Who is a User Engagement Designer?
Explained through an example of going to a coffee shop.
When describing what I do, my initial answer was something like this:
I research and execute solutions how to raise engagement through Gamification so users would want to spend more time using an application.
Pretty long and hard explanation. So after a bit of thinking I thumbed it down to:
I use gamification elements to promote engagement in applications.
That’s a bit better but it doesn’t reflect exactly what I do.
I realize my reviews on Analysing Gamified Solutions are drifting further away from looking at only Gamification elements and focusing more on the overall engagement level of an application.
The solutions I present to my clients are not only based on game mechanics because my goal is to raise engagement not to design a game.
Gamification is a part of -
Explained through an example of going to a coffee shop.
Initial choice is made by “User Interface” — how well do you like the coffee shops exterior and how welcoming it feels.
Going inside the shop you meet “User Experience” — does the door open smoothly to a warm room; does it smell like coffee and are you greeted with respect. Well designed UX makes you want to order a coffee with a pleasant first experience.
But after a while you get used to the smell of coffee and the cold doesn’t bother you anymore so great User Experience doesn’t keep you engaged with the cafe anymore.
User Engagement Design tells us how to keep that person interested in the cafe while drinking his coffee.
That can be achieved through (but not limited to) Gamification by using various game elements.
User Experience Design vs User Engagement Design
User Experience Designs is the process of enhancing user satisfaction with a product by improving the usability, accessibility, and pleasure provided in the interaction with the product.”
In games this is graphics, performance, board game design etc.
Games include two major components:
- User Experience Design in a game is the graphics and placement of interface to make the game enjoyable to interact with.
- Game Design to make the game engaging with well tailored questlines, polished game mechanics and thought out narrative.
Non-game applications have the same concepts:
- User Experience Design to make the usage of the app enjoyable by making the app enjoyable to interact with.
- User Engagement Design to keep the application engaging and make people want to use it.
Like game theory supports game designers, Engagement theory supports User Engagement Design.
Why is this all important?
Gamification has taught me that game design requires knowledge and hard work to optimize loops while focusing on the user next step and polishing every detail to perfection. If done correctly, the player strolls through the game enjoying every element and will come back the next day to do it again.
Companies designing applications lack this kind of passion and commitment of creating an engaging experience for the user. Developers create solutions that satisfy a Use Case Diagram.
Imagine Skyrim being developed using Use Case Diagrams.
- Can kill monsters? Check
- Can do quests? Check
- Can explore the world? Check
It’s a wrap — let's release it!
User Engagement Design is the missing link between wanting to use an app (engagement) and having great experience (UX) using it.
And that is what I do — I’m a User Engagement Designer.
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