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當(dāng)前位置： 首頁 > 售后 > 藝源智庫
漂亮還不夠！讓你APP的粘度更高的游戲化設(shè)計策略
時間：2019-07-30 09:52:55
文章發(fā)布：李陽
原創(chuàng)作者：未知
來源：互聯(lián)網(wǎng)

隨著APP設(shè)計的逐步成熟，游戲化設(shè)計成了這幾年圈內(nèi)的流行語。不過，和普通的AP設(shè)計的思路不同，游戲化設(shè)計并非這個領(lǐng)域內(nèi)的原生設(shè)計，它是將游戲應(yīng)用中的設(shè)計思路，移植到普通的APP的設(shè)計當(dāng)中來，對于許多“傳統(tǒng)”的APP產(chǎn)品設(shè)計師而言，游戲化設(shè)計無疑是舶來品。

今天的文章中，我們將會基于目前的主流設(shè)計來探討APP的游戲化設(shè)計思路和五個基本原則。

原則1：APP體驗要隨著用戶的需求來進(jìn)化

你的產(chǎn)品是否具備多層次的體驗，是關(guān)鍵。在絕大多數(shù)的游戲當(dāng)匯總，用戶通常會閱讀教程，然后在之后的幾天甚至數(shù)周的時間內(nèi)，逐步完成基本的任務(wù)，并升級，逐步完成更加復(fù)雜、困難的任務(wù)。類似的，初級的玩家和參與度較高的深度玩家是不一樣的，深度玩家通常會以更加熟稔、復(fù)雜的方式來操控APP。換句話來說，處于不同生命周期中的用戶，應(yīng)該得到不同的處理，他們從同一款A(yù)PP中所獲得體驗應(yīng)該是有差異的，應(yīng)該根據(jù)用戶在APP中所處的不同生命周期的特征來構(gòu)建功能和獨特的體驗。

漂亮還不夠！讓你APP的粘度更高的游戲化設(shè)計策略-藝源科技

LinkedIn 就是一個典型的范例，他們讓用戶盡可能系統(tǒng)地完善他們的個人資料，通過進(jìn)度條和獎勵機(jī)制來“勾引”用戶逐步完善他們的個人信息，在用戶加入LinkedIn 的早期階段，一部分用戶會沉迷構(gòu)建一份完美的個人信息而不可自拔，并且開始加好友。幾個月后，用戶會逐步開始使用群組功能，申請工作，和以往的同事或者可能會有關(guān)系的新同事產(chǎn)生聯(lián)系，完善自己的關(guān)系網(wǎng)。

原則2：搞清楚“核心回路”

你的APP想要培養(yǎng)哪些主要的用戶行為呢？在游戲領(lǐng)域，這些關(guān)鍵的用戶行為構(gòu)成了整個產(chǎn)品交互的“核心回路”，通過特定的激勵方式，刺激用戶不斷地進(jìn)行關(guān)鍵操作，在核心回路上推進(jìn)，獲得獎勵，循環(huán)往復(fù)。這是游戲化設(shè)計的核心：建立一套循環(huán)往復(fù)的獎勵系統(tǒng)，不斷刺激玩家，讓他們在成就感和獎勵的刺激下，不斷前進(jìn)。

漂亮還不夠！讓你APP的粘度更高的游戲化設(shè)計策略-藝源科技

原則3：控制資源

用戶是聰明的，并且會在游戲過程中越來越聰明。在資源有限的情況下，用戶總能通過合理的控制和調(diào)配來利益和功能最大化。許多手機(jī)游戲都是有貨幣和資源的，玩家通過有策略地使用這些資源來簡歷基地、城鎮(zhèn)和堡壘，對抗敵人，達(dá)成任務(wù)。讓用戶決定如何控制這些資源，用戶在行使自主權(quán)的過程中，成就感會隨之建立，并讓他們享受這種體驗。

在游戲中讓用戶控制資源，這很容易理解。而在應(yīng)用中要如何使用這種經(jīng)驗?zāi)?？約會APP Tinder 就是個中好手。玩家每天擁有數(shù)量有限的“Super Like”可以送出，這些“Super Like”是一次性的，它可以用來向其他的用戶在特定的日期當(dāng)中來表達(dá)“額外”的興趣。用戶不僅可以通過每天登錄來積攢“Super Like”，也能夠通過內(nèi)購來購買這一服務(wù)。Dribbble 在高級用戶的邀請上也將用戶的“掌控機(jī)制”最大化了。

漂亮還不夠！讓你APP的粘度更高的游戲化設(shè)計策略-藝源科技

原則4：賦予用戶所有權(quán)意識

產(chǎn)品和用戶之間的情感聯(lián)系，或者說用戶的所有權(quán)意識，是通過深度的互動來建立的，而個性化的設(shè)計直接的一種途徑。個性化往往能夠讓產(chǎn)品更有親和力，因為個性化和調(diào)整本身的成本是高昂的，對于用戶而言，這種情感上的投入本就是一種情感的關(guān)聯(lián)。用戶將他們的喜好和情緒加諸產(chǎn)品，而產(chǎn)品自然就和他們站到了同一個位置上。Bitmoji 和 Foursquare 都是從這個角度上來做游戲化的設(shè)計的。

漂亮還不夠！讓你APP的粘度更高的游戲化設(shè)計策略-藝源科技

在生產(chǎn)力工具 Forest 中，每當(dāng)用戶將注意力放在工作上的時候（他們稱為Comodoro Technique），用戶在 Forest 中的虛擬森林將會增加一棵虛擬的樹。用戶的森林中樹木越多，個性化的空間就越大，同時，用戶也將越發(fā)沉迷于使用這一應(yīng)用。

原則5：將社交融入體驗

時至今日，社交元素幾乎已經(jīng)滲透到每一個角落，每一個應(yīng)用當(dāng)中。社交元素是超級重要的。它真正意義上讓用戶對APP、網(wǎng)站和服務(wù)產(chǎn)生了歸屬感。與其說為應(yīng)用添加社交功能，不如將它作為核心的功能更合適。作為截至目前最成功的手機(jī)游戲之一，Clash of Clans ，其中大量的用戶自發(fā)組成部落，群策群力同對手部落進(jìn)行對抗，置于我們目前所沉迷的各種多人即時戰(zhàn)略類游戲，也同樣如此。

像My FitnessPal 和 Strava 這樣的非游戲類應(yīng)用程序也同樣將社交作為APP中的重要一環(huán)。通過分享運動過程和個人記錄，Strava 已經(jīng)成為迄今為止成功的健身類APP了，不得不感謝游戲化設(shè)計！

如果你仔細(xì)審視，會發(fā)現(xiàn)一切皆可游戲化

從養(yǎng)成良好的飲食習(xí)慣，到打掃房間，要做的事情太多了，但是又有太多的因素阻礙我們?nèi)シQ為更好的自己。游戲化設(shè)計通過優(yōu)化激勵機(jī)制，以更加內(nèi)化的方式驅(qū)動用戶去完成原本很無趣的任務(wù)，達(dá)成目標(biāo)。2017年，游戲化設(shè)計的概念不僅還存在，而且還在繼續(xù)推動著APP設(shè)計。

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標(biāo)簽： App設(shè)計 游戲 游戲化設(shè)計 用戶體驗 經(jīng)驗分享
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