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CONTENT-FIRST DESIGN SECRETS
PRACTICED BY THE VIDEO GAME INDUSTRY
stephanie hay * @steph_hay
2 KEY DESIGN APPROACHES
FROM THE VIDEO GAME
INDUSTRY
1.!Nail the
story first!Does your design feel like a conversation?
It’s the lowest risk way to design
It’s the lowest risk way to design
It starts with what the hero really needs to “win”
2. Design for discovery
Do your heroes feel like they’re “winning?”
http://goo.gl/O6CKDK
Teaching over time—not all at once—improves retention
BORDERLANDS
BORDERLANDS
BORDERLANDS
BORDERLANDS
BORDERLANDS
Provide answers in the moment when users are most likely to have questions
Teaching over time—not all at once—improves retention
BORDERLANDS
BORDERLANDS
BORDERLANDS
CONTENT DEFINES
STRUCTURENOT THE OTHER WAY AROUND
Outcomes of !content-first design
Lowest risk, lowest cost!
More collaborative design!
Faster approvals + launches!
Higher engagement
BE BRAVE ENOUGH TO
CHANGE HOW YOU WORK
the content!
CONTENT PROTOTYPES
Write the conversation we want to have with users along
each step of their journey
“Having real content up-front meant I could focus on designing a real experience right from the start. I wish we’d always worked this way.” — CeCe Chang
CONTENT DEFINES
STRUCTURENOT THE OTHER WAY AROUND
“There is no tutorial, no [prompt] that pops up
on screen, nobody telling you where you’re
going or why.”
“The storytelling is purely about the game
experience itself.”
1.!Nail the
story first!Does your design feel like a conversation?
2. Design for discovery
Do your heroes feel like they’re “winning?”
Thanks, Dawson.
Jenova Chen: https://c2.staticflickr.com/4/3314/3235139236_c3f17cf77d.jpg
Journey: http://en.wikipedia.org/wiki/Journey_(2012_video_game)#mediaviewer/File:Journey-PS3-Screenshot.jpg
Journey trailer: https://www.youtube.com/watch?v=_mF8KkDiIdk&feature=kp
James VB crying: http://4.bp.blogspot.com/-MzCNjlLwFd4/U4oJsbxgMDI/AAAAAAAAKBY/UKDT3ufNk_M/s1600/James-Van-Der-Beek-Crying-On-Dawsons-Creek-Gif.gif
Animal Crossing video: https://www.youtube.com/watch?v=OPXRAKu-MyQ
credits
Ben & Jerry’s: benjerry.com
Happy Cog: happycog.com
FastCustomer: fastcustomer.com
thanksMoDevUX + Capital One