UX and Gamification

UX & Gamification

Sequoia Capital

Bangalore Hack 2013

Saturday 14 September 2013

Abhishek GhatéUX Designer

Anshumani RuddraGame 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.

[email protected] [email protected]


UX Design


UX DesignNet sum of every interaction

with a product or service


ExampleExperience of going to a restaurant


In other words, the experience around

the food is as important as, if not more

than, the food itself


UX = UI?


UX is the philosophy which helps direct decisions

UI is the sum of elements used to create the touch-points

UX is the intangible feelUI is the tangible face


Why is UX important?


Why is UX important?“Good products sell

Great products sell faster”– Diesel Laws


Why is UX important?Great UX makes happy customers,

who in turn drive metrics

(Though UX is intangible, it’s effects

are quite measurable)


ExampleUX driving metrics: $300m Button


The $300m ButtonAmazon personal information web-form

created a frustrating flow for the

customers and inadvertently prevented

them from buying with ease.


The $300m ButtonThe 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.


Simply put, UX is


Again, UX isNet sum of every interaction with a

product or service


#1Every touchpoint is an opportunity to improve user experience


ExampleThe 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


(serious kung-fu) (not so serious kung-fu)


#2 UX is everyone’s role


Everyone shares the philosophyThe guiding ideology helps thread all the

pieces together. The UI designer uses

those guiding principles to define the

page structure and more.


#3 Pleasant surprises for the user would surprise you


Deliver more than expectedPeople appreciate under-the-hood

smartness. Let it reflect with prudence.


campaign monitor shows names in buttons

Outlook marks public holidays and weather

Projecto shows a typically english message when trying to ship to UK


Twitter’s server overload screen makes you like them more


Even more so with Grooveshark. They even have a random link!


#4 Know your user


Different users, different needs

Salmon, greens, cherry tomatoes, olives Salmon, greens, cherry tomatoes, olives


#5 Keep testing


Its for people after all

Eyes looking at you = you looking at her Eyes looking at the brand = you looking at the brand


Let’s take a break and do a fun exercise


Gamification


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.


Example


Power of GamificationIt 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


Game Mechanics 101


1. Kompu Gacha

Gacha Kompu Gacha


2. Slot Machine


3. Loyalty/Daily Login Bonus


4. Limited Supply


5. Leaderboards/ Leagues


6. Achievements Badges/Social currency


7. Virtual Currency


8. Breeding/ Mutation Mechanics


Rethink the exerciseBut 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.


Understand Your Design Needs

UXDesigner

UI Designer

Prototyper Graphic Designer

Game Designer


UX and Gamification

Design

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