Ux Week the Future of UX is Play: The 4 Keys to Fun, Emotion, and User Engagement
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Transcript of Ux Week the Future of UX is Play: The 4 Keys to Fun, Emotion, and User Engagement
www.xeodesign.com© 2010 XEODesign, Inc.
XEODesignPutting Emotion into Play
®
™
The Future of UX is PlayThe 4 Keys to Fun, Emotion, and User Engagement
Nicole Lazzaro
XEODesign, Inc.
August 24, 2010
®
™
Follow me on Twitter: @NicoleLazzaro
Twitter: #UXWeekSupport More Research! Try our iPad Game:
Tilt HD: Flip’s Adventure in 1.5 Dimensions
Version 2.0 Includes PlayShop Slides
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www.xeodesign.com© 2010 XEODesign, Inc.
Putting Emotion into Play™
XEODesign, Inc.Player Experience Design
The 4 Keys to Fun
“Every designer should learn to read this language.” - Will Wright
Interaction > Emotion
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Putting Emotion into Play™
Winner Best Game 2007
Tilt the first iPhone accelerometer game Tilt HD: Flip’s Adventure in 1.5 Dimensions
250,000 visits #1 Top Free iPad Download
Tilt is Our Research Platform
Support More Research! Try Tilt HD >
Tilt HD: Flip’s Adventure in 1.5 Dimensions
Interaction and Emotion Create Engagement
Vision: Gaming Together How will we play in 2020?
Egypt: Mankala
Imagine 2020Unlock the Human Potential of 6B People and Improve Quality of Life Through Play
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Putting Emotion into Play™
Something Was MissingCognition was Half the Story
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Putting Emotion into Play™
Since 1850’s Phineas Gage
Choice
EmotionCognition
Player Experiences
Experience Design<-- UX Usability ------------------ PX Fun -->
Player ExperienceHow Player Interaction Creates Emotion
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Putting Emotion into Play™
Without Emotion There is No Game
Emotions help people
• Focus
• Remember
• Decide
• Perform
• Learn
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www.xeodesign.com© 2010 XEODesign, Inc.
Putting Emotion into Play™
Interaction Unlocks EmotionGame Design Create Engagement with Emotion and Fun
People Fun Amusement Amici Admiration Ameiro Schadenfreude
Hard Fun FrustrationFiero
Easy Fun CuriosityWonderSurprise
Serious Fun ExcitementRelaxationValues
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www.xeodesign.com© 2010 XEODesign, Inc.
Putting Emotion into Play™
CuriosityFiero
ExcitementRelaxation
Amusement
The Four Keys to FunPaint Engagement w/ Verbs
Emotions to Match Task or Match Your Brand
Naches
Schadenfreude
Generosity
Coordinate Action
Inside/Outside Social GroupingTwitter
FacebookFlickr WikipediaBrain Age
Wonder
Surprise
FrustrationFocus Attention
Reward Accomplishment
Challenge and Mastery
Imagination
Express Values
Adventure
Discovery
Figure Out
Bejeweled
The Sims
Create Value
Basketball
Halo
Myst
Mob Wars
Who Has theBiggest Brain?
Farmville
Grand Theft Auto
Personalize
GrowNiche Interests
Hard Fun Easy Fun
Serious FunPeople Fun
Putting Emotion into PlayXEODesign
Measuring Player Emotions
How many smiles? [Ekman/Duchenne]
Measuring Player Emotions
Orbicularis Oculi
<---
“It’s easy to tell what games my
husband enjoys the most...”
- Wife of a Hard Core PC Gamer
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Putting Emotion into Play™
BA
Hard Fun: Challenge + MasteryCan’t Push a Button and Win (Unlike Usability)
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Putting Emotion into Play™
Hard Fun: Challenge + MasteryGames Focus Attention with Goal and Constraints: Frustration and Fiero \o/
choices• goals • obstacles• strategy• power ups
modified from “Flow” Csikszentmihalyi
1. Hard Fun = Fiero \o/
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Putting Emotion into Play™
Personal Hype Quotient
Do you play “follow the leader” to increase your personal hype quotient? What would encourage idea exchange?
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Putting Emotion into Play™
Simplify World, Provide Clear Goals, Amplify Feedback
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Putting Emotion into Play™
Hard Fun
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www.xeodesign.com© 2010 XEODesign, Inc.
Putting Emotion into Play™
Hard Fun: Challenge + MasteryGames Focus Attention with Goal and Constraints: Frustration and Fiero \o/
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www.xeodesign.com© 2010 XEODesign, Inc.
Putting Emotion into Play™
Hard FunChallenge and mastery
Super Monkey Ball Tilt
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www.xeodesign.com© 2010 XEODesign, Inc.
Putting Emotion into Play™
choices• goals • challenge• obstacles• strategy• power ups• puzzles• score• levels• monsters
feelings • fiero• frustration• boredom
modified from “Flow” Csikszentmihalyi
player choice rewards effort
Hard Fun: Mastery, FieroEasy Fun: Novelty>Curiosity
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Putting Emotion into Play™
1. Hard Fun and Tilt Factor
Increase the number of players by
keeping game mechanics simple,
mobile, and frictionless.
• Temptation is to add features and take advantage of friends
• Mistake to spam friends to max installs and create illusion of social capital
• Play to edges of network vs. deepening social bonds
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Putting Emotion into Play™
Viral DistributionUse Hard Fun goals and points to coordinate individual actions to everyone interacting
Microchannels
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Putting Emotion into Play™
Simple and Short Games
A
B
Technology Adoption Curve
Number of players Mass Market
Diffusion of Innovation, Everett RogersCrossing the Chasm, Geoffrey Moore
Smaller, still tasty fish!
Time
The Social Web
15% 70% 15%
DICE 2007
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Putting Emotion into Play™
Appealing Fantasy
Area Under the Curve Matters
number of players
A B C
D
Type of Challenge
Wanna play?
DICE 2007
MasteryWork is Hard Fun
Fiero
\o/
Frustration
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Putting Emotion into Play™
Easy Fun: Exploration + Roleplay Beyond challenge adding curves makes game more fun
BA
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Putting Emotion into Play™
Easy Fun: Exploration + Roleplay Feedback Systems that Inspire Curiosity, Wonder,
Creativity, and Exploration
Easy Fun: makes choice more interesting
Fish Tank1
Player Choice and Curiosity from Easy Fun
Fish Tank 3
Player Choice and Curiosity from Easy Fun
Pure Joy of InteractionKoi Pond and Urbanspoon
Joy of Controls: Tilt HD: Flip’s Adventure in 1.5 Dimensions
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Putting Emotion into Play™
2. Easy Fun: Imagination Creates Curiosity
choices novelty fills attention choices• iconic situations• explore• experiment • fool around • role play• ambiguity • detail • fantasy • uniqueness
feelings• curiosity• surprise• wonder • awe
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Putting Emotion into Play™
Increase Curiosity
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www.xeodesign.com© 2010 XEODesign, Inc.
Putting Emotion into Play™
Easy Fun
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www.xeodesign.com© 2010 XEODesign, Inc.
Putting Emotion into Play™
Easy Fun: Exploration + Roleplay Feedback Systems that Inspire Curiosity, Wonder,
Creativity, and Exploration
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www.xeodesign.com© 2010 XEODesign, Inc.
Putting Emotion into Play™
2. Easy Fun Gameplay for Everyone
Offer small, simple, and appealing gameplay
with drop dead simple participation.
* Single concept
* Simple mechanic
* Easy contribution
• "Everything should be as easy as placing a sticker" #Little Big Planet
• Don’t require standing on your head to play• Address usability issues to get off the starting block
Easy Fun
Examples
• StarWalk
Easy Fun Exploration StarWalk iPhone / iPad
Appealing + Easy Participation Puzzle Pirates, LostZombies.com
ImagineEasy Fun Inspires and Refreshes
Creativity
WonderCuriosity
Exploration
Surprise
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Putting Emotion into Play™
Serious Fun: Create Value Play Brain Age to Get Smarter or DDR to Loose Weight Adds Emotion and Engagement
BA
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www.xeodesign.com© 2010 XEODesign, Inc.
Putting Emotion into Play™
Serious Fun: Create ValueSystems Create: Excitement, Relaxation, Learning, Enhance Sense of Value
Goal: collect all you can
• Enhance progress• Aspire and acquire
Environmental Values Increase Engagement. Tilt: Flip’s Adventure in 1.5 Dimensions
$#
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Putting Emotion into Play™
Serious Fun
mefriendscommunityworld
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www.xeodesign.com© 2010 XEODesign, Inc.
Putting Emotion into Play™
Serious Fun
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www.xeodesign.com© 2010 XEODesign, Inc.
Putting Emotion into Play™
Amplify Feedback
Peggle: Amplify Feedback
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www.xeodesign.com© 2010 XEODesign, Inc.
Putting Emotion into Play™
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www.xeodesign.com© 2010 XEODesign, Inc.
Putting Emotion into Play™
Serious Fun: Create ValueSystems Create: Excitement, Relaxation, Learning, Enhance Sense of Value
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Putting Emotion into Play™
3. Serious Fun Create Value
Change how players think, feel,
behave. Let them express their
values.
• Gameplay: enhance gameplay w/o buying advantage• Social Features: create more fun with friends• Connect gameplay, social features, and Tilt Factor to monetize
game.
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Putting Emotion into Play™
Serious Fun: Motion X PokerCompletion Collection and Matching Mechanics
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www.xeodesign.com© 2010 XEODesign, Inc.
Putting Emotion into Play™
Serious Fun: Brain Baths, Tap Tap RevolutionChange how you think, feel, and behave
The Elements: Interactive Illustrations
ValueSerious Fun Provides Meaning
Learning
Excitement
RelaxationConnection to Values
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Putting Emotion into Play™
People Fun: FriendshipMore Fun with Friends
BA
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www.xeodesign.com© 2010 XEODesign, Inc.
Putting Emotion into Play™
People Fun: Hang Out w/FriendsSystems Create: Amusement, Amici, Admiration, Ameiro, Schadenfreude
Over the Shoulder Play250,000 visits
Farmville
Petting my iPhone Makes me happy!
Wonder and ConnectionOcarina: Easy Fun and People Fun
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Putting Emotion into Play™
People FunAmici TiltWorld.com
Cute Characters Change How it Feels to Play
People Fun: Moving Together and Teasing
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Putting Emotion into Play™
People Fun Emotionshow do bonds form during player experience (PX)?
Choices• cooperate• compete• communicate• mentor• lead• perform• spectacle• characters• personalize
Emotions• schadenfreude• envy• love• gratitude• generosity• elevation• inspire• excite• ridicule• embarrass
PX Profile
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Putting Emotion into Play™
Social Emotions Drive Viral Distribution
gameplay
biz model
increase # of players
social features
friends
messages
actions
personalize
feedback
connect
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Putting Emotion into Play™
People Fun
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www.xeodesign.com© 2010 XEODesign, Inc.
Putting Emotion into Play™
People Fun: Hang Out w/FriendsSystems Create: Amusement, Amici, Admiration, Ameiro, Schadenfreude
Emotions from social play: People Fun - WOW
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Putting Emotion into Play™
4. People Fun and Social Features
Share ≠ Spam: Offer features that
create social emotions to weave
social bonds between players.
• People Fun has more emotions than other 3 keys combined• Social marketing creates shared experiences not “eyeballs”
• Make game part of making / maintaining friends• Game is the message passed between friends• Social features = game’s voice into player’s realities
People Fun: ARG and Puzzle Hunts
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Putting Emotion into Play™
People Fun Feeling of being closer creates social fabric between people
Friendship ≠ Capital $≠ Facts
Winner Best Game 2008TattleTalz.com
How does he feel?
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Putting Emotion into Play™
Target Social Emotions
@ RT
DM
#iPhone
Personal Hype Quotient
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www.xeodesign.com© 2010 XEODesign, Inc.
Putting Emotion into Play™
Lines of Interaction Create More Emotion
MSO: 3 Laws of Social Playfor viral social games (this is what we do know) this is what the play will look like
Friends Messages Actions
1. ConnectIt Takes 2
2. FeedbackDraw Circles
3. Social Tokens symbolic in nature that increases in value with use
stupid
shutup
dope
hotness
sloth
poke
pwn
share
link
frag
compare
Lazzaro GDC 2008
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Putting Emotion into Play™
Mango = Social Token symbolic in nature that increases in value with use
Amusement+ Grouping
Admiration+ Ranking
Amici+ Grooming
Amiero+ Reciprocity
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Putting Emotion into Play™
=
AdmirationEpic Armor = Horse Stable
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Putting Emotion into Play™
Players Pay for Admiration
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www.xeodesign.com© 2010 XEODesign, Inc.
Putting Emotion into Play™
Social Emotions Drive Viral Distribution
gameplay
biz model
increase # of players
social features
friends
messages
actions
personalize
feedback
connect
Features to build now
Social BondsTeamwork Requires People Fun
Amusement
Ameiro
Schadenfreude
Amici
Admiration
Naches
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www.xeodesign.com© 2010 XEODesign, Inc.
Putting Emotion into Play™
Game = Motivating System
• Innovate faster than productivity apps
• More human factors than ease of use
• Ø users: game interfaces support multiple roles
• Interaction design already speaks this language of emotion
• Social emotions drive all Web 2.0
Player Experience DesignInteraction Creates Emotion
Just Imagine 2020Everyone Going to Work with an Expectation of Fun
Join Us! Play! It’s what people do.
Nicole LazzaroEmail: [email protected]
Twitter: @NicoleLazzaro
White Papers and Slides: xeodesign.com
Slideshare.com/NicoleLazzaro
Book Chapters:1. Beyond Game Design, Bateman
2. Game Usability, Isbister
3. Human-Computer Interaction Handbook, Jako
Tilt HD: Flip’s Adventure in 1.5 Dimensions
Game On! \o/
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