User Sustainable Differentiator (USD) Model.

Role — UXR, HCI Researcher

Year — 2017-2018

The User Sustainable Differentiator (USD) Model is the result of a series of social gaming research and tool designs on continuous smart tracking of experiences.

  • Goals — Research and develop a dynamic user profiling tool, applied to a massive social game, focusing experience tracking fed by the player’s motivations, being able to advance a continuous profiling assessment revealing a probabilistic users’s expectation rate.
  • Challenges — Defining circumstantial motivations for building the baseline profiles was a question of psycho-ethnographics applied to gamification: Which model to apply? How shall we understand gamers’s motivation as applied for extracting their expectations upon the game interactions? A solution: understanding users’s motivations as personal and collective convergences of ‘desires’ and ‘requirements to fulfil such desires’. By collecting specific assessable actions and decisions performed by users, always contextualised to the game-specific actions scenario, the system can contextualise these motivations in a multidimensional ensemble, composed by the USD baseline profiles, and synthesise them into a sustainable, composed profile that will dynamically variate adjusting to the users’s attitudes.
  • Learnings — Understand players’s profiling as an always changing, parametrical, multifactorial assessment. Applied to social gaming, conclusions point towards Big Data tracking models and user practice analyses make better characterisations than static (non-sustainable) profilings. Make technology an interactive bridge among people.

Overview of the Project.

Analytical tool for assessing complex user profiles in a durable fashion, to be adapted for decision-based MMOs (Massive Multiplayer Online Games). The model updates a previous offline version developed for evaluating games in continuous usability testing. Results on social gaming interaction applied to big data tracking and experience assessment. New content enhanced the model in 2017, presented at CBC May 2017b.

The aim of the USD series is to offer a simple, condensed, on-&-off-line analytical tool for assessing complex user profiles in a durable fashion. This means one of its goals is to end the problem of categorical characterisations of players, which do not change over time. The USD offers time-dependent comparative tracking, making the assessment a flow of continuous evaluation, achieving a sustainable profiling mechanic that accompanies the users along their performance. It assigns 12 default profiles that, combined, describe qualitatively the decision making style of a particular user, and flows with them.

The tool is developed to be adapted for decision-based MMOs (Massive Multiplayer Online Games): once the USD profiling system is associated with a database of possible actions in a given game, any user within such actions environment can be dynamically profiled, generating a sustainable set of blended outlines that describes what they want to do, what they need, and how they manage to solve and overcome obstacles, as it also differentiates in expectation groups the entire public.

A version of the USD tool was adapted for online gaming and applied in the MMO game ‘HOME Outlaw State’ for Blackmouth Studios.

Below — Revisited USD physical testing sample