• Like

Ux Week the Future of UX is Play: The 4 Keys to Fun, Emotion, and User Engagement

  • 7,158 views
Uploaded on

UXWeek 2010 …

UXWeek 2010
Nicole Lazzaro, XEODesign, Inc.

Visit the average workplace and if it were a zoo the humane society would protest! The environment and organizational principals fail to provide the basic mental furniture for workers to focus attention, motivate, collaborate, and to accomplish. No wonder so many struggle with getting things done. Likewise most user experiences fail by ignoring the same simple fact. Human's require emotions to decide.

Often ignored by usability, neuroscience now proves that emotion deeply connects decision making and performance. Emotions also coordinate the actions between people. The trick is that emotions and social experiences are emergent qualities that cannot be designed directly. Nicole brings this challenge to life in her workshop.

In this interactive XEOPlayShop we will cover how the choices in games craft player emotions to increase engagement. In addition to competition there are game mechanics that increase curiosity and others that create social bonding that makes team work possible. We will examine these 4 Keys to Fun plus new social mechanics from XEODesign’s research to see how successful social media and iPhone games offer more playful interfaces that increase engagement, loyalty, and viral distribution.
By adding these kinds of choices designers can drive user behavior to create more engaging experiences.

More in: Design
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
  • Thanks for the kind words Chris. I'm deeply thankful to everyone who pitched in with feedback and support from art, to clarifying the descriptions, and of course sharing what they like the most about play!

    To participate in our current research you can get Tilt HD: Flip's Adventure in 1.5 Dimensions on the iPad here: http://bit.ly/dwGIQL (iTunes Link)

    Or read about the game here: http://TiltWorld.com

    We're using this data to create and tune Tilt's global meta game which we will launch with the iPhone version soon!

    Game On!

    \o/
    Nicole
    Are you sure you want to
    Your message goes here
  • Another awesome presentation on the Four Keys to Fun Nicole! Wish I could have been there. I love what you've done to the visualization. Fantastic!

    When will Tilt be available on the iPhone?

    Can't wait to play!
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
7,158
On Slideshare
0
From Embeds
0
Number of Embeds
4

Actions

Shares
Downloads
337
Comments
2
Likes
36

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • The Future of UX is Play The 4 Keys to Fun, Emotion, and User Engagement Nicole Lazzaro, XEODesign, Inc. Visit the average workplace and if it were a zoo the humane society would protest! The environment and organizational principals fail to provide the basic mental furniture for workers to focus attention, motivate, collaborate, and to accomplish. No wonder so many struggle with getting things done. Likewise most user experiences fail by ignoring the same simple fact. Human's require emotions to decide. Since 1848 and the case of Phineas Gage [http://en.wikipedia.org/wiki/Phineas_Gage] we've known that emotion is the thinking mind's silent partner in every decision it makes. Yet, usability targets only one emotion, frustration, and then only to reduce it. Where does UX enhance the sense of accomplishment to reward users for their hard work? Games harness emotion and other human factors to create just such self motivating systems. Ready for life as a game? From farming games on Facebook to Four Square check ins on Twitter games are a powerful force for driving traffic, shaping user behavior, and creating engagement. However, adding points and awarding badges are only part of the story. Based on XEODesign's 18 years of research on why we play games [http://xeodesign.com/whyweplaygames.html], it's the emotions that games create from interaction that drive hundreds of hours of play. The Four Keys to Fun is a proven framework from XEODesign's research that Nicole Lazzaro used to create Tilt, the first iPhone accelerometer game with Joe Hewitt at iPhoneDevCamp. By recreating the iPhone's emotion profile to come from the interaction of the game, Tilt attracted 250,000 visits in a few months, and it's successor Tilt HD: Flip's Adventure in 1.5 Dimensions was a #1 Free App on the iPad. [http://TiltWorld.com/buy_tilt.html] (iPhone version coming soon.) The future of UX are designs that employ emotions to guide attention, improve memory, enhance performance, and reward users for a job well done. Master these four techniques to paint attention onto a UI like Velcro and color it with emotions that best match the product, brand, or task at hand. Come join us to see how game design can unlock human potential and improve quality of life through play! ....................................................
  • Designed Tilt the first Accelerometer game for the iPhone with Joe Hewitt at iPhoneDevCamp A top Hack for the iPhone Wired Magazine 2007
  • Tilt HD #1 free iPad App in several countries, #3 in US
  • Player Driven Design I am here to help you use emotion to do your job of interaction design better. Not just add fun in a general since. For too long user interface designers have focused on serious sounding quality metrics and ignored those that involve play. Play is integral to many things we do as humans. It's a vital ingredient in learning. The interfaces we design shape interaction and as a result the emotions that people feel. Designs create emotional experiences whether we intend to or not. This is how games create their stickiness.
  • Emotion is Cognition’s Silent Partner Experience design needs to address both Where to get emotional design? Where else better than the interactive entertainment of play Phineas Gage http://en.wikipedia.org/wiki/Phineas_Gage
  • Because of this we needed new tools to explore what made games so fun Not just making it easier! To create an experience you need to make it more fun! It became clear to me that Interaction Design only focused on one thing UX - controls how to play PX - choice how to have fun. How player interaction creates emotion How the feet attach to the peddles to the chain and the rear wheel make the thing go The front wheel is for steering where the fun is Together work so well together that the player soon forgets they are there
  • I define Player Experience to mean how player interaction creates emotion What do I mean by the future of user experience is play? Go into the average workplace and the humane society would protest. The environment and tools are so ill suited tasks at hand the work that needs to be done.
  • Emotions help people Focus (Doom iPhone) Remember (Sim’s bathroom) Decide (DinerDash Angry) Perform (Katamari / Battlefield) Learn (Brain Age)
  • What I discovered was 4 things that players like to do best. Each key uses interaction design to unlock a different set of emotions Each key is a style of play (set of features) that unlocks different emotions Hard Fun Key Unlocks Frustration and the Feeling of winning Easy Fun Key Unlocks Curiosity Wonder and Surprise Serious Fun Key Unlocks Relaxation, Excitement, Sensation of Learning, and Expressing Values People Fun Key Unlocks Amusement, Naches, Amici
  • Then I had to ask the question Wouldn’t it be cool if we could… Use the choices players make in game and apply them to create engagement and paint the interface with any emotion
  • New Approach to Interaction Design Paint UI with attention like velcro and color it with any emotion that you choose to match a brand or the task at hand. We looked at what create emotion in players and mapped that to what they liked the most about games. There are seven emotions in the face and more in the body. We look at these emotions and match them to game mechanics to hack the “what’s fun?” problem from the player’s perspective. Watching emotions as people play we find that emotions are fluid and braided over time, one emotion blending into the next. Turns out that by watching people play there are over 30 emotions that come from the choices that players make in games. Designers who understand the relationship between their game mechanics and these emotions can craft these emotions as early as the concept stage rather than waiting for the end of design or even production where changes are harder to make. At XEODesign we can track how players really react to the game in context. These models can be used to diagnose problems in the player experience and connect strong emotions with the game design and not leave them up to chance.
  • The 4 Fun Keys is a PX model for how games create the emotions people most like. Game designers cannot design the emotions that players feel directly. Instead they design the mechanics that offer players choices (in the center of the diagram). It is in the making of these choices that players feel the emotions coming from gameplay. It is this new way of creating emotion that separates games from other media. What is most important here is designing the center to create emotion in at least 3 of the 4 quadrants. Turns out that by watching people play there are over 30 emotions that come from the choices that players make in games. Designers who understand the relationship between their game mechanics and these emotions can craft these emotions as early as the concept stage rather than waiting for the end of design or even production where changes are harder to make. At XEODesign we can track how players really react to the game in context. We looked at what create emotion in players and mapped that to what they liked the most about games. There are seven emotions in the face and more in the body. We look at these emotions and match them to game mechanics to hack the “what’s fun?” problem from the player’s perspective. Watching emotions as people play we find that emotions are fluid and braided over time, one emotion blending into the next. We’ve taken this emotional response analysis and developed player experience models or PX to map out the relationship between player and choice. These models can be used to diagnose problems in the player experience and connect strong emotions with the game design and not leave them up to chance as we have here. There isn’t a language for many of these emotions or how to create them. Where required I will use the language we use at XEO to describe how players react to their favorite parts of games.
  • We used Paul Ekman’s Facial Action Coding, simplified it for games, and measured 7 emotions in the face, other emotions in the body. For example are there one, two, or three images of a player enjoying Star Wars Galaxies here?
  • There’s only one true enjoyment, not because we can see the teeth. Instead it’s the Obicularis Oculi that shows true enjoyment.
  • Enjoyment has many vectors not tracked by traditional approaches such as reducing time on task, reducing difficulty, reduce error rates My favorite player quote of all time illustrates what it means to enjoy Hard Fun. “ It’s easy to tell what games my husband enjoys the most. If he screams, ‘I hate it, I hate it, I hate it!’ Then I know two things: a. he’s going to finish it, b. he’s going to buy version two. If doesn’t say this, he’s going to put it down after a couple of hours.” Now that’s a hard core gamer playing for Hard Fun.
  • Let’s look at how the future of work Hard Fun Offers the Opportunity for Challenge and Mastery Unlike usability, challenge and frustration makes games fun. Can’t just go from point A to point B. Need to have some challenge to overcome make games fun.
  • Basket ball is fun because the hoop is small and high/ Games focus attention with a goal and some constraints. Mastering these systems is a big part of what makes games fun. Games need the perfect balance between difficulty and player skill. Hard Fun is the balance between difficulty and skill. First drawn by Csikszentmihalyi we’ve added additional emotions and mechanics involved in engagement through structuring attention through goals. Let’s look into how games create Hard Fun and more emotions like Fiero* for players. * Fiero is the feeling of winning, Italian
  • Fiero, The feeling of winning looks like this.
  • It is easy to over apply Hard Fun Rewarding one behavior can cause unexpected consequences On Twitter people game the score to increase the number of followers. Following that many people creates a very noisy stream of tweets very spammy and makes it hard to follow. This unbalances the game. The List feature helps, but more needs to be done (such as set a default list to view on home page)
  • One of the things that makes Mint so popular is that it simplifies the world, provides clear goals, and amplifies feedback
  • Let’s look into how games create Hard Fun and more emotions like Fiero* for players. Hard Fun: Emotions about choices from mechanics in the game. Emotions about choices made in the game. Several game features and mechanics enhance a player’s sense of Fiero and progress in the game. Hard Fun is the perfect balance of player skill with game difficulty. If the game is too easy the player quits because they are bored. If the game is too hard players quit because they are too frustrated. On the right are the choices and emotions players feel from the Hard Fun activities in a game, such as working towards a goal or scoring points. I first knew we were on to something new when I started seeing patterns in game players not predicted by Csikszentmihalyi’s model of Flow. First of all, emotional states for good games had to vary over time, not just get harder. So we added a wiggly line. Secondly, we saw a lot more emotions than boredom and frustration (anxiety). For example for Fiero to occur players had to become so frustrated that they were about ready to quit. To get Fiero, the player must succeed just when they are on the verge of quitting. When they achieve at that point they experience a huge phase shift in the body from feeling very bad to feeling very good. This enhances the positive elative feelings of Fiero. Players enjoyed alternating between Hard Fun and Easy Fun (definition coming up) to prevent becoming too frustrated or to motivate the next round of challenges. *Fiero is Italian word for “Personal triumph over adversity.” We don’t have a word in English for it, or an emoticon. o/
  • From 1 to 6B players w/o Spamming the friend feed [go from individual action to everyone interacting] MSO#3: Simple Mobile Frictionless 3 Mistakes * Spam friends to max installs * Play to edges Require synchronous play
  • Technology Adoption Curve http://www.valuebasedmanagement.net/methods_rogers_innovation_adoption_curve.html Innovators 2.5%, Early Adopters 13.5%, Early Majority 34%, Late Majority 34%, Laggards 16%
  • Find the Sweet Spot Appeal to large audiences not just a niche, Remember averages are normal distributions
  • Too easy and repetitive and the task becomes boring. Visualizing the challenges faces and over coming them
  • Easy Fun: Inspire Exploration and Roleplay Adding curves makes game more fun. In Grand Theft Auto players not only complete missions, while driving from point A to B the game offers things like plate glass windows, freeway exit ramps, parking meters. Like Improve theater players can throw all their Sims in the pools and pull out the ladders to see what happens. In Basketball it’s fun to dribble the ball, shoot hoops without keeping score, pretend you’re a Harlem Globe Trotter and do tricks.
  • Feedback systems that create curiosty, wonder, and surprise. Combination of a Bubble Wrap, Wiimote and Fantasy Island
  • A Japanese Garden uses novelty to increase engagement. Where you put your feet brings you here and now Emergent qualities that create interest
  • Situations create curiosity For example this Splinter Cell player explores what happens when he shoots a hole in a fish tank. Watch what happens on his face when the level of water reaches the level of the bullet hole.
  • Clearly there’s a moment of enjoyment outside the main challenge of the game when the water stops coming out once it reaches the level of the bullet hole.
  • 15 second demo more viral than 1hour tutorial iPhone Apps *are* Social Tokens passed btwn friends. Repeat exposure is how to get more than 10% conversion Apple = Genius Social marketing is about creating shared experiences not eyeballs
  • Controls can create curiosity and wonder, and in the case of our game Tilt these emotions match the emotion profile of the iPhone itself. Often the controls are a pure joy to use and create emotions like curiosity, wonder and surprise. Such as the motion here in Tilt. Player feedback whether it’s torturing one’s Sims, driving the race track backwards, or simply using the controls
  • Easy Fun: Best selling games offer interactions outside the main challenge to inspire player imagination and capture their attention in between challenges. Thse opportunities for fantasy exploration and role play increase immersion into the game world and offer a refreshing alternative to the emotions from Hard Fun. Players often self regulate when the challenge becomes too hard by switching from Hard Fun activities to Easy Fun such as goofing off inside the game, off track play, or exploring what Will Wright calls “interesting failure states.” Like Improv Theater games such as Grand Theft Auto make offers to the player. To get from point A to point B in a mission the game offers the player a car, in fact any car they want and then other things such as parking meters, plate glass windows, freeway exit ramps. The game leaves it up to the player to explore how the two interact.
  • Emotion matches task at hand Mystery Egg adds curiosity to Farmville Google plays with their logo and the “I’m feeling lucky button” adds curiosity too.
  • Appealing fantasy Easy contribution (everyone knows how to act like a Pirate or Zombi or take care of a pet) 3 Mistakes * “WOW killer” * Hardcore solo niche game (Hard core only15% of market) * User created games
  • Appealing Fantasy When you see it, you know what to do, everyone knows how to be a pirate or a zombie. Lot’s of amusement. Not spamming friends if it’s a fun way to interact Something easy for me that creates high value for you Most MMO’s have hundreds of buttons Koi Pond Ocarina
  • Feedback Systems to Create Curiosity and Encourage Exploration and Problem Solving People will explore more options, brainstorm more ideas if thier tools create the right emotions.
  • Serious Fun: opportunity to change how players think feel and behave Brain Age to get smarter or play Dance Dance Revolution to loose wieght Reward systems that create value before during after play How to enhance what players feel when they get there. How it changes how they think feel behave
  • Create and express Value If Easy Fun is the Bubble Wrap of game design, then Serious Fun is playing games as therapy to change how players think, feel, or behave. And even do real work such as this carpet sweeper designed by IDEO one of my favorite product design companies. The Swiffer and Bejeweled, by PopCap, are essentially the same game. Collect all you can with features that provide enhanced sense of progress and reward. In Bejeweled for $6 you can collect all the free diamonds, rubies, and saphires that you want. And for 99 cents you can get as many iPhone apps as they can This iPhone takes advantage of these collection and completion mechanics.
  • More than points and money Players value how players feel before, during, and after play. Players of our game Tilt tell us that they enjoy the lack of violence and the environmental theme. They like the educational value and the opportunity to spend time in activities that express and reinforce their values. In our Earth Day TiltMOB challenge we collected 350,000 points by thousands of players simply playing a few levels.
  • Make rewards noticeable and larger than life to create more emotion
  • Peggle has over the top feedback
  • Illustrations reward exploring the periodic table of the elements
  • Emotions from creating value
  • 3 Mistakes * “Store” over game * Ad supported Send promotional messages through SN
  • Most workers crave a stronger purpose and meaning behind the work that they do. Some are motivated by award trophies, but what gets deep inside is the connection to their values and feeling that their activities make a difference to themselves, their community, and the world at large. Features from the Serious Fun Key such as completion and tie in with their values will do that.
  • How the future of work is play More fun to play, also easier to cooperate/compete w/these emotions Some emotions require two people. They coordinate action between people teamsowrk More emotions in People Fun than the other 3 keys combined These emotions drive social media
  • People Fun: Excuse for social interaction whether it’s demoing apps for friends, petting gestures on the iPhone, People Plant and Pet Games such as Farmville all create social interaction to create bonding and social emotion. For example my sister can say the word Mango and I’m on the floor laughing. When I can breathe again we feel closer. I’m sure you all have examples of this. Why? It’s an inside joke and creates social grouping. Between my sister an I the word “Mango” is a Social Token Social Token symbolic in nature that increases in value with use. Social capital as a term should die. FB like and iPhone
  • People Plant Pet games All bring out these social emotions For Tilt we will be running a study to compare the effect of character art What are other ways to increase the friendly feeling? Round Small cute
  • Playing together on the Wii creates emotions. Moving together is enjoyment as is teasing each other.
  • Offering choices in these 4 quadrants provides more emotions and increases the enjoyment of the game for more people For our purposes today lets narrow this down to People Fun, which is where most of the emotions between players occur. These social emotions often require two people. It these kinds of social interaction also increases the bonds between people. If we look at what choices create the emotions seen between players the Player Experience Profile or PX Profile includes game mechanics such as cooperation, competition, and the opportunity to perform and to personalize. These choices create emotions such as schadenfreude, naches, and amusement between players. How expand emotion by offering the right kind of choices. How to increase emotion between people though choice. I’m here because you have already made the choice to think about emotion and choice simply by being here today.
  • Prioritize features that move between the systems on the outer ring to drive viral distribution
  • Emotions between players are the reason they play
  • 3 Mistakes * Competition, Chat & Profile are enough * Reward PHQ as a measure of social capital Social Capital
  • More than“Social Capital”And information Friendship and money are like oil and water . I don’t give my friend $100 to drive me to the airport Reverse interest contact required to maintain (unless a long time and then it all comes back “so god to see you!”) “ Money is there for when friendship cannot take care of it.” Jerry Michalski Money errodes trust.
  • What Players buy * Gifts * Weapons * Personal These create the most emotion In the game Maple Story (published by Nexon), it is the social value that justifies someone spending $5 for colored contact lenses for their avatar or additional emotes. There are a lot of design decisions used to support enjoying the game more in this way. == References == --- Maple Story, Nexon http://www.mcvuk.com/press-releases/32203/MapleStoryndash-Game-Currencies-And-Cash-Shop-Explained The Cash Shop � Spending NEXON Cash MapleStory offers those players looking to stand out in the online crowd everything from the latest fashions in clothing, hair salon coupons to plastic surgery coupons and other appearance-altering items � all of which can be purchased from the Cash Shop. To do this, players need to click on the red 舛 A SH SHOP � button at the bottom of the screen to enter. Here you can recharge NEXON Cash through three, ultra-safe payment systems, those being: PayPal, Click&Buy and Paysafecard ,as well, using this button. If you run out of NEXON Cash, you can only purchase an item after recharging it. You can also check the amount of NEXON cash you have left in your account by clicking the green 舛 h eck Cash � button, as well. Another neat feature of the Cash Shop is the ability to try before you buy. Double-click on the item you'd like to purchase to see your character try on the item at the top left corner � the perfect way to see if the item looks good or not! Most of the equipment you purchase is largely just decorative for your character. Put simply, these items go over whatever equipment you are currently wearing, masking your current equipment. You can also buy pets at the Cash Shop, and equipment for pets. The latest MapleStory Europe Cash Shop update includes, for example, the hugely popular Red Hood, Lined Hip-Hop Pants, and Henesy 痴 Cosmetic Lens Coupon. The Red Cape fits snuggly over any costume currently adorning your character and doesn 稚 affect the Mapler 痴 level of protection. The lined, hip and happening Hip-Hop Pants are the latest in a long line of fashionable clothes available in the Cash Shop, and the cosmetic lenses are the ultimate fashion expression in choosing the colour of your character 痴 eyes. -- wikipedia 50MM subs http://en.wikipedia.org/wiki/MapleStory MapleStory ( Korean : 메이플스토리 ) is a free-of-charge , 2D , side-scrolling Massively Multiplayer Online Role Playing Game developed by the Korean company Wizet . Several versions of the game are available for specific countries or regions, and each is published by various companies such as Wizet and Nexon . Although playing the game is free, many player appearances and gameplay enhancements can be purchased from the " Cash Shop " using real money . MapleStory has a combined total of over 50 million subscriber accounts in all of its versions. [1] [2] MapleStory North America (Global), for players mainly in North America and outside of East Asia , Southeast Asia and Europe , has over three million players. [1] In the game, players walk around in the "Maple World" and defeat monsters and develop their character's skills and abilities, as in typical role-playing games . Players can interact with others in many ways, such as through chatting , trading , and playing minigames . Groups of players can band together in parties to hunt monsters and share the rewards. Players can also band in a guild to interact more easily with each other.
  • Been thinking a lot of games for past 20 years Some of findings that shaped my current thinking. Games are Self-motivating systems
  • My point here is that the future of experience design is play Many experiences of high value, may not be useful at all. Consider on your next design project how you can craft experience by choosing the appropriate feature to create an emotion to match a brand and the task at hand. Player Experience is how player interaction creates emotion
  • In closing Design interaction to paint UI with attention like velcro and color it with any emotion that you choose to match a brand or the task at hand. I want you to join with me and collaborate to fill out the emotions from play. Go to work next week and think about the emotion that surrounds the next feature you design. Join with me to unlock human potential and improve quality of life through play. Craft emotions to help people Focus attention Remember Decide Perform Learn Imagine everyone going to work with an expectation of fun. http://www.greatdanepro.com/Blue%20Bueaty/index.htm
  • The 4 Fun Keys is a PX model for how games create the emotions people most like. Game designers cannot design the emotions that players feel directly. Instead they design the mechanics that offer players choices (in the center of the diagram). It is in the making of these choices that players feel the emotions coming from gameplay. It is this new way of creating emotion that separates games from other media. What is most important here is designing the center to create emotion in at least 3 of the 4 quadrants. Turns out that by watching people play there are over 30 emotions that come from the choices that players make in games. Designers who understand the relationship between their game mechanics and these emotions can craft these emotions as early as the concept stage rather than waiting for the end of design or even production where changes are harder to make. At XEODesign we can track how players really react to the game in context. We looked at what create emotion in players and mapped that to what they liked the most about games. There are seven emotions in the face and more in the body. We look at these emotions and match them to game mechanics to hack the “what’s fun?” problem from the player’s perspective. Watching emotions as people play we find that emotions are fluid and braided over time, one emotion blending into the next. We’ve taken this emotional response analysis and developed player experience models or PX to map out the relationship between player and choice. These models can be used to diagnose problems in the player experience and connect strong emotions with the game design and not leave them up to chance as we have here. There isn’t a language for many of these emotions or how to create them. Where required I will use the language we use at XEO to describe how players react to their favorite parts of games.
  • Game On! o/

Transcript

  • 1. The Future of UX is Play The 4 Keys to Fun, Emotion, and User Engagement Nicole Lazzaro XEODesign, Inc. August 24, 2010 ® ™ Follow me on Twitter: @NicoleLazzaro Twitter: #UXWeek Support More Research! Try our iPad Game: Tilt HD: Flip’s Adventure in 1.5 Dimensions Version 2.0 Includes PlayShop Slides
  • 2. XEODesign, Inc. Player Experience Design The 4 Keys to Fun “ Every designer should learn to read this language.” - Will Wright Interaction > Emotion
  • 3. Tilt is Our Research Platform Winner Best Game 2007 Tilt the first iPhone accelerometer game Tilt HD: Flip’s Adventure in 1.5 Dimensions 250,000 visits #1 Top Free iPad Download Support More Research! Try Tilt HD >
  • 4. Tilt HD: Flip’s Adventure in 1.5 Dimensions
  • 5. Interaction and Emotion Create Engagement
  • 6. Vision: Gaming Together How will we play in 2020? Egypt: Mankala
  • 7. Imagine 2020 Unlock the Human Potential of 6B People and Improve Quality of Life Through Play
  • 8. Something Was Missing Cognition was Half the Story
  • 9. Since 1850’s Phineas Gage Choice Emotion Cognition
  • 10. Player Experiences Experience Design <-- UX Usability ------------------ PX Fun -->
  • 11.
    • Player Experience
    • How Player Interaction Creates Emotion
  • 12. Without Emotion There is No Game
    • Emotions help people
    • Focus
    • Remember
    • Decide
    • Perform
    • Learn
  • 13. Interaction Unlocks Emotion Game Design Create Engagement with Emotion and Fun People Fun Amusement Amici Admiration Ameiro Schadenfreude Hard Fun Frustration Fiero Easy Fun Curiosity Wonder Surprise Serious Fun Excitement Relaxation Values
  • 14.  
  • 15. The Four Keys to Fun Paint Engagement w/ Verbs Emotions to Match Task or Match Your Brand Curiosity Fiero Excitement Relaxation Amusement Naches Schadenfreude Generosity Coordinate Action Inside/Outside Social Grouping Twitter Facebook Flickr Wikipedia Brain Age Wonder Surprise Frustration Focus Attention Reward Accomplishment Challenge and Mastery Imagination Express Values Adventure Discovery Figure Out Bejeweled The Sims Create Value Basketball Halo Myst Mob Wars Who Has the Biggest Brain? Farmville Grand Theft Auto Personalize Grow Niche Interests Hard Fun Easy Fun Serious Fun People Fun Putting Emotion into Play XEODesign
  • 16.  
  • 17. Measuring Player Emotions How many smiles? [Ekman/Duchenne]
  • 18. Measuring Player Emotions Orbicularis Oculi < ---
  • 19.
    • “ It’s easy to tell what games my husband enjoys the most...”
    • - Wife of a Hard Core PC Gamer
  • 20. Hard Fun: Challenge + Mastery Can’t Push a Button and Win (Unlike Usability) B A
  • 21. Hard Fun: Challenge + Mastery Games Focus Attention with Goal and Constraints: Frustration and Fiero o/
    • choices
    • goals
    • obstacles
    • strategy
    • power ups
    modified from “Flow” Csikszentmihalyi
  • 22. 1. Hard Fun = Fiero o/
  • 23. Do you play “follow the leader” to increase your personal hype quotient? What would encourage idea exchange? Personal Hype Quotient
  • 24. Simplify World, Provide Clear Goals, Amplify Feedback
  • 25. Hard Fun
  • 26. Hard Fun: Challenge + Mastery Games Focus Attention with Goal and Constraints: Frustration and Fiero o/
  • 27. Hard Fun Challenge and mastery Super Monkey Ball Tilt
  • 28.
    • choices
    • goals
    • challenge
    • obstacles
    • strategy
    • power ups
    • puzzles
    • score
    • levels
    • monsters
    • feelings
    • fiero
    • frustration
    • boredom
    Hard Fun: Mastery, Fiero Easy Fun: Novelty>Curiosity modified from “Flow” Csikszentmihalyi player choice rewards effort
  • 29. 1. Hard Fun and Tilt Factor
    • Temptation is to add features and take advantage of friends
    • Mistake to spam friends to max installs and create illusion of social capital
    • Play to edges of network vs. deepening social bonds
    Increase the number of players by keeping game mechanics simple, mobile, and frictionless.
  • 30. Viral Distribution Use Hard Fun goals and points to coordinate individual actions to everyone interacting Microchannels
  • 31. Simple and Short Games A B Technology Adoption Curve Number of players Mass Market Diffusion of Innovation , Everett Rogers Crossing the Chasm , Geoffrey Moore Smaller, still tasty fish! Time The Social Web 15% 70% 15% DICE 2007
  • 32. Appealing Fantasy Area Under the Curve Matters number of players A B C D Type of Challenge Wanna play? DICE 2007
  • 33.
    • Mastery
    • Work is Hard Fun
    Fiero o/ Frustration
  • 34. Easy Fun: Exploration + Roleplay Beyond challenge adding curves makes game more fun B A
  • 35. Easy Fun: Exploration + Roleplay Feedback Systems that Inspire Curiosity, Wonder, Creativity, and Exploration
  • 36. Easy Fun: makes choice more interesting
  • 37. Fish Tank1 Player Choice and Curiosity from Easy Fun
  • 38. Fish Tank 3 Player Choice and Curiosity from Easy Fun
  • 39. Pure Joy of Interaction Koi Pond and Urbanspoon
  • 40. Joy of Controls: Tilt HD: Flip’s Adventure in 1.5 Dimensions
  • 41. 2. Easy Fun: Imagination Creates Curiosity
    • choices
    • iconic situations
    • explore
    • experiment
    • fool around
    • role play
    • ambiguity
    • detail
    • fantasy
    • uniqueness
    • feelings
    • curiosity
    • surprise
    • wonder
    • awe
    choices novelty fills attention
  • 42. Increase Curiosity
  • 43. Easy Fun
  • 44. Easy Fun: Exploration + Roleplay Feedback Systems that Inspire Curiosity, Wonder, Creativity, and Exploration
  • 45. 2. Easy Fun Gameplay for Everyone
    • &quot;Everything should be as easy as placing a sticker&quot; #Little Big Planet
    • Don’t require standing on your head to play
    • Address usability issues to get off the starting block
    • Offer small, simple, and appealing gameplay with drop dead simple participation.
      • * Single concept
      • * Simple mechanic
      • * Easy contribution
  • 46. Easy Fun
  • 47. Examples
    • StarWalk
    Easy Fun Exploration StarWalk iPhone / iPad
  • 48. Appealing + Easy Participation Puzzle Pirates, LostZombies.com
  • 49.
    • Imagine
    • Easy Fun Inspires and Refreshes
    Creativity Wonder Curiosity Exploration Surprise
  • 50. Serious Fun: Create Value Play Brain Age to Get Smarter or DDR to Loose Weight Adds Emotion and Engagement B A
  • 51. Serious Fun: Create Value Systems Create: Excitement, Relaxation, Learning, Enhance Sense of Value
    • Goal: collect all you can
    • Enhance progress
    • Aspire and acquire
  • 52. Environmental Values Increase Engagement. Tilt: Flip’s Adventure in 1.5 Dimensions $ #
  • 53. Serious Fun me friends community world
  • 54. Serious Fun
  • 55. Amplify Feedback
  • 56. Peggle: Amplify Feedback
  • 57.  
  • 58. Serious Fun: Create Value Systems Create: Excitement, Relaxation, Learning, Enhance Sense of Value
  • 59. 3. Serious Fun Create Value
    • Gameplay: enhance gameplay w/o buying advantage
    • Social Features: create more fun with friends
    • Connect gameplay, social features, and Tilt Factor to monetize game.
    Change how players think, feel, behave. Let them express their values.
  • 60. Serious Fun: Motion X Poker Completion Collection and Matching Mechanics
  • 61. Serious Fun: Brain Baths, Tap Tap Revolution Change how you think, feel, and behave
  • 62. The Elements: Interactive Illustrations
  • 63.
    • Value
    • Serious Fun Provides Meaning
    Learning Excitement Relaxation Connection to Values
  • 64. People Fun: Friendship More Fun with Friends B A
  • 65. People Fun: Hang Out w/Friends Systems Create: Amusement, Amici, Admiration, Ameiro, Schadenfreude Over the Shoulder Play 250,000 visits Farmville Petting my iPhone Makes me happy!
  • 66. Wonder and Connection Ocarina: Easy Fun and People Fun
  • 67. Flipboard
  • 68. People Fun Amici TiltWorld.com Cute Characters Change How it Feels to Play
  • 69. People Fun: Moving Together and Teasing
  • 70. People Fun Emotions how do bonds form during player experience (PX)?
    • Choices
    • cooperate
    • compete
    • communicate
    • mentor
    • lead
    • perform
    • spectacle
    • characters
    • personalize
    • Emotions
    • schadenfreude
    • envy
    • love
    • gratitude
    • generosity
    • elevation
    • inspire
    • excite
    • ridicule
    • embarrass
    PX Profile
  • 71. Social Emotions Drive Viral Distribution gameplay biz model increase # of players social features friends messages actions personalize feedback connect
  • 72. People Fun
  • 73. People Fun: Hang Out w/Friends Systems Create: Amusement, Amici, Admiration, Ameiro, Schadenfreude
  • 74. Emotions from social play: People Fun - WOW
  • 75. 4. People Fun and Social Features
    • People Fun has more emotions than other 3 keys combined
    • Social marketing creates shared experiences not “eyeballs”
    • Make game part of making / maintaining friends
    • Game is the message passed between friends
    • Social features = game’s voice into player’s realities
    Share ≠ Spam: Offer features that create social emotions to weave social bonds between players.
  • 76. People Fun: ARG and Puzzle Hunts
  • 77. People Fun Feeling of being closer creates social fabric between people Friendship ≠ Capital $ ≠ Facts Winner Best Game 2008 TattleTalz.com How does he feel?
  • 78. Target Social Emotions @ RT DM #iPhone Personal Hype Quotient
  • 79. Lines of Interaction Create More Emotion
  • 80. MSO: 3 Laws of Social Play for viral social games (this is what we do know) this is what the play will look like
    • Friends Messages Actions
    • Connect It Takes 2
    • Feedback Draw Circles
    • Social Tokens symbolic in nature that increases in value with use
    stupid shutup dope hotness sloth poke pwn share link frag compare Lazzaro GDC 2008
  • 81. Mango = Social Token symbolic in nature that increases in value with use
    • Amusement
    • + Grouping
    • Admiration
    • + Ranking
    Amici + Grooming Amiero + Reciprocity
  • 82. = Admiration Epic Armor = Horse Stable
  • 83. Players Pay for Admiration
  • 84. Social Emotions Drive Viral Distribution gameplay biz model increase # of players social features friends messages actions personalize feedback connect Features to build now
  • 85.
    • Social Bonds
    • Teamwork Requires People Fun
    Amusement Ameiro Schadenfreude Amici Admiration Naches
  • 86. Game = Motivating System
    • Innovate faster than productivity apps
    • More human factors than ease of use
    • Ø users: game interfaces support multiple roles
    • Interaction design already speaks this language of emotion
    • Social emotions drive all Web 2.0
  • 87.
    • Player Experience Design
    • Interaction Creates Emotion
  • 88. Just Imagine 2020 Everyone Going to Work with an Expectation of Fun
  • 89.  
  • 90. Join Us! Play! It’s what people do.
    • Nicole Lazzaro
    • Email: nlazzaro@xeodesign.com
    • Twitter: @NicoleLazzaro
    • White Papers and Slides:
    • xeodesign.com
    • Slideshare.com/NicoleLazzaro
    • Book Chapters:
    • 1. Beyond Game Design, Bateman
    • 2. Game Usability, Isbister
    • 3. Human-Computer Interaction Handbook, Jako
    Tilt HD: Flip’s Adventure in 1.5 Dimensions Game On! o/ xeodesign.com/uxweek Top Secret URL! Want? Get!