SlideShare a Scribd company logo
Building Player Experiences
Adam Sullivan & Lissa Capeleto
Introductions
GRAPHIC
DESIGN
LYNX
BARCLAYS
VODAFONE
PS HOME
SINGSTAR
VITA
FIFA
THE SIMS
SIMCITY
C&C
EVERYTHING!
UNIVERSITY DARE PLAYSTATION EA SPACE APE
Adam’s Journey
GRAPHIC
DESIGN
BOOK DESIGN
ILLUSTRATION
TAIKODOM
HEAVY METAL
MACHINES
BRANDING
GRAPHIC
DESIGN
ALMOST
EVERYTHING!
UNIVERSITY LANTEC HOPLON FREELANCE SPACE APE
Lissa’s Journey
EST. 2012
12 PEOPLE
100+ PEOPLE
35m DOWNLOADS
What is Video Game UX?
UI Crash Course
Game Design & UX Design
Crafting a Compelling Experience
Life as a UI/UX Designer
The “button people”
Yes… and No.
A very brief history
We started simple.
As our games got more
complex so did the
interfaces.
Social & Mobile rapidly
expanded games to a
less experienced
demographic
UX and UI is now a
differentiator.
Tools for Storytelling
Video games are about stories
UX is the tool to let players tell their stories
Unlike in Apps, it's not the product...
... it's the stuff that holds the experience
together...
...whilst (for the most part) remaining invisible.
What is Video Game UX?
UI Crash Course
Game Design & UX Design
Crafting a Compelling Experience
Life as a UI/UX Designer
Essential Guidelines
Freely adapted from Jakob Nielsen's Usability Heuristics
Clarity Familiarity Control Consistency Help Accessibility
Clarity
Have you ever asked yourself...
● Where am I?
● Where should I begin?
● How do I…?
● What’s most important?
● Why did they call it that?
The Willpower Reseverior
Willpower Reservoir Rules
#1 It’s Unique
#2 It’s situational
#3 You can top it up
#4 One mistake can empty it
top it up
Giving information about game states, providing immediate response
to user input, predicting user behaviour, removing questions.
LA Noire, Rockstar
LA Noire Remastered, Rockstar
Familiarity
Recognition is comforting!
● Humans are wired to see patterns!
● We feel good if we think we know stuff
● Learning a new language is tough!
● It's harder to recall than to recognise.
Familiarity is cultural.
Pro Evolution Soccer, Konami
Control
Empowerment is awesome
● Feeling means more than being
● Actions with predictable reactions
● Nothing stands in the way of your goals
● Particularly important when it's about $$
Fastlane, Space Ape Games
Consistency
Having a consistent visual hierarchy helps
create a strong sense of familiarity
Things that need to be consistent
● Colour coding
● Positioning
● Copy
● Hierarchy
No Man's Sky, Hello Games
Help
Considerate Design
● Predicts user behaviour
● Hides destructive actions
● Prevents mistakes
This says
"erase data"
Minis March Again, Nintendo
How to help?
● Tutorials
● Tips and Tooltips
● Control screens
● Literally… A help menu!
Sim City Build It, Maxis
Accessibility
Microsoft's inclusive design principles
● Recognise exclusion
● Learn from diversity
● Solve for one, extend for many
Clarity Familiarity Control Consistency Help Accessibility
What is Video Game UX?
UI Crash Course
Game Design & UX Design
Crafting a Compelling Experience
Life as a UI/UX Designer
Game Design vs UX Design
Game design is about supplying problems for
players to solve.
UX design is about choosing which problems
the player should solve.
Need for Speed: Payback, EA
Game Design = UX Design
Choosing which problems the player solves
defines and enhances the player’s experience.
Dead Space, EA
Creating Player Behaviours
Even within the same genre, small changes to
the game’s UX can help support widely
different goals.
Overwatch, Blizzard
Call of Duty: WW2, Activision
Supporting Emotional Design
User experience can be used to support the
emotional and narrative design of a game
Spec Ops: The Line, Take 2
Spec Ops: The Line, Take 2
Creating an Emotional Response
User experience can be used to create those
“Wow” signature moments in a game.
Hearthstone, Blizzard
What is Video Game UX?
UI Crash Course
Game Design & UX Design
Crafting a Compelling Experience
Life as a UI/UX Designer
Flow and Hierarchy can be defined on paper
Low Fidelity prototyping is the next step
Visual Design holds everything together
Layout Colour Typography Treatment Animations
Layout
Don't be afraid of white space
Have a defined grid, but know when to break it
Understand the value of screen real estate
Reading direction matters, and it's cultural
Overwatch, Blizzard
Colour
Be mindful of the semantics and cultural significance of colour
Remember accessibility guidelines!
Lean into the fiction and style, but don't go overboard
Fallout 4, Bethesda
Typography
Like with colour, look at art style and fiction for inspiration
Fonts have character, pair them accordingly
Limit the number of font families, weights and styles
Avoid goofy fonts, or system fonts
Always keep localisation in mind
Paying for fonts is totally worth it
Alto's Adventure, Snowman
Treatment
Keep your product's brand in mind
Use it to elicit specific emotions
Make sure it fits the fiction of the game
SW Battlefront, DICE
Arkham Knight, Rocksteady
Hotline Miami, Devolver
Animation
Motion can help guide the player's gaze
Animating in and out of a screen can establish hierarchy
Micro-interactions create delight
Clash Royale, Supercell
Matchland, Race Cat
Burrito Bison, Kongregate
Darts of Fury, Yakuto
What is Video Game UX?
Video Game UX Essentials
Game Design & UX Design
Crafting a Compelling Experience
Life as a UI/UX Designer
Designer | Artist | Production
Communicate
Effectively
Accept
Feedback
Learn to
Empathise
Empathise
Empathy
● Understand what players want
● Understand what players don’t want
● Advocate on their behalf
Understand what players want
● Players relate to characters and stories,
not buttons and widgets.
● Players want to be rewarded
● Show don’t tell
● Details matter!
Understand what player’s don't want
● Feel stupid
● Do things that feel like work
● Think too hard
● Have to read too much
Communicate Effectively
Communicate Effectively
● Making a game on your own is tough
● Be clear on your vision for the User
Experience
● Listen to your teammates
Take Feedback
Test
Learn
Build
Getting good at Feedback
● Seek out feedback from players.
● Have strong opinions, lightly held.
● Art and opinion are subjective, stats are
not.
● Honest candid feedback is the best, even
if it’s the most difficult.
Getting the Job
Do it because you love it!
What and How to Learn?
Theory is good, practice even better.
● Play lots of games- study and understand what make the user
experience great.
● Have a learning mentality
○ Articles, books, youtube videos, podcasts.
○ Game Design, Psychology, Economics, Film, Technology
● Spend time with the software:
○ Sketch, Photoshop, XD
○ Invision, Figma, Balsamiq
○ Principle, Flinto, Framer
○ Unity, Unreal
Getting a Job in Games Industry
Jumping into the industry takes time, effort and passion.
● Curate a portfolio
○ Only show your best work
○ Show your problem solving skills
○ We love to see the sketches, doodles and prototypes, not just final artwork.
● Build apps/games/websites
● Connect (game jams, BAFTA gurus, dev. forums.)
● A degree is helpful, but ultimately it’s about skills, experience
and attitude.
Don't forget to love your dev
And QA too!
Recommended Resources
Recommended Reading:
● Don’t Make Me Think, Steve Krug
● Design of Everyday Things, Don Norman
● The Gamer's Brain, Celia Hodent
Our Blog
● The Space Ape Games Experience, Medium
More Info
VARSITY@SPACEAPEGAMES.COM
THANK YOU!
Next Masterclass
Communities with Deborah Mensah
Bonsu
University College London (UCL)
March 20th 2018
Tickets available on Eventbrite
Appendix
Further Reading
● Don’t Make Me Think, Steve Krug
● Design of Everyday Things, Don Norman
● The Gamer's Brain, Celia Hodent
● 100 Things Every Designer Needs to Know about People, Susan Weinschenk
● Creativity Inc, Ed Catmull
● Radical Candor, Kim Scott
● Practical Typography by Matthew Butterick
● I Like Interfaces
● "Game UI Discoveries: What Players Want" by Marcus Andrews
● Game and Type
● HUDs and GUIs
● 10 Usability Heuristics by Jakob Nielsen
On the Web:

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