UX & Gamification: The Big Picture, Melinda Jacobs
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Don Norman, one of the biggest advocates of user-centered design, defines User Experience (UX) as “All aspects of the end user’s interaction with the company, its services, and its products”. What does that mean though and how does it link to gamification? In this session, Melinda will explain why it’s time we start talking about UX in gamification. We need to be aware of how we use it to create experiences that help us better engage audiences with the narratives we want to tell. This session will give a crash course on why UX matters, why it’s a part of everything we do, and how it narrative and gamification fit in.
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UX & Gamification: The Big Picture, Melinda Jacobs
- 1. UX & Gamification: The Big Picture Gamification Europe 2018 Amsterdam, the Netherlands - November 26, 2018 Melinda Jacobs @melindajacobs
- 2. Photo: https://www.nngroup.com/people/don-norman/ “I invented the term because I thought human-interface and usability were too narrow. I wanted to cover all aspects of the person’s experience with the system.” - Don Norman
- 3. Photo: https://www.nngroup.com/people/don-norman/ “User Experience encompasses all aspects of the end- user’s interaction with the company, its services, and its products.” - Don Norman
- 6. UX IS ALL ABOUT UNDERSTANDING AND LEARNING FROM REAL USERS.
- 8. We are designing the user’s experience.
- 9. We are designing the user’s experience intended experience.
- 10. “Usability exists in the experience of the person. If the person experiences a system as usable, it is.” - Whiteside and Nixon
- 11. An observation that games are extraordinarily successful at creating engagement and triggering states of flow ...
- 12. and a decision to design experiences based on a narrative(s), in a similar manner as we would design a game ...
- 13. with the goal of achieving similar levels of interactivity and engagement.
- 15. Gamification is a purposeful, attentive, playful way to talk to, and alter, the story (and have the story talk back).
- 16. STORY (OBJECT, ARTIFACT) INTERACTION USER CHARACTERS RULES GOALS MECHANICS NARRATIVE MAGIC CIRCLE
- 18. "Storytelling is the most powerful way to put ideas into the world today.” - Robert McKee
- 19. Photo: James Duncan Davidson / TED Our brains are most active when we’re listening to stories.
- 20. ESA MRI Brain Scan When you read bullet points only the language processing part of your brain is active.
- 21. ESA MRI Brain Scan Listening to a story, the parts of your brain used to experience the events in the story also become active.
- 22. “Sometimes reality is too complex. Stories give it form” - Robert McKee https://culturedvultures.com/jean-luc-godard-jean-pierre-gorin-five-films-1968-1971-blu-ray-review-radical-collaboration/
- 23. It’s important for us to recognize and be conscious of the stories we are telling and understand how we need to tell them.
- 24. Angry Birds
- 25. Mass Effect example narrativeMass Effect
- 26. “Sometimes magic is just someone spending more time on something than anyone else might reasonably expect.” - Teller Esquire Photo: GQ
- 27. Understand how your users think by actually interacting with them.
- 28. UX: Perception vs. Reality ● We can easily become oblivious to causes of disparities between the design of our game and real player’s’ actual experience of our game Perception vs. Reality Photo: https://www.quora.com/What-is-the-meaning-of-the-blue-and-red-pills-in-The-Matrix
- 29. Test your assumptions with actual users.
- 30. Example: too difficult to shoot Photo: https://www.polygon.com/2017/8/3/16091000/fortnite-review-pc-ps4-xbox-one-epic-games Fortnite
- 32. User Experience Tools User Personas StorymapsStoryboards Customer Journeys Surveys Competition Reports
- 33. Be sure your system is usable.
- 34. We are architects that make choices in how we tell stories.
- 35. How aware are people of the story?
Notas del editor
- Whiteside and Nixon are the first to really talk about UX. Norman popularized the term.
- So, what is UX? Well, there’s no commonly accepted definition, because it is a broad field open to interpretation. Like all concepts that emerge a lot of discussion about “definitions” come down to semantics.
- User experience refers to the singular and accumulated experiences that occur for users as a consequence of them interacting with an object in a given context.
- For many users, UI is the product.
- UX means understanding we don’t own the user’s experience as designers. This is also something games understand, and games typically best accommodate. “As Liz Sanders set me straight on over a decade ago, there is no such thing as UX Design. An experience is a personal moment felt by people; something we don’t own as Designers. However, we can design for it.” - “Dan Makoski VP of Design at CapitalOne (https://www.usertesting.com/blog/what-is-ux-design-15-user-experience-experts-weigh-in/)
- “Usability exists in the experience of the person. If the person experiences a system as usable, it is.” - Whiteside and Nixon
- Not just standalone points, levels, status, and rewards are the atomic units of loyalty programs, a staple in the marketer’s playbook.
- Gamification is NOT a feature. Nor a magic pill. It can’t turn something boring into something fun. And you need to be careful it doesn’t become a time waster.
- UX big system picture, gamification designs, UX tests.
- UX is 1+ experiences through interacting. “We “talk” to the game, and the game “talks back” to us. We talk with bullets, keys, footsteps, etc. – but the game responds by altering its world as a result of our actions.” “In UX design, we use the term “user centered design” when we adapt a design to user needs. And yes, in gamification, words have been used such as “player centered design”. (The term was coined in Gamification at Work book by Mario Herger and Janaki Kumar).” But, UX covers the focus on the player, Gamification covers the methodology behind the interaction. BUT … it’s not just design centered on the user/player … it’s about connecting the user to the narrative through an interactive medium Gamification and UX work together. Gamification is the art of turning a story into an interactive narrative, and UX are methodologies that help the narrative evolve based on actual user feedback (research). It applies true knowledge of player behavior and makes sure your interactive story truly reflects the mind of your player. Think (data-collection, an iterative design process, and many types of testing with real players). “Science of the player meets the art of game design” At the core both relate to storytelling, and their role within it. Gamification understanding the narrative and how to engage people with it, using UX as a tool for building such a system and making it usable. Games shine when mechanics are intentionally included.
- Games are: characters, rules, goals, mechanics, and narrative Games are built from systems and rules that engage you in a micro-world — a “magic circle” that’s shared by everyone playing the game. The level of detail allocated to game design is part of the magic of games.
- User experience refers to the singular and accumulated experiences that occur for users as a consequence of them interacting with an object in a given context.
- Using interactive media to storytell comes with responsibility. You are welcoming the user into a space and, quite purposefully, designing an experience specifically to get an outcome you want. Stories make experiences approachable, turning complex ideas, processes, concept into easier to understand, approachable (digestible) content for users.
- Storytelling is in everything we do. Right now, standing on stage, I’m storytelling. This is why TED talks are so popular, they good at helping and coaching speakers in how to master the art of storytelling when on stage. They help them craft stories about actual experiences related to a topic they want to discuss. Because of this, we connect with these stories, we connect with the topics, and we hear what they are saying louder than if they had said the facts alone. Bullet points make as little of a good story as multiple isolated touch-points don’t make a good overall experience of a product or service. https://docStories are the eldest and the most pristine way to share human experience. And this is where natural disposition to the captivating experiences meets the availability the technology has given us..google.com/presentation/d/1Jqj5zkbtLMdUGCMx7f_VBj-Wq73AoZX2_BYCBB2gej0/edit#slide=id.g47e1dff268_0_78
- When we’re reading bullet points from a presentation the only part of the brain that is active is the language processing part.
- When we’re listening to a story, not only is the language part up and running but parts of our brain we would use when experience the events in the story start to get active too. When you tell a compelling story, your listener starts to experience it along with you. We relate it to one of our existing experiences. We can match the cause and effect. Stories help us get thoughts, ideas, emotions, beliefs, into other people heads. In best cases they can even turn the stories they hear into their own ideas and experiences.
- UX is a way of communicating, gamification is the outline and principles of that communication.
- Keep to the core experience. (Golf, green ball to make it harder to see may challenge, but isn't about the core experience. “When we design products, it’s our responsibility to set up a framework that guides them through that story.”
- Uses simple narrative, but it has incredible gameplay. A game can have an awesome story, but if the gameplay is bad there'd be no reason to play it. it's important to point out that the story still plays a key role in a game's success.
- Uses more complicated narrative techniques, relatively similar gameplay. A game can have an awesome story, but if the gameplay is bad there'd be no reason to play it. it's important to point out that the story still plays a key role in a game's success.
- Games are voluntary. This means that game designers are constantly on the knife-edge in ways that other designers aren’t. They have to draw the player in, help them build a mental model of what the game presents, and make that engaging enough that the player will stick with it and want to put in the energy needed to gain some level of mastery As a result, game designers spend a lot of time playing games designed by others to learn from them and apply their lessons to their own games. Games don’t support an external goal. part of the game designer’s job is to create the player’s tasks and goals out of thin air. Games are responsive and promote autonomy. Games understand context and meaning.
- A lot of you are already dabbling in UX. UX’s foundations in the sciences — Cognitive and Experimental Psychology — do provide some means to explore player’s motivation, emotion and satisfaction. User Researcher, charged with running playtests and research sessions with real players
- You can either embrace reality or wake up and continue living in your world where people behave how you think they will. We can easily become oblivious to causes of disparities between the design of our game and real player’s’ actual experience of our game.
- You can’t design only based on assumptions. Otherwise you’ll waste time and money. It’s never too early to playtest. With a Data Scientist involved, player behaviour can be visualised and better understood, even allowing metrics to be tracked over time for a ‘bigger picture’ of development progress. For live games or titles in early access, Community Managers with research training can also leverage access to their fanbases for insight into their experiences and frustrations.
- When you test your game, be careful when asking the players about their perceptions. For example, many players were perceiving the zombies in Fortnite difficult to aim at, and the overall impression they had was either because the zombies where too small or moving too fast. This being said, analyze what people are saying, don’t necessarily take it for granted. Then make hypotheses and test them by controlling all other variables to find out what’s really going on. “The animation team was wondering what was really causing issues players were having to target the enemies. To test this question, we created a gym level about a shooting range. It allowed us to test the variables in a standardized environment. The participants were told to do as many headshots they could in one minute, as the husks were auto spawning. This is how we saw that the problem was not an animation one, nor a character size one, but was mainly due to the pathing code (rotational value). It’s when zombies go around an obstacle that it becomes very challenging to follow them, because they do an instantaneous turn instead of a soft blend.” - Celia Hodent (GDC talk)
- Some experts argue that early praise can leave the individual receiving the praise feeling like he or she has already won… in turn causing them to be less likely to follow through with their goals. Extrinsic rewards can devalue pleasurable tasks (people perform poorly) For example, this famous study took kids who loved reading and rewarded them extrinsically with points and money for reading. Guess what? The kids completely stopped reading for pleasure.
- UX is part of a large toolkit used to ensure the experience that you’ve designed is truly reflected in the mind of your player. It applies a true knowledge of players’ behaviours and thinking processes, and couples it with data-collection, an iterative design process, and many types of testing with real players. Journey mapping is the process of mapping out how a user in a specific scenario feels during each step of a specific set of tasks. Journey mapping an existing set of features can help designers understand where improvements can be made, and journey mapping while creating user flows for new projects enables designers to avoid potential pitfalls.
- Using red in games to indicate damage Best scenario would be to always be on the blue team and the enemy team to be orange (not red, so red can be saved for critical events)
- UX tries to make choices right-the-first-time by raising questions and contextualising their impact as the choice is being made, not in hindsight.
- This is storytelling too. And it’s the challenge of interactive digital media. You are in a position of power. You are an engineer.