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漂亮还不够!让你APP的粘度更高的游戏化设计策略
时间:2019-07-30 09:52:55
文章发布:李阳
原创作者:未知
来源:互联网

随着APP设计的逐步成熟,游戏化设计成了这几年圈内的流行语。不过,和普通的AP设计的思路不同,游戏化设计并非这个领域内的原生设计,它是将游戏应用中的设计思路,移植到普通的APP的设计当中来,对于许多“传统”的APP产品设计师而言,游戏化设计无疑是舶来品。

今天的文章中,我们将会基于目前的主流设计来探讨APP的游戏化设计思路和五个基本原则。

原则1:APP体验要随着用户的需求来进化

你的产品是否具备多层次的体验,是关键。在绝大多数的游戏当汇总,用户通常会阅读教程,然后在之后的几天甚至数周的时间内,逐步完成基本的任务,并升级,逐步完成更加复杂、困难的任务。类似的,初级的玩家和参与度较高的深度玩家是不一样的,深度玩家通常会以更加熟稔、复杂的方式来操控APP。换句话来说,处于不同生命周期中的用户,应该得到不同的处理,他们从同一款APP中所获得体验应该是有差异的,应该根据用户在APP中所处的不同生命周期的特征来构建功能和独特的体验。

漂亮还不够!让你APP的粘度更高的游戏化设计策略-艺源科技

LinkedIn 就是一个典型的范例,他们让用户尽可能系统地完善他们的个人资料,通过进度条和奖励机制来“勾引”用户逐步完善他们的个人信息,在用户加入LinkedIn 的早期阶段,一部分用户会沉迷构建一份完美的个人信息而不可自拔,并且开始加好友。几个月后,用户会逐步开始使用群组功能,申请工作,和以往的同事或者可能会有关系的新同事产生联系,完善自己的关系网。

原则2:搞清楚“核心回路”

你的APP想要培养哪些主要的用户行为呢?在游戏领域,这些关键的用户行为构成了整个产品交互的“核心回路”,通过特定的激励方式,刺激用户不断地进行关键操作,在核心回路上推进,获得奖励,循环往复。这是游戏化设计的核心:建立一套循环往复的奖励系统,不断刺激玩家,让他们在成就感和奖励的刺激下,不断前进。

漂亮还不够!让你APP的粘度更高的游戏化设计策略-艺源科技

原则3:控制资源

用户是聪明的,并且会在游戏过程中越来越聪明。在资源有限的情况下,用户总能通过合理的控制和调配来利益和功能最大化。许多手机游戏都是有货币和资源的,玩家通过有策略地使用这些资源来简历基地、城镇和堡垒,对抗敌人,达成任务。让用户决定如何控制这些资源,用户在行使自主权的过程中,成就感会随之建立,并让他们享受这种体验。

在游戏中让用户控制资源,这很容易理解。而在应用中要如何使用这种经验呢?约会APP Tinder 就是个中好手。玩家每天拥有数量有限的“Super Like”可以送出,这些“Super Like”是一次性的,它可以用来向其他的用户在特定的日期当中来表达“额外”的兴趣。用户不仅可以通过每天登录来积攒“Super Like”,也能够通过内购来购买这一服务。Dribbble 在高级用户的邀请上也将用户的“掌控机制”最大化了。

漂亮还不够!让你APP的粘度更高的游戏化设计策略-艺源科技

原则4:赋予用户所有权意识

产品和用户之间的情感联系,或者说用户的所有权意识,是通过深度的互动来建立的,而个性化的设计直接的一种途径。个性化往往能够让产品更有亲和力,因为个性化和调整本身的成本是高昂的,对于用户而言,这种情感上的投入本就是一种情感的关联。用户将他们的喜好和情绪加诸产品,而产品自然就和他们站到了同一个位置上。Bitmoji 和 Foursquare 都是从这个角度上来做游戏化的设计的。

漂亮还不够!让你APP的粘度更高的游戏化设计策略-艺源科技

在生产力工具 Forest 中,每当用户将注意力放在工作上的时候(他们称为Comodoro Technique),用户在 Forest 中的虚拟森林将会增加一棵虚拟的树。用户的森林中树木越多,个性化的空间就越大,同时,用户也将越发沉迷于使用这一应用。

原则5:将社交融入体验

时至今日,社交元素几乎已经渗透到每一个角落,每一个应用当中。社交元素是超级重要的。它真正意义上让用户对APP、网站和服务产生了归属感。与其说为应用添加社交功能,不如将它作为核心的功能更合适。作为截至目前最成功的手机游戏之一,Clash of Clans ,其中大量的用户自发组成部落,群策群力同对手部落进行对抗,置于我们目前所沉迷的各种多人即时战略类游戏,也同样如此。

像My FitnessPal 和 Strava 这样的非游戏类应用程序也同样将社交作为APP中的重要一环。通过分享运动过程和个人记录,Strava 已经成为迄今为止成功的健身类APP了,不得不感谢游戏化设计!

如果你仔细审视,会发现一切皆可游戏化

从养成良好的饮食习惯,到打扫房间,要做的事情太多了,但是又有太多的因素阻碍我们去称为更好的自己。游戏化设计通过优化激励机制,以更加内化的方式驱动用户去完成原本很无趣的任务,达成目标。2017年,游戏化设计的概念不仅还存在,而且还在继续推动着APP设计。

小程序开发
标签: App设计 游戏 游戏化设计 用户体验 经验分享
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