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

by Nicole Lazzaro

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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.

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

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

XEODesign, Inc. Player Experience Design The 4 Keys to Fun “ Every designer should learn to read this language.” - Will Wright Interaction > Emotion

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 >

Tilt HD: Flip’s Adventure in 1.5 Dimensions

Interaction and Emotion Create Engagement

Vision: Gaming Together How will we play in 2020? Egypt: Mankala

Imagine 2020 Unlock the Human Potential of 6B People and Improve Quality of Life Through Play

Something Was Missing Cognition was Half the Story

Since 1850’s Phineas Gage Choice Emotion Cognition

Player Experiences Experience Design <-- UX Usability ------------------ PX Fun -->

Player Experience

How Player Interaction Creates Emotion

Without Emotion There is No Game

Emotions help people

Focus

Remember

Decide

Perform

Learn

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

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

Measuring Player Emotions How many smiles? [Ekman/Duchenne]

Measuring Player Emotions Orbicularis Oculi < ---

“ It’s easy to tell what games my husband enjoys the most...”

- Wife of a Hard Core PC Gamer

Hard Fun: Challenge + Mastery Can’t Push a Button and Win (Unlike Usability) B A

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

1. Hard Fun = Fiero o/

Do you play “follow the leader” to increase your personal hype quotient? What would encourage idea exchange? Personal Hype Quotient

Simplify World, Provide Clear Goals, Amplify Feedback

Hard Fun

Hard Fun: Challenge + Mastery Games Focus Attention with Goal and Constraints: Frustration and Fiero o/

Hard Fun Challenge and mastery Super Monkey Ball Tilt

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

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.

Viral Distribution Use Hard Fun goals and points to coordinate individual actions to everyone interacting Microchannels

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

Appealing Fantasy Area Under the Curve Matters number of players A B C D Type of Challenge Wanna play? DICE 2007

Mastery

Work is Hard Fun

Fiero o/ Frustration

Easy Fun: Exploration + Roleplay Beyond challenge adding curves makes game more fun B A

Easy Fun: Exploration + Roleplay Feedback Systems that Inspire Curiosity, Wonder, Creativity, and Exploration

Easy Fun: makes choice more interesting

Fish Tank1 Player Choice and Curiosity from Easy Fun

Fish Tank 3 Player Choice and Curiosity from Easy Fun

Pure Joy of Interaction Koi Pond and Urbanspoon

Joy of Controls: Tilt HD: Flip’s Adventure in 1.5 Dimensions

2. Easy Fun: Imagination Creates Curiosity

choices

iconic situations

explore

experiment

fool around

role play

ambiguity

detail

fantasy

uniqueness

feelings

curiosity

surprise

wonder

choices novelty fills attention

Increase Curiosity

Easy Fun

Easy Fun: Exploration + Roleplay Feedback Systems that Inspire Curiosity, Wonder, Creativity, and Exploration

2. Easy Fun Gameplay for Everyone

"Everything should be as easy as placing a sticker" #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

Easy Fun

Examples

StarWalk

Easy Fun Exploration StarWalk iPhone / iPad

Appealing + Easy Participation Puzzle Pirates, LostZombies.com

Imagine

Easy Fun Inspires and Refreshes

Creativity Wonder Curiosity Exploration Surprise

Serious Fun: Create Value Play Brain Age to Get Smarter or DDR to Loose Weight Adds Emotion and Engagement B A

Serious Fun: Create Value Systems Create: Excitement, Relaxation, Learning, Enhance Sense of Value

Goal: collect all you can

Enhance progress

Aspire and acquire

Environmental Values Increase Engagement. Tilt: Flip’s Adventure in 1.5 Dimensions $ #

Serious Fun me friends community world

Serious Fun

Amplify Feedback

Peggle: Amplify Feedback

Serious Fun: Create Value Systems Create: Excitement, Relaxation, Learning, Enhance Sense of Value

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.

Serious Fun: Motion X Poker Completion Collection and Matching Mechanics

Serious Fun: Brain Baths, Tap Tap Revolution Change how you think, feel, and behave

The Elements: Interactive Illustrations

Value

Serious Fun Provides Meaning

Learning Excitement Relaxation Connection to Values

People Fun: Friendship More Fun with Friends B A

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!

Wonder and Connection Ocarina: Easy Fun and People Fun

Flipboard

People Fun Amici TiltWorld.com Cute Characters Change How it Feels to Play

People Fun: Moving Together and Teasing

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

Social Emotions Drive Viral Distribution gameplay biz model increase # of players social features friends messages actions personalize feedback connect

People Fun

People Fun: Hang Out w/Friends Systems Create: Amusement, Amici, Admiration, Ameiro, Schadenfreude

Emotions from social play: People Fun - WOW

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.

People Fun: ARG and Puzzle Hunts

People Fun Feeling of being closer creates social fabric between people Friendship ≠ Capital $ ≠ Facts Winner Best Game 2008 TattleTalz.com How does he feel?

Target Social Emotions @ RT DM #iPhone Personal Hype Quotient

Lines of Interaction Create More Emotion

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

Mango = Social Token symbolic in nature that increases in value with use

Amusement

+ Grouping

Admiration

+ Ranking

Amici + Grooming Amiero + Reciprocity

= Admiration Epic Armor = Horse Stable

Players Pay for Admiration

Social Emotions Drive Viral Distribution gameplay biz model increase # of players social features friends messages actions personalize feedback connect Features to build now

Social Bonds

Teamwork Requires People Fun

Amusement Ameiro Schadenfreude Amici Admiration Naches

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

Player Experience Design

Interaction Creates Emotion

Just Imagine 2020 Everyone Going to Work with an Expectation of Fun

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!

Nicole Lazzaro, Player Experience Designer / Researcher, Consultant, Speaker at XEODesign, Inc. 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 2 years ago

Are you sure you want to

ChrisWells 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! 2 years ago