Increasing Engagement with Streamlined Quests
Project Overview
This study aimed to uncover factors that capture and sustain children's attention in Adventure Academy, a multiplayer online game for kids aged 8 to 12. The research focused on identifying level progression challenges and quest-related confusion, which contributed to disengagement. Insights from the study guided improvements in game design to enhance player motivation and retention.
My Role and Responsibilities
As the Associate Director of Design Research, I led this longitudinal study to explore player engagement beyond typical short-term testing sessions. I collaborated closely with the Sr. Director, Sr. Art Director, and Sr. Developer, overseeing study design, participant recruitment, data analysis, and delivering actionable insights to inform game improvements.
Research Goals and Questions
Primary Objectives
Investigate engagement patterns and level progression barriers in Adventure Academy.
Understand what motivates players to continue leveling up and identify factors that lead to disengagement.
Key Research Questions
What elements increase engagement in Adventure Academy?
Do challenges with level progression lead to player dropout?
What motivates players to continue leveling up in the game?
Methodology
Research Methods
Longitudinal Study: Selected to capture player engagement over 30 days, providing a deeper understanding of gameplay habits beyond short-term interactions.
Participant Recruitment Strategy
Recruited nine children aged 9 to 11 who play online games weekly but had never played Adventure Academy. Families received free access to the game, ensuring an unbiased introduction to gameplay.
Timeline and Constraints
The study spanned 30 days, with initial and final remote interviews conducted via Zoom to gather qualitative insights alongside backend gameplay data.
Research Process
Step-by-Step Approach
1. Initial Interviews: Conducted with children to establish baseline engagement and perceptions of leveling up.
2. Gameplay Requirements: Children were required to reach level 5 in the game to ensure a consistent baseline experience.
3. Data Tracking: Parents consented to track gameplay data, including time played and level completions, to identify engagement patterns and progression.
4. Final Interviews: Assessed changes in engagement and identified challenges faced by players over the 30-day period.
Tools and Techniques
Remote interviews via Zoom, backend data tracking, and qualitative analysis of gameplay data were used to generate a comprehensive understanding of player behavior. Regular updates with the design and development team facilitated the integration of findings into ongoing game improvements.
Key Findings and Insights
Main Discoveries
1. Engagement Barriers: 60% of participants were confused by quests and lacked motivation to level up, leading to disengagement. This highlighted a need for clearer quest objectives and additional incentives to maintain player interest.
2. Academic Orientation: Players who were more academically inclined and goal-oriented engaged more deeply and achieved higher levels, suggesting that aligning game design with academic motivations could enhance engagement.
3. Navigation Issues: 80% of participants struggled with game navigation, spending excessive time wandering without clear direction. This indicated a need for improved guidance and in-game prompts to keep players on track.
Visual Representation
The line chart above titled, "Engagement Levels from Adventure Academy Study" visualizes the engagement levels of 9 families over a 30-day period while using Adventure Academy. The chart captures key points in the study, illustrating how streamlined quest designs influenced user engagement:
- Initial High Engagement: Engagement levels started strong on Day 1, reflecting initial excitement and interest among participants when exploring the game.
- Drop in Engagement (Day 10): A significant drop in engagement was observed around Day 10, correlating with player confusion around unclear quest objectives and navigation difficulties, highlighting the impact of complex or unclear game elements on engagement.
- Partial Recovery (Day 15): Engagement levels partially recovered by Day 15 after the introduction of clearer, more streamlined quests and in-game tips, demonstrating that improved guidance can help regain user interest and mitigate earlier frustrations.
This visual representation emphasizes the importance of clear and accessible quest instructions in maintaining consistent engagement levels in Adventure Academy, suggesting that ongoing support and clarity in game design are crucial for sustaining user engagement.
Recommendations and Impact
Actionable Suggestions
1. Introduce Additional Incentives: Add rewards for completing quests to enhance motivation and encourage players to progress through the game.
2. Implement Scaffolding: Provide step-by-step guidance to assist players who struggle with understanding how to progress, reducing confusion and enhancing the leveling-up experience.
3. Player Notifications: Develop a notification system to prompt players when they spend excessive time wandering, offering custom gameplay suggestions to re-engage them with educational content.
Impact on Product Decisions
The insights led to design enhancements aimed at improving player engagement and retention. By addressing quest confusion and navigation issues, the game can better maintain player interest and encourage consistent use.
Measurable Outcomes
Expected increase in player retention and level progression rates due to improved guidance and motivational elements.
Reduction in time spent wandering aimlessly, leading to more productive and engaging gameplay sessions.
Reflections and Learnings
Challenges Faced
Ensuring the study accurately captured long-term engagement beyond initial gameplay posed a challenge, as early excitement often wanes over time.
What I’d Do Differently
Expanding the sample size could provide a broader understanding of different player types and engagement patterns, offering more comprehensive insights into player behavior.
Skills Developed
Improved skills in designing and analyzing longitudinal studies, particularly in tracking user engagement over extended periods, and collaborating effectively with cross-functional teams to translate findings into actionable design changes.
Next Steps
Follow-up Research
Test the effectiveness of the new incentives and scaffolding in a future study to validate the impact of these changes on player engagement and progression.
Long-Term Implications
Ongoing refinement of game mechanics will be essential to sustain engagement in Adventure Academy. Regular updates based on player feedback and usage data will help the game evolve to meet the needs of its target audience, ensuring continued success and player retention.