6. UX Goals

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UX goals that get us to solving the climate change problem


Our selected user experience (UX) goals for our end product (a game) are:

1) Challenge: Testing ones abilities and overcoming obstacles with ones choices while learning new information

2) Captivation: Getting into the flow of the story narrative and wanting to know more, enhanced with technology (VR/AR, wearables, affective computing)

3) Fun: Having fun with others while completing tasks using cool technology


All of these UX goals need to be in balance to get to our goal of gamers being engaged enough to stick around and come back for more (stickiness of the game). At the same time the underlying real goal is to get the gamers to use their resources and energy to solve real life problems together while they are engaged in the game. We also want the gamers to get more knowledge and get an emotional bond to what they have learned in order to motivate the gamers to also act more climate friendly in their daily lives. In the end the climate problem can only be solved, if majority of people make or demand better choices for the future. 

Because behavioral changes are a key point to the end product goal, these UX goals also support the intrinsic motivation factors of autonomy, competence and relatedness according to self determination theory (SDT) (Deci & Ryan, 2008). Autonomy relates to the persons possibility to make free choices in the game, competence relates to the player to learn new skills and use them to get further, and relatedness is supported by the feeling of having a shared fun mission with the group trying to get to the epic wins. According to SDT, supporting these universal psychological needs, one supports indirectly also the persons well being and who wouldn't want to get more of that. 

How do we know if we are getting there?

There are different ways to look at the stickiness factor of a game that is the crucial first step towards the end goal of solving real life problems like climate change. If gamers are not interested in the game, their resources and ideas are not harnessed and they also will not be impacted by the game. 


Some game stickiness measurements to look at include:
1) Daily active unique users
        - The better the more traffic there is
2) Number of session opened per day/hour of the day/per unique user/.. 
        - The better the more sessions opened (also need to look at average session time)
3) Ratio of daily active users to monthly active users (are they the same gamers?)
        - We want to get the daily active users into monthly active users
4) How many unique gamers have we lost that have played the game
      - We want the churn ratio as low as possible

For the UX goals and motivational factor of changing your behavior, we could use interviews and questionnaires with rewards attached. The questionnaire could be modified according to what gamer it targets (if the gamer is new, returning, has not played for a long time...). There are some standardized SDT related questionnaires to get information on which motivational factor is missing and which is succeeding. It would also be beneficial to catch some gamers for a short interview or have a focus group session to test the prototype. In these interviews it would be easier to talk about the different aspects of the UX goals and if they were met. 

For all that have finished the game or are returners, there could be an epic reward if they are willing to write down and post to others what they have learned about climate change and what they intend to do with the learned knowledge next. This writing up an action plan has been proven to be efficient in changing behaviors. The amount of these action plans would thus be an important metric towards making sure our product doing what it should: harnessing gamers to solve real life problems (here solving climate change problem).


Short summary of each team member’s contribution/tasks since the last post 

This week Annika looked at the UX goals and how to measure the impact. 

Omar, Ella and Aura were planning/doing the video.

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