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游戲化設(shè)計中，任務(wù)和挑戰(zhàn)是怎么發(fā)揮作用的
時間：2019-08-13 15:43:04
文章發(fā)布：李陽
原創(chuàng)作者：未知
來源：互聯(lián)網(wǎng)

生活中總是充滿了挑戰(zhàn)，但是也正是這些挑戰(zhàn)讓我們逐漸進步。而在數(shù)字產(chǎn)品當(dāng)中，道理也是相通的。當(dāng)我們談及APP和網(wǎng)站中的游戲化設(shè)計的時候，挑戰(zhàn)和任務(wù)總是重要的組成部分。

在之前《游戲化設(shè)計的精髓是結(jié)合用戶歷程進行UX設(shè)計》這篇文章當(dāng)中，我們探討過一種叫做用戶歷程的游戲機制，而今天，我們著重要要探討的是挑戰(zhàn)和任務(wù)在游戲化設(shè)計當(dāng)中的技巧，以及它們是如何改善用戶體驗的。


任務(wù)和挑戰(zhàn)的游戲機制

每個游戲都會為玩家制定基本的任務(wù)和挑戰(zhàn)，讓他們的旅程變得刺激而有趣。玩家從一個任務(wù)到另外一個任務(wù)，從一個挑戰(zhàn)到另外一個挑戰(zhàn)，從初級到高級，從入門到放棄/高手，它們是通過一個個任務(wù)和挑戰(zhàn)來丈量自己，在游戲中獲得自信與成就。這種策略在APP和網(wǎng)站中同樣可行。

如果想讓用戶每天回到這個應(yīng)用或者網(wǎng)站，你需要讓他們擁有回來的動力。除了某些我們所能看到的需求之外，用戶在內(nèi)心身處是希望通過這些挑戰(zhàn)來證明自己的。既然如此，為什么不好好利用一下這種原理呢？

游戲化設(shè)計中，任務(wù)和挑戰(zhàn)是怎么發(fā)揮作用的-藝源科技


任務(wù)

我們此刻所說的任務(wù)，通常指的是APP或者網(wǎng)站中希望用戶達成的某個目標(biāo)，它幫助用戶熟悉功能、流程，完成的難度和復(fù)雜度上，通常不高。用戶通過一個個任務(wù)來了解產(chǎn)品，熟悉技能。任務(wù)可以各不相同，但是也可以重復(fù)，或者按照一定的時間周期循環(huán)往復(fù)?？蛇_成性和明確的目標(biāo)性，讓用戶每天、每次都能夠投入進來，完成，而這外化的表現(xiàn)，就是這個產(chǎn)品成了用戶的日常使用的對象，用戶則不斷回到這個APP或者網(wǎng)站，完成任務(wù)，或者獲取信息，大抵如此。


挑戰(zhàn)

挑戰(zhàn)和任務(wù)略有不同，挑戰(zhàn)更多是階梯式的，次第增強的任務(wù)，具備挑戰(zhàn)性，或者是成就某個大任務(wù)下的特定的小任務(wù)。舉個例子，用戶想要獲得某個額外的功能，為此需要執(zhí)行一個系統(tǒng)安排的挑戰(zhàn)，諸如每周訪問特定的網(wǎng)站。

任務(wù)和挑戰(zhàn)當(dāng)中都蘊含著游戲的特質(zhì)，用來激勵人們采取行動，這也意味著它們有著改善用戶體驗的可能性。為了提高它們的效果，合理地搭配獎勵制度，用戶的動力自然更足了。

數(shù)字產(chǎn)品中的任務(wù)和挑戰(zhàn)

用實例來說明可能會更容易理解任務(wù)和挑戰(zhàn)要如何在設(shè)計中實踐，而用戶體驗又是如何提升的。

游戲化設(shè)計中，任務(wù)和挑戰(zhàn)是怎么發(fā)揮作用的-藝源科技

Home Budget app

在之前的《這款面向大眾的理財APP，設(shè)計過程是這樣的》中曾經(jīng)詳細闡述了家庭預(yù)算APP的設(shè)計思路和大概過程。 對于這樣一個功能性極強的理財應(yīng)用，門檻在于學(xué)習(xí)成本，而游戲化的設(shè)計也正是針對新用戶的教育和引導(dǎo)的。學(xué)習(xí)是個艱難的過程，在任何時候都是如此，用戶需要堅持和動力才能持續(xù)下去。

這個應(yīng)用當(dāng)中的各種任務(wù)和挑戰(zhàn)是推動用戶的動力。游戲化設(shè)計讓整個教育過程更加有趣。不過，不同的應(yīng)用需要采用不同的任務(wù)機制，比如語言學(xué)習(xí)類應(yīng)用，可以采用特定數(shù)量的詞匯作為任務(wù)或者挑戰(zhàn)。

健身和體育類的應(yīng)用則是另外一個經(jīng)常用到任務(wù)和挑戰(zhàn)機制地方。通過數(shù)據(jù)跟蹤和任務(wù)系統(tǒng)，應(yīng)用能夠更加智能地制定挑戰(zhàn)和任務(wù)的細節(jié)，真正意義上幫用戶提升身體素質(zhì)。

游戲化設(shè)計中，任務(wù)和挑戰(zhàn)是怎么發(fā)揮作用的-藝源科技

Fitness App

而 Tubik Studio 的另外一個鬧鐘類產(chǎn)品實際上也沿用了游戲化設(shè)計的思路。Toonie 是如何設(shè)計出來的，在《可愛炸！人家的鬧鐘APP為何設(shè)計得如此有意思》當(dāng)中有詳細的描述，這款iOS 平臺的鬧鐘應(yīng)用的突出之處在于其中內(nèi)置了大量的定制的貼紙，只有當(dāng)你在特定的時間設(shè)置鬧鐘并成功關(guān)閉鬧鐘，才能逐步獲得相應(yīng)的貼紙，這無疑也是一種挑戰(zhàn)。

游戲化設(shè)計中，任務(wù)和挑戰(zhàn)是怎么發(fā)揮作用的-藝源科技

Toonie Alarm app

當(dāng)然，這些都只是將任務(wù)和挑戰(zhàn)融入到產(chǎn)品設(shè)計中的一部分實例，并不復(fù)雜，實際上在不同的產(chǎn)品當(dāng)中的運用應(yīng)該更多，更加多樣。

何時采用任務(wù)和挑戰(zhàn)機制

要確定什么時候使用任務(wù)和挑戰(zhàn)機制，很大程度上取決于它們對于產(chǎn)品的用戶體驗的影響方式。

  • 任務(wù)和新用戶引導(dǎo)以及用戶歷程有著緊密的關(guān)聯(lián)，通過任務(wù)幫助新用戶了解如何同產(chǎn)品進行互動和導(dǎo)航

  • 當(dāng)用戶完成不同的任務(wù)之時，就達成了不同的目的或者目標(biāo)。換句話來說，讓自己獲得了某些東西，實現(xiàn)了某件事情，或者讓自己更優(yōu)秀了一些。

  • 挑戰(zhàn)是促使用戶采取更多行動的強大動力，它幫助用戶以更高的參與度、更有效地完成特定的任務(wù)。

  • 游戲性較強的挑戰(zhàn)和任務(wù)讓產(chǎn)品具備更強的互動性。

  • 有趣的元素和任務(wù)、游戲化設(shè)計結(jié)合起來，能夠讓產(chǎn)品在競爭中脫穎而出。

  • 任務(wù)和挑戰(zhàn)讓用戶不斷回到APP和網(wǎng)站，讓用戶持續(xù)地使用。


游戲化設(shè)計中，任務(wù)和挑戰(zhàn)是怎么發(fā)揮作用的-藝源科技

當(dāng)然，必須承認游戲化設(shè)計不是適合所有的應(yīng)用的。產(chǎn)品的定位和用戶的實際需求確定了產(chǎn)品的解決方案，所以當(dāng)你決定采用游戲化設(shè)計的時候，需要仔細考慮受眾的特點，以及游戲化的元素是否會符合用戶的需求。

  • 確保潛在用戶有時間和愿望花費在各種挑戰(zhàn)和任務(wù)當(dāng)中。在有些類型的產(chǎn)品當(dāng)中，用戶只是想更快獲得某些東西或者效果。

  • 任務(wù)和挑戰(zhàn)應(yīng)該是可選的。目標(biāo)用戶應(yīng)當(dāng)可以接受任務(wù)和挑戰(zhàn)，也可以選擇跳過這些。

  • 保持游戲化的平衡，根據(jù)產(chǎn)品的類型和用戶需求來控制任務(wù)和挑戰(zhàn)的數(shù)量和難度。


當(dāng)然，歸根到底是要讓任務(wù)、挑戰(zhàn)和獎勵撬動起用戶的欲望和動力，讓他們能夠投身到這個機制當(dāng)中，主觀上愿意參與到交互中來。

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標(biāo)簽： Tubik Studio 游戲化設(shè)計 用戶體驗 經(jīng)驗分享
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