🎙️ Mastering Retention Podcast: UX Lessons from Marvel Snap with Neil Edwards
Guest: Neil Edwards, Co-founder and Head of UX at UX is Fine
Introduction
👨💼 About Neil Edwards:
Co-founder of UX is Fine, a full-service UX/UI design studio in the video game space.
Background in game design, focusing on holistic UX approaches.
🔍 What is User Experience (UX)?
UX encompasses the entire emotional and motivational journey of the player.
Not just about UI; it's about delivering the intended emotional experiences.
Marvel Snap's UX Masterclass
🎮 Core Gameplay Excellence:
⚡ Fast-Paced Sessions: Short, engaging matches that fit seamlessly into players' lives.
🃏 Simplified Deck Building: 12-card decks make strategy accessible and experimentation easier.
💥 The Snap Mechanic: Increases stakes, creating thrilling emotional highs and lows.
Promotes shareable moments and enhances player engagement.
📱 Second-Screen Friendly:
Designed for easy play alongside other activities, increasing overall playtime.
Retention Mechanisms
🔄 Importance of Core Gameplay:
The core mechanics significantly impact long-term retention.
Emotional hooks within gameplay encourage players to return.
🚧 Early Game Challenges:
Some players may churn if they don't encounter enough diversity in strategies.
Solution: Encourage players to explore new decks and use the Snap mechanic.
🎯 Missions and Progression:
Mission Limitations: Highly engaged players may run out of missions, leading to disengagement.
Potential Improvements:
Introduce missions that encourage snapping.
Personalize missions based on player engagement levels.
Progression Systems and Upgrades
🌟 Upgrading Cards:
Visual enhancements provide a sense of progression without altering gameplay balance.
3D Effects and Animations: Enhance the value and appeal of upgrades.
🏆 Goal Setting:
Players are motivated by both the aesthetic upgrades and the mastery of new cards.
Collectible Variants: Offers depth in progression through card splitting and rarity.
Monetization Design
💰 Cosmetic Focus:
Monetization centers around visual card variants and Cosmetics.
Challenges:
Players assign different values to new cards versus variants.
Clarity in the store about what is being sold can be improved.
🛒 Store Experience:
Value Proposition: Needs clearer communication, such as highlighting benefits like "Upgrade your card to Infinity!"
Bundling Items: Differentiating between new cards and variants to align with player motivations.
Engagement Strategies
❤️ Designing for Emotional Hooks:
Create moments that players want to share, enhancing virality.
Examples:
The thrill of snapping and winning big.
Unique card interactions leading to memorable experiences.
🧠 Understanding Player Motivations:
Map out what drives players to ensure the game satisfies those needs.
Adjust the intensity and frequency of experiences to keep players engaged.
Tips for Developers
🗺️ Map User Journeys:
Consider the player's emotional experience from onboarding to advanced play.
🎯 Focus on Core Gameplay:
Ensure the core mechanics are engaging and satisfying to encourage long-term retention.
📈 Use Frameworks:
Apply motivational frameworks to identify and fill gaps in player satisfaction.
Conclusion
🔑 Key Takeaway: Marvel Snap exemplifies how thoughtful UX design, centered on emotional engagement and accessible gameplay, can drive player retention and satisfaction.