Gamificação em UX: elaboração de diretrizes por meio de investigação de método misto em aplicativos (apps)
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Data
2023-08-08
Autores
Guimarães, Isabela Sousa
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Universidade Estadual Paulista (Unesp)
Resumo
Ao fazer a ponte entre a gamificação, ergonomia cognitiva e os princípios de experiência do usuário, este estudo contribuiu para o campo do design de experiência do usuário (UX) e ofereceu perspectivas práticas para criar experiências gamificadas mais eficazes em domínios específicos. O trabalho teve como principal objetivo a criação de uma lista de diretrizes a fim de aumentar o envolvimento e a satisfação do usuário final de aplicativos voltados para (1) a aprendizagem de línguas, (2) para navegação e mapeamento de rotas e vias e (3) a promoção de estilos de vida saudáveis, como a prática de exercícios físicos. Para isso, foram feitas duas revisões bibliográficas, uma assistemática e outra integrativa focada no estado da arte de frameworks de gamificação. Após isso, foram examinadas seis aplicações gamificadas: dois aplicativos de cada um dos temas: Memrise e Hey Japan representando o Grupo 1, Waze e Google Maps participando do Grupo 2 e Samsung Health e Fitbit como o Grupo 3. As análises seguiram a Metodologia de Design Centrado no Jogador (ou Player Centered Design) desenvolvida por Kumar e Herger, fazendo uso de três métodos de avaliação das interfaces: Player Personas de Bartle, o Modelo Octalysis de Chou e o Modelo Gancho, de Yeal, e foram identificados pontos fortes e fracos dessas aplicações. Os resultados das análises então foram avaliados com base na ótica do Modelo de Chou (2011) e, a partir dessa última análise, a lista de boas práticas de aplicação de gamificação em aplicações voltadas domínios específicos foi gerada. A conclusão do trabalho se dá com a confirmação da pergunta de pesquisa, onde a utilização de ferramentas e mecânicas de gamificação em apps de domínios específicos pode fornecer insumos e orientações para a criação ou monitoramento de novos produtos.
By bridging gamification, cognitive ergonomics, and user experience principles, this study contributed to the field of user experience design (UX) and provided practical insights for creating more effective gamified experiences in specific domains. The main purpose of this study was to create a set of guidelines to increase end-user engagement and satisfaction in applications focused on (1) language learning, (2) navigation and route mapping, and (3) promoting healthy lifestyles such as exercise. Two literature reviews were conducted, one unsystematic and one integrative, focused on the state-of-the-art of gamification frameworks. Subsequently, six gamified applications were examined: two apps from each theme: Memrise and Hey Japan representing Group 1, Waze and Google Maps participating in Group 2, and Samsung Health and Fitbit as Group 3. The analyses followed the Player-Centered Design Methodology developed by Kumar and Herger, utilizing three interface evaluation methods: Bartle’s Player Personas, Chou’s Octalysis Model and Yeal’s Hook Model. Strengths and weaknesses of these applications were identified. The analysis results were then evaluated based on Chou’s Model and from this final analysis, a list of best practices for applying gamification in domain-specific application was generated. The conclusion of the study confirms the research question, stating that the use of gamification tools and mechanics in specific-domain apps can provide insights and guidance for the creating or monitoring new products.
By bridging gamification, cognitive ergonomics, and user experience principles, this study contributed to the field of user experience design (UX) and provided practical insights for creating more effective gamified experiences in specific domains. The main purpose of this study was to create a set of guidelines to increase end-user engagement and satisfaction in applications focused on (1) language learning, (2) navigation and route mapping, and (3) promoting healthy lifestyles such as exercise. Two literature reviews were conducted, one unsystematic and one integrative, focused on the state-of-the-art of gamification frameworks. Subsequently, six gamified applications were examined: two apps from each theme: Memrise and Hey Japan representing Group 1, Waze and Google Maps participating in Group 2, and Samsung Health and Fitbit as Group 3. The analyses followed the Player-Centered Design Methodology developed by Kumar and Herger, utilizing three interface evaluation methods: Bartle’s Player Personas, Chou’s Octalysis Model and Yeal’s Hook Model. Strengths and weaknesses of these applications were identified. The analysis results were then evaluated based on Chou’s Model and from this final analysis, a list of best practices for applying gamification in domain-specific application was generated. The conclusion of the study confirms the research question, stating that the use of gamification tools and mechanics in specific-domain apps can provide insights and guidance for the creating or monitoring new products.
Descrição
Palavras-chave
UX Design, Gamificação, Aplicativo, Ergonomia Cognitiva, Diretrizes, Gamification, Applications, Cognitive ergonomics, Guidelines