PROJECT HIGHLIGHTS
Title
Challenge
AAA
Opportunity
AAA
Duration
Sep 2021 - Jul 2023
Disciplines
User Experience Design
User Interface Design
Gamification Design
Interaction Design
Motion Design
My Role
Thesis Author
UX Researcher
UX Designer
Responsibilities
UX Research
Prototyping
Advisor
Prof. Kuei-Chia Liang
Associated with
Graduation Thesis
Master of Design Program
Department of Design
College of Arts
National Taiwan Normal University
Methods
Case Study
Ergonomics Study
Literature Review
Octalysis Framework
Persona
Player's Journey Map
Prototype
User Interview
Tools
Adobe Creative Suite
Unity
Midjourney
Blockade Labs
BACKGROUND
Why Are People Addicted to Games?
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 PROCESS
LITERATURE REVIEW
Understand Octalysis Framework & Player's Journey
My research adopts Yu-Kai Chou’s Octalysis Framework for Gamification and Behavioral Design, which emphasizes a human motivation mindset over functionality. By following a “Human-Focused Design” approach, the framework applies engaging game elements to real-world tasks, focusing on the motivations that drive people rather than simply prioritizing efficiency.
The player journey segments players’ internal experiences and intangible emotions over time as they interact with a product. Through this tool, I can conduct a more advanced analysis of users and products, gaining deeper insights into the application and evolution of gamification elements at various stages.
This analysis further reveals how these shifts influence the player’s state throughout their journey.
CASE STUDY
Case Selection Criteria
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
CASE STUDY
Competitor Analysis
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.
GAME FLOW BREAKDOWN
The Climb 2 Component Study
GAME FLOW BREAKDOWN
Game Environment, Controls, and Game Status in The Climb 2
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.
GAME FLOW BREAKDOWN
The Octolysis Framework Analysis of The Climb 2
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
I conducted interviews to better understand player engagement, motivation, and the challenges they face during interaction. The interview questions were structured based on 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.
USER RESEARCH
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
Half of the users felt confused when first entering the game. The other half 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
Practice Make Perfect
Motivation for Long-Term Engagement
SYNTHESIS
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.
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.
SYNTHESIS
AAAAAAA
Solution
This phase consolidates findings from previous user experience research to propose hypotheses addressing potential user issues, serving as a foundation for further enhancements to The Climb 2.
The proposed improvements, new user flow, and information architecture are as follows:
SOLUTION
Additionally, the game interface will be streamlined to offer clear and intuitive navigation, helping players quickly understand menu options, select characters, and navigate the environment effortlessly. This will address initial confusion and enhance overall user experience.
To keep the gameplay fresh and engaging, The Climb 2 will introduce new, diverse scenes for players to explore. Each scene will be designed with unique terrains, challenges, and visual themes that offer varying levels of difficulty and enhance the climbing experience.
Regular updates with new environments will prevent the gameplay from becoming repetitive and encourage players to return, discovering new elements and settings that continuously enrich their experience.
These new scenes will also provide opportunities for players to test and improve their skills in different environments, making each climb feel unique.
This change allows players to practice specific skills at their own pace without needing to complete the entire tutorial in one go. Each segment will focus on a particular climbing technique, enabling players to revisit and practice areas where they need more experience.
This modular approach not only provides flexibility but also enhances player confidence and mastery before tackling more advanced levels.
Players will have the option to compete or cooperate with friends and other players, adding a new dimension to the climbing experience.
Multiplayer mode allows for real-time interactions, where players can either challenge each other’s climbing times or work together to overcome difficult routes.
This feature not only promotes social connection but also encourages players to return for fresh, dynamic experiences with others, strengthening the game’s community and appeal.
To enhance player motivation and immersion, The Climb 2 will introduce real-time feedback during gameplay. This feature includes instant notifications for achievements unlocked or new storylines opened as players progress through challenging routes.
Real-time feedback provides players with a sense of accomplishment and progression, reinforcing positive actions and encouraging them to push further.
By recognizing milestones and achievements immediately, players stay engaged and motivated, knowing that their efforts are rewarded in the moment.
This also creates a sense of accomplishment as players see their advancement in real-time, reducing frustration and encouraging them to keep pushing forward.
This new feature will allow players to review their unlocked achievements and storyline milestones from each climb. Additionally, a Highlights Recap will showcase their best moments and top performances, creating a visual recap that players can share on social media.
This recap feature not only allows players to celebrate their accomplishments but also promotes social connection and increases the game’s visibility.
This analysis will break down various aspects of the player's climb, including time taken for each section, stamina management, grip strength usage, and any challenges encountered.
By offering this data, players can identify areas for improvement, refine their climbing techniques, and track their progress over time.
This feature caters to players who are focused on self-improvement and encourages them to develop advanced skills through informed feedback.
Video Demonstration
Exhibition Records
Lessons Learned
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.
Addressing such a broad issue was a significant challenge, especially as this was my first time exploring UX in a VR context. From literature review to case study and user research, I navigated each challenge with guidance from my advisors and feedback from game users.
These lessons have deepened my understanding of the power and importance of Human-Centered Design and I will carry forward as a guiding mindset in my future career. Always, and Forever.
