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

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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.

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

  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. <ul><li>Player Experience </li></ul><ul><li>How Player Interaction Creates Emotion </li></ul>
  12. Without Emotion There is No Game <ul><li>Emotions help people </li></ul><ul><li>Focus </li></ul><ul><li>Remember </li></ul><ul><li>Decide </li></ul><ul><li>Perform </li></ul><ul><li>Learn </li></ul>
  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. <ul><li>“ It’s easy to tell what games my husband enjoys the most...” </li></ul><ul><li>- Wife of a Hard Core PC Gamer </li></ul>
  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/ <ul><li>choices </li></ul><ul><li>goals </li></ul><ul><li>obstacles </li></ul><ul><li>strategy </li></ul><ul><li>power ups </li></ul>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. <ul><li>choices </li></ul><ul><li>goals </li></ul><ul><li>challenge </li></ul><ul><li>obstacles </li></ul><ul><li>strategy </li></ul><ul><li>power ups </li></ul><ul><li>puzzles </li></ul><ul><li>score </li></ul><ul><li>levels </li></ul><ul><li>monsters </li></ul><ul><li>feelings </li></ul><ul><li>fiero </li></ul><ul><li>frustration </li></ul><ul><li>boredom </li></ul>Hard Fun: Mastery, Fiero Easy Fun: Novelty>Curiosity modified from “Flow” Csikszentmihalyi player choice rewards effort
  29. 1. Hard Fun and Tilt Factor <ul><li>Temptation is to add features and take advantage of friends </li></ul><ul><li>Mistake to spam friends to max installs and create illusion of social capital </li></ul><ul><li>Play to edges of network vs. deepening social bonds </li></ul>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. <ul><li>Mastery </li></ul><ul><li>Work is Hard Fun </li></ul>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 <ul><li>choices </li></ul><ul><li>iconic situations </li></ul><ul><li>explore </li></ul><ul><li>experiment </li></ul><ul><li>fool around </li></ul><ul><li>role play </li></ul><ul><li>ambiguity </li></ul><ul><li>detail </li></ul><ul><li>fantasy </li></ul><ul><li>uniqueness </li></ul><ul><li>feelings </li></ul><ul><li>curiosity </li></ul><ul><li>surprise </li></ul><ul><li>wonder </li></ul><ul><li>awe </li></ul>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 <ul><li>&quot;Everything should be as easy as placing a sticker&quot; #Little Big Planet </li></ul><ul><li>Don’t require standing on your head to play </li></ul><ul><li>Address usability issues to get off the starting block </li></ul><ul><li>Offer small, simple, and appealing gameplay with drop dead simple participation. </li></ul><ul><ul><li>* Single concept </li></ul></ul><ul><ul><li>* Simple mechanic </li></ul></ul><ul><ul><li>* Easy contribution </li></ul></ul>
  46. Easy Fun
  47. Examples <ul><li>StarWalk </li></ul>Easy Fun Exploration StarWalk iPhone / iPad
  48. Appealing + Easy Participation Puzzle Pirates, LostZombies.com
  49. <ul><li>Imagine </li></ul><ul><li>Easy Fun Inspires and Refreshes </li></ul>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 <ul><li>Goal: collect all you can </li></ul><ul><li>Enhance progress </li></ul><ul><li>Aspire and acquire </li></ul>
  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 <ul><li>Gameplay: enhance gameplay w/o buying advantage </li></ul><ul><li>Social Features: create more fun with friends </li></ul><ul><li>Connect gameplay, social features, and Tilt Factor to monetize game. </li></ul>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. <ul><li>Value </li></ul><ul><li>Serious Fun Provides Meaning </li></ul>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)? <ul><li>Choices </li></ul><ul><li>cooperate </li></ul><ul><li>compete </li></ul><ul><li>communicate </li></ul><ul><li>mentor </li></ul><ul><li>lead </li></ul><ul><li>perform </li></ul><ul><li>spectacle </li></ul><ul><li>characters </li></ul><ul><li>personalize </li></ul><ul><li>Emotions </li></ul><ul><li>schadenfreude </li></ul><ul><li>envy </li></ul><ul><li>love </li></ul><ul><li>gratitude </li></ul><ul><li>generosity </li></ul><ul><li>elevation </li></ul><ul><li>inspire </li></ul><ul><li>excite </li></ul><ul><li>ridicule </li></ul><ul><li>embarrass </li></ul>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 <ul><li>People Fun has more emotions than other 3 keys combined </li></ul><ul><li>Social marketing creates shared experiences not “eyeballs” </li></ul><ul><li>Make game part of making / maintaining friends </li></ul><ul><li>Game is the message passed between friends </li></ul><ul><li>Social features = game’s voice into player’s realities </li></ul>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 <ul><li>Friends Messages Actions </li></ul><ul><li>Connect It Takes 2 </li></ul><ul><li>Feedback Draw Circles </li></ul><ul><li>Social Tokens symbolic in nature that increases in value with use </li></ul>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 <ul><li>Amusement </li></ul><ul><li>+ Grouping </li></ul><ul><li>Admiration </li></ul><ul><li>+ Ranking </li></ul>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. <ul><li>Social Bonds </li></ul><ul><li>Teamwork Requires People Fun </li></ul>Amusement Ameiro Schadenfreude Amici Admiration Naches
  86. Game = Motivating System <ul><li>Innovate faster than productivity apps </li></ul><ul><li>More human factors than ease of use </li></ul><ul><li>Ø users: game interfaces support multiple roles </li></ul><ul><li>Interaction design already speaks this language of emotion </li></ul><ul><li>Social emotions drive all Web 2.0 </li></ul>
  87. <ul><li>Player Experience Design </li></ul><ul><li>Interaction Creates Emotion </li></ul>
  88. Just Imagine 2020 Everyone Going to Work with an Expectation of Fun
  89.  
  90. Join Us! Play! It’s what people do. <ul><li>Nicole Lazzaro </li></ul><ul><li>Email: nlazzaro@xeodesign.com </li></ul><ul><li>Twitter: @NicoleLazzaro </li></ul><ul><li>White Papers and Slides: </li></ul><ul><li>xeodesign.com </li></ul><ul><li>Slideshare.com/NicoleLazzaro </li></ul><ul><li>Book Chapters: </li></ul><ul><li>1. Beyond Game Design, Bateman </li></ul><ul><li>2. Game Usability, Isbister </li></ul><ul><li>3. Human-Computer Interaction Handbook, Jako </li></ul>Tilt HD: Flip’s Adventure in 1.5 Dimensions Game On! o/ xeodesign.com/uxweek Top Secret URL! Want? Get!

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