Mobile Twin Cities – Metrics Driven UX

nativexRob Weber from Native X presented a very insightful overview of  Metrics Driven UX used in the computer games.  As a person who does not play games, it was interesting to see how principles and metrics in computer games similar to a typical b-to-b lead generation effort.  The subject is the same – human being.

UX Design Principles:

  • Association (is your game character in front of the bar or in front of the church?)
  • Color and contrast
  • Eyes and gaze direction (eyes attract attention)
  • Movement and animation (a little bit OK, too much results in decrease in conversion)
  • Lines and encapsulation (very dear to a b-to-b marketer’s heart 😉 )
  • Native design (making sure the game looks like it is native part of the device)


Just as in b-to-b marketing, limited time and additional incentive helps conversion.


Interesting point: 30% of people never go to the app (a game!!) after downloading it.  It is important to encourage the first game… Emphasis is given to “on-boarding” – teaching people how to play and making the process of learning easy and entertaining (part of the game).

Angry Bird tutorial – looks like a game itself and very easy to use.


In-game ads (promoting download of another game) can be align to the emotion of the moment: if the character died, the ad is different comparing to the situation when the character is winning.

Symbols help as action buttons compared to text.  Interesting, would it work in b-to-b?  Even if there is a possibility that literacy level of the b-to-b audience is higher…  we all are still human 😉

Game promotions sometimes place price on the button (obviously, not a good idea).

Games: more time is spent in mobile apps than mobile web.  In many cases, game developers gave up on HTML5 because of performance issues.

Successful games use minimalistic design.  In general “it is more important what you cut out of your app than live in your app.”

Curious: in the East, strategy games represent 30% – 40% of the market, in the West only 10%.  Strategy games is a premium product for which people are willing to pay more.

Speaker mentioned App Loyalty by Application Category  (rather sad to see business apps not as popular as we would wish…)



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