Panagiotis zaharias assessing long term ux of mmo gs

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Αποτιμώντασ την εμπειρία χρήςτη ςε βάθοσ χρόνου - Μια μελέτη περίπτωςησ ςε M.M.O. Games Δρ. Παναγιώτησ Ζαχαριάσ 3/7/2014

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Transcript of Panagiotis zaharias assessing long term ux of mmo gs

Page 1: Panagiotis zaharias assessing long term ux of mmo gs

Αποτιμώντασ την εμπειρία χρήςτη ςε βάθοσ χρόνου -

Μια μελέτη περίπτωςησ ςε M.M.O. Games

Δρ. Παναγιώτησ Ζαχαριάσ 3/7/2014

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Time spans of UX

Source: http://www.allaboutux.org/files/UX-WhitePaper.pdf

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UX in the long term: an important but

neglected issue (1)

While the importance of temporality has been

repeatedly highlighted in user experience research, it

has rarely been systematically addressed.

…Due to the effort involved in conducting longitudinal

studies.

or a lack of sufficient interest, induced by a belief that

motivating prolonged use does not necessarily lead to

increased commercial revenues.

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UX in the long term: an important but

neglected issue (2)

2 Main Trends that highlight the importance of long term UX (Karapanos et al. 2010):

Products are becoming service-centered.

products sold for lower prices, and thus revenues are mainly coming from the supported service.

prolonged use therefore has a direct impact on the revenues of a company.

Time and coverage of product warranty increases due to legislation and competition enforcement.

An increasing number of users tend to complain about the experiential aspects of products that go beyond the out-of-the-box experience

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Assessing long-term UX in the

context of MMOGs

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Context of the study

Based on:

Moschou, E. and Zaharias, P. UX-Curve revisited; Assessing

long-term user experience of MMOGs. In CHI 2013 Workshop

on Games User Research, (2013).

Why long term UX in MMOGs?

Shortage of relevant studies so far

Players usually have a long lasting relationship with the game

they play

The main objective of the study:

To investigate, understand and interpret the changes of players’

experience over time

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The method: A new version of UX Curve

UX Curve: A retrospective method for assessing long

term UX proposed by Kujala et al. (2011).

Based on drawings made by users

Cost efficient as a long term usage can be covered in a single session

Results give an overview of the most relevant experiences

Memories are as important or more than actual experiences

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UX Curve templates

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Towards a new version of UX Curve

The game: League of Legends

The players: 9 students aged between 18-20 years old

who had been playing LoL for periods ranging from 6 to

16 months (mean: 12.5 months SD: 3.1 months)

The new version of UX Curve:

UX Curve

• General UX

• Attractiveness

• Ease of use

• Utility

• Usage Volume

UX Curve (MMOG version)

• General UX

• Degree of usage

• Ease of use

• Immersion

• Social interaction

• Engagement

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Indicative results (1)

A total of 54 curves were collected. Most of the curves

were improved revealing thus an increasing user

experience

General UX Curve for each user ID The immersion UX Curve for each user ID

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Indicative results (2)

In order to draw the curves, players described the factors

that improved their experience over time or caused it to

deteriorate

Reason Categories Positive Negative

Usability 6 4

Utility 3 2

Aesthetics 7 0

Gameplay 5 3

Challenge 6 0

Social interaction 7 5

Interest 6 0

Miscellaneous 3 0

Sum 43 14

Table2 -The categories of the reasons for general UX curve

Reason Categories Positive Negative

General UX 43 14

Ease of use 41 26

Immersion 43 10

Social interaction 38 12

Engagement 32 10

Total 197 72

Table 1- Number of reasons for general and specific UX dimensions

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Indicative results (3)

All except for two “Ease of use” curves were improving

or stable, with pragmatic-related reasons to be the most

frequent.

most negative perceptions related to usability and utilities

reasons

Overall, most of the issues influencing the long-term user

experience in the game were related to non-pragmatic

issues such as fun, immersion, challenge, interest and

control.

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Key Takeaways

It is crucial to measure UX in the long term

Retrospective methods can greatly help in understanding how UX changes over time

Memories are as or more important than actual experiences

UX Curve is a cost efficient and effective method to use for analyzing and understanding long term UX

The new proposed version of UX Curve (adjusted for gaming environments) seems to be a valid and effective method for assessing long term UX of MMOG players

It can be applied to many other contexts for evaluating products/services/systems

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Thank you!

Email: [email protected]

Web: about.me/panagiotis_zaharias