Blue Harbor Wang Feng: Our hand swims the design user experience really good?

Since last year, the Port of Blue Harbor has been transformed into the mobile gaming market, and we have actually done it more than a year ago. Because we are constantly in the company to mention the importance of the game prototype design, so our games, such as the introduction of the Blue Harbor three swords (King Sword, the Sword of the sky and the Blade of God), in the relatively early grasp of the game battle prototype, and quickly launched the work. We have a great deal of effort in fighting, 3D action and image quality.

But today I feel a great deal of trepidation about the customer experience in our game research and development operations.

In fact, many excellent domestic PC games can be developed today, more by virtue of customer experience as the driving force of product design. But in the past more than 10 years, I have seen a lot of proud game producers, a mention of Warcraft, with a mouthful of spray, but the domestic game totally disdain, never study their compatriots produced a successful game. It's kind of like I saw some foreign staff only with Yahoo Massanger, MSN and later gtalk, but never to QQ.

So, call on our project leaders, put down the pride of the so-called successful game producers, lay down themselves, learn from the mobile internet company, learn from the best peers, focus on the player experience, and think about the design and operation of the game from a real product manager's perspective.

About our product development and operation, combined with the recent focus on some peer products experience, nagging, think of where to say where.

1. It's really cool to stop.

This is the most important to the new design experience, my view is that no matter how much we are shocked by the screen, the impact of how strong, special effects have more dazzle, the game fluency can never be ignored. The first on the day can not be broken, three days can not be broken, the best week can not be broken. It can be said that the first seven days of the players are novice.

You notice that we play with the landlords, killing, Tetris, aside from the fun experience, most of the time, the player is tired of playing and stops, and then intends to continue to play tomorrow instead of stuck in a task interruption. The new player is forced by the designer to stop in the system groping, it is likely to be completely lost.

So it's not necessarily a good thing for the average player to learn about your reinforcement, synthesis, washing and playing arena on the day when the task guide is interrupted. Especially in the arena, if we are stupid enough to let the player be destroyed in the first arena of the first day, the player's frustration can be imagined.

Players on the first day of the 20-level + position to stop, the problem, in our Blue Harbor three swords of the original version of the existence of varying degrees. Do not think of players as smart as you, most players play games to relax, not to think about life.

Many of us think that you can retain players by receiving a landing bonus every day, or even a premium card. As everyone knows, for ordinary players, the climax of the game did not come, stopped to think about life is the biggest frustration.

It could be like a pretty, sexy lady being ordered by a guest, not having a guest in bed, but just as embarrassed as talking about life.

You can't stop! It's really cool to stop.

2. It's a good time.

Here are two aspects, one is the game in the general copy of the fighting rhythm, the second is the player's growth in the open to their system rhythm. I will focus on the rhythm of the battle, the gradual opening of the system of the rhythm of the problem is discussed later.

Mobile phone game battle rhythm, significantly different from the PC side and page tour. Before doing the end of the tour, all pay attention to the expansion of the scene, and then see the players tired just do hanging machine. But the hand swims in the player's handset, the application environment already differs from that time. Compared to the large screen to support multi-threaded PC environment, mobile gamers are more concerned about direct and results, otherwise card game how from "I Call Mt" began, to "let go of the Three Kingdoms", the overall market not only not see the decline, but a wave higher than a wave? From the rhythm of the battle, they are basically within 1 minutes. In the final analysis, card games for the mobile phone environment in the rhythm.

Later, we noticed that the "every day", "Time Hunter" are the same, each single copy of the level, including the ordinary, the elite and challenge this, but the different difficulty, but from inside out, time is controlled in less than a minute. Silverside later made a new game, the general copy even just half a minute. Their AI, monsters and map are better suited to the mobile player experience. I said last year, the end of development and development focus on resources, hand-tourism development attention to play, there are reasons. But I've noticed that there are companies that are ahead of us.

We do RPG games, to give players the appropriate burden. But it may not be a good thing to do the automatic hanging machine for a mobile phone player.

In everyone's life has become more and more good times, your pace must be fast!

3. You have a lot of tricks for the player.

I've been talking to some of my product colleagues recently about how to look at the design width of the player's pursuit of content.

I found that before we do ARPG game design, often suffer from the pursuit of a relatively thin, so the journey made a great breakthrough, to allow players to bathe, cycling, to reduce the sense of boredom. This point, that year to see NetEase do "Dahua West Tour" time, how I also think impassability, such a picture how can be the player likes, later found that the game of collection and training system to the network game era more advantages.

Today's mobile phone game card mechanism, a good solution to the player single dozen blame off the problem of equipment. In the past, we used to say that online gamers have three things to collect, develop and exchange, which are far more than that, and include exploration, competition and demand.

This collection in the card game manifests very obvious, the card game English name CCG, this first C means collects the collectible, the card game solves the game very well the width, to a certain extent, this also explained why the card game depends on the high quality IP reason.

In this respect, the legend of the tower is doing really well. Soon the fire of the casual game "thunder Fighter", also because of the use of card-growing mechanism of collection and synthesis, is obviously ahead of other aircraft products.

Learning the card game mechanism, they are a good solution to the players in the simple repetition of the fun process of collecting width. We used to think and understand less about card games.

Simple, repetitive, and fun, this is not the same, the collection system is the key, many card games do.

Frankly speaking, you do is one thing, but the pattern is much!

4. Core system under reasonable dimension to do deep

Moreover, how to grasp the rhythm of the open system in the growth, we have a game within a day to open the four or five play system, which is very similar to the traditional page tour practice. When the mobile phone players see so many systems in the name of the rich play to fly to him, will certainly fall into the growth dimension of the choice of confusion and frustration.

We see the previous RPG games, such as legends, Dreams, Tianlong, the sword Net includes World of Warcraft, is starts from the Novice village, the upgrade hits the strange to enter the new map new main city, a wonderful worlds, the player first day plays is to the skill and the equipment preliminary groping, sees own skill gradually to be skilled, the battle strength is also very cool.

I think about the root cause of the more open system, it is really related to SP thinking, coupled with the large distribution of page travel, wide-spread clothing, and there are enough long tail flow, not so care about ACU and dau. I remember that the most popular business thinking of the page tour industry was how many days did your game cost you to reclaim a group of servers? At first, there was hardly a page tour company talking about Dau.

I am not saying that the page swims is not good, but very disgusted today does the hand swims the person to simply plagiarize the page swims the system design, develops the hunting life and the life lattice system, or joins the massive interface to play. I often ask a plan how your force numbers are distributed, and if he tells me that more than half of the fighting force comes from the so-called "interface", I am very concerned about the loss of the game.

Today's hand tour, the basic use of physical control to upgrade the rhythm, with a clear basic pursuit of combat force. From the perspective of war, more than four dimensions of the pursuit is not necessarily good, as in a reasonable growth dimension of the system to do deep. Recently, I saw a first-level interface below the function bar to open more than 10 buttons products, I feel uncomfortable.

and human growth trajectory similar to our real world is not also proficient in a bread, interest a few door to pass the time? The role of the game, where should there be such a complex pursuit line? Do not because the system does more money, do not make the game into sundry goods.

Core system to solve the depth, card mechanism to solve the width of two dimensions of convergence, alternating growth, is a good game. RPG game to join the card collection width, card games to join the RPG battle performance and system depth, there must be a lot of room for.

Solve the core of the pursuit of problems, can let people play lasting.

5. Daily task to the player's urgent need

I once said to a partner, in the past, we are familiar with the end of the activities of the operation of ideas, many still effective, such as what to do 135 activities to what incentives, 24 to what activities to reward, weekend how to double experience, are very popular with the players, many people have forgotten these operations.

We can't imagine the player moving forward and brushing the debris back. Therefore, activities and daily tasks need to be adjusted.

Many people understand the operation as a recharge promotion, in fact, the operation is more like the hot-drink Barry DJ, how to mobilize the mood, let everyone play Hi is the first. The time to retain the player is to keep the income, and that is to try to retain the player's heart and habits.

For example, our daily task design, how much is the player's urgent needs, and how many of us are imposed on the players, based on their own complex system to force the player to push?

Managing a good task is to manage the new guidelines, that is, to manage rewards and official benefits in games.

I think the most important thing is "the official I have, or the player I want". In fact, the two are not contradictory and complementary, but I am inclined to do the latter for the active task design-oriented, which is also driven by the player experience type of the front design.

Usually, in our design of an RPG game, players are looking for experience, gold coins, skill books, equipment fragments, gems and the official renminbi equivalent monetary benefits, because these are related to the player in a game's vital interests.

To this as the center, to guide the players to different stages of PVE, PVP, test tower and trade unions and cross-service activities, from the very beginning, is the player's largest user-oriented game content guidance.

By the way, I never thought those system-driven little-brained dots were a successful "novice boot". Even, players do not need the first day of novice guidance, need to be constantly affected and impact, these are through the next day after the daily tasks and activities to solve. Like a child, I like math, how also the Chinese teacher and the history of the teacher's indoctrination does not catch a cold, and so grew up I just a little bit of literary works, history books and character biography. I later found that writing an article is to write experience, reading history is to read people, it is not the past imposed on me by the teacher, is my own perception.

Management Fun Home "I want, I also want!" "Is the key.

What is a task? No matter how windy or rainy it is, people have to do it every day.

6. Do a fine job of collecting money from others

From the time long game to the props charge game, I passed the whole product changes in several periods. Therefore, this experience is particularly profound.

In the past, many product developers told me that doing research and development was his forte and that he was not good at running it. Now, this view is long overdue, many fundamental operating mechanisms, has been placed in the first game of the formation and competition design.

Temporarily do not watch the PC end of the time by the point card charging mode, we directly look at the page, we have to admit that a lot of page travel system paid to induce a very good. There is a very important design, is the use of VIP and monthly card, the ladder to give different ability to pay players ability, benefits and special props.

In the past, when we mentioned a game player paying, it is often mentioned that a big r how to recharge 1 million to our game, and talk about pay month ARPU, now seems active day ARPU more important, experienced the free game of the IB mechanism, many products of the system depth, sense of achievement and PK rankings let Big R can't stop, But these charging designs, which are too big for R, have led to many free gamers and little R's sense of being in the game being greatly weakened.

When we try to look at ordinary gamers, we find that many free players can be turned into small R and R, which is very happy to spend some money to get convenience in the game, eliminate Colddown, more physical strength, improve the power and beautiful fashion. After watching some games, I put forward the idea of letting players pay for a little bit of money in the process, rather than paying attention to results. I notice that "every day" to fight the user to pay for the settlement of the award points, in the design of climbing tower to join the random more level of reward, in the game in the battle to join the big gold coins consumption points. In fact, many casual games are doing so, why the huge system of the heavy game can not learn.

In addition, before our VIP ladder design is exponential form, now should be slowed down long, to make piecewise linear function design. For example, our past VIP1 to 10 is 10/60/200/500/1000/3000/5000/8000/10000/50000, should become 0/10/50/100/200/300/500/750/1000/ 1200, the original VIP to 12, now the VIP at least to 60,vip1 is free to the player. The growth rhythm of VIP and the steady promotion of the player's battle ability can also be combined well.

Reasonable recharge power and consumption power, far stronger than the goose eggs of the promotion, product design initially to stay out of space.

Therefore, in the collection of money this matter, our work to do fine, the past is too rough!

7. Interface design don't learn windows to learn iOS

Perhaps it is a long time in the general software company for many years of work habits, coupled with their own favorite calligraphy and graphic design, I have been very concerned about interface design. For example, look at our replica after the end of the battle, there is no added "again, back to the main city and the next campaign" design arrangements, I am afraid we have only done the exit, which is very impersonal.

Another example, things about the sense of the game, I always said to draw a tabular copy of the map to guide the interface, because our original maps is a small mark on the sheepskin volume, very tunable, but not intuitive. I want to change the reason, the first is consistent with the mobile phone user's visual habits, and one point is that these large graphics guide interface more expressive, guide players to the underground city, glaciers, deserts or oceans and other scenes of the sense of a more clear, I call it "incident generation into the sense."

That said, since the Apple iOS system dominates smartphone application habits, the original feature-oriented menu-style interface design is gradually replaced by flat-style icon plane idea. So, when I saw our designers packed our backpacks together, I felt a sense of anger and humiliation. As if I was working with someone who was going to be abandoned by the times.

Today, mobile phone game interface design, "Clash of Clans", "Every day," and "Legend of the Tower" are handled, everyone to experience to think about it.

Our research and development, in the past is a strong leadership of the engineer culture, leading to procedural constraints planning, planning to control the phenomenon of art often occurs. This phenomenon needs to change gradually. Many of our visual designers do not have the hands and feet, lack of active thinking.

I used to talk to a system planner about his heroic interface management system. He had the department's UI design forced the Hero System panel to install attributes, skills, equipment, gems and so on no less than four two-level functions grouped, the entire heavy interface was his planned centralized management to fill. I asked the UI designer why it was done, and he wronged him by saying that it was planning. Later, the plan to leave, I noticed that the UI to do the interface design management power greatly improved, he gave each function a separate interface, so that the function of their respective roles, visual also more refreshing.

Actually, we think about why Apple's ipad is liked by children know, a home button, a click on the back to the original location of the desktop, users want what their own to find, clean, do not like the Windows program group as professional as cumbersome, to the user layer to click to find. In fact, the URL hyperlink mode on the web has already been used to subvert the original PC software usage, what users want to click on their own can be. The reason that Internet users are far more connected than PC users is because it is simpler. Although WP some come late today, but at least they gave up a decade ago Windows CE, switch to the simple Metro mode, they want to catch up with Apple and Google to shake off the footsteps.

This is an era of makeover. As in the early days of the Qing Dynasty, you are not old thinking, see You do not leave a plait to know. I see our game interface still retains the traces of the PC-side tour, as if seeing its own braid.

The whole world is roaring loudly, we hide in the small attic, how can be alone?