play - AnswerLab

How Research
Plays:
The UX of Mobile Gaming
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Introductions
Sal Becerra
Director of Research
Laura Smith
UX Designer
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Introductions
Sal Becerra
Director of Research @ AnswerLab
•
Over 10 years experience leading research programs (Market & User Research)
•
Expertise in quantitative and qualitative methods, across web and mobile devices
•
Founded & implemented User Research @ LinkedIn
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Introductions
Laura Smith
User Experience Designer @ Electronic Arts
•
Manage Usability & Playability Research for Pogo
•
Over 10 years experience in UX
•
Games in the marketplace I have worked on while at Electronic Arts:
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Audience?
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Play!
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Agenda
• Game Changing The Digital Space
– Background, Proliferation, & Influence
• Research Beyond Usability
• UX Approach Within Agile Mobile Gaming
• Gaming Benchmarks
• Return on Investment (ROI) of UX in Mobile
Gaming
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We spend 3 billion hours a
week as a planet playing
videogames.
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Digital Games Past Domains…
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Digital Games Past Domains…
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Digital Games Past Domains…
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World Rapidly Became More Digital
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World Rapidly Became More Digital
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Traditional Gaming Consoles Grew
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As Did Digital Gaming Opportunities
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Digital Games Are Everywhere
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Digital Games Are Everywhere
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Digital Games Are Everywhere
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Digital Games Are Everywhere
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Digital Games: Powerful & Influential
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Digital Games: Powerful & Influential
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Digital Games: Powerful & Influential
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Digital Games: Powerful & Influential
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Digital Games: Powerful & Influential
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Why You Should Care
• Digital Games Everywhere
• Driving Adoption & Engagement of Products &
Services
• Impacting Brands & Industries Beyond Gaming
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We don’t use games…
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We play them
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most usable game
=
most boring game
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Congratulations… You won!
Game Over.
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What Makes A Fun Game?
“Flow” concept by Mihaly Csikszentmihalyi
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Game world
Structured
Hard fun
Easy fun
“fiero”
“curiosity”
People fun
Serious fun
“amuse”
“relax”
Open
ended
Real world
Four keys of fun – Nicole Lazzaro
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www.xeodesign.com
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Beyond Usability:
The Value of User
Research
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Without The Challenge, Where’s The
Fun?
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Motivations: Fun Vs. Task
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Hidden Or Unclear Elements Can
Surprise & Delight
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Business Drivers: Fun Vs. Ease Of Use
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Playability Is Not The Same As Usability
Playability
Usability
Challenges are
good
Challenges are bad
Surprising or
unclear key
elements can be
delightful
Discovery &
comprehension of
all key elements
should be
immediate
Motivations are funfocused
Motivations are
task-focused
Fun is a large
business driver
Ease of use can be
a large business
driver
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Playability Is Not The Same As Usability
…Except When It Is
• Objectives & rules to complete the
objectives must be understood
• Key elements to complete the
objectives must be discoverable and
usable
• Contextual help is key
• Concise messaging is successful
• Showcasing progress & success
furthers engagement
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A
UX in the mobile
games industry
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What makes a
great game?
 People want it
 People play it
 People love it
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Player experience team
new
Game
designer
Games
User
Research
UX
Designer
Visual
designer
Prototyper
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Pogo Games Case Study
Business objective:
Reach the #1
position for free
apps in iTunes.
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Pogo Games Case Study
Business objective:
Reach the #1
position for free
apps in iTunes.
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UX best practice that worked for us
1. Put the player experience first
2. Don’t wait for an invitation
3. Understand the development lifecycle
4. Relate research to business metrics
5. Know when to bring in specialists
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1. Put the player experience first
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2. Don’t want for an invitation
“Having people hate your work is the most uncomfortable part
of being a game designer.” Jesse Schell
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3. Run UX Sprints in parallel
Engineering
Design
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4. Relate research to business metrics
• How many people download?
• How many people make it
through the first 5 minutes/
past the tutorial?
• What do players enjoy?
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5. Know when to bring in specialists
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A
How Research
Plays:
Establishing A Framework
For Assessing Gaming
Development
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We don’t use games…
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We play them
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What We Set Out To Learn
How do players engage with the
application?
How well do they discover key items?
How well do players comprehend
the application’s elements?
How enjoyable and
engaging are the various
areas of the application?
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Methodology (1)
Introductory
Interview
•
One-hour lab sessions with qualified participants who
meet the following criteria:
•
Non-Pogo players
•
Pogo.com players
•
Regularly play casual games on their iPhone or iPod touch
Open Explore
Follow-up Tasks
Wrap-up
Interview
Non-Pogo Players
Pogo.com Players
Please see Appendix summary of screener survey document and profile grids for further details.
*Pogo.com players will be denoted throughout this presentation with an asterix (*).
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Methodology (2)
•
To ensure each session began with the new user experience of the application, we installed the
application onto 2 iPhones. As 1 device was being tested, the other had the application reinstalled.
Remote Viewers’ Screen
Application Entry
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Ask Them
#
Recommend
Rule
Comprehension
Instructions
Ease of
Expertise
Replay
P1
8
8
8
9
9
PX
1
1
4
7
2
How likely are you to recommend Turbo 21 to a friend or colleague? Use a scale of 0 to 10, where 0
is not at all likely and 10 is extremely likely.
How easy or difficult was to understand the rules of Turbo 21? Use a scale of 0 to 10, where 0 is
extremely difficult and 10 is extremely easy.
How easy or difficult was it to play Turbo 21? Use a scale of 0 to 10, where 0 is extremely difficult and
10 is extremely easy.
How long do you think it would take you to become an expert at Turbo 21, compared to other games
like this? Use a scale of 0 to 10, where 0 is much more time and 10 is much less time.
If you had the Pogo game application on your device, how likely would you be to replay Turbo 21?
Use a scale of 0 to 10, where 0 is not at all likely and 10 is extremely likely.
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Watch Them
• Key Metric 1
• Key Metric 2
• Key Metric 3…
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Ask & Watch Them
• Perception Vs. Reality
– Time on Task
– Natural Replay
– Reported metrics vs.
Observed metrics
– Partner attitudes and
perceptions of the
experience with the
behavior observed
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Analysis of Self-Reported & Observed
Key Performance Metrics
Key Metric 1
Key Metric 2
Key Metric 3
Key Metric 4
Key Metric 5
Key Metric 6
Poppit
Word Whomp
Turbo 21
Mahjong Safari
Sweet Tooth 2
Poor
Good
Fair
(Success among many – all players)
(Success among some players)
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(Success among few – none players)
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A
Demonstrating ROI:
Effective
communication
techniques
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Benchmark performance over time
Agile
sprint
Agile
sprint
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Reduced development costs
Café test wireframes
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Onboarding funnel
People in
Download
People leak out
Tutorial
Play
Players
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Onboarding funnel
Download
Tutorial
In this funnel, small
improvements in
usability make a big
business impact
Play
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What do players do?
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What do players do?
Intended design
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We don’t use games…
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We play them
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Questions & Follow Up
Sal Becerra
Laura Smith
Director of Research
Phone: 415.814.9627
Email: [email protected]
UX Designer
Phone:
Email: [email protected]
salbecerra
laurasmith99
sbecerra
LauraSmith99
AnswerLab
160 Spear Street, Suite 700
San Francisco, CA 94105
Electronic Arts
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