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UX and Gamification

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Delivered at Sequoia Hack 2013 - CTO Summit along with the incomparable Abhishek Ghate.

Published in: Design

UX and Gamification

  1. 1. UX & Gamification Sequoia Capital Bangalore Hack 2013 Saturday 14 September 2013
  2. 2. Abhishek Ghaté UX Designer Anshumani Ruddra Game Designer Studied graphic design from the National Institute of Design, Ahmedabad. Been working for the last six years. Interested in electronics, sketching and cooking. Designed industrial-sized dustbins, wrote code, authored books, taught children of all ages. Now develops games and manages a studio. Loves product development and eating. abhishekghate@gmail.com anshumani@gmail.com Saturday 14 September 2013
  3. 3. UX Design Saturday 14 September 2013
  4. 4. UX Design Net sum of every interaction with a product or service Saturday 14 September 2013
  5. 5. Example Experience of going to a restaurant Saturday 14 September 2013
  6. 6. Saturday 14 September 2013
  7. 7. In other words, the experience around the food is as important as, if not more than, the food itself Saturday 14 September 2013
  8. 8. UX = UI? Saturday 14 September 2013
  9. 9. UX is the philosophy which helps direct decisions UI is the sum of elements used to create the touch-points UX is the intangible feel UI is the tangible face Saturday 14 September 2013
  10. 10. Why is UX important? Saturday 14 September 2013
  11. 11. Why is UX important? “Good products sell Great products sell faster” – Diesel Laws Saturday 14 September 2013
  12. 12. Why is UX important? Great UX makes happy customers, who in turn drive metrics (Though UX is intangible, it’s effects are quite measurable) Saturday 14 September 2013
  13. 13. Example UX driving metrics: $300m Button Saturday 14 September 2013
  14. 14. The $300m Button Amazon personal information web-form created a frustrating flow for the customers and inadvertently prevented them from buying with ease. Saturday 14 September 2013
  15. 15. The $300m Button The issue was identified correctly after user-testing, and a “Continue without login” button was added on the page. It accounted for an additional sale of $300 million in the first year itself. Saturday 14 September 2013
  16. 16. Simply put, UX is Saturday 14 September 2013
  17. 17. Again, UX is Net sum of every interaction with a product or service Saturday 14 September 2013
  18. 18. Again, UX is Net sum of every interaction with a product or service Saturday 14 September 2013
  19. 19. #1 Every touchpoint is an opportunity to improve user experience Saturday 14 September 2013
  20. 20. Example The poster, the trailer and the reviews of a movie helps one decide whether they would watch it or not. We should make sure that each touch- point under our control, follows our own UX philosophy Saturday 14 September 2013
  21. 21. Saturday 14 September 2013
  22. 22. (serious kung-fu) (not so serious kung-fu) Saturday 14 September 2013
  23. 23. #2 UX is everyone’s role Saturday 14 September 2013
  24. 24. Everyone shares the philosophy The guiding ideology helps thread all the pieces together. The UI designer uses those guiding principles to define the page structure and more. Saturday 14 September 2013
  25. 25. Saturday 14 September 2013
  26. 26. #3 Pleasant surprises for the user would surprise you Saturday 14 September 2013
  27. 27. Deliver more than expected People appreciate under-the-hood smartness. Let it reflect with prudence. Saturday 14 September 2013
  28. 28. campaign monitor shows names in buttons Outlook marks public holidays and weather Projecto shows a typically english message when trying to ship to UK Saturday 14 September 2013
  29. 29. Twitter’s server overload screen makes you like them more Saturday 14 September 2013
  30. 30. Even more so with Grooveshark. They even have a random link! Saturday 14 September 2013
  31. 31. #4 Know your user Saturday 14 September 2013
  32. 32. Different users, different needs Salmon, greens, cherry tomatoes, olives Salmon, greens, cherry tomatoes, olives Saturday 14 September 2013
  33. 33. #5 Keep testing Saturday 14 September 2013
  34. 34. Its for people after all Eyes looking at you = you looking at her Eyes looking at the brand = you looking at the brand Saturday 14 September 2013
  35. 35. Let’s take a break and do a fun exercise Saturday 14 September 2013
  36. 36. Gamification Saturday 14 September 2013
  37. 37. Gamification To apply game mechanics and game thinking to other areas of activities in order to boost engagement (and other metrics) with a product or service. Saturday 14 September 2013
  38. 38. Example Saturday 14 September 2013
  39. 39. Power of Gamification It comes in many shapes and sizes. Gamifying interactions, in the right quantity, adds subtle emotional cues to the experience. The key metrics which can be significantly boosted with gamification are: Virality, Retention and Engagement Saturday 14 September 2013
  40. 40. Game Mechanics 101 Saturday 14 September 2013
  41. 41. 1. Kompu Gacha Gacha Kompu Gacha Saturday 14 September 2013
  42. 42. 2. Slot Machine Saturday 14 September 2013
  43. 43. 3. Loyalty/Daily Login Bonus Saturday 14 September 2013
  44. 44. 4. Limited Supply Saturday 14 September 2013
  45. 45. 5. Leaderboards/ Leagues Saturday 14 September 2013
  46. 46. 6. Achievements Badges/Social currency Saturday 14 September 2013
  47. 47. 7. Virtual Currency Saturday 14 September 2013
  48. 48. 8. Breeding/ Mutation Mechanics Saturday 14 September 2013
  49. 49. Rethink the exercise But this time, think of your product as the central character. Apply the same attributes, in context of your product/ service. You will see your own venture in a completely new light. Saturday 14 September 2013
  50. 50. Understand Your Design Needs UX Designer UI Designer Prototyper Graphic Designer Game Designer Saturday 14 September 2013

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