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VRX 3 Design Leadership Strategies for Better VR

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For VR to succeed where it failed 20 years ago requires overcoming more psychological, physiological, and gameplay challenges than all previous game platform transitions combined. Even more important than reducing judder and motion sickness is delivering the design leadership that inspire teams to innovate and deliver on the VR/AR promise. Simply cloning last generation mechanics to next generation hardware feels about as good as a transparent D-pad on an iPhone game. We believe that VR/AR is the ultimate entertainment platform combining the emotion of movies with the participation of games. To get there require Design Leadership not management. Based on XEODesign’s year and a half of research true VR/AR experiences must exceed 36 design benchmarks to succeed. This talk covers the first three.

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VRX 3 Design Leadership Strategies for Better VR

  1. 1. XEODesignFollow the White Rabbit: 3 Design Leadership Strategies for VR VRX San Francisco November 10, 2015
  2. 2. XEODesign© 2015 XEODesign, Inc. All Rights Reserved VR Emotions • Deeper • Stronger • More Personal I Believe VR Creates Strong EmotionsThe Player is the protagonist
  3. 3. XEODesign© 2015 XEODesign, Inc. All Rights Reserved Nicole Lazzaro VR UX Consultant Expert on Games Emotion and Engagement Making VR Fun @NicoleLazzar o • Game Designer • Programmer • Filmmaker • Stanford Psychology of Emotion & Fun • Innovator • Analyst
  4. 4. XEODesign© 2015 XEODesign, Inc. All Rights Reserved 23 Years Answered 1 QuestionXEODesign®
  5. 5. XEODesign© 2015 XEODesign, Inc. All Rights Reserved Where’s the Fun?XEODesign® WTF ?
  6. 6. XEODesign© 2015 XEODesign, Inc. All Rights Reserved Tilt the First iPhone Game 2007
  7. 7. http://challengepost.com/software/follow-the-white-rabbit
  8. 8. XEODesign© 2015 XEODesign, Inc. All Rights Reserved Easy Fun Micro Loop Hard Fun Main Loop People Fun Social Engagement Loop Serious Fun Meta Loop The 4 Keys to Fun The 4 Keys to FunUse the 4 Keys to Fun: Best selling games allow players to move between different kinds of play.
  9. 9. XEODesign© 2015 XEODesign, Inc. All Rights Reserved Escape The Micro Loop of Gameplay VR Goal Frustration Core Loop VR Collection Desire Meta Loop 4K2F 4 Keys to Fun Beyond novelty offer more kinds of VR fun
  10. 10. What is VR About?XEODesign ® Last Year’s Hit Console Game
  11. 11. Not ThisXEODesign ® Toilet
  12. 12. VR is thisXEODesign ®
  13. 13. XEODesign© 2015 XEODesign, Inc. All Rights Reserved Physiological Psychological Design More ChallengesXEODesign® VR Needs Design Leadership
  14. 14. XEODesign© 2015 XEODesign, Inc. All Rights Reserved VR Needs Design Leadership
  15. 15. XEODesign© 2015 XEODesign, Inc. All Rights Reserved The Elephant in the Room AudienceMatch player expectations and what current VR hardware delivers VR Traditional Hard Core Game Genres $500 HMD Early Adoptor $20 Cardboard Mass Market A B New Genres
  16. 16. XEODesign© 2015 XEODesign, Inc. All Rights Reserved Leadership vs Management John P Kotter, Harvard Business Review ChaosChange
  17. 17. XEODesign© 2015 XEODesign, Inc. All Rights Reserved Do You Lead or Manage VR?
  18. 18. XEODesign© 2015 XEODesign, Inc. All Rights Reserved Bottom Up Shift Direction Gets People to Care Has a Plan Top Down Complexity Quality Leadership vs Management John P Kotter, Harvard Business Review
  19. 19. XEODesign© 2015 XEODesign, Inc. All Rights Reserved What to do Organize people to do it Ensure it gets done Set the direction, vision, and strategies required to make change Align people. To communicate vision build informal communication paths Motivate and inspire people to move together in right direction together Plan, budget, define steps and resources to organize chaos Organize people. Define jobs, roles, communicate plan. Delegate monitor. Control and problem solve. Monitor results compared to plan. Update plan. Leadership vs Management John P Kotter, Harvard Business Review AgileYou
  20. 20. How Measure Engagement?XEODesign®
  21. 21. XEODesign© 2015 XEODesign, Inc. All Rights Reserved 15 27 64 How Score VR Engagement? There are so many ways
  22. 22. XEODesign ® Design Benchmarks • 1.5 Years research • Emotion from actions unlocks VR’s immersion & presence Hololens IPD = 66, Microsoft
  23. 23. XEODesign© 2015 XEODesign, Inc. All Rights Reserved VR is About 3 Things Sense of Being there Looking around Emotion Reaction Respond emotionally to what they do Participation in World Feel making things happen
  24. 24. XEODesign© 2015 XEODesign, Inc. All Rights Reserved 1. Controls 2. Emotion 3. Audio 3/36 VR Design Benchmarks Create true VR experiences requires innovation and careful design
  25. 25. XEODesign© 2015 XEODesign, Inc. All Rights Reserved UI/UX Platform 36 VR Design Benchmarks Today we cover 3 benchmarks unique to improving VR games Focus Audience Feedback PX SocialFunAudience Emotion AudioComfort Controls
  26. 26. XEODesign© 2015 XEODesign, Inc. All Rights Reserved 5 VR Design StrategiesTo be more than a novelty, move around the types of fun. Escape and return to the micro loop of gameplay. XEODesign ® 1. Controls Want to Play Blindfolded
  27. 27. XEODesign© 2015 XEODesign, Inc. All Rights Reserved #1 Controls (& Camera) Provide direct controls especially those native to VR. Edge of Nowhere, InsomniacDiagonal Jumping Puzzles
  28. 28. XEODesign ® Use Gestures Players Already Make
  29. 29. XEODesign© 2015 XEODesign, Inc. All Rights Reserved Bazaar, Temple Gates Games #1 ControlsProvide direct controls especially those native to VR.
  30. 30. XEODesign© 2015 XEODesign, Inc. All Rights Reserved Rococo VR, Black River StudiosDirect Attention
  31. 31. XEODesign© 2015 XEODesign, Inc. All Rights Reserved #2 ComfortAvoid triggering disgust and phobias. Eve: Valkyrie CCPFrame The Action to Ground it
  32. 32. XEODesign© 2015 XEODesign, Inc. All Rights Reserved PX SocialPlatform 36 VR Design Benchmarks Today we cover 3 Benchmarks unique to improving VR games Focus Audience Feedback UI/UX 1 2 FunAudience Comfort Audio Emotion Controls
  33. 33. XEODesign© 2015 XEODesign, Inc. All Rights Reserved Just because you can doesn’t mean you should 11 #2 EmotionIn VR Whisper Don’t Yell
  34. 34. XEODesign© 2015 XEODesign, Inc. All Rights Reserved IT’S LIKE TYPING IN ALL CAPS ALL THE TIME 11 #2 EmotionIn VR Whisper Don’t Yell
  35. 35. XEODesign© 2015 XEODesign, Inc. All Rights Reserved Jump Scares are the fart apps of VR 11 #2 EmotionIn VR Whisper Don’t Yell And a dead body looks like a dead body…
  36. 36. XEODesign© 2015 XEODesign, Inc. All Rights Reserved VR Frame Rate Camera & Controls Comfort is VR’s Uncanny Valley The uncanny valley of VR: frame rate, camera, and controls. Realism  Appeal
  37. 37. XEODesign© 2015 XEODesign, Inc. All Rights Reserved Not ComfortAvoid triggering disgust and phobias. “I never want to do this again! It’s way more involved, more expensive and makes you feel horrible.” Hard Core Game Player ripping goggles off his face while playing Sky Rim in VR
  38. 38. XEODesign© 2015 XEODesign, Inc. All Rights Reserved #2 EmotionEmotion for VR is more TV than the stage Master of: a. Jump Scares b. Fear c. Suspense Alfred Hitchcock
  39. 39. XEODesign© 2015 XEODesign, Inc. All Rights Reserved #2 EmotionIn VR Whisper Don’t Yell Free Download 4K2F.com Target Emotions that pull players in
  40. 40. XEODesign ® Emotions: Awe and Wonder
  41. 41. XEODesign ® Emotions: Inner Child
  42. 42. XEODesign© 2015 XEODesign, Inc. All Rights Reserved Frustration from certain aspects especially usability needs to be less for some users Boredom Fear Anger Frustration Level 1 Level 2 Level 3 o/ Level 4 PLAYER SKILL CHALLENGE o/ o/ FIERO! FIERO! The 4 Keys Hard Fun
  43. 43. XEODesign© 2015 XEODesign, Inc. All Rights Reserved #2 EmotionIn VR Whisper Don’t Yell Big Blue, ViveThe 4 Keys Emotion Profile
  44. 44. XEODesign© 2015 XEODesign, Inc. All Rights Reserved The Gallery: Six Elements, Cloudhead Games #2 EmotionIn VR Whisper Don’t Yell The 4 Keys Easy Fun
  45. 45. In VR Whisper Don’t Yell Follow The White R
  46. 46. Easy Fun for VR Micro Loop 1. Controls 2. Creativity 3. Exploration 4. Fantasy Follow The White Rabbit
  47. 47. #5 EmotionIn VR Whisper Don’t Yell Follow The White R
  48. 48. XEODesign© 2015 XEODesign, Inc. All Rights Reserved #4 EmotionFace to Face Interaction Creates More Emotion than Other 4 Keys Combied castARThe 4 Keys People Fun
  49. 49. Follow The White R VR is Not the TechnologyXEODesign®
  50. 50. XEODesign© 2015 XEODesign, Inc. All Rights Reserved Social PX Platform 36 VR Design Benchmarks Today we cover 3 Benchmarks unique to improving VR games Focus Audience Feedback Controls UI/UX 1 2 FunAudience Comfort Audio Emotion
  51. 51. XEODesign© 2015 XEODesign, Inc. All Rights Reserved #3 AudioAudio is a very primitive sensory system that involves the whole body. Free Download 4K2F.com Don’t treat Ears like Eyes
  52. 52. XEODesign© 2015 XEODesign, Inc. All Rights Reserved #3 AudioDon’t treat the ears like eyes. Audio broke my game… Like a pancake!
  53. 53. XEODesign ® Feedback in the Body from World
  54. 54. XEODesign ® Use Haptics Even Sloppy Ones Rabbids VR Ride, Ubisoft
  55. 55. XEODesign© 2015 XEODesign, Inc. All Rights Reserved
  56. 56. XEODesign© 2015 XEODesign, Inc. All Rights Reserved What else could Haptics and Low Frequency Audio do?
  57. 57. XEODesign© 2015 XEODesign, Inc. All Rights Reserved Tactile Audio ImmersionThe body does not know how to feel in slow motion. It also has fun interpreting low sounds feels or hears Showdown, EpicAdd Low Frequency Audio to Slo-Mo
  58. 58. XEODesign© 2015 XEODesign, Inc. All Rights Reserved #3 AudioDon’t treat the ears like eyes. Free Download 4K2F.com Tactile Audio to create Emotion to pull players in
  59. 59. #5 EmotionIn VR Whisper Don’t Yell XEODesign ® Audio Feel the Interaction
  60. 60. XEODesign© 2015 XEODesign, Inc. All Rights Reserved Low Frequency Audio Big Events Excitement Fear Love Curiosity Wonder Even w/o subwoofer: mimics feeling of shaking in fear, warnings, wonder…
  61. 61. XEODesign© 2015 XEODesign, Inc. All Rights Reserved Next time you ask this question on your VR game think of what benchmarks best lead your team WTF ?Where’s the Fun?
  62. 62. XEODesign© 2015 XEODesign, Inc. All Rights Reserved 1. Controls: Want to Play Blindfolded 2. Emotion: Whisper Don’t Yell 3. Audio: Don’t Treat Their Ears as Eyes 3 VR Design BenchmarksCreate true VR experiences requires innovation and careful design
  63. 63. XEODesign© 2015 XEODesign, Inc. All Rights Reserved Platform 36 VR Design Benchmarks Today we cover 3 Benchmarks unique to improving VR games Focus Audience Feedback Controls UI/UX Emotion PX Social 1 2 Audio 3 FunAudience Comfort
  64. 64. XEODesign© 2015 XEODesign, Inc. All Rights Reserved What to do Organize people to do it Ensure it gets done VR Needs Design Leadership John P Kotter, Harvard Business Review Innovate New Genre Native to Platform Port Controls Reduce Risk Clone
  65. 65. XEODesign© 2015 XEODesign, Inc. All Rights Reserved The Most Important Strategy You
  66. 66. XEODesign© 2015 XEODesign, Inc. All Rights Reserved @NicoleLazzaro Nlazz@xeodesign.com XEODesign.comFree Download 4K2F.com Drop off a Business Card * WTF ?Where’s the Fun? Follow the White Rabbit

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