Gamification design in UX design
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This document discusses gamification in user experience (UX) design. It introduces Alireza Ranjbar Shourabi and his experience with gamification. It then defines gamification and discusses how it can be used to engage users and solve problems by applying game mechanics. Some main industries that use gamification are also highlighted. The document outlines different types of gamification and provides examples. It discusses how gamification can motivate users through intrinsic and extrinsic factors based on self-determination theory. Finally, it offers guidance on when and how to incorporate gamification into UX design, emphasizing a data-driven approach.
Gamification design in UX design
- 1. Gamification in UX Alireza Ranjbar Shourabi @ARSHourabi
- 2. Let’s get acquainted § Art of Light and Motion Game Studio – CEO § Iran Gamification Association – Co-Founder § Hamsaa – Gamification Designer (Open Innovation Social Network) § Tooska – Gamification Designer (Khandevaneh - Second Screen App) § ICONish – Gamification Designer (VAS App) § Gamification Guru –Top 20 (Global Leaderboard) § Previously : § FANAP – Gamification Designer (Payment Solutions) § Karno – Gamification Consultant (eCommerce) § Faranesh – Gamification Designer (eCommerce-eLearning Campaigns) 2
- 3. What is Gamification? § The Process of using Game-Thinking and game Mechanics To Engage users and Solve Problems. § The process of turning an activity or task into a game or something that resembles a game. § 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. 3
- 4. Main industries using Gamification 4
- 5. Business for Gamification 5 •Gamification Market worth 11.10 Billion USD by 2020
- 6. Types of Gamification § Structural / Content § Exterior (customer) § Interior (employee) § Behavior Change 6
- 7. Examples of Gamification (1 - exterior) 7
- 8. Examples of Gamification (2 - interior) 8
- 9. Examples of Gamification (3 – behavior) 9
- 10. Power of Gamification §Motivation § Extrinsic § Intrinsic § Self DeterminationTheory § Autonomy § Competence § Relatedness 10 SDT Autonomy Competence Relatedness
- 11. User eXperience Design § User experience design is the net sum of every interaction with a product or service. § User experience design is the philosophy which helps direct decisions. § User experience design is the process of enhancing user satisfaction with a product by improving the usability, accessibility, and pleasure provided in the interaction with the product. § User experience design is application of certain user-centered design practices, a highly contextual design mentality, and use of certain methods and techniques that are applied through process management to produce cohesive, predictable, and desirable effects in a specific person, or persona 11
- 13. What is Gamification to UX design? • “good UX is the consequence of fulfilling the needs for autonomy, competency, stimulation, relatedness and popularity” (Hassenzahl, 2008, pp14) • Gamification design goes for building competency and relatedness with fulfilling the inner need of autonomy by the power of stimulating with extrinsic motivation toward intrinsic ! • So Gamification can be the right tool, used correctly; for a good UX design. 13
- 14. When to use Gamification in UX ? 14 SDT Autonomy Competence Relatedness
- 15. How to use Gamification in UX design? 1) Understand Business objectives 2) Select and knowTarget behaviors 3) Knowing the user 4) Designing activity cycles and scaffolding 5) Considering FUN 6) Tools of design and implementation 15
- 16. How to use Gamification in UX design? 16
- 17. 17
- 18. Different approaches for Gamification 18
- 19. Motivational UX 19 Adaptive Self-express 9 Principles of Motivational UX Exploration Decision- Making Aesthetics Challenge & Reward Belonging Engagement Loop Content and Story
- 20. Ford Fusion dashboard UX design 20
- 21. Dealing with the boring money management 21
- 22. Gamification of a Social Network 22
- 23. Hints for using Gamification § If there is a problem with the core of your business, forget Gamification! § Not every business and for sure not every UX design needs to be gamified. § Don’t force it! § Never disrupt the balance in the business if you’re not prepared. § Never get out of the Flow zone! § Always check with Self DeterminationTheory. § Use the damn DATA! It’s data driven and it’s a process that never stops! 23
- 24. Conclusion … Good UX design Gamification UX Data driven view 24
- 25. Thank you for Listening! Alireza Ranjbar Shourabi @ARSHourabi