UX from 30,000ft: Lecture 13 - Principles of Engagement

specific: COMP33511

topic: Principles of Engagement

# {{name}}: {{topic}}

### Lecture 11 (50 minutes)

### [@sharpic](http://twitter.com/sharpic)

.controls[[SAQ](saqs.html) [D](discuss.html) [OH](oh.html) [C](coffee.html) [P](coffee.html#2) [SLIDES](http://sharpic.github.io/COMP33511/#slides) [↩](#)]

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noteid: Ch 08 - Principles of Engagement

specific: COMP33511

website: http://sharpic.github.io/COMP33511

author: [@sharpic](http://twitter.com/sharpic)

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topic: Principles of Engagement

.credits[ {{author}} | UX from 30,000ft | {{specific}} | {{topic}}]
.controls[[SAQ](saqs.html) [D](discuss.html) [OH](oh.html) [C](coffee.html) [P](coffee.html#2) [SLIDES](http://sharpic.github.io/COMP33511/#slides) [↩](#)]

## {{topic}}

I was intending to call this chapter 'Digital Umami'to convey the concept of something which is imperceptibly delicious. However, after much more reading over the years I decided on 'Dynamics' in part from  Fogg's **[[Fogg, 2003](#Fogg2003uq)]** -- elaboration on Reeves and Nass **[[Reeves and Nass, 1996](#Reeves1996kx)]** -- Social Dynamics. But then just last year I realised it should be called 'Engagement' and so here we are. The topics we will be looking at here focus on fun, enjoyment, cooperation, collaborative activities, and what has come to be known as 'gamification'.

.aside[
Umami: A category of taste in food (besides sweet, sour, salt, and bitter), corresponding to the flavour of glutamate, especially mono-sodium glutamate. ORIGIN Japanese, literally 'deliciousness.'
]

**Engagement as Social Dynamics, Funology, and Gamification**.

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topic: Social Dynamics

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- Social interaction with other users, or via a more humanistic / naturalistic / conversational interface;

- Energy that is often found in human interactions;

- Propel us into having better user experiences because they are closer to our expectations of person-to-person interactions; therefore,

- We feel more secure and more likely to perform better within groups; and,

- Take advantage of expectations of conformance to social and cultural norms.

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topic: Group Dynamics

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topic: Group Dynamics

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.av[<iframe width="640" height="360" src="https://www.youtube.com/embed/UmIgNfp-MdI" frameborder="0" allow="accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe> .caption[Microsoft "Courier" secret tablet  .credit[Gizmodo]]]

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topic: Group Dynamics

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topic: Funology

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* **Personalisation and Customisation**: 'relevance'; 'surpass expectations'; 'decision-making authority of the user'; 'appropriateness'; 'the users needs'; 'don't think labels, think expressiveness and identity'; and 'users interests'.

* **Intangible Enjoyment**: 'triviality', 'enjoyment of the experience'; 'users desires'; 'sensory richness'; 'don't think products, think experiences'; 'don't think ease of use, I think enjoyment of the experience'; 'satisfaction'; 'pleasure'; and 'appealing-ness'; and 'emotional thread'.

* **Tangible Action**: 'goal and action mode'; 'manipulation'; 'don't hide, don't represent, show'; 'hit me, touch me, and I know how you feel'; 'don't think of thinking, just do doing'; 'don't think of affordances, think irresistible'; 'evocation'; 'sensual thread'; and 'spectacle and aesthetics'.

* **Narrative Aids Interaction**: 'don't think beauty in appearance, think beauty in interaction'; 'possibilities to create one's own story or ritual'; 'don't think buttons, think actions'; 'connection'; 'interpretation'; 'reflection'; 'recounting'; 'repetition and progression'; 'anticipation'; and 'compositional thread'.

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topic: Funology Dropbox

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topic: Funology Handbrake

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topic: Funology #2

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* **Mimic Metaphor**: 'metaphor does not suck'; 'instead of representing complexity, trigger it in the mind of the user'; 'think of meaning, not information'; 'simulation'; 'identification'; and 'evocation'; and 'spatiotemporal thread'.

* **Communal Activity**: 'social opportunities' in terms of 'connectivity' and 'social cohesion'; 'variation'; 'multiple opportunities'; and 'co-activity'.

* **Learning and Skills Acquisition** support Memory: 'repetition and progression'; 'develop skills'; 'user control on participation', with 'appropriate challenges'; 'the users skill'; 'transgression and commitment'; 'goal and action mode'; and 'instead of representing complexity, bootstrap off it'.

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topic: Funology ATM

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topic: Gamification

## {{topic}}

.av[<iframe width="653" height="480" src="https://www.youtube.com/embed/1dLK9MW-9sY?list=PLhyKYa0YJ_5CGkK6JpIagshOH0k4hi3vD" frameborder="0" allowfullscreen></iframe> .caption[Extra Credit / The Penny Arcade  .credit[Thanks to Safder Iqbal]]]

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topic: Pro Gamification

## {{topic}}

> "As the critics point out, some gamified products are just poorly executed. Just because you saw something in a game once doesn't mean it'll be fun in your product. But I think that most of the critics of gamification fail to take into account the wide range of execution that's possible. Gamification can be applied as a superficial afterthought, or as a useful or even fundamental integration."

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topic: Con Gamification

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> "More specifically, gamification is... invented by consultants as a means to capture the wild, coveted beast that is videogames and to domesticate it for use in the grey, hopeless wasteland of big business... Gamification is reassuring. It gives Vice Presidents and Brand Managers comfort: they're doing everything right."

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topic: Gamification Types

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* **Elementary** (Few Interactions are Gameplay Like): here I mean visual elements, badges, and cute phraseology -- in some cases you could think of these elemental gamification points as more funology than gamification;

* **Bolt-On**: implies a set of game elements which are more deeply related to games and gameplay, but are easy to add to a pre-existing development and which imply progress and reward, such as leader-boards, stages and levels, percentage complete etc; and

* **Ground-up** (All Interactions are Gameplay Like): here the game elements where planned from the start and are indivisible from the main development<sup>1, 2</sup>, or an existing development has evolved (exhibited emergent behaviour) from the use of the game elements.

.aside[
1) Such as '[Waze](http://www.waze.com)' which is gamified crowdsourcing of traffic data (thanks for pointing this ground-up gamified app out Nima Ara).
2) Kolibree is a connected electric toothbrush, equipped with sonic technology to make your teeth brushing more efficient.  **[[Various, 2014a, 2006](#Various2014anr)]**.
]

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topic: Gamification - Your View (Start Thinking!)

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### What do you think?

### Wait for it, wait for it...