Designing an experience that allows fans to feel recognized for their contributions
Designing an experience that allows fans to feel recognized for their contributions
Designing an experience that allows fans to feel recognized for their contributions
February 2022 - February 2022
February 2022 - February 2022
February 2022 - February 2022
1.
Overview
2.
4.
3.
Exploration
In-App Gratification Research
Exploration
In-App Gratification Research
Exploration
In-App Gratification Research
Exploration
In-App Gratification Research
As various studies suggest, one of the most effective ways of recognising user's contributions in app activities are in-apps rewards.
Benefits of in-app contribution recognition
Being appreciated is a fundamental human need. It's also important for users making efforts to give their best to the community of platform they're using. When they feel appreciated and recognized for their individual contributions they will be more connected to the community and to the App/Product itself.
2. Exploration
Higher loyalty and satisfaction scores from users
Increased internal motivation and engagement
Increased internal motivation and engagement
Increased internal motivation and engagement
Improved community culture
Improved community culture
Improved community culture
Decreased boredom and the risk of abandoning the application
Decreased boredom and the risk of abandoning the application
Decreased boredom and the risk of abandoning the application
Increased retention of quality content
Increased retention of quality content
Increased retention of quality content
Greater user satisfaction and enjoyment of the app use
Greater user satisfaction and enjoyment of the app use
Greater user satisfaction and enjoyment of the app use
Intrinsic motivation vs. extrinsic motivation
Intrinsic Goal
Goals come from within and their outcome is satisfying psychological needs, like competence, relatedness, and autonomy.
Intrinsic Goal
Goals come from within and their outcome is satisfying psychological needs, like competence, relatedness, and autonomy.
Intrinsic Goal
Goals come from within and their outcome is satisfying psychological needs, like competence, relatedness, and autonomy.
Intrinsic Motivation
Doing something because it’s internally rewarding (because it’s fun, enjoyable, and satisfying)
Intrinsic Motivation
Doing something because it’s internally rewarding (because it’s fun, enjoyable, and satisfying)
Intrinsic Motivation
Doing something because it’s internally rewarding (because it’s fun, enjoyable, and satisfying)
Extrinsic Goal
Goals focus on an outcome (without satisfying psychological needs). They involve external gains (money, fame, power or avoiding punishment).
Extrinsic Motivation
Doing something in order to get an external reward in return.
Extrinsic rewards: when to use?
to provide feedback to let people know their performance is worthy of recognition
to make person more interested in an activity that they are not interested in
to motivate person to learn something new
when offering a reward would make the activity feel like “work” instead of “play”
when a person is already interested in the topic, task, or activity
when a person is already interested in the topic, task, or activity
to provide feedback to let people know their performance is worthy of recognition
to make person more interested in an activity that they are not interested in
to motivate person to learn something new
when offering a reward would make the activity feel like “work” instead of “play”
when a person is already interested in the topic, task, or activity
Overjustification effect
Internal and external rewards can be equally effective. But research suggests that extrinsic rewards should be used sparingly because of the overjustification effect.
Overjustification effect occurs when an external incentive decreases a person’s intrinsic motivation to perform a behavior or participate in activity.
Extrinsic rewards can undermine intrinsic motivation when used in certain situations or used too often. For example: the rewards may lose their value when you reward behavior that was already intrinsically motivating.
Extrinsic rewards can undermine intrinsic motivation when used in certain situations or used too often. For example: the rewards may lose their value when you reward behavior that was already intrinsically motivating.
Extrinsic rewards can undermine intrinsic motivation when used in certain situations or used too often. For example: the rewards may lose their value when you reward behavior that was already intrinsically motivating.
Fixed vs. Various Rewards
Many extrinsic rewards act as the metaphorical carrot to encourage action. However, when these are expected and known in advance, they quickly become unengaging.
Unpredictable rewards are one strategy for encouraging engagement. Howewer, it can also cause the opposite effect - the overjustification.
"If the player knows exactly what reward they're going to get for a specific action, it removes any surprise from the equation (...), the experience leaves [the reward] feeling flat and unengaging"
Wendy Despain
author of 100 principles of Game Desing
Gabe Zichermann’s Hierarchy of Rewards (SAPS)
Types of rewards in Apps - Examples
Gabe Zichermann outlined the hierarchy of rewards based on their ability to drive engagement. The pyramid shows the rewards ranging from the least effective (and most expensive) at the bottom to the most effective (and cheapest) at the top.
Quicker access to content
Exclusive giftcards, offers and discounts
Customization and Personalisation Options
Unlocking photos and videos’ premium filters
Access to exclusive content (i.e. behind scenes, videos and photos)
Interactive Video Streaming
Priority Access to Event’s Tickets
Google Pay Rewards
Types of rewards in Apps:
Points
indicators of progress and achievement. They can reward user with status or can offer tangible rewards (being converted in to app currency)
Badges
indicatots of user’s accomplishments. they act as vitrual status symbols, distinguishing badge-holders from other users
Leaderboards
are showing progress against other users, structuring app engagement as a competitive drive. They also visually indicate status among other users.
Status
VIP perks that are easily demonstrated to other users.
Points, badges, and leaderboards that serve as status indicators.
Access
Sale previews in advance of other users.
Unlocking access to exclusive content and features.
Being first to know about new updates and features.
Power
Enhanced power to vote on or inform new features.
Moderator status or some other form of control over less engaged users.
Stuff
Freebies
Monetary rewards
Research conclusions and their implementations on the example of a platform associating fans of various fandoms.
3. Insights
3.1. General
Recognizing user’s contributions plan should be structured and transparent
There should be constant efforts of measuring recognition plans’s effectivesess
Recognition should be public and easy to give, i.e. by points, badges and leaderboards
The first focus should be on rewarding by giving most active contributors a status that sets them apart from others. The following should have lower priority: access, power and free / cheaper stuff.
The first focus should be on rewarding by giving most active contributors a status that sets them apart from others. The following should have lower priority: access, power and free / cheaper stuff.
The recognition plan should boost intrinsic motivation with extrinsic rewards, but the rewards should be used with moderation (not rewarding for things that user is already motivated to do, to avoid overjustification effect, but for specific achievements and contributions)
The recognition plan should boost intrinsic motivation with extrinsic rewards, but the rewards should be used with moderation (not rewarding for things that user is already motivated to do, to avoid overjustification effect, but for specific achievements and contributions)
The recognition plan should boost intrinsic motivation with extrinsic rewards, but the rewards should be used with moderation (not rewarding for things that user is already motivated to do, to avoid overjustification effect, but for specific achievements and contributions)
The rewards should be somewhat unpredictable to increase the excitement and curiosity of the user
The rewards should be somewhat unpredictable to increase the excitement and curiosity of the user
User’s effort should be matched with results or else it may lose meaning (generic and inauthentic recognition strategies can have a negative effect on the user experience)
User’s effort should be matched with results or else it may lose meaning (generic and inauthentic recognition strategies can have a negative effect on the user experience)
3.2. Insights for Fandoms’ App: Fan Contributions' Recognition Plan
User research might be helpful...
... in determining what contributions the user is already motivated to make and indirectly asking about the achievements that user would like to be rewarded for.
Sample questions:
What contributions do you like to make the most for the fandom?
What are, in your opinion, the most important milestones and achievements in being fan of something?
3.2.1. How the contributions should be recognised?
Points
could be gathered by contributing to the community of fandom, by uploading photos, videos, and posting comments etc.
Points
could be gathered by contributing to the community of fandom, by uploading photos, videos, and posting comments etc.
Points
could be gathered by contributing to the community of fandom, by uploading photos, videos, and posting comments etc.
Fan could get points for:
posting a video
posting a photo
posting a comment
participating in votings / quizzes
video / photo / comment getting certain amout of likes
creating quizzes / challenges / fanart for other fans
completing montlhy challenges
Fan could get points for:
posting a video
posting a photo
posting a comment
participating in votings / quizzes
video / photo / comment getting certain amout of likes
creating quizzes / challenges / fanart for other fans
completing montlhy challenges
Fan could get points for:
posting a video
posting a photo
posting a comment
participating in votings / quizzes
video / photo / comment getting certain amout of likes
creating quizzes / challenges / fanart for other fans
completing montlhy challenges
Fan could not be getting points for (it may already gratifying by itself):
videos getting a like
photos getting a like
comments getting a like
giving likes
winning quizzes (may rather be treated like an achievement)
supporting the artist by buying tickets / stuff / merchandise / fanart
Fan could not be getting points for (it may already gratifying by itself):
videos getting a like
photos getting a like
comments getting a like
giving likes
winning quizzes (may rather be treated like an achievement)
supporting the artist by buying tickets / stuff / merchandise / fanart
Fan could not be getting points for (it may already gratifying by itself):
videos getting a like
photos getting a like
comments getting a like
giving likes
winning quizzes (may rather be treated like an achievement)
supporting the artist by buying tickets / stuff / merchandise / fanart
Leaderboards
determined by comparing the points scored by fans and by achievements badges gathered by fans.
Leaderboards
determined by comparing the points scored by fans and by achievements badges gathered by fans.
Leaderboards
determined by comparing the points scored by fans and by achievements badges gathered by fans.
Leaderboards would allow to make the fans from the top of the board stand out by:
giving them “leader” or “top fan” badge on the profile photo
allowing them to customize their profile screen
giving them access to exclusive photo / video filters
Leaderboards would allow to make the fans from the top of the board stand out by:
giving them “leader” or “top fan” badge on the profile photo
allowing them to customize their profile screen
giving them access to exclusive photo / video filters
Leaderboards would allow to make the fans from the top of the board stand out by:
giving them “leader” or “top fan” badge on the profile photo
allowing them to customize their profile screen
giving them access to exclusive photo / video filters
Achievement Badges
could be received directly from platform, after completing certain activities / reaching milestones. Earning Achievement Badges would unlock (random) reward from the prize pool.
Achievement Badges
could be received directly from platform, after completing certain activities / reaching milestones. Earning Achievement Badges would unlock (random) reward from the prize pool.
Achievement Badges
could be received directly from platform, after completing certain activities / reaching milestones. Earning Achievement Badges would unlock (random) reward from the prize pool.
Achievements could be earned based on:
photo / video / comment popularity
uploading certain amomunt of photos / videos / comments
participating in events / concerts
monthly anniversary of being at fandom / annual anniversary of being at fandom
Achievements could be earned based on:
photo / video / comment popularity
uploading certain amomunt of photos / videos / comments
participating in events / concerts
monthly anniversary of being at fandom / annual anniversary of being at fandom
Achievements could be earned based on:
photo / video / comment popularity
uploading certain amomunt of photos / videos / comments
participating in events / concerts
monthly anniversary of being at fandom / annual anniversary of being at fandom
Achievements could be earned based on:
photo / video / comment popularity
uploading certain amomunt of photos / videos / comments
participating in events / concerts
monthly anniversary of being at fandom / annual anniversary of being at fandom
Prize pool for Achievement Badges:
quicker access to creator's content (if applicable)
access to exclusive content
- priority access to event's tickets
- exclusive gift cards and discounts
rewards from the artists (if applicable)
Prize pool for Achievement Badges:
quicker access to creator's content (if applicable)
access to exclusive content
- priority access to event's tickets
- exclusive gift cards and discounts
rewards from the artists (if applicable)
Prize pool for Achievement Badges:
quicker access to creator's content (if applicable)
access to exclusive content
- priority access to event's tickets
- exclusive gift cards and discounts
rewards from the artists (if applicable)
Prize pool for Achievement Badges:
quicker access to creator's content (if applicable)
access to exclusive content
- priority access to event's tickets
- exclusive gift cards and discounts
rewards from the artists (if applicable)
4. Propositions
***
Yes, there’s more.
But we can also chat. It would be fun too.
But we can also chat. It would be fun too.
But we can also chat. It would be fun too.
