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Are you a senior-level UX professional who's been doing the same thing for so many years that you feel you're in a rut? Do you struggle with processes that feel rote instead of practical? How important is innovation to you and your company? And most importantly, when was the last time you had any fun?

Now…think about animals for a second. What characteristic do humans and animals share?

The answer may surprise you: humans and animals both possess the ability to play games. But unlike most wild animals who shed their play stage early, we have the ability to continue learning through game play throughout our adult lives. Sadly, that doesn't mean we do it.

Douglas van Duyne, author of the UX best-seller The Design of Sites: Patterns for Creating Winning Websites and author of a seminar series called GameFraming, will show you how to reconnect with the sense of play you were born with, and how you can apply it to your practice as a UX professional. He'll cover Game Principles, Design Strategies, and the Hero's Journey which you'll discover applies as much to interaction design and project management as it does to World of Warcraft. Douglas will also share two case studies where Gameframing was used to break the typical rules of project management and design, which led to amazing results.

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  1. 1. Design your work and lifeCopyright © 2010 Douglas K. van DuyneG A M E F R A M I N GA L P H A
  2. 2. Everything can be framed as a gameOnce reframed, you can design yourown gamesAnd create more innovation, learning,fun and mastery(plus better physical and mental health,& longer life)3 M E S S A G E S
  3. 3. •Why take play seriously?
  4. 4. •Isn’t play purposeless?QuickTime™ and adecompressorare needed to see this picture.
  5. 5. •How does play help us learn?QuickTime™ and adecompressorare needed to see this picture.
  6. 6. •What are unique human games?Storiescreateconnectionandpurpose
  10. 10. Point of the GameHOW ARE GAMES STRUCTURED?Existential RulesRules of ActionRules of StrategyGoalsOutcomesEffectsRequiredAllowedNot AllowedHistoricalExperimentalGenerativeSpacePlayersPieces
  11. 11. When creating a new game,how can you design greatness?Deconstruct Rules & BeliefsRedesign Point & RulesPlay with new RulesConsider Playability & StorylineExperiment & Evolve
  12. 12. Game design can encourage beneficialbehaviorFarmer’sFarmer’sHarvestHarvestRegularRegularYieldYieldDoubleDoubleYieldYieldFertiliFertilize?ze?YesNoDouble $$Double $$
  13. 13. Game alternativesplay differentlyFarmer’sFarmer’sHarvestHarvestPlantPlantCropsCropsDoubleDoubleYieldYieldBuyBuyFertilizeFertilizer?r?90%NoFarmer’sFarmer’sHarvestHarvestBuyBuyFertilizeFertilizer?r?Game AGame BRegularRegularYieldYieldPlantPlantCropsCrops60%YesOff SeasonMomentMomentof Resolutionof ResolutionNo More $No More $Double $$Double $$Incentive:Incentive:Free ShippingFree Shipping
  14. 14. Rethinking game rules canenhance experiencesMarket Cap $500 Million*Market Cap $500 Million*Market Cap $57 Million*Market Cap $57 Million**As of May 2010
  15. 15. Gameframing can encourage creativity &productivity100 Billion TV Hours 100 Million Wikipedia Hours, etc.
  16. 16. How do Beliefs become Rules?““Build teamBuild teamconsensus”consensus”““Create completeCreate completefunctionality in everyfunctionality in everyprototype”prototype”““Make every designMake every designlook great”look great”““Consider technicalConsider technicalconstraints first”constraints first”DesignDesign““Beliefs” can becomeBeliefs” can become““Rules”Rules”
  17. 17. Changing Beliefs Changes RulesBelief 1Belief 1 Belief 2Belief 2 Belief 3Belief 3NewNewBelief 1Belief 1NewNewBelief 2Belief 2NewNewBelief 3Belief 3Kids won’tKids won’tunderstandunderstandShakespeareShakespeareKids wantKids wantto playto play““greatness”greatness”Only expertsOnly expertsknow howknow howto writeto writeAnyone canAnyone cancontributecontributeknowledgeknowledgeFarmersFarmersdon’t knowdon’t knowhow to savehow to savePeople havePeople havemoments ofmoments ofresolutionresolution
  18. 18. User Research GameVariationsUsabilityUsabilityResearchResearch““Usability researchUsability researchmust be conductedmust be conductedin person”in person”
  19. 19. User Research GameVariationsUsabilityUsabilityResearchResearchRemoteRemoteResearchResearch MoraeMoraeInternetInternet““UsabilityUsabilityresearchresearchmust bemust bemoderated”moderated”
  20. 20. User Research GameVariationsUsabilityUsabilityResearchResearchRemoteRemoteResearchResearchAutomaticAutomaticSurveySurveyMoraeMorae NetRakerNetRakerDetailedDetailedFeedbackFeedbackInternetInternet““UsabilityUsabilityresearchresearchmust bemust beformal,formal,detailed”detailed”
  21. 21. User Research GameVariationsUsabilityUsabilityResearchResearchRemoteRemoteResearchResearchAutomaticAutomaticSurveySurveyAbbreviatedAbbreviatedGuerrillaGuerrillaMoraeMorae
  22. 22. How about changing UX rules?Belief 1Belief 1 Belief 2Belief 2 Belief 3Belief 3NewNewBelief 1Belief 1NewNewBelief 2Belief 2NewNewBelief 3Belief 3Need teamNeed teamconsensusconsensusExperimentExperimentwithwithmany designmany designoptionsoptionsTechnicalTechnicalconstraintsconstraintsa prioritya prioritySuspendSuspendconstraintsconstraintsuntil lateruntil laterMake everyMake everydesign lookdesign lookgreatgreatEarly designsEarly designswill bewill bevery roughvery rough
  24. 24. Consider All the game elements...Point of the GameExistential RulesRules of ActionRules of StrategyGoalsOutcomesEffectsRequiredAllowedNot AllowedHistoricalExperimentalGenerativeSpacePlayersPieces
  25. 25. Experiment with yourgame design...Deconstruct Rules & BeliefsRedesign Point & RulesPlay with new RulesConsider Playability & StorylineExperiment & Evolve
  26. 26. “Play is FUN!!”...Challenges“Not too hard, not too easy”LevelsFeedbackRewards / Encouragement / PleasurePenalties / PainMilestones / Measures / MetricsCommunity RecognitionCustomization / StyleVelocity of Rewards / Excitement
  27. 27. Questions?•GameFraming•Naviscent•Copyright © 2010 Douglas K. van Duyne