T11: Game Theory for Interaction Design

Wednesday, 29 June 2022, 17:00 – 21:00 CEST (Central European Summer Time - Gothenburg, Sweden)
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Daniel Rosenberg (short bio)

San Jose State University, USA



User experiences are never neutral! They always guide user behavior in a direction influenced by the system owner’s goals. Effectively guiding human behavior with software requires convincing the user to trust technology. Success or failure in building and maintaining this trust determines whether the user’s relationship with the experience you provide will be empathetic or hostile. When the user experience is required to manipulate and steer user behavior, applying game theory the interaction design is one of the most powerful techniques available. This tutorial will get the HCI practitioner started on understanding applied game theory and adding the capability to their skill set.


Content and benefits:

  • Power and purpose of applying game theory within interaction design
  • Applied game theory fundamentals within a transactional UX
    • User tracking techniques
    • Behavioral modeling
    • Motivational targeting and mapping to relevant game mechanics
    • The game construction process within a UX
  • Differences between game theory flavors such as:
    • Gamification
    • Gameful Design
    • Captology (Computers as persuasive technology)
  • In class exercise with review by the instructor and other students
  • Ethics and risks of deploying game theory
  • Opensource resources that can reduce the required budget to implement gamification

Once understood the benefit to the student/practitioner that masters this advanced content area will be the effective utilization of the most powerful game theory techniques to motivate and manipulation the paths users take through any interaction design to meet their own or system owner objectives.


Target Audience:

UX practitioners in design and user research at all levels including UX managers.

Bio Sketch of Presenter:

Daniel Rosenberg is a well-known UX designer, author and educator, whose design career has spanned over 4 decades. He is currently a professor at San Jose State in the Human Factors Engineering program where he specializes in teaching IxD. In 2019 Dan received the ACM SigCHI Lifetime Practice award for his numerous educational, technical and leadership contributions to the HCI field. He is credited with inventing many of the common design patterns used in GUI’s today. In 1990 he published Human Factors in Product Design the first textbook to bring Human Factors Engineering to the consumer market. He is also the author of new Interaction Design textbook named UX Magic. It extends the practice of conceptual models into the visualization, flow, game theory and graphic design dimensions of IxD practice. In addition, for over 18 years Dan was the global UX “design executive” at two of the world’s largest software companies, Oracle and SAP so he has a great deal of experience apply different design techniques in the real world. More info can be found at rcdoux.com.