HPX Talk 25：UX in the Jungle – 從桌遊教具開發淺談遊戲化的設計方法

UX in the Jungle
DJ (Der-Jeng) Lin
2018/2/1
Copyright © 2018. DJ (Der-Jeng) Lin. All rights reserved. 12018/2/1
從桌遊教具開發淺談遊戲化的設計方法

About Me
DJ (Der-Jeng) Lin / 林德政
Sr. Project Manager, Trend Micro Inc.
Designer of UX in the Jungle
2018/2/1 Copyright © 2018. DJ (Der-Jeng) Lin. All rights reserved. 2
https://www.linkedin.com/in/derjenglin/
1997
2003
2007
1995
2017

What is UX
(User eXperience)?
Copyright © 2018. DJ (Der-Jeng) Lin. All rights reserved.2018/2/1 3
Know It Try It Buy It Use it Love It
Product / Service
Users
A person's emotions and attitudes about using
a particular product, system or service.
A person's emotions and attitudes about using
a particular product, system or service.

The Journey
1 24 324
Conception Design Production

UXSG 2016 Conference
Source: http://2016.uxsg.org/

1 24 324
Conception Design ProductionConception Design Production
1 Week 24 324
1 Week Before the Deadline
6Copyright © 2018. DJ (Der-Jeng) Lin. All rights reserved.2018/2/1
22nd April, 201622nd April, 2016

Conference Submissions
A workshop with
a board game
A keynote
speechA keynote
speech

User-Centered Innovation
Users
Focused
Technology
Focused
From hereFrom here Not hereNot here
Innovation

User-Centered Design
IdeasIdeas
00
PrototypesPrototypes22
User RequirementsUser Requirements
11
Detailed DesignsDetailed Designs
33
RealizationRealization 44

User-Centered Game Design
ThemeTheme
00
ChallengesChallenges22
Players’ GoalPlayers’ Goal
11
MechanicsMechanics
33
AccessoriesAccessories 44

Draft Proposal Evaluation
ThemeTheme
ChallengesChallenges
MechanicsMechanics
33
44
11
We need a
specific goal!
We need a
specific goal!
2
3
4
00

Refining the Proposal
ThemeTheme
ChallengesChallenges
MechanicsMechanics
AccessoriesAccessories
00
22
11
33
44
Help their teams earn most
revenue by delivering products
with the best UX.
As a UXer in a
software company…
Everyday obstacles
in real situations
(dynamic market,
changing requirements, difficult
stakeholders, tight schedule, etc.)

Result of the Submissions
Keynote speech
proposal
Board game workshop
proposal
Keynote speech
proposal
AcceptedAccepted

User-Centered Game Design
ThemeTheme
00
ChallengesChallenges22
11
MechanicsMechanics
33
Help their teams earn most
revenue by delivering products
with the best UX.
As a UXer in a
software company…
Everyday obstacles
in real situations
(dynamic market,
changing requirements, difficult
stakeholders, tight schedule, etc.)

Challenges of Innovation
DesirabilityDesirability
FeasibilityFeasibility ViabilityViability
Do your target users
want this?
Technically,
can we make it?
Is it a sustainable
business?
The target!The target!

Development Life Cycles
Requirements Design Construction Testing
Requirement Doc. Design Doc. Code Complete Releasable Product
Working Software … … … … … … … Working Software
Kick-off Meeting Code Complete Tested Build Releasable Product
Kick-off Meeting Working Build … … … Tested Build Releasable Product
WaterfallWaterfall
AgileAgile

Waterfall vs. Agile Methods
Source: http://www.expressiveproductdesign.com/minimal-viable-product-mvp/
WaterfallWaterfall
AgileAgile
To build a “Dream Car”…To build a “Dream Car”…

Minimum Viable Product
A product with just enough features to satisfy early customers,
and to provide feedback for future product development.
A product with just enough features to satisfy early customers,
and to provide feedback for future product development.
ThisThis
Not thisNot this
Desirability
Usability
Reliability
Functionality

Survey for the Measurement
Desirability
Usability
Reliability
Functionality
• Be able to experience / learn …
1. Complete product development life cycle
2. Different UX Job functions
3. Challenges in real situation
4. Importance of collaboration
• Easy to learn
• Fun & aesthetic

1 24 324
1 Week 32424 Iterations
24 Iterations in 3 Months

Build-Measure-Learn

Initial Design

Initial Playtest

Intermediate Prototypes

Playtesting

Game Mechanics
27
Constructs of rules or methods designed for game interactions.
• Acting • Action / Movement
Programming
• Action Point Allowance
System
• Area Control / Area Influence
• Area Enclosure • Area Movement
• Area-Impulse • Auction/Bidding
• Betting/Wagering • Campaign / Battle Card Driven
• Card Drafting • Chit-Pull System
• Co-operative Play • Commodity Speculation
• Crayon Rail System • Deck / Pool Building
• Dice Rolling • Grid Movement
• Hand Management • Hex-and-Counter
• Line Drawing • Memory
• Modular Board • Paper-and-Pencil
• Partnerships • Pattern Building
• Pattern Recognition • Pick-up and Deliver
• Player Elimination • Point to Point Movement
• Press Your Luck • Rock-Paper-Scissors
• Role Playing • Roll / Spin and Move
• Route/Network Building • Secret Unit Deployment
• Set Collection • Simulation
• Simultaneous Action Selection • Singing
• Stock Holding • Storytelling
• Take That • Tile Placement
• Time Track • Trading
• Trick-taking • Variable Phase Order
• Variable Player Powers • Voting
• Worker Placement
Source: https://boardgamegeek.com/browse/boardgamemechanic
Copyright © 2018. DJ (Der-Jeng) Lin. All rights reserved.2018/2/1

More Playtesting

Applying Visual Designs

4 Months Later…

High Fidelity Prototype

Background of the Game
The mobile games market is growing
rapidly, with revenues exceeding many
analysts' expectations. Two software
companies don't want to lose out and
decide to spin off small business units
to penetrate this rising market.
But your CEO is not patient…
As members of the UX design teams
for these two spin-offs, your goal is to
make as much money as possible by
delivering the best possible mobile
game apps for your target audience.

Team Objective
The end of September
+
or
The first team
launches its 4th GameGameGameGame
x 4 x 4
Before…Earn the Most Revenue

Software Development Life Cycle
Development
& Testing

Stakeholders

Different UX Roles and Skills

Internal Workshops

Game vs. Gamification
Gamification: the application of
game-design elements and game
principles in non-game contexts.
Gamification: the application of
game-design elements and game
principles in non-game contexts.
Game: a structured form of play.Game: a structured form of play.
https://en.wikipedia.org/wiki/Game; https://en.wikipedia.org/wiki/Gamification;

Octalysis Framework
Yu-Kai Chou
周郁凱
An author and
International Keynote
Speaker on
Gamification and
Behavioral Design.

Phases of Players’ Journey
Discovery Onboarding Scaffolding Endgame
Starts of
using
Starts of
using
Fully
equipped
Fully
equipped
Everything
has been tried
Everything
has been tried

White Hat vs Black Hat
Gamifications
White Hat
Gamifications
Obvious but don’t create
a sense of urgency
White Hat
Gamifications
Obvious but don’t create
a sense of urgency
Black Hat
Gamifications
Make users feel obsessed,
anxious, and addicted
Black Hat
Gamifications
Make users feel obsessed,
anxious, and addicted

Left Brain vs Right Brain
Gamifications
Right Brain
Gamifications
Characterized by
creativity, sociality,
and curiosity.
Left Brain
Gamifications
Involve tendencies
related to logic,
ownership, and
analytical thought

Epic Meaning & Calling
• Definition
• The drive where people are
motivated because they believe they
are engaged in something that is
bigger than themselves.
• Tips
• Useful for onboarding phase, but
might be put aside by users since it
doesn’t drive any sense of urgency.

Loss & Avoidance
• Definition
• The drive that motivates through the
fear of losing something or having
undesirable events transpire.
• Tips
• Think regularly about what makes
users reluctant to let go and
therefore stay in your system for
longer

UX in the Jungle in Octalysis
http://yukaichou.com/octalysis-tool/
• Save your job
• Beat competitor
Scaffolding Phase• Accumulate profits
• See the progress of
product development
• Define your own
product plan
• Build product from
scratch
• Multiple UX roles
• Different strategies to develop
products
• Collaborate with your partners
• Hold secrets (research results)
• Chances to tease your
competitors
• Market favors only
the faster team
• Market changes are unpredictable
• Stakeholders become unhappy
irregularly• Lose jobs
if miss the deadline

The Day Has Come…

In the Workshop

Feedback from Participants

Internal Crowdfunding
Objective: Get 180 Sets (NT$300,000)
pledged within 38 days
Objective: Get 180 Sets (NT$300,000)
pledged within 38 days

Internal Workshops

Workshop with 160+ Players

External Workshops

38 Days Later…

1 24 324
1 Week 324 Sets24 Iterations
324 Sets Pledged in 38 Days
180% of the
planned objective!
180% of the
planned objective!

Printing in Progress

The Final Product

The Journey Continues…
https://www.trend.org/Product/Content/28
https://www.facebook.com/UXintheJungle/

Take-aways
User-Centered DesignUser-Centered Design Minimum Viable ProductMinimum Viable Product
Release Working Product IterativelyRelease Working Product Iteratively

Thank you for your time!
Credits
• Game Designer: DJ (Der-Jeng) Lin
• Visual Designers: Peggy Liu, Cathy Yeh
• Editor: Richard Hsiao
• Producer: Hsin Olive Eu
• Prototype Developers: Mike Chou, Pacha Chen,
Melody Chou, Pin Hsu, Aron Danburg, Lesley Chien
• Primary Testers: Hanwen Chang, Joyce Lin, Fiona Wen,
Xindy Wang, Jasmine Liou, Wish Lin, Mei Hung
• Special thanks to team members from
Trend Micro HIE, BA, and R&D
for supporting all the tests!

HPX Talk 25：UX in the Jungle – 從桌遊教具開發淺談遊戲化的設計方法

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HPX Talk 25：UX in the Jungle – 從桌遊教具開發淺談遊戲化的設計方法