Timeline
September 2021 - July 2023
Role
Thesis Author,
UX Researcher & Designer
Responsibilities
UX Research
Prototyping
Disciplines
Human Computer Interaction
Information Behavior Research
User Experience Design
Game Design
Tools
Adobe Creative Suite
Unity
Midjourney
Blockade Labs
Methods
Competitor Analysis
Ergonomics Study
Literature Review
Octalysis Framework
Persona
Player's Journey Map
Prototype
User Interview
Advisor
Prof. Kuei-Chia Liang
Associated with
Graduation Thesis at
Master of Design Program
Department of Design
College of Arts
National Taiwan Normal University (NTNU)
Project Highlight
Overview
How Might We Driving VR Retention Through the Gamification Design?
Virtual Reality offers limitless immersion, yet many experiences fail to sustain long-term engagement. This case study applies Human-Focused Design principles to analyze and optimize player retention in VR. Using The Climb 2 as a primary subject, I utilized behavioral psychology to bridge the gap between functionality and obsession.
Outcome Preview
The Science of Staying: Optimizing Onboarding and Driving Social Mastery
Behavioral Strategy for User Experience
User-Validated Solutions
Scalable UX Framework for VR
Design Artifact
Technical Deliverables: Bridging Thesis Insights with High-Fidelity Design
What My Collaborators Say
Advisor
Prof. Kuei-Chia Liang
Professor of Graduate School of Design at NTNU
Internal Examiner in Thesis Defense
Manfred Wang
Professor of D.Des, NTNU & Principal Creative Advisor at BenQ / Qisda Corp.
The True Story Behind this Project
The Case Study Author
Yung-Wei Chen
Something I wanna share before you dive into my research story…
Background
Level Up Your Senses: How Gamification Keeps Us Hooked in Virtual Worlds
As technology and economies advance, design is no longer limited to functionality. Emotional engagement and user interaction now play crucial roles. In this context, human-centric theories have evolved, with gamification gaining significant prominence in user experience (UX). Meanwhile, Virtual Reality (VR), with its immersive and boundary-free nature, is reshaping sensory experiences.
VR challenges traditional UX norms and raises questions about the role of gamification in this space. Under these circumstances, I want to explore: Why are people always addicted to games? and How do game strategies drive people?
This research investigates the impact of gamification in VR through a case study of The Climb 2.
The Application of Gamification Elements to VR Experience -
Take the Example of “The Climb 2”
Research Process
Crafting the VR Experience: Literature, Data Collection, and Visualizing
Research Methods
The Heart of the Game: How Motivation and Player Journeys Shape VR Experiences
Player’s Journey from Kim, Werbach & Chou. (Composed by YUNG-WEI CHEN)
Competitor Analysis
Picking the Perfect Game: How I Choose the Most Inspiring VR Experiences
To minimize uncontrolled variables caused by differences in game genre, hardware, platform, and version, the selected case must meet the following criteria:
Genre
The VR games should be in the sports or arcade category, consistent with The Climb 2.
Product Credibility
Platform
Must be officially released on the Oculus platform.
Hardware
Compatible with Meta Quest 2.
Secrets of Success: How Top VR Games Spark Achievement and Social Connection
Based on the above selection criteria, four VR games, Carve Snowboarding, STRIDE, Echo VR, and Racket: Nx, were selected as case study targets. I conducted a competitor analysis using the Octalysis Framework to understand how gamification strategies are applied and interact within current VR games, and how they facilitate player engagement.
Current State
Scaling New Heights: Exploring The Climb 2's Component and Game Flow
Game Structure of The Climb 2. (Composed by YUNG-WEI CHEN)
Inside the Climb: How Environment, Controls, and Status Shape the Game
Environment
The Tutorial automatically guides first-time players through the game environment, gradually introducing them to the core mechanics of gameplay.
Controls
The primary control is the Grab function, activated using the trigger buttons on Oculus controllers. Additional actions derived from Grab include Jump, Pull, Half Press, and Clean. Gameplay mainly revolves around the trigger button, with the index finger operating the trigger and the middle finger controlling the grip button.
Stastus
The game adopts a traditional level-based structure, including pre-level selections (e.g., Choose Sense and Mode) and post-level results (Complete, Game Result, and Achievement Unlock). In-game events such as Fall, Restart, and Warning are system-triggered, requiring no direct input from the player—except for the Pause function.
Cracking the Code under Octalysis: Strengths, Surprises, and Opportunities for More Fun
I applied the Octalysis Framework to The Climb 2 to further understand how gamification elements function within the existing game flow. Through this analysis, I was able to preliminarily identify potential challenges players may face, as well as opportunities for improvement within the experience.
User Research
Feeling the Climb: What Players Really Think from Interviews
I conducted semi-structured interviews to better understand player engagement, motivation, and the challenges encountered during interaction. Basic scripts were provided to guide players, while participants were encouraged to add any additional details based on their own experiences.
The interview questions were structured according to the Player Journey theory, which includes four key phases: Discovery, Onboarding, Scaffolding, and Endgame. These were aligned with the 8 Core Drives from the Octalysis Framework to support a deeper analysis of the user experience.
Brief Structure of the Player Interview.
The Player's Journey Map of The Climb 2.
Players Speak Out: The Points That Matter Most for a Better Experience
The interview consisted of 11 sections, lasting approximately 80 minutes. It included open-ended questions to encourage participants to share their personal experiences, followed by closed-ended questions to gather more focused responses.
Key insights from players include:
Need for More Intuitive Interface Guidance
50% of the users felt confused when first entering the game. The other 50% mentioned that the game hall design did not align with the game’s theme and failed to support emotional engagement. This suggests a need for clearer and more intuitive interface guidance to help users navigate the game environment.
Enhanced Emotional Engagement During Gameplay
60% expressed frustration when they were unsure how far the next save point was. These findings highlight the need to add clearer progress indicators and enhance interactive elements to maintain player engagement during climbing.
Practice Make Perfect
30% of user fail with long distance jump climbing technique. Another 40% unsatisfied with the unpausable tutorial. Provide additional practice opportunities in the tutorial, such as segmented or repeatable exercises for specific climbing actions, rather than a single, linear tutorial. This helps beginners master core gameplay mechanics and build confidence before progressing to more challenging levels.
Motivation for Long-Term Engagement
40% of users reported feeling bored when replaying the same level. Introduce regular content updates and incorporate multiplayer features to foster a sense of progression, community, and replayability, which are key factors in sustaining player interest over time.
Persona
Player Portraits: Needs, Frustrations, and Hopes Across Different Skill Levels
I developed personas based on interview feedback to represent three player levels: novice, intermediate, and advanced. These levels correspond to phases within the player journey theory and their time investment, famililarity with VR technologies.
By creating these personas, I was able to better understand which gamification strategies resonate with each group and identify the Core Drives they value most.
The personas with different player levels are showed below:
Synthesis
From Insight to Action: Turning Player Needs into Game-Changing Ideas
This phase consolidates findings from earlier user experience research and case studies to propose hypotheses that address potential user issues, forming a foundation for future enhancements to The Climb 2.
By integrating design solutions into the original user flow, we can better visualize how player behavior may shift during decision-making moments. The updated game flow structure is reflected in the revised information architecture.
The proposed improvements, new user flow, and information architecture are outlined below:
Gamification Design
Bringing Gamification Design into Practice
This section highlights the most impactful updates that make The Climb 2 more engaging for players by applying gamification strategies and feedback-driven improvements:
Key Change #1: Enhanced Game Hall Immersion & Clear Interface
To improve player engagement from the outset, the game hall is redesigned to create a more immersive and cohesive environment. A visually captivating and thematically consistent setting draws players into the world of The Climb 2 as soon as they enter the game.
In addition, the game interface is streamlined to offer clearer, more intuitive navigation. This includes simplifying menu layouts, clarifying character selection, and improving spatial orientation within the environment. These changes reduce initial user confusion and elevate the overall player experience.
Original vs After state for the Gaming Hall and Interface in The Climb 2.
Key Change #2: Adding New Scenes to Promote Player Retention
To maintain freshness and engagement, The Climb 2 includes a variety of new scenes for players to explore. Each scene features distinct terrains, visual themes, and challenges designed to offer different levels of difficulty and enrich the climbing experience.
By releasing regular content updates, the game avoids repetitive gameplay and continually encourages players to return. These new environments not only refresh the experience but also allow players to test and refine their skills across diverse conditions, making every climb feel unique and rewarding.
Original vs After state for the Scenes in The Climb 2.
Key Change #3: Restructuring Tutorial into Modular, Point-Based Practice
The tutorial is restructured into modular, point-based segments that allow players to practice specific climbing techniques at their own pace.
Each segment focuses on a particular skill, and players can revisit areas where they need more experience. This modular approach offers flexibility, builds confidence, and supports skill mastery before players take on more advanced challenges.
Original vs After state for the Tutorial in The Climb 2.
Key Change #4: Introducing Multiplayer Mode for Enhanced Social Connection and Long-Term Engagement
Players can now compete or cooperate with friends and others, adding a new dimension to the climbing experience.
Multiplayer mode enables real-time interactions, allowing players to challenge each other's climbing times or collaborate to overcome difficult routes.
This feature strengthens social connection, encourages community participation, and motivates players to return for dynamic shared experiences, ultimately supporting the game's long-term appeal.
Key Change #5: Real-Time Feedback During Climbing to Reinforce Positive Player Reflection
To enhance player motivation and immersion, The Climb 2 introduces real-time feedback during gameplay. This feature includes instant notifications for unlocked achievements or newly revealed storylines as players progress through challenging routes.
Real-time feedback provides a continuous sense of accomplishment and progression, reinforcing positive actions and encouraging players to reflect on their success and push further throughout their climbing experience.
By recognizing milestones and achievements immediately, the game keeps players engaged and motivated, ensuring their efforts feel meaningful in the moment.
Key Change #6: Implementing a Progress Bar During Climb to Support Player Continued Effort
Key Change #7: Enhanced Climbing Summary with Highlights Recap to Promote Achievement Recognition and Social Engagement
This feature allows players to review their unlocked achievements and storyline milestones after each climb.
Additionally, a Highlights Recap showcases best moments and top performances, creating a visual summary that players can share on social media.
This recap not only helps players celebrate their accomplishments but also promotes social connection and boosts the game’s visibility.
Key Change #8: Detailed Climbing Analysis to Support Player Progression
This analysis feature breaks down various aspects of each climb, including section times, stamina management, grip strength usage, and any challenges encountered.
By providing these metrics, players can identify specific areas for improvement, refine climbing techniques, and monitor their progress over time. Especially tailored for advanced players, the tool is designed for self-improvement, delivering informed feedback to encourage skill development and sustained engagement.
Video Demonstration
Exhibition Records
Post-Design Outcome
Impact & Validation: Measuring the Efficacy of Gamified VR
UX Optimization: Resolving Over 40% User Friction through Behavioral Design
External Validation: Industry Recognition and Scholarly Dissemination
Strategic Blueprint: A Scalable Framework for Future Immersive Retention
Lessons Learned
Design Synthesis: Strategic Principles for Human-Focused VR
Prioritize Intrinsic Motivation
Intrinsic motivation provides stable user engagement; external rewards should complement the core experience without overshadowing it.
Setting clear growth goals and a structured learning path can reduce user frustration and support long-term engagement.
Providing a Clear Growth Path for User
Foster Interdisciplinary Integration
Effective VR design requires collaboration across disciplines to achieve a well-rounded user experience design.
Navigating the intersection of information behavior, emotional design, and gamification within a VR context presented a unique architectural challenge. By bridging academic literature with rigorous user research, this project evolved into a comprehensive exploration of how human-centered principles solve modern engagement friction. These insights have solidified my commitment to designing at the frontier of technology and psychology, a mindset that will define my future contributions to the field of interaction design.
