Gamification In UX Design

Back in 2001, the gaming world was virtually on par with the music and film sectors. Today, it's more than five times the size of Hollywood. Having worked on Fortnite, many of you ask me: what can I take away from the gaming industry? It's clear there's something magical happening in the gaming world that's not just about joystick skills. There are three main categories of takeaways: 1. How to Implement Gaming Social Mechanics • Integrate community features like squads or guilds • Make multiplayer more fun than single player • Put creation tools in user’s hands 2. How Gaming “Gamifies” Progression • Embed competitive elements into the core • Provide multi-modal tools for interaction • Adapt challenge levels to users 3. Gaming Monetization Mechanics • Introduce elements of chance to purchasing • Play on the human collection need • Don’t distort fairness In this week’s piece, I go through 15 of the top games to illustrate these principles: • League of Legends • Super Smash Bros • World of Warcraft • Final Fantasy XIV • Animal Crossing • Mobile Legends • Genshin Impact • Candy Crush • Clash Royale • Hearthstone • Call of Duty • Among Us • Minecraft • Fortnite • Roblox It’s a fun reminder of the “magic” behind these games for gamers, and a great “tour” of the world of gaming for non-gamers. The gaming principles for growth don’t have to be a black box. https://lnkd.in/gjK-znCT

Stop relying on flashy features! Instead, build systems that meet human desires. At the heart of great games are 2 motivators 𝗜𝗻𝘁𝗿𝗶𝗻𝘀𝗶𝗰 𝗺𝗼𝘁𝗶𝘃𝗮𝘁𝗶𝗼𝗻: • The pure joy of solving puzzles, • Mastering challenges, • or just exploring. 𝗘𝘅𝘁𝗿𝗶𝗻𝘀𝗶𝗰 𝗺𝗼𝘁𝗶𝘃𝗮𝘁𝗶𝗼𝗻: • The drive to earn rewards, • Climb leaderboards, • or flex rare items. A killer game design hits both. Here’s how you can pull it off: 1. Design for Achievement • Add challenges, quests, and progression. • Show growth with every session. 2. Reward Self-Expression • Let players customize characters & spaces. • Skins and builds create emotional ties. 3. Mix Competition & Collaboration • Use leaderboards, but include co-op. • Add gifting to strengthen community. 4. Make Rewards Meaningful • Tie points to key moments. • Ensure every reward feels earned. Here’s the kicker: 🔥 People play games for Control → Freedom → Identity. When your systems tap those buttons, you’re not just making a game - you’re creating a world they want to live in. So, ask yourself: Are your game systems hitting human desires, or just throwing out flashy features? Focus on what makes us tick, and your players will come back - again and again.

Stop selling importance. Start engineering enjoyment. New cross-year, cross-culture research: people stick with resolutions when the doing feels good now (intrinsic), not when it just matters later (extrinsic). Definitions: • Intrinsic = enjoyable/engaging in the moment • Extrinsic = useful/important, pays off later We tend to choose goals for extrinsic reasons. We stick with goals for intrinsic ones. Study 1 (U.S., n=2,000, 12 months): People set extrinsic-heavy New Year’s resolutions but intrinsic motivation predicted success all year. Extrinsic didn’t. Same study, completion odds: Every 1-pt bump in intrinsic motivation ⇒ +60% higher odds of actually completing the resolution. Extrinsic? ~No relationship. Meta blind spot: People underestimate how much present-moment enjoyment drives persistence especially for themselves. Study 2 (China, n=500): Different culture, different goal mix, same punchline: Intrinsic predicted adherence; extrinsic didn’t. Study 3 (objective behavior): Step counters over 14 days (n=439). A 1 SD increase in intrinsic motivation ≈ +0.34 SD steps (~+1,250 steps/day). Extrinsic? Not significant. Study 4 (experiment, n=763): Frame a health app as fun/game-like vs important/informational. The fun frame produced ~25% more usage in 24h (more scans). You can cause stickiness by designing enjoyment. Core insight: Extrinsic picks the goal. Intrinsic sustains the habit. Importance is the map. Enjoyment is the engine. Design for “fun now,” not just “good later”: • Reframe tasks with tasty/engaging labels • Bundle temptations (podcast + workout) • Add tiny games/streaks/guesses • Make it social (buddy, public mini-wins) Reduce friction & savor wins: • 2-minute start rules, preloaded cues • Rotate micro-variations (route/recipe/playlist) to dodge hedonic decline • Celebrate small reps to keep intrinsic fuel topped up Message templates (intrinsic-first): • Movement: “Find the most enjoyable 10-min route + one new song.” • Food: “Cook a tasty 3-ingredient veg in 8 min share your hack.” • Learning: “Chase one delightful fact you want to tell a friend.” Manager/coach scripts: “Let’s design the most enjoyable version you’d do on a good day without willpower. Try 2 variants this week; keep the one you’d happily repeat.” Weekly self-audit (1–5 scale): • How enjoyable was today’s rep? • What’s one tweak to raise enjoyment by +1 next week? One-liners to remember: • Enjoyment is the engine; importance is the map. • Design habits you’d do without willpower.

The board game landscape is undergoing a remarkable transformation, with a strong focus on personalization and customization. Players now have the freedom to shape their gaming experiences like never before. Modern board games feature customizable components, including modular boards, pieces, and cards, adding replay value and allowing players to adapt the game to their preferences. Character and faction customization is on the rise, empowering players to choose special abilities, equipment, and unique player boards, fostering a deeper connection between players and the game. Narrative-driven and legacy games, such as "Pandemic Legacy" and "Gloomhaven," bring storytelling into board gaming by offering evolving narratives and permanent alterations to the game world, creating an immersive, ongoing experience. Digital tools and apps complement board games, offering additional content, hidden information, and game state tracking, enhancing the overall gameplay experience. Furthermore, the board gaming community actively contributes to the industry by suggesting improvements, expansions, and new features, shaping the games they love. As environmental concerns rise, the industry is also embracing sustainability with eco-friendly customization options, such as reusable stickers and sustainable materials. In a nutshell, the evolving landscape of board games is all about personalization and customization, ushering in a new era of creativity and immersion for tabletop gaming enthusiasts. The future holds even more exciting possibilities for this beloved pastime. #BoardGames #GamingInnovation #TabletopGames

Your research findings are useless if they don't drive decisions. After watching countless brilliant insights disappear into the void, I developed 5 practical templates I use to transform research into action: 1. Decision-Driven Journey Map Standard journey maps look nice but often collect dust. My Decision-Driven Journey Map directly connects user pain points to specific product decisions with clear ownership. Key components: - User journey stages with actions - Pain points with severity ratings (1-5) - Required product decisions for each pain - Decision owner assignment - Implementation timeline This structure creates immediate accountability and turns abstract user problems into concrete action items. 2. Stakeholder Belief Audit Workshop Many product decisions happen based on untested assumptions. This workshop template helps you document and systematically test stakeholder beliefs about users. The four-step process: - Document stakeholder beliefs + confidence level - Prioritize which beliefs to test (impact vs. confidence) - Select appropriate testing methods - Create an action plan with owners and timelines When stakeholders participate in this process, they're far more likely to act on the results. 3. Insight-Action Workshop Guide Research without decisions is just expensive trivia. This workshop template provides a structured 90-minute framework to turn insights into product decisions. Workshop flow: - Research recap (15min) - Insight mapping (15min) - Decision matrix (15min) - Action planning (30min) - Wrap-up and commitments (15min) The decision matrix helps prioritize actions based on user value and implementation effort, ensuring resources are allocated effectively. 4. Five-Minute Video Insights Stakeholders rarely read full research reports. These bite-sized video templates drive decisions better than documents by making insights impossible to ignore. Video structure: - 30 sec: Key finding - 3 min: Supporting user clips - 1 min: Implications - 30 sec: Recommended next steps Pro tip: Create a library of these videos organized by product area for easy reference during planning sessions. 5. Progressive Disclosure Testing Protocol Standard usability testing tries to cover too much. This protocol focuses on how users process information over time to reveal deeper UX issues. Testing phases: - First 5-second impression - Initial scanning behavior - First meaningful action - Information discovery pattern - Task completion approach This approach reveals how users actually build mental models of your product, leading to more impactful interface decisions. Stop letting your hard-earned research insights collect dust. I’m dropping the first 3 templates below, & I’d love to hear which decision-making hurdle is currently blocking your research from making an impact! (The data in the templates is just an example, let me know in the comments or message me if you’d like the blank versions).

What's your approach to designing user flows? ✏️ -Understand the User and Goals: Start by gaining a deep understanding of the target users, their needs, and their goals. Conduct user research, interviews, and surveys to gather insights into their behaviors, pain points, and motivations. Define User Personas: Create user personas to represent different segments of your target audience. Personas help humanize the users and guide the design process to meet their specific needs. -Map the User Journey: Outline the entire user journey from the initial touchpoint to the final goal. This involves understanding the various stages users go through when interacting with your product and identifying potential entry and exit points. Identify Key User Tasks: Identify the primary tasks users want to accomplish within your product. Focus on the core functionality and prioritize these tasks in the user flow. Create a Flowchart: Visualize the user flow by creating a flowchart. Use arrows to show the sequence of steps users will take to complete their tasks. Consider different scenarios and decision points they might encounter. Keep it Simple and Intuitive: Aim for simplicity and clarity in the user flow. Minimize the number of steps required to achieve a task and avoid unnecessary complexity that could confuse users. Consistency across Platforms: If your product is available on multiple platforms (e.g., web, mobile), ensure a consistent user flow across all of them. Users should feel comfortable and familiar with the flow, regardless of the device they are using. Anticipate User Errors: Design the user flow with the anticipation of user errors or confusion. Provide clear error messages and guidance to help users recover quickly. User Testing and Iteration: Test the user flow with real users through usability testing sessions. Analyze the feedback and data to identify pain points and areas of improvement. Iterate and refine the user flow based on the insights gained. Collaborate with the Team: Involve stakeholders, designers, developers, and other team members in the user flow design process. Collaborative efforts lead to a more comprehensive and well-rounded user experience. Consider Edge Cases: Take into account edge cases and less common scenarios in your user flow design. This ensures that your product is accessible and usable for all users, regardless of their specific circumstances. Accessibility and Inclusivity: Design with accessibility and inclusivity in mind. Ensure that the user flow is usable by people with disabilities and diverse backgrounds.

📱 Mastering Complexity in UX: Lessons from a Book Tracking App Today, I want to share a brilliant example of managing complexity in user interface design. This book-tracking app demonstrates how to present rich functionality without overwhelming users. Key takeaways: - Information Hierarchy: Organize content by importance. Here, user profile and reading progress take centre stage. - Progressive Disclosure: Hide advanced features until needed. "Adjust goal" is available but not intrusive. - Visual Cohesion: A consistent dark theme keeps the interface clean despite dense information. - Functional Grouping: Distinct sections for progress, streaks, and book lists create logical flow. - Glanceable Data: The circular progress bar instantly communicates daily reading status. - Efficient List Design: Book history shows essential info without clutter. The result? An interface that's: - Information-rich yet uncluttered - Accessible for casual users, deep enough for power users - Intuitive for basic tasks, with room for advanced features This exemplifies how thoughtful design can make complex systems feel effortlessly simple. What's your favourite example of well-managed complexity in design? Share below! #UXDesign #UserExperience #DesignThinking

💡How to design better progress steps Progress steps (or progress trackers) are visual representations of a user’s progress through a set of steps that guide toward the completion of a particular task. They create a clear path to completion by showing what steps the user has completed, where they are right now, and how much is left to do. Design recommendations: ✔ Don’t make the process too long. Aim for 3–5 steps. ✔ Organize steps in a logical or necessary order to complete the task. ✔ It should take approximately the same time for the user to complete different steps. By doing that, you will manage user expectations about the time required to complete the entire task. ✔ Show progress as “Step [X] of [Y]” with a text label that tells the user what the step is all about. The label can be read out by screen readers. ✔ Keep the current steps, as well as the previous and next steps, visible.  ✔ Each step should have at least four states: active (current step), incomplete, completed, error. ✔ Allow the user to return to a previous step to review/modify their data submission. ✔ Don’t nest progress trackers. Avoid using steppers multiple times on the same page. Things to remember: ✔ When designing for a desktop, try vertical progress steps. Vertical progress steps are partially helpful for long scroll steps. You can make the vertical progress sticky so it will remain visible on the screen when the user scrolls.  ✔ Progress steps don’t scale well on mobile. It’s hard to display more than 3 steps on a small screen of mobile device. So it’s better to use a vertical stepper (https://lnkd.in/dTKPvRZg), or a radial step system (https://lnkd.in/dS2RYcax) to indicate progress on mobile. 📕 Progress stepper pattern in design systems:  Dell: https://lnkd.in/dzPff2VB  Goldman Sachs: https://lnkd.in/dB_2d8yy GE Healthcare: https://lnkd.in/duukDCw5  IBM: https://lnkd.in/dez8Bv2S  Material Design: https://lnkd.in/dyzmwx_w  SAP: https://lnkd.in/dPSpECmF 📖 Guides: ✔ Progress trackers in UX design https://lnkd.in/dUQsuMTr ✔ How to display steppers on mobile forms https://lnkd.in/dfy2JKvm ✔ UX design patterns for progress (by Damodar Badhwar)  https://lnkd.in/djyAZyxQ 🖼 Vertical steppers by Goldman Sachs #UI #userinterface #uidesign #designsystem #productdesign

A great mechanic by itself isn't enough. It needs this one thing: Action → Outcome → Reward → Repeat. A loop players want to play in continuously. I’ve helped dozens of designers refine their loops across many games, and some patterns show up. Good mechanics make a gameplay loop smooth and satisfying. Flawed mechanics break it. Take Super Mario, for example: Stomping on a Koopa, kicking its shell to defeat another enemy, then jumping again to dodge the ricochet is gameplay. The small atomic pieces of jump, stomp, kick, and jump again are mechanical elements that combine to create a loop you’ll experience over and over. Each move feels satisfying on its own. But it's the connection between them that creates real engagement. If you want your loops to flow, here's what I recommend: 1. Identify the core actions you want players to repeat. 2. Make sure each action naturally leads to the next. 3. Give clear outcomes and satisfying rewards. 4. Test the loop over and over. 5. Cut anything that slows the rhythm. The design decisions about which mechanics are front and center in a game often define the game’s genre and audience. If a mechanic doesn’t fit into a gameplay loop, it won’t have many chances to shine. Remember: The best games have loops that make players forget to stop playing. PS. Join 4500+ designers in the Funsmith Club Discord for game design support: https://lnkd.in/g7_2HSYA

I have been reading "The Gamer’s Brain: How Neuroscience and UX Can Impact Video Game Design" by Celia Hodent 🔜 GDC and am so grateful to finally have better terminology to explain often abstract game design concepts. I am particularly thrilled how intrinsic motivation—internal drive—plays a pivotal role in game design. Celia lay outs three core intrinsic motivators shape our experiences: Competency: The desire to feel effective and master challenges. When players experience moments of achievement, they gain a deep sense of purpose and value in their gameplay. Autonomy: Autonomy is about self-direction—the freedom to make choices, experiment, and innovate. It empowers players to explore, create, and leave their unique mark on the game world. Relatedness: This motivation stems from our need to connect and belong. Whether through cooperative play or community engagement, relatedness imbues gaming with a sense of impact and shared experience. I was inspired to map these core motivators into a Venn diagram and create three new sub-categories that cover areas where they converge: Camaraderie (Competency + Relatedness): Mastery paired with connection builds environments where players learn from one another and grow together, whether it is collaborative or competitive. Creativity (Autonomy + Competency): When freedom to explore meets the satisfaction of skill, players are inspired to innovate. This dynamic sparks new ideas and encourages the evolution of gameplay mechanics and metas. Self-Expression (Relatedness + Autonomy): By merging the need for connection with the freedom of choice, games allow players to express their identities. This leads to richer narratives and more personal experiences, and explains the draw of character customization, housing, and UGC. We see these intrinsic motivators at work in wildly successful games like Fortnite (especially with Fortnite Create and UEFN), Valheim, and Minecraft. These platforms empower players not just to play, but to create, share, and connect—resulting in communities that thrive on a wide range of purpose, value, and impact. Extrinsic motivation, on the other hand, is the drive to engage in an activity due to external rewards or pressures rather than personal interest. Extrinsic motivation is influenced by outcomes like points, badges, leaderboards, monetary rewards, or even the avoidance of negative consequences. While extrinsic motivators can be powerful in encouraging short-term engagement or specific behaviors, these external rewards often don't foster the deeper, long-lasting fulfillment that comes from intrinsic motivations. As game developers, it is so important to understand and leverage intrinsic motivations to empower us to provide players meaningful and fulfilling gameplay. How are you supporting these intrinsic motivations in your games? #gamedev #gamedesign #userexperience #indiedev #gameindustry