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当前位置: 首页 > 售后 > 艺源智库
提升用户的参与度,有哪些常见的游戏化设计技巧
时间:2019-08-02 09:53:53
文章发布:李阳
原创作者:未知
来源:互联网

以用户为中心打造符合用户需求、高参与度的产品,是如今许多设计项目背后的核心方法与理念。在这种理念的推动下,设计师需要不断地探索新的技术,改善用户体验,同时还要不断探索用户的内在情感和情绪反馈。实际上,用户总是期待产品是简单易用、令人愉悦的,所以在做UX设计的时候会尽量加入“有趣”的元素,于是问题来了,怎么才能让产品有趣而令人愉悦呢?游戏化的设计似乎是很自然的选择。借用游戏化设计来强化整个用户体验,我们在之前的文章《漂亮还不够!让你APP的粘度更高的游戏化设计策略》中探索过,这些核心的思路非常不错,而今天的Tubik Studio 的文章则从具体元素和实践的角度,来帮你梳理游戏化设计的具体细节。


游戏化设计的概念

毫无疑问,游戏化的设计和游戏设计是两个完全不同的概念。游戏化的设计本身并非针对游戏而存在,它是将游戏的设计策略融入到非游戏类产品(比如网站和APP)当中来进行设计的一种思想。如果你想鼓励用户同你的产品或服务进行更多的互动,那么可以适当地键入游戏化的元素(比如挑战),或者加入签到、每日登录等环节,并给予用户以福利或者奖励的机制来强化互动。你需要抓住用户的心理,他们需要明确的目标,而且需要完成之后有明确的回报。这样以奖励和挑战为核心的游戏式设计能够在交互中影响用户行为,不断地刺激用户来执行预期的行为。

提升用户的参与度,有哪些常见的游戏化设计技巧-艺源科技

Toonie Alarm


提升UX的游戏机制

游戏化设计是一种相对复杂的设计技巧,它需要将多种不同的游戏机制同UI元素对应、耦合起来。设计师借助游戏化机制要实现的并非将产品整体转化为游戏,这和游戏化设计是相悖的。不过,现在已经有不少UX设计机制是借助游戏化策略来实现的,我们来看看这些设计手法都包含哪些。


挑战

人类天性当中就有面对挑战、克服困难的特质,这使得我们总希望通过完成挑战来证明自己。所以,挑战是我们目前常见的游戏元素,它激励着用户不断采取行动,执行任务,如果设计得合理,它能够成为改进UX的重要工具。为了提高挑战的效果,采取奖励机制是提升用户动力的有效手段。

提升用户的参与度,有哪些常见的游戏化设计技巧-艺源科技

Upper Streak Challenge in Upper App


积分

为了衡量用户的任务执行效果和经验,积分制也是游戏化策略中较为成功的一种。积分帮助用户和产品的利益相关者都能清晰地看到实际效果:用户能够通过积分衡量自己的成就,与人进行对比,而利益相关方则能够在积分中看到产品和用户进行互动的效果。而积分的呈现形式也不一定拘泥于具体点数,也可以以其他的方式呈现,比如视频的观看效果,直播观看用户数等。


成就徽章

当用户完成一定的挑战或者任务之后,可以获得相应的头衔、成就、徽章作为奖励。这种虚拟奖励的方式常见于各种电子游戏,所以用户对于这种方式并不陌生。成就徽章能够激励到用户,而对于设计师而言,它们留出了不小的创作空间,设计师能够在成就徽章上玩儿不少花样。本质上,成就徽章也是一种提升驱动力的额外奖励。

提升用户的参与度,有哪些常见的游戏化设计技巧-艺源科技

PukaPal Badges

提升用户的参与度,有哪些常见的游戏化设计技巧-艺源科技

Toonie Alarm Stickers


排行榜

竞争也是让人们从中获得乐趣的方式。激励用户在竞争者成为领导者,没有什么比这个更好的方式了。在各种电子游戏当中,最终的成就、积分等排行榜是结束后几乎所有人都津津乐道的东西,在朋友圈中晒每日运动的排行目前仍然在流行。这就是排行榜的激励下用户行为的变化,这同样也是常见的游戏元素。

提升用户的参与度,有哪些常见的游戏化设计技巧-艺源科技

Snake Battle


历程

如果你能让产品和用户的各个环节的交互机制尽可能简单易懂,让用户和产品之间互动的过程成为一个自然的经历或者历程。比如,在新用户流程中,用户能够自然随性地经历真个过程,而无需担心犯错造成问题,而产品的功能也是在用户逐步经历历程的过程中,逐步展现,而非一次全部呈现,这种方式能够有效地避免一些错误的出现,让产品足够好用。将产品的功能和服务同用户的整个历程结合起来,线性地呈现出来,逐步培养用户。这种“养成式”的历程设计,也是游戏化设计的策略。

提升用户的参与度,有哪些常见的游戏化设计技巧-艺源科技

Singify App Tutorial


约束

绝大多数的人会认为约束和障碍并不是一件有趣的事情,但是约束并不一定都是坏事情。举个简单的例子,游戏中的任务通常需要在特定的时限内完成,否则就无法完成任务。而游戏化的产品设计也可以采用相同的策略。可以为用户设置一些在特定时限内完成的任务,比如领取只有当天有效的福利。这些制约因素让用户必须更快地作出选择,并且激励他们采取相应的操作。

提升用户的参与度,有哪些常见的游戏化设计技巧-艺源科技

Night in Berlin App

这些都是游戏化在UX设计中的一些常见策略,但是在UX设计中,设计师能做的事情还有很多。除了各种激励机制之外,设计师还需要考虑的是如何结合产品的品牌和风格来进行设计,有趣或者好玩的设计,是否符合整体的调性。


游戏化设计在UX中的角色

如今越来越多的游戏化设计策略被应用在产品设计当中,因为这些方法确实能够有效地解决UX设计中的许多问题。适当的游戏化和精心挑选的游戏策略,能够为UX设计人员提高用户的参与度和产品本身的趣味性。人们喜欢充满乐趣的互动,竞争和挑战,所以这些元素可以在产品设计中激励用户。除此之外,游戏化设计为用户提供的各种奖励、分配的任务和授予的成就,都能促使用户逐步“沉迷”于你的产品,在上面花费更多的时间。

提升用户的参与度,有哪些常见的游戏化设计技巧-艺源科技

越来越多的设计师开始将游戏化的设计融入到自己的产品当中,这也是为什么今天我们能够看到这么多成型的游戏化设计策略。


结语

目前来看,游戏化设计是一种比较新,但是有效的设计思路,它的可靠性和可用性在过去不长的一段时间当中,得到了验证,你也可以在自己的产品和设计当中,运用它。

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标签: 参与感 游戏化设计 用户体验 经验分享
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