Dominic La Cava is a senior information architect at the Vanguard Group, working to improve the company’s retail website. Dom is also an adjunct professor at Drexel’s iSchool, teaching courses in human computer interaction and information organization, retrieval and use. Dom has published on scenario-based design and has reviewed and critiqued various institutions’ websites. He is widely involved in many user interface communities, especially PhillyCHI. He can be reached at dommocave yahoo.com T he use of aspects of game design in the design of other types of interfaces has increased as designers try to use the best design practices available, including those from outside their own disciplinary backgrounds. However, this borrowing from other design theories and philosophies can complicate the design process, particularly if not done thoughtfully and with an eye toward improving the user experience and meeting users’ needs. The following is a case study on how one design team used game design techniques to inform the redesign of a transactional web task: opening a financial account online. In the spring of 2007 our design team was tasked with the redesign of the process through which clients opened new accounts. Titled 27x, this project was a redesign of the money movement transaction at Vanguard. The intent was to reduce the average number of steps (27) of Open an Account (OA) down to an appropriate single number of x. The current serial process can take users anywhere from 17 to 80 steps depending on asset type, account type and funding method. The 27x design team’s goals were to understand the issues and dependencies around moving money to and within Vanguard and to engineer a solution, resulting in an innovative and intuitive user interface and a dynamic user experience. The design paradigm the design team employed focused on creating a dynamic user interaction on the back-end through mapping dependencies in the process and in the user interface by utilizing design principles from games. Considering the vast amount written about game design, play theory and psychology, this paper will focus on how games capture players’ attention and place them in an immersive environment where they tend to spend hours playing and engaging in the game’s story. Gamers can spend between 12 and 30 hours a week, with an average of 45 minutes to 4 hours a day, playing video games [1, 2]. These statistics consider an aggregate of ages, children to adults, and gender. The interactive nature of games entices users to play by creating an environment in which, as players complete their tasks and progress through the game, they become engaged and gratified in knowing they are moving toward their goal. This feeling of reward encourages players to invest their time in games and to return to game play day after day. In looking to game design, we had to understand and address a contradiction between our design goals and the design goals of games. Games are meant to keep people playing, while our goal was to significantly reduce the number of steps it took for a user to complete the open account process. So while a successful game is measured by the time and investment that people put into game play and the simple idea that the longer users play, the better the game is, we had the task of reducing the time users spent trying to navigate our screens. But while we realized that the goals might be contradictory, we also realized that games could provide us useful avenues
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