UX and Gamification

UX & Gamification
Sequoia Capital
Bangalore Hack 2013
Saturday 14 September 2013

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

UX Design

UX Design
Net sum of every interaction
with a product or service

Example
Experience 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 feel
UI is the tangible face

Why is UX important?

“Good products sell
Great products sell faster”
– Diesel Laws

Great UX makes happy customers,
who in turn drive metrics
(Though UX is intangible, it’s effects
are quite measurable)

Example
UX driving metrics: $300m Button

The $300m Button
Amazon personal information web-form
created a frustrating flow for the
customers and inadvertently prevented
them from buying with ease.

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.

Simply put, UX is

Again, UX is
Net sum of every interaction with a
product or service

#1
Every touchpoint is an opportunity to
improve user experience

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

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

#2
UX is everyone’s role

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.

#3
Pleasant surprises for the user would
surprise you

Deliver more than expected
People 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 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

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 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.

Understand Your Design Needs
UX
Designer
UI
Designer
Prototyper Graphic
Designer
Game
Designer

UX and Gamification

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