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UX & Gamification
Sequoia Capital
Bangalore Hack 2013
Saturday 14 September 2013
Abhishek GhatéUX Designer
Anshumani RuddraGame Designer
Studied graphic design from the
National Institute of Design,
Ahmedabad. Been working for the last
six years. Interested in electronics,
sketching and cooking.
Designed industrial-sized dustbins,
wrote code, authored books, taught
children of all ages. Now develops
games and manages a studio. Loves
product development and eating.
[email protected] [email protected]
Saturday 14 September 2013
UX Design
Saturday 14 September 2013
UX DesignNet sum of every interaction
with a product or service
Saturday 14 September 2013
ExampleExperience of going to a restaurant
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Saturday 14 September 2013
In other words, the experience around
the food is as important as, if not more
than, the food itself
Saturday 14 September 2013
UX = UI?
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UX is the philosophy which helps direct decisions
UI is the sum of elements used to create the touch-points
UX is the intangible feelUI is the tangible face
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Why is UX important?
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Why is UX important?“Good products sell
Great products sell faster”– Diesel Laws
Saturday 14 September 2013
Why is UX important?Great UX makes happy customers,
who in turn drive metrics
(Though UX is intangible, it’s effects
are quite measurable)
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ExampleUX driving metrics: $300m Button
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The $300m ButtonAmazon personal information web-form
created a frustrating flow for the
customers and inadvertently prevented
them from buying with ease.
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The $300m ButtonThe issue was identified correctly after
user-testing, and a “Continue without
login” button was added on the page.
It accounted for an additional sale of
$300 million in the first year itself.
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Simply put, UX is
Saturday 14 September 2013
Again, UX isNet sum of every interaction with a
product or service
Saturday 14 September 2013
Again, UX isNet sum of every interaction with a
product or service
Saturday 14 September 2013
#1Every touchpoint is an opportunity to improve user experience
Saturday 14 September 2013
ExampleThe poster, the trailer and the reviews of
a movie helps one decide whether they
would watch it or not.
We should make sure that each touch-
point under our control, follows our own
UX philosophy
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Saturday 14 September 2013
(serious kung-fu) (not so serious kung-fu)
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#2 UX is everyone’s role
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Everyone shares the philosophyThe guiding ideology helps thread all the
pieces together. The UI designer uses
those guiding principles to define the
page structure and more.
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Saturday 14 September 2013
#3 Pleasant surprises for the user would surprise you
Saturday 14 September 2013
Deliver more than expectedPeople appreciate under-the-hood
smartness. Let it reflect with prudence.
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campaign monitor shows names in buttons
Outlook marks public holidays and weather
Projecto shows a typically english message when trying to ship to UK
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Twitter’s server overload screen makes you like them more
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Even more so with Grooveshark. They even have a random link!
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#4 Know your user
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Different users, different needs
Salmon, greens, cherry tomatoes, olives Salmon, greens, cherry tomatoes, olives
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#5 Keep testing
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Its for people after all
Eyes looking at you = you looking at her Eyes looking at the brand = you looking at the brand
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Let’s take a break and do a fun exercise
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Gamification
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Gamification
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.
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Example
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Power of GamificationIt comes in many shapes and sizes. Gamifying interactions, in the right quantity, adds subtle emotional cues to the experience.
The key metrics which can be significantly boosted with gamification are:
Virality, Retention and Engagement
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Game Mechanics 101
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1. Kompu Gacha
Gacha Kompu Gacha
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2. Slot Machine
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3. Loyalty/Daily Login Bonus
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4. Limited Supply
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5. Leaderboards/ Leagues
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6. Achievements Badges/Social currency
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7. Virtual Currency
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8. Breeding/ Mutation Mechanics
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Rethink the exerciseBut this time, think of your product as the central character. Apply the same attributes, in context of your product/service.
You will see your own venture in a completely new light.
Saturday 14 September 2013
Understand Your Design Needs
UXDesigner
UI Designer
Prototyper Graphic Designer
Game Designer
Saturday 14 September 2013