Download - 4 Building Blocks of Amazing Products
![Page 1: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/1.jpg)
Building Blocks of
AmazingProducts
4
![Page 2: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/2.jpg)
Why some products take off while others, that seem as good, utterly fail?
![Page 3: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/3.jpg)
There are of course many reasons, and luck takes a huge role in the success or failure.
![Page 4: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/4.jpg)
However, analyzing many successful games and products,
![Page 5: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/5.jpg)
There seem to be 4 elements that keep recurring.
![Page 6: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/6.jpg)
1. Social Engagement2. Curiosity3. Clear Visual Feedback4. A Path to Mastery
![Page 7: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/7.jpg)
@ Dori Adar
Hi, I’m Dori Adar.
I design games and write about behavioural designwww.DoriAdar.com
And here’s the gist:
![Page 8: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/8.jpg)
Social Engagement
![Page 9: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/9.jpg)
Adding that crucial social layer to a product is a true make or break.
![Page 10: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/10.jpg)
Camera + filters = awesome app.
![Page 11: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/11.jpg)
Camera + filters + social = $1B exit
![Page 12: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/12.jpg)
Most of today’s successful products are social.You know that.
![Page 13: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/13.jpg)
However I’d like to shed light on a social aspect that is rarely used: co-op.
![Page 14: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/14.jpg)
Some games allow players to play together.
![Page 15: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/15.jpg)
World of Warcraft (WOW), the popular multiplayer game, allows its players to gather in
guilds.
![Page 16: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/16.jpg)
Guild members can trade items and information with their colleagues,
![Page 17: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/17.jpg)
and can also be promoted by the guild’s founder to higher ranks, which grants them access to the
guild’s resources.
![Page 18: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/18.jpg)
guild members are very engaged players, who have a better game experience than solo players.
![Page 19: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/19.jpg)
What can be done with co-op in non-game products, you ask?
![Page 20: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/20.jpg)
Affiliate programs are co-op by nature.Take Uber’s for example.
![Page 21: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/21.jpg)
When a friend signs up to Uber with my code, we both get $20 coupons.
![Page 22: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/22.jpg)
That’s sweet, but Co-op can also be a fun thing, not just a matter of affiliation.
![Page 23: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/23.jpg)
Buying, studying, training… Many things are more fun when you’re cooperating with friends.
![Page 24: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/24.jpg)
Can your product enhance it?
![Page 25: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/25.jpg)
Do this now: Discover co-op opportunities in your product, or in products that you use.
![Page 26: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/26.jpg)
Curiosity
![Page 27: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/27.jpg)
A curious user is an engaged user.
![Page 28: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/28.jpg)
One of the best ways to get users curious is by hooking them with a mystery.
![Page 29: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/29.jpg)
If you’ve ever watched a bad TV show just to know how it ends,
![Page 30: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/30.jpg)
You know exactly what I’m talking about.
![Page 31: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/31.jpg)
Games use this tactic a lot, notably story-based games, like TellTale’s The Walking Dead series.
![Page 32: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/32.jpg)
This game hooks users on its first scene.
![Page 33: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/33.jpg)
However, curiosity can be created outside of mysteries and stories as well.
![Page 34: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/34.jpg)
The essence of curiosity is gaps of knowledge.But not every gap is interesting.
![Page 35: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/35.jpg)
Which notification is more appealing to you?
(Shazam)
CHART: There’s a new #1!
(LinkedIn)
People are looking at your LinkedIn profile!
1
2
![Page 36: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/36.jpg)
Both notifications pose a gap of knowledge,however LinkedIn’s is more effective.
![Page 37: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/37.jpg)
People are interested in topics that concern themselves,
![Page 38: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/38.jpg)
And LinkedIn, Facebook, Snapchat and many other services are based around that notion.
![Page 39: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/39.jpg)
Another example is Airbnb’s “handshake review” model, that never fails to get users curious.
![Page 40: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/40.jpg)
If you’ve ever used Airbnb, chances are that someone (your host), had left a review about you.
![Page 41: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/41.jpg)
To see it, you will have to leave a counter review. Or in the words of Airbnb:
![Page 42: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/42.jpg)
“(Your Host) has left you a review. To read it, please leave a review for your host.”
![Page 43: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/43.jpg)
A gap of knowledge is created, and the curious user will behave as intended and leave a counter
review to fill the gap.
![Page 44: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/44.jpg)
Do this now: How can you create gaps of knowledge in your users?
![Page 45: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/45.jpg)
Visual Feedback
![Page 46: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/46.jpg)
Games are all about visual feedbackto indicate progress.
![Page 47: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/47.jpg)
Power Bar
Timer
Special ability
![Page 48: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/48.jpg)
Apps and web products should constantly provide visual feedback as well.
![Page 49: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/49.jpg)
When Harry’s, a shaving products company, was getting ready to launch their product,
![Page 50: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/50.jpg)
They needed to get as many email addresses as possible.
![Page 51: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/51.jpg)
They came up with a pretty common affiliate program:
![Page 52: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/52.jpg)
Users would get their friends sign up, and get free products in return.
![Page 53: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/53.jpg)
What was uncommon about this program, is how they communicated progress to their affiliates.
![Page 54: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/54.jpg)
Every user had a dashboard
![Page 55: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/55.jpg)
Progress Bar
The next prize
Numeric count
Progress was clear, thus motivating.
![Page 56: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/56.jpg)
By being concrete and visual, Harry’s got 100,000 email addresses in a week.
![Page 57: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/57.jpg)
As a rule, every process whatsoever, whether it’s onboarding, form, survey or affiliate program,
![Page 58: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/58.jpg)
Would perform better given the right visual feedback.
![Page 59: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/59.jpg)
Makes sense, right? You’d be amazed how much this is overlooked.
![Page 60: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/60.jpg)
Do this now: Where can you add a concrete visual feedback in your app?
![Page 61: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/61.jpg)
Path to Mastery
A Path to Mastery
![Page 62: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/62.jpg)
The beautiful thing about games is that they let players get good at them.
![Page 63: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/63.jpg)
Players progress, and a big chunk of the fun is to master the game.
![Page 64: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/64.jpg)
Non-game products should give opportunities for mastery as well.
![Page 65: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/65.jpg)
Another example from Airbnb, this time, the “Super Hosts” program.
![Page 66: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/66.jpg)
Airbnb allows users to become Super Hosts if they meet certain criteria,
![Page 67: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/67.jpg)
Like getting ten 5 star reviews and maintaining a quick response rate.
![Page 68: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/68.jpg)
For starters, see how beautifully the goals and progress are
communicated.
![Page 69: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/69.jpg)
Second, everyone benefits from this program.Airbnb gets more loyal and better hosts,
![Page 70: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/70.jpg)
And hosts can achieve mastery and receive the perks that goes with it.
![Page 71: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/71.jpg)
Do this now: Find ways to allow users to become masters in your product.
![Page 72: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/72.jpg)
Social engagement (look for co-op)Curiosity (self interest works best)Visual feedback (Communicate progression!)Path to mastery (let your users shine!)
![Page 73: 4 Building Blocks of Amazing Products](https://reader031.vdocuments.net/reader031/viewer/2022022412/58f9aa76760da3da068b7936/html5/thumbnails/73.jpg)
Share those 4 building blocks
for great products!DoriAdar.com