alan wells

Last night I attended a Designer’s Accord Town Hall meeting at Lunar Design. I gave a quick five minute presentation about some ideas I’ve thinking about lately from my work at Zynga. Zynga is the largest social game company on the web, with 10 million daily active users across eight social networks plus the iPhone platform.

The point that I tried to make in my talk last night was that social games are exceptionally strong drivers of consumer behavior. Zynga and other game companies have shown that huge numbers of people will come back every day to play games. The success of these games is no accident - these experiences are designed to influence behavior and drive very strong engagement. In a world where sustainable living often costs more (or at least appears to cost more given current market structures), I think there are lessons from social games that can be applied to influencing consumer behavior beyond depending on altruism.

For years, single player games have shown strong engagement. Basic mechanics like achievements, unlocking, and leveling up have proven to be strong drivers of engagement. There seems to be something in these very clear reward structures (you know what you have to do, and you receive some reward when you do it) that appeals to human nature. These mechanics are part of social games as well. See the screenshot below of my Poker Profile on Zynga’s Texas HoldEm game. The visual representation of Achievements brings visibility to the things I can achieve in the game, which compels me to play more to hit those milestones.

With the help of internet-based communication platforms, such as Facebook, MySpace and the iPhone, social games have added another level of mechanics onto the traditional single player games. These mechanics deal with interactions between people - and more importantly, interactions between friends. The mechanics of this space - competition, comparison and cooperation - have driven aboslutely explosive growth in the social games industry. Again, these mechanics seem to appeal to something fundamental to human nature, and that appeal stretches across geographic and cultural barriers (social games are growing just about everywhere there is a platform to enable them).

A few examples:

Competition: YoVille is a virtual world, where you create a digital representation of yourself and customize your space in that world. You can then interact with others in the virtual world - having conversations, visiting their apartments, dancing, and giving gifts. The YoVille friend ladder, a persistent element at the bottom of the game, shows how highly your room is rated relative to your friends. By seeing how you rank against your friends, you are motivated to invest more in the game to rank higher in your social circle.

Comparison: Everyone in YoVille has an apartment to customize. You can visit your friends apartment and check out all the cool stuff they have. Really well done apartments get more visitors, and make you want to go back and improve your own.

Cooperation: In Mafia Wars, a game where you become leader of your own Mafia, growing your mafia is key. You can improve your odds for fighting, gain money, and increase your power faster by adding more people to your Mafia. When adding Mafia members that fill certain roles, there’s a synergistic effect - together, you can do more in the game than you would be able to on your own.

I think that there is huge potential for designers to learn lessons from the mechanics used in these games. By using these mechanics in our products, we might be able to spark widespread change in ways that wouldn’t depend on guilt or altruism. One idea that I’ve been thinking about lately that might serve as a useful example: “What if my local power company were a social gaming company? What would my energy bill look like?” A few thoughts:

• My bill wouldn’t be a monthly piece of paper, it would be a rich interface where I could receive up to the minute information about my energy usage and performance
• Every day, I would see my energy usage relative to those of my friends. By framing energy efficiency as a competition between my friends, I would be motivated to try to beat my friends every day.
• I might see how my city block ranked against others in my neighborhood. If my block was lagging, my neighbors would pester me to be more efficient so our block could win and get our efficiency bonus.
• Even if I couldn’t manage to change my lifestyle enough, I might have a way to trump my friends by spending more to buy wind or solar power.
• There would be a clear path to improvement, incentives to level up, and rewards along the way - from day one, I could see how to be an energy rockstar, and the competition would engage me to invest in this.

Zynga Games (just a few - see more at zynga.com):

• Texas HoldEm
• MafiaWars
• YoVille
• Live Poker for iPhone

Useful Resources:

• Lost Garden: What Are Game Mechanics?
• Wikipedia: Game Mechanics
• Game Developers Conference: Lessons from Social Games

Ever since I created the Green Design Wiki, I’ve been interested in exploring the convergence of sustainability and technology. My work at Zynga has given me the knowledge required to orchestrate the production of an iPhone app, and I’ve been on the lookout for interesting ways to use the iPhone platform for environmental benefit. Last year, I did some work with Tim McNeil to help redesign the visitor center for SF Environment, a department of the City of San Francisco. A recent conversation with Tim sparked my memory of SF Environment’s Ecofinder web service. The Ecofinder is a search engine that provides information about where to recycle hard to dispose of goods in the Bay Area. This service seemed like it would be even more valuable - and widely used - if it were accessible from the palm of your hand, anytime, anywhere.

After thinking through idea a bit more, I approached the team at SF Environment about creating an iPhone version of their Ecofinder web service. They agreed to support the project and graciously provided their dataset for use in the app. Since then, I’ve been putting together mockups, designing the application flows and, most importantly, trying to figure out a way to get the application built with a budget of zero dollars. Last week, Andrew and Hernan from Nextive Solutions came through in the clutch and volunteered their time and expertise to create the app. I’m happy to say we started deveopment today, and are hoping have something live in the app store within 6 weeks. More details coming soon.

For the past few months, I’ve been doing some volunteer work with IDSA San Francisco. I’ve had a long standing interest in industrial design, and when I heard they needed some help with their email communications, I jumped at the chance to get involved with the organization. One of the projects I’m helping them with is a new take on the idea of a studio tour. We’ve been working on the pitch and branding for the event, and we’ve finally come to this graphic, which all involved seem to be happy with. Stay tuned for more news about the event!

There’s a great post over at Core77 on the language of form that exists in product design:

Form has meaning; it can touch us at such a primal level that our mind is left scrambling to rationalize our emotional reactions. Consider the visceral impression conveyed by a natural setting: The deep serenity felt, for example, while walking through a majestic grove of redwoods. The delicate lace of fern fronds wave as you drag your hand through them as you walk, and your heart jumps into your throat when startled by a deer caught wondering across the trail. These natural forms hold an innate meaning that not only transcends the human experience, but even predates our verbal expression, definition, and measurement. In other words, we did not create this meaning; it comes from the forms themselves, and existed long before we did.“

The idea that form is a language that predates verbal expression is fascinating to me. It feels like there’s a convergence between this idea and a notion mentioned by Eames Demetrios at Compostmodern a few weeks ago that he described as “way it should be-ness”. The post also eloquently describes a dilemma I’ve been running into lately - my job as a producer at Zynga is extremely data-intensive, but the problems I’m most interested in solving are in the areas of experience and form. In a business driven by statistics like clicks, installs and daily active users, I’m finding it difficult to justify time spent focusing on the less easily quantifable aspects of designing intuitive and visceraly attractive products. Not only that, but when we do put the time into refining these aspects of the design, as I feel we did with Scramble Live, it’s challenging to measure the impact of that attention to detail.

Just finished this graphic for the email promotion of an artisan fashion show my mom’s putting together. Mailer and poster coming soon!

More info: www.chicartisanfashion.com

In November, I resigned from my position as a product manager at Affinity Labs. I really enjoyed the time I spent at Affinity Labs - the team there is incredible, and I’m grateful for the opportunities I was given there to learn and expand my areas of expertise (during my time there, we grew from 6 sites to 13 sites, and were acquired by Monster.com). I left Affinity to take a position at Zynga producing games for the iPhone.

With the exception of a few small side projects, most of the design and product management work I did in 2008 was for Affinity’s sites. Here’s a rundown of some of great projects I was able to work on during my time there, and the part that I played in each project.

Affinity's flagship site.

During the time I spent at Affinity, I worked first as the primary UI designer and product manager for our community sites, and later moved towards more creative direction as Milan Phan took over the hands-on design responsibilities. Our approach was very collaborative - the executive, marketing, engineering and editorial teams all deserve credit for helping the product team to create the best communities possible.

New Site Launches:

• AllHealthcare - product management
• AdminSecret - creative direction, product management
• HRGuru - creative direction, product management

Site Redesigns

• InsideTech (relaunch of TechCommunity.com) - colorscheme and logo concept development, creative direction, product management
• Tickle.com (redesign) - creative direction, product management. Tickle was shut down at the end of 2007.
• WomenCo (redesign) - creative direction, product management

Channel Redesigns: Affinity sites have similar structures, so each of these channels exists on most of the Affinity sites. The best place to see examples of all channels in one place is Affinity’s flagship site, PoliceLink. In general, many of the projects I worked on at Affinity were about bringing a cohesive, intuitive user experience to their sites. We focused on standardizing styles and interaction patterns to speed development and improve the flow for users.

• News Channel - UI design and product management for channel homepage, browse pages, article pages
• Benefits, Education and Training - UI design and product management for channel homepages, browse pages, article pages
• Discussion Forums - UI design and product management for all pages in channel
• Photos (best seen on ArtBistro) - design direction and product management for all pages (interaction design by Milan Phan)

I’d like to thank the team at Affinity for making the time I spent there one of most interesting and challenging experiences I’ve had. You guys are awesome!

Just finished reading Tribes, by Seth Godin. Highly reccomended, and certainly provided me with some food for thought.

On imagination:

“Albert Einstein said, ‘Imagination is more important that knowledge.’ Leaders create things that didn’t exist before. They do this by giving the tribe a vison of something that could happen, but hasn’t (yet). You can’t manage without knowledge. You can’t lead without imagination.”

My mom is a textile artist, and she’s been working hard at growing her business. Her website is a bit outdated, so we’re working on an new one for her, based on the Wordpress platform so she can easily edit it herself.

For the site, I started with a basic skin and tweaked it for her needs (new logo, colorscheme, some layout modifications) and added a photo gallery plugin with some custom CSS work. The site is still in development, but you can check it out here.

Last night I finished reading The Varieties of Scientific Experience: A Personal View of the Search for God. I’m humbled by Carl Sagan’s capacity for insight and clarity of thought. As someone with a strong background in science but an interest in spirituality, I enjoyed hearing the thoughts of Carl Sagan as he tried to reconcile his thoughts on religion with his expertise in the sciences. A few choice words from Carl:

On questioning the value of ancient tenets passed down through the generations:

“So I claim that there are very different ways of thinking for these two circumstances: when change is slow compared to a generation time and when change is fast compared to a generation time. There are different survival strategies. And I would also like to suggest that there has never been a moment in the history of the human species in which so much change has happened as in our time. In fact, it can be argued that in many respects there never will be a time when the change can be so rapid as it has been in our generation… Very major changes, and therefore not a circumstance where the wisdom of, say, the sixth century B.C. is necessarily relevant. It might be, but it might not be. And therefore, for this reason as well - for this reason especially - wisdom may lie not in simply the blind adherence to ancient tenets but in the vigorous and skeptical and creative imagination of a wide variety of alternatives.”

On the Earth as a lifeboat:

“When you look at Earth from space, it is striking. There are no national boundaries visible. They have been put there, like the equator and the Tropic of Cancer and the Tropic of Capricorn, by humans. The planet is real. The life on it is real, and the political separations that have placed the planet in danger are of human manufacture. They have not been handed down from Mount Sinai. All the beings on this little world are mutually dependent. It’s like living in a lifeboat. We breath the air that Russians have breathed, and Zambians and Tasmanians and people all over the planet. Whatever the causes that divide us, as I said before, it is clear that the Earth will be here a thousand or a million years from now. The question, the key question, the central question - in a certain sense the only question - is, will we?”

On why our planet is in conflict over ideologies:

“We kill each other, or threaten to kill each other, in part, I think, because we are afraid we might not ourselves know the truth, that someone else with a different doctrine might have a closer approximation to the truth. Our history is in part a battle to the death of inadequate myths. If I can’t convince you, I must kill you. That will change your mind. You are a threat to my version of the truth, especially the truth about who I am and what my nature is. The thought that I may have dedicated my life to a lie, that I might have accepted a conventional wisdom that no longer, if it ever did, corresponds to the external reality, that is a very painful realization. I will tend to resist it to the last. I will go to almost any lengths to prevent myself from seeing that the worldview I have dedicated my life to is inadequate. I’m putting this in personal terms so that I don’t say “you,” so that I’m not accusing anyone of an attitude, but you understand that this is not a mea culpa. I’m trying to describe a psychological dynamic that I think exists, and it’s important and worrisome.

“Instead of this, what we need is a honing of the skills of explication, of dialogue, of what used to be called logic and rhetoric and what used to be essential to every college education, a honing of the skills of compassion, which, just like intellectual abilities, need practice to be perfected. If we are to understand another’s belief, then we must also understand the deficiencies an inadequacies of our own. And those deficiencies and inadequacies are very major. This is true whichever political or ideological or ethnic or cultural tradition we come from. In a complex universe, in a society undergoing unprecedented change, how can we find the truth if we are not willing to question everything and to give a fair hearing to everything?”

On the impression we give to the universe through our transmissions:

“Very nearby civilizations can detect our presence, and that is because television gets out. Not just television but radar. Radar and television get out. Most of AM radio, for example, doesn’t. So let’s just look at the television for a moment. Large-scale commercial television broadcasting on Earth begins when? In the late 1940s, mainly in the United States.

“So forty years ago there’s a spherical wave of radio signals that spreads out at the speed of light, getting bigger and bigger as time goes on. Every year it’s an additional light year away from the Earth. Now, lets say that it’s forty years later, so that expanding spherical wave front is forty light-years from Earth, containing the harbingers of a civilization newly arrived in the galaxy. And I don’t know if you know about 1940s television in the United States, but it would contain Howdy Doody and Milton Bearle and the Army-McCarthy Hearings and other signs of high intelligence on the planet Earth. So I’m sometimes asked, if there are so many intelligent beings in space, why haven’t they come. (I’m just joking.) But it’s a sobering fact that our mainly mindless television transmissions are our principal emissaries to the stars. There is an aspect of self-knowledge that this implies that I think would be very good for us to come to grips with.”

I recently finished reading Geoffrey Moore’s tech marketing classic Crossing the Chasm. After finishing it, I can see why this was such a popular book when it came out in 1991. Coming from a design and ecology background devoid of marketing experience, I appreciated the easy-to-read primer for marketing disruptive technologies. Because of the stage I’m at with the ideas I’m thinking about lately, one of the most helpful sections was The Claim: Passing the Elevator Test. A few notes:

The elevator test: “Can you explain your product in the time it takes to ride up in  an elevator?”

Why it’s a bad sign if you can’t pass the elevator test (pg 152-153):

• Whatever your claim is, it cannot be transmitted by word of mouth.
• Your marketing communications will be all over the map.
• Your R&D will be all over the map.
• You won’t be able to recruit partners and allies.
• You are not likely to get financing from anybody with experience.

• For (target customers - beachhead segment only)
• Who are dissatisfied with (the current market offering)
• Our product is a (new product category)
• That provides (key problem-solving capability)
• Unlike (the product alternative)
• We have assembled (key whole product features for your specific application)

A high concept pitch distills a startup’s vision into a single sentence

…people should already understand the building blocks of the pitch: buses, bombs, Jaws, space, the seven deadly sins, Flickr, Firefox, MMOGs, et cetera. The pitch combines the building blocks by using analogy, synthesis, juxtaposition, combination, whatever; e.g. “Jaws in space.”

“Taking actions to create, grow, maintain or defend markets.”

“Winning at marketing more often than not means being the biggest fish in the pond. If we are very small, then we must search out a very small pond indeed.”

“Cross the chasm by targeting a very specific niche market where you can dominate from the outset, force your competitors out of that market niche, and then use it as a base for broader operations.”

“… because, confronted with the immensity of opportunity represented by a mainstream market, they lose their focus, chasing every opportunity that presents itself, but finding themselves unable to deliver a salable proposition to any true pragmatist buyer.”

“A vertical market with a broken mission-critical process creates an attractive beachhead opportunity… The more serious the problem, the faster the target niche will pull you out of the chasm.”

“Success through subtraction is the key lesson here. And that subtraction was made possible by a vote of confidence in design esthetics and in target marketing. By contrast, the companies who failed had over-designed for their target market because they were hedging their bets.”

“You need to understand that informed intuition, rather than analytical reason, is the most trustworthy decision-making tool to use.”

“Expect that the best scenarios will be ‘whole product challenged’ - if it were easy, someone else would have done it. Indeed, the fact that it is hard will create a barrier to entry in your favor once you have stepped up to the solution.”

“The best sub-segmentation is based on special interest groups within the general community. These typically are very tightly networked and normally form because they have very special problems to solve.”

“…your market alternative helps people identify your target customer (what you have in common) and your compelling reason to buy (where you differentiate). Similarly, your product alternative helps people appreciate your technology leverage (what you have in common) and your niche commitment (where you differentiate). Thus you create the two beacons that triangulate to teach the market your positioning.”

“…market alternatives call out the budget and thus the market category, and product alternatives call out the differentiation.”

“Time to establish a sustainable market position, and not cost or breadth of sales is your critical success factor. You simply cannot afford to lose one day of opportunity, and the only channel that would ever be that responsive to your needs is your own.”