In fact, Tinder became popular because they introduced “matching.”įacebook uses addictive game design patterns to keep users in an engagement loop. Online dating has existed for over two decades-the concept of using the internet for romance is not foreign to people, so Tinder’s success was not due to the invention of something completely new (just like with Airbnb). Let’s take a look at an example from Tinder. If a game is too easy, players will get bored, but if a game is too hard, players will get frustrated.Īs UX designers, we’re inclined to think that the products we design should be as easy to use as possible however, making users sweat a little can actually boost engagement. However, achieving “fun” depends on, among other things, whether or not the game is challenging enough. Part of what makes games so engaging is that they’re designed to be fun. By prompting users to provide more personal and meaningful data, Airbnb is succeeding in creating an emotional connection, not only between guests and hosts but also between users and the brand. On its mission to become an iconic brand, Airbnb firmly believed that “the power of brand is emotional,” and so, their design principles are built around that belief. For instance, when a guest is interested in staying at a host’s property, the “introduce yourself” screen on Airbnb not only asks the user to reveal a little information about themselves but also helps them to formulate their answer by providing some starter questions, such as, “What brings you to Atlanta?” However, what Gebbia considers their greatest asset was the understanding that their platform and brand should revolve not around the money part of the shared economy, but the human aspect of it.Īn example of how Airbnb encourages its users to create meaningful interactionsĪirbnb “builds products to let users get to know each other” as “an enabler for a meaningful experience,” writes Airbnb’s Experience Design Lead Charlie Aufmann in his article, Designing for Trust. Here’s an example:ĭuring his “Designing for Trust” TED talk, Joe Gebbia, a co-founder of Airbnb, admits that the idea behind their product was neither new nor innovative since there were other companies at the time providing a similar service. Meaningful choices can create engaging user experiences too. These meaningful choices have permanent consequences in the game and typically come with a moral or social dilemma attached, creating an emotional connection between the players and the game elements. There’s a concept in gaming called “meaningful choices,” and it’s often found in RPGs (role-playing games) such as The Witcher, Skyrim, and Final Fantasy. To round out those concepts, here are five useful game design concepts that can be applied to digital product design. In a recently published guide on the Toptal Design Blog, we talked about how designers can harness the power of gamification techniques. If game designers can design video game experiences that make people this engaged, what can product designers learn from these game design concepts to help them design good digital products? A Dota 2 tournament at the KeyArena in Seattle ( image by Jakob Wells)
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