentation OLOLOLOLILOOLLOLOL
 
LRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdfLRFD Bridge Design Specifications-AASHTO (2014).pdf
LRFD Bridge Design Specifications-AASHTO (2014).pdf
 
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
Best-NO1 Pakistani Amil Baba Real Amil baba In Pakistan Najoomi Baba in Pakis...
 

This Stupidly Simple Trick Helped These Websites Multiply Their Clickrates: Designing for Curiosity

  • 1. this stupidly simple trick helped these sites multiply their click rates Sebastian Deterding (@dingstweets) UXI Studio, December 15, 2014 cb *Designing for Curiosity Image: JosephB *
  • 3. exhibit #1 Curiosity* * like, literally
  • 4. 2012: curiosity - what’s inside the cube?
  • 6. In the first month: 3 million users 800,000 daily active users 5 billion cubes clicked
  • 12. + 600% page views + 300% traffic +217% facebook fans +170% twitter followers
  • 13. “Just can’t let it go. Into my third day now. Ashamed of how many hours I’ve spent.” - paintbrush, forum user
  • 15. (1) Forbes, 2013 (2) Quantcast, 2013 (3) Quantcast, 2014 (4) The Whip, 2013 2012
  • 16. Fasted growing media site in history1 6 mio. UU/m. in first 12 months1 90 mio. UU/m. in first 18 months2 79th largest US site in traffic3 3rd most fb likes/shares of any news site4 (1) Forbes, 2013 (2) Quantcast, 2013 (3) Quantcast, 2014 (4) The Whip, 2013 2012
  • 17. Fasted growing media site in history1 6 mio. UU/m. in first 12 months1 90 mio. UU/m. in first 18 months2 79th largest US site in traffic3 3rd most fb likes/shares of any news site4 ... with 7.5 articles per day.4 (1) Forbes, 2013 (2) Quantcast, 2013 (3) Quantcast, 2014 (4) The Whip, 2013 2012
  • 20. all about that headline
  • 24. so what makes a viral headline?
  • 29. Link to their guide in online slides
  • 32. curiosity can fuel ... Attention Positive emotional brand experience Exploration, first use, signup Onboarding, learning Engagement Return visits, re-engagement Social sharing
  • 33. how to drive curiosity?
  • 34. chapter 2 How does curiosity work?
  • 35. unpredictability Can I not reliably anticipate the future of this? relevance Is the ability to anticipate this relevant to me? solvability Am I able to resolve that inability? curiosity unpredictable, positively relevant, solvable, safe safety Is resolving this inability dangerous? fear unpredictable, (un)solvable, negatively relevant, unsafe curiosity: a motive to approach novel stimuli invitation Links in the online version
  • 38. Not fully predictable. I tell you that there’s something, but not what – and it’s shocking, not what you’d expect.
  • 39. Solvable. Did I mention you can click here? Come on. You know you want to.
  • 40. Relevant. Really, it’s shocking! And its about what you would pay.
  • 41. Safe. Honestly: Clicking never hurt anyone.
  • 42. chapter 3 How to design for curiosity?
  • 43. six forms of unpredictability Links here, just click:
  • 44. Curiosity Curiosity drives us to explore actions with potentially positively relevant outcomes we can bring about (self-efficacy) but not fully anticipate – if we get a promising invitation to do so. Careful: If we feel the outcomes might be negative or the actions unsafe, this can stoke fear instead or in parallel. ▪ How might you make the outcome positively relevant? How might you signal this to players without giving it away? ▪ How might the outcome be somewhat unanticipatable, inviting guesses to test? ▪ How might you give players confidence that they can bring the outcome about? ▪ How might you reduce (the impression of) potential negative consequences of taking the action? Instantiations: Conflict, Hide-and-hint, Novelty, Possibility Space, Surprise, Uncertainty, Unresolved complexity. CU Hide-and-hint CU Uncertainty Novelty CU We are curious about novel experiences: something potentially enjoyable we haven't experienced yet has us wonder: "How does it feel?" We follow a promise or surprise signalling novelty if we feel we are able and safe to do so. ▪ What experiences, interactions, content do players know and expect in the given context? ▪ What haven't they experienced they might want to know how it feels? ▪ How might you signal that the new experience exists and is enjoyable without giving it away? ▪ Do players fear the experience might be overwhelming, boring, or unpleasant? How might you mitigate those fear? Instantiations: Novel Content, Novel Interactions, Novel Interfaces, Surprise. We are curious about potentially positive but uncertain outcomes. Especially when we have a hypothesis, we want to test our bet on "What will happen?" and "When?" ▪ How might you make the outcomes positively relevant? How might you signal this to players? ▪ How might you vary and randomise what positive outcomes follow an action? ▪ How might you randomise when an outcome follows an action? ▪ How might you help the player seek and hypothesise patterns in that randomness? ▪ How might you invite players to test their hypotheses? ▪ How might you help players feel that they can test hypotheses safely? Instantiations: Action Probability, Betting, Hidden Information, Loot Drop. We are curious about potentially relevant information and resources that are hinted at but hidden. If we know about something, but not its content, we wonder: "What is there?" ▪ What information or resources are relevant to players at this point? ▪ How might you hide their specific content away? ▪ How might you hint at their existence? ▪ How might you signal their potential relevance? ▪ How might you help players feel that they can follow that hint safely? Instantiations: Cliffhanger, Fog of War, Hidden Information, Locked Abilities, Locked Content, Locked Items, Skill Tree, Tech Tree. CU Unresolved Complexity We are curious about unclear meanings or paths to a positively relevant outcome, wondering: "How do I get there?" ▪ How might you make a situation positively relevant? How might you signal this to players? ▪ How might you create a complex, non-obvious path to or symbol within that situation? ▪ Do players feel confident they can find the path or mearning? If not, how might you instil that confidence? ▪ How might you offer leads that spark multiple hypotheses for paths or meanings that players want to test? ▪ How might you help players feel that they can safely test these hypotheses? Instantiations: Puzzles, Whodunnits. CU Possibility Space CU/AU We are curious and feel autonomous in front of an untested possibility space, wondering: "What if …?" Possibility spaces emerge from recombinable items or actions with no prescribed goals and emergent effects that feel unpredictable but over time, guessable and reliably learnable. ▪ What actions and/or items might you offer to combine? ▪ Do they produce a combinatorial explosion of possible effects that are logical but not foreseeable by you? ▪ How might you give players space, time, and license to try their own combinations? ▪ How might you give openings that suggest new combinations to try: constraints, traces of others, random suggestions, or half-begun things? ▪ How might you make testing an untried combination relevant – e.g. with novelty, competence, or self-expression? ▪ How might you help players feel that they can safely test new combinations? Instantiations: Building blocks, Editors. Conflict CU/AR Uncertainty We are curious and get aroused over how a conflict of information or interests will resolve, wondering: "How or what will out?" ▪ What pieces of information or parties may clash in the given context? ▪ How might you make the outcome positively relevant? How might you signal this to players? ▪ How might you keep the end result maximally on the edge? ▪ How might you provide and retain equally plausible scenarios supporting each information? Instantiations: Balancing, Dramatic Conflict, Whodunnits. Surprise We feel good when our expectations are positively broken: something novel and good happens that we did not foresee. Such surprises stoke curiosity whether there might be further surprises in store, wondering: "Is there more like this?" A first surprise can thus become the hint in a hide-and-hint. ▪ What do players expect in this context (genre, level, interaction, situation, plot, menu, ...)? ▪ How might you positively break these expectations: something vastly more, better, or different? ▪ How might you first create or affirm the expectations – and then positively break them? ▪ How might you not reveal the existence of something positive for the player in your game until you surprise them with it? (Think level and interface design, but also packaging, marketing). Instantiations: Easter Eggs, Hidden Information, Panoramic Opening, Plot Twist. We are curious potentially positive but uncertain outcomes. Especially when we have a hypothesis, we want to test our bet on "What will happen?" and "When?" ▪ How might you make the outcomes positively relevant? How might you signal this to players? ▪ How might you vary and randomise what positive outcomes follow an action? ▪ How might you randomise when an outcome follows an action? ▪ How might you help the player seek and hypothesise patterns in that randomness? ▪ How might you invite players to test their hypotheses? ▪ How might you help players feel that they can test hypotheses safely? Instantiations: Action Probability, Betting, Hidden Information, Loot Drop.
  • 45. Novelty We are curious about novel experiences: something potentially enjoyable we haven't experienced yet has us wonder: "How does it feel?" We follow a promise or surprise signalling novelty if we feel we are able and safe to do so. ▪ What experiences, interactions, content do users players know and expect in the given context? ▪ What haven't they experienced they might want to know how it feels? ▪ How might you signal that the new experience exists and is enjoyable without giving it away? ▪ Do players fear the experience might be overwhelming, boring, or unpleasant? How might you mitigate those fear? Instantiations: Novel Content, Novel Interactions, Novel Interfaces, Surprise. CU users
  • 47. clear: novel interactions drive engagement, discovery
  • 48. do not press the red button: novel content drives engagement
  • 56. timehop: novel content drives re-engagement, positive experience
  • 61. mailchimp: drive re-engagement, positive experience
  • 62. Surprise We feel good when our expectations are positively broken: something novel and good happens that we did not foresee. Such surprises stoke curiosity whether there might be further surprises in store, wondering: "Is there more like this?" A first surprise can thus become the hint in a hide-and-hint. ▪ What do players expect in this context (genre, level, interaction, situation, plot, menu, ...)? ▪ How might you positively break these expectations: something vastly more, better, or different? ▪ How might you first create or affirm the expectations – and then positively break them? ▪ How might you not reveal the existence of something positive for the player in your game until you surprise them with it? (Think level and interface design, but also packaging, marketing). Instantiations: Easter Eggs, Hidden Information, Panoramic Opening, Plot Twist. CU users user
  • 63. innocent smoothies: easter eggs drive positive brand image, exploration
  • 64. old navy: coupons drive exploration, sales
  • 65. timehop: easter eggs drive exploration
  • 66. what if you… scroll beyond the edge?!?
  • 68. what if you... scroll above the edge?!?
  • 70. “I wonder what else they’ve hidden…”
  • 78. how users typically see and expect newsletters to be E-Mail address Register We sneakily auto-sign you up for our spammy deals newsletter because our marketing department told us to
  • 79. how you see the kickstarter newsletter “If it’s a secret and that much effort, it must be special...”
  • 80. Hint-Hide-and-and-hint hide We are curious about potentially relevant information and resources that are hinted at but hidden. If we know about something, but not its content, we wonder: "What is there?" ▪ What information or resources are relevant to players at this point? ▪ How might you hide their specific content away? ▪ How might you hint at their existence? ▪ How might you signal their potential relevance? ▪ How might you help players feel that they can follow that hint safely? Instantiations: Cliffhanger, Fog of War, Hidden Information, Locked Abilities, Locked Content, Locked Items, Skill Tree, Tech Tree. CU users users
  • 81. upworthy: curiosity gap drives clicks, shares
  • 84. command & conquer: fog of war
  • 85. which is more curiosity-inducing?
  • 89. linkedin: drives upgrade sales, re-engagement
  • 92. yahoo! news digest: drive return visits
  • 93. yahoo! news digest: drive return visits
  • 94. yahoo! news digest: drive return visits
  • 95. yahoo! news digest: drive return visits
  • 96. yahoo! news digest: drive return visits
  • 97. Unresolved Complexity We are curious about unclear meanings or paths to a positively relevant outcome, wondering: "What's the solution?" ▪ How might you make a situation positively relevant? How might you signal this to players? ▪ How might you create a complex, non-obvious path to or symbol within that situation? ▪ Do players feel confident they can find the path or meaning? If not, how might you instil that confidence? ▪ How might you offer leads that spark multiple hypotheses for paths or meanings that players want to test? ▪ How might you help players feel that they can safely test these hypotheses? Instantiations: Puzzles, Whodunnits. CU users
  • 98. koi pond: drive exploration
  • 99. dan meyer: math education
  • 100. dan meyer: drive learning
  • 101. dan meyer: drive learning
  • 103. ontario science museum: drive deliberation, engagement
  • 105. VOTE TO SEE WHAT PEOPLE THINK
  • 106. Uncertainty CU/AR We are curious and get aroused over potentially positive but uncertain outcomes. Especially when we have a hypothesis, we want to test our bet on "What will happen?" and "When?" ▪ How might you make the outcomes positively relevant? How might you signal this to players? ▪ How might you vary and randomise what positive outcomes follow an action? ▪ How might you randomise when an outcome follows an action? ▪ How might you help the player seek and hypothesise patterns in that randomness? ▪ How might you invite players to test their hypotheses? ▪ How might you help players feel that they can test hypotheses safely? Instantiations: Action Probability, Betting, Hidden Information, Loot Drop.
  • 107. magic the gathering: drive sales
  • 112. Possibility Space CU/AU We are curious and feel autonomous in front of an untested possibility space, wondering: "What if …?" Possibility spaces arise from recombinable items or actions with no prescribed goals and emergent effects that feel unpredictable but over time, guessable and reliably learnable. ▪ What actions and/or items might you offer to combine? ▪ Do they produce a combinatorial explosion of effects that are logical but not foreseeable by you? ▪ How might you give players space, time, and license to try their own combinations? ▪ How might you balance effects so that they are neither unpredictably chaotic nor predictable? ▪ How might you give openings that suggest new combinations to try: constraints, traces of others, random suggestions, or half-begun things? ▪ How might you make testing an untried combination relevant – e.g. with novelty, competence, or self-expression? ▪ How might you help players feel that they can safely test new combinations? Instantiations: Building blocks, Editors.
  • 113. lego: the original possibility space
  • 118. people find possibility spaces everywhere
  • 120. toca hair salon: drive fun
  • 122. possibility spaces need starting points
  • 123. … like traces of others.
  • 124. beats music: drive engagement, re-engagement
  • 125. beats music: drive engagement, re-engagement
  • 126. beats music: drive engagement, re-engagement
  • 127. beats music: drive engagement, re-engagement
  • 129. curiosity is a powerful motive...
  • 130. … that can fuel user engagement. Attention Positive emotional experience, brand Exploration, first use, signup Onboarding, learning Engagement Return visits, re-engagement Social sharing
  • 131. stoke it by inviting to a relevant, safe, solvable unpredictability unpredictability Can I not reliably anticipate the future of this? solvability Am I able to resolve that inability? relevance Is the ability to anticipate this relevant to me? curiosity novel, comprehensible, positively relevant, safe safety Is resolving this inability dangerous? fear novel, (in)comprehensible, negatively relevant, unsafe invitation
  • 132. … like novel experiences, ...
  • 137. … or possibility spaces.
  • 138. Conflict CU/AR We feel good when our expectations are positively broken: something novel and good happens that we did not foresee. Such surprises Surprise stoke curiosity whether there might be further surprises in store, wondering: "Is there more like this?" A first surprise can thus become the hint in a hide-and-hint. ▪ What do players expect in this context (genre, level, ▪ How interaction, might you situation, positively plot, break menu, these ...)? expectations: ▪ How might you first create or affirm the something vastly more, better, or different? ▪ How might you not reveal the existence of expectations – and then positively break them? something positive for the player in your game until Uncertainty CU/AR you surprise them with it? (Think level and interface design, but also packaging, marketing). oh, and what’s with those cards? CU/AU Curiosity ▪ Do they produce a combinatorial explosion of effects that are logical but not foreseeable by you? ▪ How might you give players space, time, and ▪ How might you help players feel that they can test Instantiations: Panoramic Easter Opening, Eggs, Plot Hidden Twist. Information, CU We are curious and get aroused over how a conflict of information or interests will resolve, wondering: "How or what will out?" ▪ What the pieces given of context? information or parties may clash in ▪ How might you make the outcome positively relevant? How might you signal this to players? ▪ How edge? might you keep the end result maximally on the ▪ How scenarios might you supporting provide and each retain information? equally plausible Instantiations: Balancing, Whodunnits. Dramatic Conflict, We are curious and get aroused over potentially positive but uncertain outcomes. Especially when we have a hypothesis, we want to test our bet on "What will happen?" and "When?" ▪ How might you make the outcomes positively relevant? How might you signal this to players? ▪ How might you vary and randomise what positive outcomes follow an action? ▪ How might you randomise when an outcome follows an action? ▪ How might you help the player seek and hypothesise patterns in that randomness? ▪ How might you invite players to test their hypotheses? hypotheses safely? Instantiations: Action Probability, Betting, Hidden Information, Loot Drop. Possibility Space We are curious and feel autonomous in front of an untested possibility space, wondering: "What if …?" Possibility spaces arise from recombinable items or actions with no prescribed goals and emergent effects that CU feel unpredictable but over time, guessable and reliably learnable. ▪ What actions and/or items might you offer to combine? license to try their own combinations? ▪ How might you balance effects so that they are neither unpredictably chaotic nor predictable? ▪ How might you give openings that suggest new combinations to try: constraints, traces of others, random suggestions, or half-begun things? ▪ How might you make testing an untried combination relevant – e.g. with novelty, competence, or self-expression? ▪ How might you help players feel that they can safely test new combinations? Instantiations: Building blocks, Editors. Curiosity drives us to explore actions with potentially positively relevant outcomes we can bring about (self-efficacy) but not fully anticipate – if we get a promising invitation to do so. Careful: If we feel the outcomes might be negative or the actions unsafe, this can stoke fear instead or in parallel. ▪ How might you make the outcome positively relevant? How might you signal this to players without giving it away? ▪ How might the outcome be somewhat unanticipatable, inviting guesses to test? ▪ How might you give players confidence that they can bring the outcome about? ▪ How might you reduce (the impression of) potential negative consequences of taking the Novelty, Hide-and-Uncertainty, hint, action? Conflict, Surprise, Instantiations: Unresolved Space, complexity. Possibility
  • 139. Conflict CU/AR We feel good when our expectations are positively broken: something novel and good happens that we did not foresee. Such surprises Surprise stoke curiosity whether there might be further surprises in store, wondering: "Is there more like this?" A first surprise can thus become the hint in a hide-and-hint. ▪ What do players expect in this context (genre, level, ▪ How interaction, might you situation, positively plot, break menu, these ...)? expectations: ▪ How might you first create or affirm the something vastly more, better, or different? ▪ How might you not reveal the existence of expectations – and then positively break them? something positive for the player in your game until Uncertainty CU/AR you surprise them with it? (Think level and interface design, but also packaging, marketing). oh, and what’s with those cards? CU/AU Curiosity ▪ Do they produce a combinatorial explosion of effects that are logical but not foreseeable by you? ▪ How might you give players space, time, and ▪ How might you help players feel that they can test Instantiations: Panoramic Easter Opening, Eggs, Plot Hidden Twist. Information, CU We are curious and get aroused over how a conflict of information or interests will resolve, wondering: "How or what will out?" ▪ What the pieces given of context? information or parties may clash in ▪ How might you make the outcome positively relevant? How might you signal this to players? ▪ How edge? might you keep the end result maximally on the ▪ How scenarios might you supporting provide and each retain information? equally plausible Instantiations: Balancing, Whodunnits. Dramatic Conflict, We are curious and get aroused over potentially positive but uncertain outcomes. Especially when we have a hypothesis, we want to test our bet on "What will happen?" and "When?" ▪ How might you make the outcomes positively relevant? How might you signal this to players? ▪ How might you vary and randomise what positive outcomes follow an action? ▪ How might you randomise when an outcome follows an action? ▪ How might you help the player seek and hypothesise patterns in that randomness? ▪ How might you invite players to test their hypotheses? hypotheses safely? Instantiations: Action Probability, Betting, Hidden Information, Loot Drop. Possibility Space We are curious and feel autonomous in front of an untested possibility space, wondering: "What if …?" Possibility spaces arise from recombinable items or actions with no prescribed goals and emergent effects that CU feel unpredictable but over time, guessable and reliably learnable. ▪ What actions and/or items might you offer to combine? license to try their own combinations? ▪ How might you balance effects so that they are neither unpredictably chaotic nor predictable? ▪ How might you give openings that suggest new combinations to try: constraints, traces of others, random suggestions, or half-begun things? ▪ How might you make testing an untried combination relevant – e.g. with novelty, competence, or self-expression? ▪ How might you help players feel that they can safely test new combinations? Instantiations: Building blocks, Editors. Curiosity drives us to explore actions with potentially positively relevant outcomes we can bring about (self-efficacy) but not fully anticipate – if we get a promising invitation to do so. Careful: If we feel the outcomes might be negative or the actions unsafe, this can stoke fear instead or in parallel. ▪ How might you make the outcome positively relevant? How might you signal this to players without giving it away? ▪ How might the outcome be somewhat unanticipatable, inviting guesses to test? ▪ How might you give players confidence that they can bring the outcome about? ▪ How might you reduce (the impression of) potential negative consequences of taking the Novelty, Hide-and-Uncertainty, hint, action? Conflict, Surprise, Instantiations: Unresolved Space, complexity. Possibility ask me about them after the talk ;-)
  • 140. thank you. @dingstweets sebastian@codingconduct.cc codingconduct.cc slides at j.mp/uxicurious
  • 141. Conflict CU/AR We are curious and get aroused over how a conflict of information or interests will resolve, wondering: "How or what will out?" ▪ What pieces of information or parties may clash in the given context? ▪ How might you make the outcome positively relevant? How might you signal this to players? ▪ How might you keep the end result maximally on the edge? ▪ How might you provide and retain equally plausible scenarios supporting each information? Instantiations: Balancing, Dramatic Conflict, Whodunnits.