Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

UX & Gamification: The Big Picture, Melinda Jacobs

219 views

Published on

Don Norman, one of the biggest advocates of user-centered design, defines User Experience (UX) as “All aspects of the end user’s interaction with the company, its services, and its products”. What does that mean though and how does it link to gamification? In this session, Melinda will explain why it’s time we start talking about UX in gamification. We need to be aware of how we use it to create experiences that help us better engage audiences with the narratives we want to tell. This session will give a crash course on why UX matters, why it’s a part of everything we do, and how it narrative and gamification fit in.

Published in: Leadership & Management
  • Be the first to comment

UX & Gamification: The Big Picture, Melinda Jacobs

  1. 1. UX & Gamification: The Big Picture Gamification Europe 2018 Amsterdam, the Netherlands - November 26, 2018 Melinda Jacobs @melindajacobs
  2. 2. Photo: https://www.nngroup.com/people/don-norman/ “I invented the term because I thought human-interface and usability were too narrow. I wanted to cover all aspects of the person’s experience with the system.” - Don Norman
  3. 3. Photo: https://www.nngroup.com/people/don-norman/ “User Experience encompasses all aspects of the end- user’s interaction with the company, its services, and its products.” - Don Norman
  4. 4. STORY (OBJECT, ARTIFACT) INTERACTION USER
  5. 5. UX IS ALL ABOUT UNDERSTANDING AND LEARNING FROM REAL USERS.
  6. 6. STORY (OBJECT, ARTIFACT) INTERACTION USER UI
  7. 7. We are designing the user’s experience.
  8. 8. We are designing the user’s experience intended experience.
  9. 9. “Usability exists in the experience of the person. If the person experiences a system as usable, it is.” - Whiteside and Nixon
  10. 10. An observation that games are extraordinarily successful at creating engagement and triggering states of flow ...
  11. 11. and a decision to design experiences based on a narrative(s), in a similar manner as we would design a game ...
  12. 12. with the goal of achieving similar levels of interactivity and engagement.
  13. 13. STORY (OBJECT, ARTIFACT) INTERACTION USER
  14. 14. Gamification is a purposeful, attentive, playful way to talk to, and alter, the story (and have the story talk back).
  15. 15. STORY (OBJECT, ARTIFACT) INTERACTION USER CHARACTERS RULES GOALS MECHANICS NARRATIVE MAGIC CIRCLE
  16. 16. NARRATIVE (BIG PICTURE, CONTEXT) INTERACTIVE STORY INTERACTIVE STORY INTERACTIVE STORY INTERACTIVE STORY INTERACTIVE STORY
  17. 17. "Storytelling is the most powerful way to put ideas into the world today.” - Robert McKee
  18. 18. Photo: James Duncan Davidson / TED Our brains are most active when we’re listening to stories.
  19. 19. ESA MRI Brain Scan When you read bullet points only the language processing part of your brain is active.
  20. 20. ESA MRI Brain Scan Listening to a story, the parts of your brain used to experience the events in the story also become active.
  21. 21. “Sometimes reality is too complex. Stories give it form” - Robert McKee https://culturedvultures.com/jean-luc-godard-jean-pierre-gorin-five-films-1968-1971-blu-ray-review-radical-collaboration/
  22. 22. It’s important for us to recognize and be conscious of the stories we are telling and understand how we need to tell them.
  23. 23. Angry Birds
  24. 24. Mass Effect example narrativeMass Effect
  25. 25. “Sometimes magic is just someone spending more time on something than anyone else might reasonably expect.” - Teller Esquire Photo: GQ
  26. 26. Understand how your users think by actually interacting with them.
  27. 27. UX: Perception vs. Reality ● We can easily become oblivious to causes of disparities between the design of our game and real player’s’ actual experience of our game Perception vs. Reality Photo: https://www.quora.com/What-is-the-meaning-of-the-blue-and-red-pills-in-The-Matrix
  28. 28. Test your assumptions with actual users.
  29. 29. Example: too difficult to shoot Photo: https://www.polygon.com/2017/8/3/16091000/fortnite-review-pc-ps4-xbox-one-epic-games Fortnite
  30. 30. Understand human psychology beyond assumptions.
  31. 31. User Experience Tools User Personas StorymapsStoryboards Customer Journeys Surveys Competition Reports
  32. 32. Be sure your system is usable.
  33. 33. We are architects that make choices in how we tell stories.
  34. 34. How aware are people of the story?
  35. 35. Thank you. Melinda Jacobs @melindajacobs

×