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Panagiotis zaharias assessing long term ux of mmo gs

Panagiotis Zaharias
Panagiotis Zaharias

This document summarizes a study that assessed long-term user experience in massively multiplayer online games (MMOGs) using a modified version of the UX Curve method. The study investigated how player experience changes over time by having 9 players draw UX Curves to represent their experience levels in areas like general experience, engagement, and social interaction from the beginning to over a year of playing League of Legends. Results showed that most curves improved significantly over time as players' skills increased and social bonds formed. Reasons for changes related more to non-pragmatic factors like fun and immersion rather than usability issues. The modified UX Curve method proved effective for understanding how experiences and memories evolve during prolonged MMOG

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凌旅亮ﾎ熟留 侶僚 竜亮竜旅溜留 流侶 竜 硫略慮凌 僚凌 - 旅留 亮竜了劉侶 竜溜侶 竜 M.M.O. Games . 留僚留粒旅ﾏ侶 留留旅略 3/7/2014
Time spans of UX Source: http://www.allaboutux.org/files/UX-WhitePaper.pdf
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.
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
Assessing long-term UX in the context of MMOGs
Context of the study Based on: Moschou, E. and Zaharias, P. UX-Curve revisited;Assessing long-term user experience of MMOGs. In CHI 2013Workshop 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
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
UX Curve templates
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 UsageVolume UX Curve (MMOG version) General UX Degree of usage Ease of use Immersion Social interaction Engagement
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
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
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.
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
Thank you! Email: pz@aueb.gr Web: about.me/panagiotis_zaharias

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Panagiotis zaharias assessing long term ux of mmo gs

  • 1. 凌旅亮ﾎ熟留 侶僚 竜亮竜旅溜留 流侶 竜 硫略慮凌 僚凌 - 旅留 亮竜了劉侶 竜溜侶 竜 M.M.O. Games . 留僚留粒旅ﾏ侶 留留旅略 3/7/2014
  • 2. Time spans of UX Source: http://www.allaboutux.org/files/UX-WhitePaper.pdf
  • 3. 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.
  • 4. 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
  • 5. Assessing long-term UX in the context of MMOGs
  • 6. Context of the study Based on: Moschou, E. and Zaharias, P. UX-Curve revisited;Assessing long-term user experience of MMOGs. In CHI 2013Workshop 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
  • 7. 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
  • 9. 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 UsageVolume UX Curve (MMOG version) General UX Degree of usage Ease of use Immersion Social interaction Engagement
  • 10. 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
  • 11. 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
  • 12. 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.
  • 13. 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
  • 14. Thank you! Email: pz@aueb.gr Web: about.me/panagiotis_zaharias