ux week the future of ux is play: the 4 keys to fun, emotion, and user engagement

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www.xeodesign.com © 2010 XEODesign, Inc. XEODesign Putting Emotion into Play ® The Future of UX is Play The 4 Keys to Fun, Emotion, and User Engagement Nicole Lazzaro XEODesign, Inc. August 24, 2010 ® Follow me on Twitter: @NicoleLazzaro Twitter: #UXWeek Support 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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UXWeek 2010 Nicole Lazzaro, XEODesign, Inc. Visit the average workplace and if it were a zoo the humane society would protest! The environment and organizational principals fail to provide the basic mental furniture for workers to focus attention, motivate, collaborate, and to accomplish. No wonder so many struggle with getting things done. Likewise most user experiences fail by ignoring the same simple fact. Human's require emotions to decide. Often ignored by usability, neuroscience now proves that emotion deeply connects decision making and performance. Emotions also coordinate the actions between people. The trick is that emotions and social experiences are emergent qualities that cannot be designed directly. Nicole brings this challenge to life in her workshop. In this interactive XEOPlayShop we will cover how the choices in games craft player emotions to increase engagement. In addition to competition there are game mechanics that increase curiosity and others that create social bonding that makes team work possible. We will examine these 4 Keys to Fun plus new social mechanics from XEODesign’s research to see how successful social media and iPhone games offer more playful interfaces that increase engagement, loyalty, and viral distribution. By adding these kinds of choices designers can drive user behavior to create more engaging experiences.

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Page 1: 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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www.xeodesign.com© 2010 XEODesign, Inc.

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 >

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Tilt HD: Flip’s Adventure in 1.5 Dimensions

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Interaction and Emotion Create Engagement

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Vision: Gaming Together How will we play in 2020?

Egypt: Mankala

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Imagine 2020Unlock the Human Potential of 6B People and Improve Quality of Life Through Play

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www.xeodesign.com© 2010 XEODesign, Inc.

Putting Emotion into Play™

Something Was MissingCognition was Half the Story

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www.xeodesign.com© 2010 XEODesign, Inc.

Putting Emotion into Play™

Since 1850’s Phineas Gage

Choice

EmotionCognition

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Player Experiences

Experience Design<-- UX Usability ------------------ PX Fun -->

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Player ExperienceHow Player Interaction Creates Emotion

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www.xeodesign.com© 2010 XEODesign, Inc.

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™

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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

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Measuring Player Emotions

How many smiles? [Ekman/Duchenne]

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Measuring Player Emotions

Orbicularis Oculi

<---

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“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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www.xeodesign.com© 2010 XEODesign, Inc.

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

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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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Putting Emotion into Play™

Hard FunChallenge and mastery

Super Monkey Ball Tilt

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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

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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

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Easy Fun: makes choice more interesting

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Fish Tank1

Player Choice and Curiosity from Easy Fun

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Fish Tank 3

Player Choice and Curiosity from Easy Fun

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Pure Joy of InteractionKoi Pond and Urbanspoon

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Joy of Controls: Tilt HD: Flip’s Adventure in 1.5 Dimensions

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www.xeodesign.com© 2010 XEODesign, Inc.

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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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

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Easy Fun

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Examples

• StarWalk

Easy Fun Exploration StarWalk iPhone / iPad

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Appealing + Easy Participation Puzzle Pirates, LostZombies.com

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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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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

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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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Putting Emotion into Play™

Serious Fun

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www.xeodesign.com© 2010 XEODesign, Inc.

Putting Emotion into Play™

Amplify Feedback

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Peggle: Amplify Feedback

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Putting Emotion into Play™

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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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Putting Emotion into Play™

Serious Fun: Brain Baths, Tap Tap RevolutionChange how you think, feel, and behave

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The Elements: Interactive Illustrations

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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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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!

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Wonder and ConnectionOcarina: Easy Fun and People Fun

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Putting Emotion into Play™

Flipboard

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People FunAmici TiltWorld.com

Cute Characters Change How it Feels to Play

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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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Putting Emotion into Play™

People Fun: Hang Out w/FriendsSystems Create: Amusement, Amici, Admiration, Ameiro, Schadenfreude

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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

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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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Putting Emotion into Play™

Lines of Interaction Create More Emotion

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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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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

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Social BondsTeamwork Requires People Fun

Amusement

Ameiro

Schadenfreude

Amici

Admiration

Naches

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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

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Player Experience DesignInteraction Creates Emotion

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Just Imagine 2020Everyone Going to Work with an Expectation of Fun

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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/

xeodesign.com/uxweek

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