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Strategy Level
Project Overview
Project Background
In July 2021, due to high communication costs and the need to tailor content for the Chinese market, our team decided to independently handle the entire process of developing new courses from 0-1 instead of just optimizing the design from ABC Mouse team in the US.
Project Background
2018 - 2021 Workflow：Optimization
Syllabus
Contents Planning
Game interaction Design
Game UI Design
Optimization
2021 - 2022 Workflow：Self-development
Syllabus
Contents Planning & Game Design & Visual Design & Programming & User Test
The Goal
Designed the entire spring 2022 Logical Thinking course in three months.
Challenges
Tight schedule
Before: 2 months to optimize a unit
Now: 1 month to create a unit
Few People
3 Interaction Designers
3 Illustrators
4 Developers
2 Product Managers
2 Educators
Lack of Experience
Lots of new members on the team
The team has no experience to draw on
My Role & Responsibilities
Early Stage：
Collaborated with the team to set interim goals and test new workflows.
Mid-Stage：
Conducted extensive research to understand the online education industry and designed a new framework.
Mid to late Stage：
Designed various interactive games based on knowledge points.
Late Stage：
Developed and conducted usability testing for prototypes.
Challenges
My Role & Responsbilities
Interaction Designer
Understanding
Users & Gamification & Education
Research
Research objective: Understand behaviors of 3-8-year-olds to design interactive games tailored for them, promoting enjoyable learning experiences.
Research Framework
I employed the player framework to conduct thorough research on Users, Actions, Objects, and Feedback to gain a comprehensive understanding of gamification closure.
Actions
Children's behavior and cognition
Feedbacks
OBJECTS
Game Mechanics
Scenario building
Design Principles
USERS
Child Psychology
Battler Player Type
USERS
Our users, aged 3-8, align with Piaget's preoperational stage. They exhibit traits associated with the Explorer and Achiever in the Battler Player Type.
0-2
Sensorimotor stage
Relies on senses and movement to learn the environment
2-7
Preoperational stage
Using symbols to understand the world
7-11
Concrete operational stage
Manipulating symbols in different ways
Formal operational stage
Allows for abstraction and reasoning
11+
Acting
Killer
Conquer and destroy
Achiever
Rewards, Points, Passes
Rewards, Points, Passes
Rewards, Points, Passes
Explorer
Socializer
Surprise, Discovering and learning new things
Player
Helping people Conversations Dressing up
World
Interacting
Exploration-based games
Curiosity: Like to explore, love nature, lack of focus
Achievement-based games
Sense of accomplishment: Become a hero, challenge the unknown, keen to collect
I - directedness: Hypothetical game, difficult to think differently
Conclusion：Our users 3-8 year-old children more likely to be Achiever and Explorer
Action
I conducted Action research, assessing the young users' Ability (how well they can act), Motivation (why they act), and understanding of Rules (knowing the act).
Ability
How well the young users are able to act?
Explorer
3-5 years old
Achiever
6-8 years old
Self-centered, animistic, unable to inductively deduce, love to imitate, easily suggestible, love to play, inquisitive, helping others
Have challenging and adventurous goals
Have a certain value orientation
Have a strong desire to win
Prefer positive inferred outcomes
Have a strong sense of competition
Calculate personal gains and losses
Have a positive attribution reflection
No challenging and adventurous goals
Often triggered to act intuitively by stimuli
Does not have a strong desire to win
Desire for the unknown
Likes to speculate on unknown results
Likes novelty and freedom to mix and match
Strong sense of self-satisfaction
Motivation
Why act?
Surprise
Socializer
Multiple interactions
Repeat game with different results
Helping people
Expanding horizons
Conversations, dressing up
Diverse feedback
Free exploration & Fun feedback
Interesting interaction with a high degree of freedom of operation
Sense of accomplishment
Being encouraged
Manipulability
Protagonist
Challenged
Winning
Protagonist Assumptions
Acquire and collect
Feeling challenged
Victory and praise
"I want to see what would happen if I click here
"I can do well, I'm going to score and get more...
Conclusion：3-5 years old users are Explorers, we can design more exploratory games with more fun effects and feedbacks
6-8 years old users are Achievers, we can more challenging games with goals, scores, and rewards
Strategies
Fun & Compatibility to control costs
Efficiency
Compatibility
Fun
Compatibility
Fun
Cost
04 Methods：
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Keep learning children's education
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Analyze and summarize to control costs
Analyze and summarize to control costs
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Standardize the process and develop specifications
05 Analyze and Summarize ：
Fun & Compatibility to control costs
Efficiency
Compatibility
Fun
Compatibility
Fun
Cost
05 Analyze and Summarize ：
06 Solutions ：3 types to meet efficiency and user experience
A. General Type：Efficient
B. Scene Type：Cost-effectiveness
Fun
User requirement
Ability
User Motivation
User's properties
Knowledge
Let users feel and learn the knowledge in a scene
40%
40%
Clear and easy to understand, high compatibility
C. Fun Type：
User experience
Allow users to apply what they have learned in interesting and customized scenarios
20%
Connecting Questions
A. General Type：
Tangram
Grid Placement
Judgment Questions
3D Questions
Listening Single-Choice
(Learn more in the intern section on the previous page)
Design simple, easy-to-understand and universal games using conventional interaction design methods
B. Scene Type：
Knowledge points & Quality education
Number sense: Matching quantity to number
Limit value: Within 50
New knowledge: Digits, Tens
01 Requirement
Basic logic: Count the number of items on the left and choose the number that corresponds to it
“ Education is never just about mastering knowledge, it is also about developing basic skills and helping children develop a complete and healthy personality
02 Quality education
03 Ending: Creating a sense of surprise and engagement
1. Drag-and-drop operation: Label the corresponding numbers by quantity
02 High point feedback: Tearing paper (user's preferred behavior) and packing
04 Results：Block factory - Packing blocks by quantity to send to friends
Observation: DIY Cloth
Number: Catch Fish
Science: Ball Throwing Game
03 Design Process
Interaction
Drag and Drop
Building blocks
Elements
Scenes
Packing toys for friends
Goals Feedback
C. Fun Type：Interest Guidance
01 Requirement: Increase course completion rates and motivate users to keep buying courses
Shape: Matching contours
Orientation: Horizontal, vertical orientation
Rule: AAB ABA
What kind of games can attract users while meeting the needs of the product?
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02 Gamification Research
USERS
Child Psychology
Battler Player Type
USERS
Actions
Children's behavior and cognition
Feedbacks
OBJECTS
Game Mechanics
Scenario building
Design Principles
Piaget's theory of cognitive development
0-2
Sensorimotor stage
Relies on senses and movement to learn the environment
2-7
Preoperational stage
Using symbols to understand the world
7-11
Concrete operational stage
Manipulating symbols in different ways
Formal operational stage
Allows for abstraction and reasoning
11+
Battler Player Type
Acting
Killer
Conquer and destroy
Achiever
Rewards, Points, Passes
Rewards, Points, Passes
Rewards, Points, Passes
Explorer
Socializer
Surprise, Discovering and learning new things
Player
Helping people Conversations Dressing up
World
Interacting
Exploration-based games
Curiosity: Like to explore, love nature, lack of focus
Achievement-based games
Sense of accomplishment: Become a hero, challenge the unknown, keen to collect
I - directedness: Hypothetical game, difficult to think differently
Actions
Motivation
Why act?
Have the feeling of playing
Achiever
5-8
"I can do well, I'm going to score and get more...
Sense of accomplishment
Manipulability
Protagonist
Being encouraged
Challenged
Winning
Multiple interactions
Surprise
Repeat game, different results
Expanding horizons
Socializer
Helping people
Conversations, dressing up
Diverse feedback
Protagonist Assumptions
Acquire and collect
Explorer
3-5
"I wanted to see what would happen
Feeling challenged
Victory and praise
Free exploration
Fun feedback
Free exploration
Fun feedback
Interesting interaction with a high degree of freedom of operation
Rules
Knowing how to act?
Ability
What is the user's ability?
Rules that can be understood by users
Meet the user's physical and mental characteristics
· Simple and clear operation rules, providing room for trial and error
· Comply with educational rules (daily cognition, pedagogical cognition)
Achiever
Explorer
Self-centered, animistic, unable to inductively deduce, love to imitate, easily suggestible, love to play, inquisitive
Have challenging and adventurous goals
Have a certain value orientation
Have a strong desire to win
Prefer positive inferred outcomes
Have a strong sense of competition
Calculate personal gains and losses
Have a positive attribution reflection
No challenging and adventurous goals
Often triggered to act intuitively by stimuli
Does not have a strong desire to win
Desire for the unknown
Likes to speculate on unknown results
Likes novelty and freedom to mix and match
Strong sense of self-satisfaction
Fun Type Case
Jungle Adventure: Natural scenes full of unknown challenges to stimulate the desire to explore
01 Beginning
Light up the stones
Point: Shape - Outline matching
How to play: Drag and drop the correct gems to the corresponding position, the screen is gradually lit up
Features: Natural and Interesting progressive feedback to drive the plot
02 Development
Strange bushes
Point: Space - Horizontal orientation
How to play: Listen to the voice and click on the grass in the corresponding position as required
Features: Positive feedback will randomly trigger a different dynamic effect, bringing surprise and freshness to users
03 Climax
Chase away the little monster
Point: Space - Vertical orientation
How to play: Listen to the voice and hit the correct position as required
Features: Create a challenge, Fun feedback, and offer users the joy of victory
04 Results
Fix the gem mining car
Point: Laws-ABA
How to play: Reason the correct law and fill in the missing wooden blocks
Features: Create surprises and explain the ending (collect gems)
Ranks No.1 in all the 300+ games
No. 1 in completion rate and user popularity
* The game interfaces were drawn by graphic designers
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