Rajat Paharia Stanford Hci Seminar Feb 2010

8/6/2019 Rajat Paharia Stanford Hci Seminar Feb 2010

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Participation Engines

Driving User Behavior with Game

Dynamics and Behavioral Economics

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About Me: Rajat Paharia

Founder, Chief Product Officer

Bunchball

Software Experience Design

IDEO

Software Engineer

IBM Research, Avaya, etc.

MS CS with a focus on HCI

Stanford

BA CS

UC Berkeley

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Drive Participation with Metagames

Statistics

Competition

Comparison Status

Achievement

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Football, Baseball, etc. are all Metagames.

Metagames are as American as apple pie.


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Measure & Drive User Behavior

Inviting friends Watching a video Completing acourse

Participating in

discussions

Uploading photos

or videos

Trying new

features

Spending more

time in training

Coming back to

train more oftenYour Action Here

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Reward Status Achievement

Self

Expression Competition Altruism

Leverage Human Desires.

Reward Status Achievement

Self

Expression Competition Altruism

Points

Levels

Challenges

Virtual Goods

Leaderboards

Gifting &

Charity

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GAME MECHANICS

SECTION 1

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DUNDER MIFFLIN INFINITY

NBC

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Home Page


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SchruteBucks = Points

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User-Generated Content Tasks

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Profile Page: Levels, Points


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Virtual Desk & Sponsored Goods


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Virtual Desk Store


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Leaderboards


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ESPIN.COM

HEARST TEEN NETWORK

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Real Time Feedback

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Earning Bottle Caps

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Avatar Creator

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Challenges

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Multiple Tasks

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Virtual Rewards

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BETA1

MICROSOFT

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The Beta1 Game

Quadrupledparticipation

Test Windows VistaEarn a b for installing beta,e for voting on a version, t

for running it overnight, etc.

Your status visible toeveryone

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People were talking smack in

the halls and bragging abouttheir status on the leaderboards.

VPs would run into my office and

yell, Wheres my e? I earned it

last night!


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RIBBON HERO

MICROSOFT OFFICE LABS

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Learning MS Office w/ Game Mechanics

"Games for learning is an

increasingly popular field thats

quickly gaining ground. When we

started this project, we wondered if

there was a place for games inOffice. We set out to understand

whether elements of game play

(things like scoring points,

competing with friends, and

earning achievements) could

motivate people to explore more ofthe app, learn new features, and

ultimately become more

productive"


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MINT.COMNIKE+

PERSONAL STATISTICS

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Mint.com Personal Finance


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Nike+ - Personal Fitness


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GDITTY

HOPELAB

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gDitty Physical Activity Meter

gDitty makes moving around a fun, rewarding experience for kids. The gDitty product

combines an activity meter with an online rewards program that motivates kids to move

more. The gDitty device is worn on the belt or in a pocket. Activity data recorded by the

gDittyis then uploaded to a kids personal profile on the gDitty website, where activity is

calculated into points. These points can be redeemed for virtual goods and real-world

rewards, including customizable avatars, gift cards, even the opportunity to make a

donation to a cause.


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ETC

SOME OTHER IDEAS

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Teams / Times

Peer Pressure isPowerful

Team vs. team

Head-to-Headmatchups

The Clock isPowerful

This week only

Finish in thisamount of time

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Who Buys Virtual Goods?

You do.

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Social vs. Commercial

ThanksgivingDinner

Lawyers

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FREQUENCY

SECTION 2

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Use Reinforcement Schedules

It's been shown thatanimals and humans workto maximize a reward's

frequency, not its

magnitude.Put simply, "how often" is

usually more important than

"how much." A mouse interacts

more frequently with a reward

schedule that rewards it more

frequently.

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Fixed interval (FI) schedulesdeliver reinforcement for the

first response after a fixedlength of time since the last

reinforcement, while premature

responses are not reinforced.

User gets

points for

logging in tothe site once

per day.

User gets

points for

watchingone video an

hour.

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Variable interval (VI) schedulesdeliver reinforcement for thefirst response after a randomaverage length of time passes

since the last reinforcement.

User is rewarded with

points for the first game

played after an average of10 minutes from the last

game.

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Fixed Ratio (FR)schedules deliverreinforcement after

every nth response.

User gets a

trophy after

winning 50

games.

User gets a

reward

after every5th video

they watch.

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Continuous ratio (CRF)schedules are a special form of

a fixed ratio. In a continuousratio schedule, reinforcement

follows each and every

response.

Every time a user

posts to the forumsthey earn points.

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Variable ratio (VR) schedulesdeliver reinforcement after arandom number of

responses (based upon a

predetermined average)

On average,

every 3

games auser will win

some points.

Slot

machines.

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BEHAVIORAL ECONOMICS

SECTION 3

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Relativity and Contrast

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Decoy Effect

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Economist.com subscription - $59.00

1 year subscription to Economist.com

Print subscription - $125 1 year subscription to the print edition ofThe Economist

Print & web subscription - $125

1 year subscription to the print edition ofThe Economist&1 year subscription to Economist.com

16

0

84


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Decoy Effect

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Economist.com subscription - $59.00


Print & web subscription - $125

1 year subscription to the print edition ofThe

Economist&


68

32

+52

-52


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Decoy Effect

All expensespaid vacation to

Italy


Italyexcept you have to pay for

your own coffee


Spain

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A -A B


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Anchoring

Is thepercentage of

African American

nations whichare members of

the United

Nations more orless than 45%?

Is thepercentage of

African American

nations whichare members of

the United

Nations more orless than 65%?

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Anchoring

Social security #s and wine.

Upper 20% placed bids 216%-346% higher thanthe lowest 20%.

Can anchor on anything.

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!


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FREE!

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Lindt Truffle = 15 cents

Hersheys Kiss = 1 cent

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!


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FREE!

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Lindt Truffle = 14 cents

Hersheys Kiss = Free!

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-42

+42

FREE!


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FREE!

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Most transactionshave an upside and

a downside

When something isFree, we forget the

downside

Humans are afraidof loss. There is no

visible possibility ofloss when youchoose a Free item.

There is no riskof having made

the wrongdecision.

L A i


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Loss Aversion

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50% chance

of losing$200

100% chance

of losing$100

vs.

50% chance

of winning$200

100% chance

of winning$100

vs.

R i i


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Reciprocity

Requires that one persontry to repay what another

person has provided.

Future obligation benefits

society, so everyone istrained to obey this rule or

face serious social

disapproval.

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R i it (2)


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Reciprocity (2)

Applies even to uninvited first

favors, which reduces our ability todecide whom we wish to owe.

Can spur unequal exchanges.

Can also take the form of initialconcession that stimulates a return

concession. Rejection then retreat.

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C it t & C i t


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Commitment & Consistency

After making a commitment, taking a stand, or

position, people are more willing to agree to

requests that are consistent with their prior

commitment.

Ill watch your stuff

Ill get you that toy for Christmas

I support the environment

Ill bet on that horse

Ill buy that car

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S i l P f


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Social Proof

People often view a behavior as more correct in

a given situation to the degree that we seeothers performing it.

Tip jar

Ringers in the audience

Man on the street

Over 99 Billion Served

What to do if you need help

Social Norms

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S it


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Scarcity

People assign more value to opportunities

when they are less available.

Things difficult to attain are typically more

valuable. The availability of an item orexperience can serve as a shortcut clue to

its quality.

When something becomes less accessible,

the freedom to have it may be lost. PeopleHATE to lose choices.

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S it (2)


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Scarcity (2)

Two optimizing conditions for scarcity:

Scarce items are heightened in value when

they are newly scarce. Things have higher

value when they have become recentlyrestricted more than those things that were

restricted all along.

People are more attracted to scarce

resources when they compete with others for

them.

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Recommended Reading


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Recommended Reading

InfluenceRobert Cialdini

PredictablyIrrational

Dan Ariely

FreakonomicsSteven D. Levitt,

Stephen J. Dubner

Cognitive Biaseson Wikipedia

Total EngagementByron Reeves

Leighton Read

Changing theGame

David Edery

Ethan Mollick

[email protected]: @bunchball

Were hiring!
mailto:[email protected]:[email protected]

Rajat Paharia Stanford Hci Seminar Feb 2010

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