UX in the Jungle - My journey of applying agile practices in board game design

UX in the Jungle
DJ (Der-Jeng) Lin
2017/12/16
2017/12/16 Copyright © 2017. DJ (Der-Jeng) Lin. All rights reserved. 1
My journey of applying agile practices
in board game design
https://www.linkedin.com/in/derjenglin/

臺
北
站黃金贊助
鑽石贊助特別贊助
感謝

UX in the Jungle
DJ (Der-Jeng) Lin
2017/12/16
Copyright © 2017. DJ (Der-Jeng) Lin. All rights reserved. 32017/12/16
My journey of applying agile practices
in board game design

About Me
DJ (Der-Jeng) Lin / 林德政
Sr. Project Manager, Trend Micro Inc.
Designer of UX in the Jungle
https://www.linkedin.com/in/derjenglin/
1997
2003
2007
1995
2017

What is UX
(User eXperience)?
Copyright © 2017. DJ (Der-Jeng) Lin. All rights reserved.2017/12/16 5
Know It Try It Buy It Use it Love It
Product / Service
Users
A person's emotions and attitudes about using
a particular product, system or service.
A person's emotions and attitudes about using
a particular product, system or service.

The Journey
1 24 324
Conception Design Production

UXSG 2016 Conference
Source: http://2016.uxsg.org/

1 24 324
Conception Design ProductionConception Design Production
1 Week 24 324
1 Week Before the Deadline
8Copyright © 2017. DJ (Der-Jeng) Lin. All rights reserved.2017/12/16
22nd April, 201622nd April, 2016

Conference Submissions
A workshop with
a board game
A keynote
speechA keynote
speech

User-Centered Innovation
Users
Focused
Technology
Focused
From hereFrom here Not hereNot here
Innovation

User-Centered Design
IdeasIdeas
00
PrototypesPrototypes22
User RequirementsUser Requirements
11
Detailed DesignsDetailed Designs
33
RealizationRealization 44

User-Centered Game Design
ThemeTheme
00
ChallengesChallenges22
Players’ GoalPlayers’ Goal
11
MechanicsMechanics
33
AccessoriesAccessories 44

Draft Proposal Evaluation
ThemeTheme
ChallengesChallenges
MechanicsMechanics
33
44
11
We need a
specific goal!
We need a
specific goal!
2
3
4
00

Refining the Proposal
ThemeTheme
ChallengesChallenges
MechanicsMechanics
AccessoriesAccessories
00
22
11
33
44
Help their teams earn most
revenue by delivering products
with the best UX.
As a UXer in a
software company…
Everyday obstacles
in real situations
(dynamic market,
changing requirements, difficult
stakeholders, tight schedule, etc.)

Result of the Submissions
Keynote speech
about user research
for large enterprises
A workshop facilitated
with a board game about
software product development
Keynote speech
about measuring
UX design maturity
AcceptedAccepted

User-Centered Game Design
ThemeTheme
00
ChallengesChallenges22
11
MechanicsMechanics
33
Help their teams earn most
revenue by delivering products
with the best UX.
As a UXer in a
software company…
Everyday obstacles
in real situations
(dynamic market,
changing requirements, difficult
stakeholders, tight schedule, etc.)

Challenges of Innovation
DesirabilityDesirability
FeasibilityFeasibility ViabilityViability
Do your target users
want this?
Technically,
can we make it?
Is it a sustainable
business?
The target!The target!

Development Life Cycles
Requirements Design Construction Testing
Requirement Doc. Design Doc. Code Complete Releasable Product
Working Software … … … … … … … Working Software
Kick-off Meeting Code Complete Tested Build Releasable Product
Kick-off Meeting Working Build … … … Tested Build Releasable Product
WaterfallWaterfall
AgileAgile

Waterfall vs. Agile Methods
Source: http://www.expressiveproductdesign.com/minimal-viable-product-mvp/
WaterfallWaterfall
AgileAgile
To build a “Dream Car”…To build a “Dream Car”…

Minimum Viable Product
A product with just enough features to satisfy early customers,
and to provide feedback for future product development.
A product with just enough features to satisfy early customers,
and to provide feedback for future product development.
ThisThis
Not thisNot this
Desirability
Usability
Reliability
Functionality

Survey for the Measurement
Desirability
Usability
Reliability
Functionality
• Be able to experience / learn …
1. Complete product development life cycle
2. Different UX Job functions
3. Challenges in real situation
4. Importance of collaboration
• Easy to learn
• Fun & aesthetic

1 24 324
1 Week 32424 Iterations
24 Iterations in 3 Months

Build-Measure-Learn

Initial Design

Initial Playtest

Intermediate Prototypes

Playtesting

Game Mechanics
29
Constructs of rules or methods designed for game interactions.
• Acting • Action / Movement
Programming
• Action Point Allowance
System
• Area Control / Area Influence
• Area Enclosure • Area Movement
• Area-Impulse • Auction/Bidding
• Betting/Wagering • Campaign / Battle Card Driven
• Card Drafting • Chit-Pull System
• Co-operative Play • Commodity Speculation
• Crayon Rail System • Deck / Pool Building
• Dice Rolling • Grid Movement
• Hand Management • Hex-and-Counter
• Line Drawing • Memory
• Modular Board • Paper-and-Pencil
• Partnerships • Pattern Building
• Pattern Recognition • Pick-up and Deliver
• Player Elimination • Point to Point Movement
• Press Your Luck • Rock-Paper-Scissors
• Role Playing • Roll / Spin and Move
• Route/Network Building • Secret Unit Deployment
• Set Collection • Simulation
• Simultaneous Action Selection • Singing
• Stock Holding • Storytelling
• Take That • Tile Placement
• Time Track • Trading
• Trick-taking • Variable Phase Order
• Variable Player Powers • Voting
• Worker Placement
Source: https://boardgamegeek.com/browse/boardgamemechanic
Copyright © 2017. DJ (Der-Jeng) Lin. All rights reserved.2017/12/16

More Playtesting

Applying Visual Designs

4 Months After
Project Kick-off…

High Fidelity Prototype

Background of the Game
The mobile games market is growing
rapidly, with revenues exceeding many
analysts' expectations. Two software
companies don't want to lose out and
decide to spin off small business units
to penetrate this rising market.
But your CEO is not patient…
As members of the UX design teams
for these two spin-offs, your goal is to
make as much money as possible by
delivering the best possible mobile
game apps for your target audience.

Team Objective
The end of September
+
or
The first team
launches its 4th GameGameGameGame
x 4 x 4
Before…Earn the Most Revenue

Software Development Life Cycle
Development
& Testing

Stakeholders

Different UX Roles and Skills

Internal Workshops

The Day Has Come…

In the Workshop

Feedback from Participants

Internal Crowdfunding
Objective: Get 180 Sets (NT$300,000)
pledged within 38 days
Objective: Get 180 Sets (NT$300,000)
pledged within 38 days

Internal Workshops

Workshop with 160+ Players

External Workshops

38 Days After
Crowdfunding Initiated…

1 24 324
1 Week 324 Sets24 Iterations
324 Sets Pledged in 38 Days
180% of the
planned objective!
180% of the
planned objective!

Printing in Progress

The Final Product

The Journey Continues…
https://www.trend.org/Product/Content/28
https://www.facebook.com/UXintheJungle/

Takeaways
User-Centered DesignUser-Centered Design Minimum Viable ProductMinimum Viable Product
Release Working Product IterativelyRelease Working Product Iteratively

Recommended Books

Thank you for your time!
Credits
• Game Designer: DJ (Der-Jeng) Lin
• Visual Designers: Peggy Liu, Cathy Yeh
• Editor: Richard Hsiao
• Producer: Hsin Olive Eu
• Prototype Developers: Mike Chou, Pacha Chen,
Melody Chou, Pin Hsu, Aron Danburg, Lesley Chien
• Primary Testers: Hanwen Chang, Joyce Lin, Fiona Wen,
Xindy Wang, Jasmine Liou, Wish Lin, Mei Hung
• Special thanks to team members from
Trend Micro HIE, BA, and R&D
for supporting all the tests!

Copyright 2017 Trend Micro Inc.55
趨勢科技 Trend Micro Inc.
全球雲端資訊安全防護專家及領航者
EVA CHEN (陳怡樺)
CEO and Co-Founder
Employees
5,500
Revenue
USD 1.0 Billion/
2015
Founded
United States
in 1988
Headquarters
Tokyo, Japan
Location
Operations in 38
countries
VISION
A world safe
for exchanging
digital information
MISSION
Defend against threats
that would impact user’s
digital life or IT
infrastructure

Japan 639
Canada 164
LAR 67
Philippines 922
Brazil
Argentina
Mexico
Spain
UK
Russia
Ireland
Germany
France
Italy
Australia
MMEA 72
Hong Kong
Taiwan 1400
APAC 258
Headquarter
Operational Hub
Offices
Argentina
Panama
Europe 559
USA 684
China 573
營運據點橫跨全球五大洲

全球前50大頂尖企業有48家為趨勢科技的客戶
(包含汽車、電信、銀行及石化產業)
全球前50大頂尖企業有48家為趨勢科技的客戶
(包含汽車、電信、銀行及石化產業)
Small Business
Enterprise
Consumers
Mid-Size Business
使用者安心無虞的最佳選擇
趨勢科技的全方位產品

• 與世界最大跨國警察組織- 國際刑警組織(INTERPOL)合作，
逮捕奈及利亞網路犯罪首腦，協助打擊全球網路犯罪。
• 持續協助FBI進行網路犯罪調查
• 揭露全球最新型態勒索病毒及提供最佳防禦
• Zero Day Initiative (ZDI)漏洞懸賞計畫榮獲 Frost &
Sullivan評為2015年通報已確認漏洞數量最多的機構
與全球專家合作: 實現更安全的數位世界

Trend Taiwan - A fun place to work!
• WORK SMART
• LEARN EAGER
• PLAY HARD
• SECURE & LOVE THE WORLD

跨國界的超強專業團隊
• 日以繼夜，始終如⼀的專注
• 不分時區，沒有國界的專業團隊
• 共同努力創造領先業界的標準和產品

全人發展的訓練

富創意的資安英雄技術訓練
• 2015 Engineering Camp: Trend Micro Hacking Triathlon
• 2016 Machine Learning Contest
• 2016 Product Hack Contest

富創意的資安英雄技術訓練
趨勢科技 Capture the Flag (CTF)
網路攻防搶旗賽
2016年，共 10 組來自全球的駭客團隊進行搶旗
攻防大戰，趨勢將這場比賽視為培育資安人才的
重要活動，冠軍團隊可獲得 100 萬日圓獎金，而
最後由來自台灣的「217」獲得冠軍…

多采多姿的社團生活

趨勢科技在尋找擁有以下特質的人…
勇於創新/發揮創意
能傾聽並解決客戶問題
對技術充滿熱情
樂於團隊合作
有接受變動的彈性
誠信正直可信賴

UX in the Jungle - My journey of applying agile practices in board game design

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