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The four distinct stages of the user journey in gamified systems

Core Idea: User motivation changes throughout their journey with a product or experience, requiring different motivational techniques at each phase: Discovery (why try it), Onboarding (learning the rules), Scaffolding (the regular journey), and Endgame (veteran retention).

Key Elements

• The Four Experience Phases

  • Discovery Phase: The period before users start using the product/system

    • Focused on why someone would even try the experience
    • Often driven by Core Drive 7 - Unpredictability and Curiosity
    • Requires clear value proposition and initial hook
    • Example techniques: intriguing marketing, social proof, free trials

  • Onboarding Phase: The period where users learn the rules and tools

    • Focuses on teaching basic mechanics while providing early wins
    • Often driven by Core Drive 2 - Development and Accomplishment
    • Requires balance between challenge and simplicity
    • Example techniques: tutorials, guided tasks, immediate feedback

  • Scaffolding Phase: The regular journey of repeated actions

    • The main activity loop where users pursue their goals
    • Often driven by multiple Core Drives including social elements
    • Requires sustained engagement through balanced challenges
    • Example techniques: varied content, social interaction, milestone rewards

  • Endgame Phase: Retaining veteran users who have mastered basics

    • Focuses on keeping experienced users engaged long-term
    • Often driven by Core Drive 5 - Social Influence and Relatedness and legacy
    • Requires fresh challenges and meaningful status
    • Example techniques: mentorship roles, collection completion, exclusive content

• Critical design considerations

  • Different Core Drives become more prominent in different phases
  • Dropout occurs when no Core Drives are present at any phase
  • User needs and expectations evolve dramatically across phases
  • Most products fail to design properly for all four phases
  • Each phase may require different features and design elements

Additional Connections

• Broader Context: User Journey Mapping (broader UX technique for tracking experiences)
• Applications: Onboarding Design (critical first experience phase implementation)
• See Also: The Endgame Problem (challenges in retaining veteran users)

References

1. Chou, Y. (n.d.). Actionable Gamification: Beyond Points, Badges, and Leaderboards.
2. Eyal, N. (2014). Hooked: How to Build Habit-Forming Products.

#gamification #user-journey #experience-design #engagement #retention

Connections:

Sources:

• From: Chou-Actionable Gamification