Jul 15, 2008
by Jessica Zahn at 9:59 AM

I have to confess, I didn’t get the whole “badge” thing at first.

 

I’m not a gamer. When I look at my Xbox profile, I see that I’ve played nine games. I think what that actually means is my son has played nine games on my Xbox Live account.

 

And then we got Rock Band, and everything changed. Suddenly, I started telling my kid to play on his own account, not mine. I didn’t want him (he’s WAY better than me; plays on expert on guitar, drums, and bass) to get achievements on my behalf.

 

I kind of lost interest after a while – getting put to shame by an eight-year-old regularly will do that – but I understood how some points and a icon displayed on a web site could change my behavior. Why else would I bother to do “Solo Tour,” when my kid had already unlocked all the songs?

 

In our Spring release, we introduced the idea of badges for artist and album plays. These first badges aren’t really about influencing your song plays, but instead allowing you to showcase your level of fan-dom.

 

We’ve gotten lots of feedback from you about the badges. Response is typically very positive initially…until you realize badges aren’t persistent. They drop off after 28 days – which means you need to keep your play level of a given artist up over time to maintain that badge. The idea here is to showcase your *current* listening habits; but I also understand your desire to showcase your all-time habits, too.

 

I’ve also heard people say we’re rewarding users who listen to the same thing, over and over. How about rewarding diversity?

 

Something I’ve noticed internally is that I haven’t seen a forum posting badge yet. I suspect that I may have set the levels too high.

 

As I look to expand the system, I’m considering a number of things.

 

Should there be a maximum number of available badges? Or should we create badges as ideas occur to us, constantly expanding the ecosystem?

 

Should there be other rewards that go along with badges? Maybe we could get an artist to provide a special download to everyone who has earned a Gold Power Listener badge for that artist. Would that be cool?

 

Are we going to try to change users’ behavior, or just reflect it? If we try to change it, in what ways are appropriate to maintain a healthy community, and will users try to game the system to get a badge or reward?

 

Fortunately, I can draw on the experience of other Microsoft teams – specifically Xbox Live and MSN Games – and learn from their experiences. But as always, I love hearing it straight from the customer. So tell me – what do you think of our badge system, and what do you think we should do to improve it?

 

 

 

21 Comments
Comments

I like the idea of getting a free download or something from the artist when you get a badge... that would be cool.  Otherwise I don't see badges changing my listening behavior at all.  I typically subscribe to specific artists and then hit Shuffle All and whatever plays is what I listen to.

Zune needs less badgesa and more action.

So, where you left the BBQ of the past summers ?

I love the badge system. I think it would be cool if there was even more emphasis on it. I also wish there was a way to designate a song a favorite from the actual Zune and the software, I think people use the social more in the software rather than the net. As far as the badges go, maybe have some contests with awards.  

How about keeping the 1 month expiration on badges but also introduce history.  Then you can see both the current listening and what is in the past.  

Maybe make a new level of Platinum at an artist level.  Make that a level that shows the person is an addict of that band and listens to all of their music all the time.  Make the Platinum a 'sticky' badge that never goes away.  Other than that I don't know if rewards would be that cool since it would affect a listeners habits.

I like the badges. I do think though there should be an all time category and a recent category. That would be pretty cool. and the special artist download idea would be amazing! rewarding people for listening to music is a great idea.

The only problem i can think of is those people that leave their computers playing music all night to build up plays...thats kind of "cheating" and would ruin the integrity of the reward system.

I'm not sure there should be a limit on the amount of badges but just don't go over-board with them. I trust ye will only develop badges that are useful and meaningful!

Yes- forum posting badge thresholds are much too high, as we've already discussed in the forums.  It's a good system, just needs tweaks.  Perhaps the thresholds can start low for bronze and stay higher for silver and gold for now...and adapt later again if needed.

I'd definitely *love* to see badges that reward breadth as well as depth.

I actually like the "badges die in 28 days" part of it, but it'd also be nice to have a separate set of "persistent" badges somehow.

One other thing i'd love to see is a set of quirky/funny badges. You can even make them a "secret" where people don't know about them until someone suddenly gets one. Stuff like "classical and death metal in the same 28 day period", "you're so indie 1/2 of your plays are from bands not in the AMG!" etc etc etc

I too was disappointed to find my "badges" dropped off. There are some bands I love and listen to a lot but I try to keep things some what diverse. It would be nice to keep badges. Love the idea of special rewards for loyal listeners. I'd say my listening habits are much like a radio station. My newly purchased music gets played the most and older stuff gets churned up from time to time when I listen to my "rarely played" auto playlist.

I like the badges but I am one of those people that like diversity.  From what I know of the badge play count levels it will be a LONG time before I earn a badge.  I constantly listen to my Zune on shuffle which the current badge system does not reward.

Cycling badges over 28 days is fine; it would be nice to have a historic view over say, a 12 month period or more. Looking at the number of plays some Zunetags have makes me wonder how many of those songs are actually being listened to; unfortunately there's no way to really gauge that without being too intrusive (watching for mouse movement or keyboard interaction for example).

A larger variety of badges, such as those Nowhereman mentioned, would be neat. Cross-genre badges, and "unpopular music" badges could be interesting; i.e., if a user has a thousand plays in a month and none of them are of songs on Zune played more than a hundred times? Conversely, a "trendy" badge could be awarded for those that stick to the music charts. Statistics for the win.

Definitely need to reward listening diversity. Temp badges are cool, but should build toward perm badges. Maybe special band/genre badges to identify what you listen to the most.

Personally, I just wish there was a way to see your own zune card on your zune. That way you could look at what's on it and see what badges your have on your actual zune. I think it's kinda dumb you can only look at other peoples.

I like the badge system, but would like to have lifelong badges, not just monthly.

Currently I am ok with the badge system, but like a few others, I think something more permanent may need to be added. What may be needed is a "Lifetime" badge that will be persistent.  Also, you might want to make the "lifetime" badge a single award. If you earn a new "lifetime" badge, you will either have to give up your current one to recieve it or lose the new one after 28 days.  The only thing I am afraid of with the current system is that some people will make a "game" out of trying to be the #1 listener, etc.  Badges should be handed out more like a recognition instead of an achievement.  If you do anything like a "contest" or "reward" for the badges, make it a secret. For example, everyone that earned a bronze listener badge of a certain artist, secretly send them a download after the "promotion" period ended.  Make it reward based instead of promotion based.  Otherwise, I feel like the system will be cheapened and fake.

I think that free download idea is pretty neat.

I really liked the idea of badges, at first.  But it wore off quickly.  The idea of being getting recognition for listening to a specific band on the Zune started to alter my listening habits.  I began playing Rilo Kiley non-stop just to keep the badge.  Rilo Kiley-- really?  

Maybe the badges should go away.  Maybe there could be a monthly round-up of top listeners for for different categories-- A top listener of reggae; a top listener of j-pop; a top listener of soul.  They don't even have to be on the very top, just within the top 10%.  And in  the round-up, you could do a quick interview or snapshot of stats.

Let's not give a gold star to someone for playing the same song over and over and over again.  Instead, let's celebrate the music and the individuals who are bold enough to say "Hey World! I listen to Rhapsody and Puffy AmiYumi and Brazilian Girls through the awesomeness of my Zune!"

Since a lot of us have dozens of badges, and with the 28-day rule, I think we need a page where we can look through our full history. We've got the data, let's analyze it in attractive ways. I'd love a Google Analytics-looking chart tracking my playcount, or by badge count, etc., for starters.

As Nowhereman mentioned, persistent/all-time badges to complement the current badges would be fantastic. Naturally, these should be considerably more challenging, say, 10,000 artist plays? 50,000?

How about superlatives? Like All-Time Greatest Fans list for each artist listing the 5 highest all-time playcounts? Most Consistent Fan badge for someone who consistently gets at least a Silver level for an artist every month for the past year or something? Stuff like that.

Also, I second the secret and quirky badge idea. That would make badges MUCH cooler and more interesting!

"Should there be a maximum number of available badges? Or should we create badges as ideas occur to us, constantly expanding the ecosystem?"

I'd say create badges as ideas occur.  Why limit yourself to you initial ideas?  You never  know when a good idea will hit.

"Should there be other rewards that go along with badges? Maybe we could get an artist to provide a special download to everyone who has earned a Gold Power Listener badge for that artist. Would that be cool?"

That would be very cool.

"Are we going to try to change users’ behavior, or just reflect it? If we try to change it, in what ways are appropriate to maintain a healthy community, and will users try to game the system to get a badge or reward?"

You are gonna get this regardless.  I sure some people have already "gamed the system" to get the current badges.

Also a historic/lifetime type of badge would be cool.  That would reflect your all-time faves while the 28 day badges would reflect your current, but passing interests.

Nowhereman has hit on a nice idea of secret quirky/funny badges, I like it.

And the idea of badges being shown in your Zune card is cool too.

I think once you earn a badge you keep it. I also like the idea of a badge for artist diversity.

i like the diversity idea and i think it should be both used with artists and genres. and also, (might be more different) the games, i'm active duty military, and i fly alot, i like the games that are on zunes, and having badges possiably earn more games, i like the idea.

LEAVE A COMMENT
*Required
*  
 
*  
  Remember Me
1 2 3 4

The Zune platform podcast directory is continuing to gain in use and popularity and with the recent launch of the...

See All Features >