Interaction Design (IxD): Gamifying the Chegg Student Mobile Experience

Chegg UI Mockup (Side).png

Summary.​

Sponsor: Chegg

Course: ISE 220 - Advanced Interaction Design

Timeline: 3-Weeks

Contribution: Expert Heuristic Evaluation \ Ideation \ Prototype 

In the Fall 2019 semester, Chegg collaborated with the Human Factors/Ergonomics M.S. Program at SJSU to gamify the Chegg student experience.

 

Problem.

  • Currently, individual subscription to Chegg Study, Chegg Prep, Chegg Books, or Chegg Writing products drive the majority of site traffic

  • Financial analysis shows that for Chegg, it is more valuable for one student to simultaneously use three-or-more Chegg products than three different students each using a single Chegg product

 

Objectives.

  1. Increase engagement across the Chegg product suite

  2. Create a way for students to learn together via gaming with multiple Chegg products

 

Methods.​

​Expert Heuristic Evaluation \ Ideation \ Wireframe \ Prototype

 

Process.

 
 

Expert Heuristic Evaluation.​

An expert heuristic evaluation was conducted for designers to familiarize themselves with the Chegg product suite and to identify potential usability hotspots.

Example Heuristic Violation I: Consistency and Standards

Users should not have to wonder whether different words, situations, or actions mean the same thing. Follow platform and industry conventions (Nielsen Norman Group). 

Heuristic 1a.png
Heuristic 1b.png

Description of Violation I: Users can find textbook solutions by tapping 'Scan your book' or 'Scan your textbook' from the Solutions and Books tabs on the Search Screen. Both CTAs use a consistent icon but an inconsistent icon label. This may confuse and frustrate users who need to find a solution quickly, driving them to abandon the use of a single or multiple Chegg products.

Recommendation for Violation I: Use consistent icon labels.

Example Heuristic Violation II: Consistency and Standards

Users should not have to wonder whether different words, situations, or actions mean the same thing. Follow platform and industry conventions (Nielsen Norman Group).

Heuristic 2a.png
Heuristic 2b.png

Description of Violation II: Chegg offers a suite of products made available as individual mobile apps. There are major inconsistencies in the global navigation across the suite of apps.

Recommendation for Violation II: Adhere to a single global style guide across the suite of products (mobile apps).

Ideation.​

Game Design

Game design is the application of IxD game techniques in a non-game scenario to engage an audience to solve a problem.

Gamification

Gamification is a game technique that can be applied to IxD. To gamify the Chegg college student experience, reward elements that incentivize study and prep with Chegg suite products were brainstormed in ideation sessions with other HFE graduate students.

 
Victor Alejandro Cortes User Experience UX Research Portfolio
Victor Alejandro Cortes User Experience UX Research Portfolio
Victor Alejandro Cortes User Experience UX Research Portfolio

Motivators

In IxD, gamification and other game techniques can be applied to increase:

  • Productivity

  • Performance

  • Satisfaction

  • Sales and Revenue

  • Community Size

  • Healthy Behavior(s)

  • Sustainability

Motivators can also be used to decrease:

  • Errors

  • Boredom with Repetitive Tasks

  • Unhealthy Behavior(s)

  • Energy Consumption

  • Gambling

  • Conflict

  • Absenteeism

IxD utilizes both intrinsic and extrinsic motivators. Intrinsic motivators enhance the user's self-image when they complete a goal. Extrinsic motivators give users a perceptible reward or punishment.

Victor Alejandro Cortes User Experience UX Research Portfolio
Victor Alejandro Cortes User Experience UX Research Portfolio

Mechanics

In IxD game techniques, mechanics refer to a combination of design patterns and flows that communicate rules, progress, and results. Game mechanics should match user intrinsic and extrinsic motivators to ensure usability and a better user experience.

Victor Alejandro Cortes User Experience UX Research Portfolio
Victor Alejandro Cortes User Experience UX Research Portfolio

Economy

Game IxD techniques require an economy of capital assets for users to earn and spend. The game economy can be real (subscription, discount, purchase) or virtual (coins, wins, achievements, friends, teams, subject knowledge-level, question contributions).   

Victor Alejandro Cortes User Experience UX Research Portfolio
Victor Alejandro Cortes User Experience UX Research Portfolio

Rules

Rules are important in IxD game techniques to ensure engagement and disincentivize cheating.  

Victor Alejandro Cortes User Experience UX Research Portfolio
Victor Alejandro Cortes User Experience UX Research Portfolio

Engagement Loop

Game IxD techniques create an engagement loop that continuously reinforce the users' motivation to participate.

Victor Alejandro Cortes User Experience UX Research Portfolio
Victor Alejandro Cortes User Experience UX Research Portfolio

Interaction Design (IxD)

Semantic Model: System Object-User Actions

The following matrix visualizes the cognitive load of the IxD. A sparse matrix signals a higher mental workload required from the user to interact with the system's objects and may be reflected through the system's usability. 

Victor Alejandro Cortes User Experience UX Research Portfolio

System Object Attributes, Measures and Dimensions

IxD game techniques can yield desired interactions with targeted system objects. 

Victor Alejandro Cortes User Experience UX Research Portfolio

Experience Flow

The following diagram visualizes the gamification of a typical college student experience flow using Chegg Study to prepare for an assignment. 

Victor Alejandro Cortes User Experience UX Research Portfolio

Wireframe

"Paper and Pencil" iterations were sketched to more quickly develop and evaluate better design solutions. 

Victor Alejandro Cortes User Experience UX Research Portfolio
Victor Alejandro Cortes User Experience UX Research Portfolio
Victor Alejandro Cortes User Experience UX Research Portfolio
 

Prototype.​

Interactive Prototype

Below is a recording visualizing a mid-fidelity, interactive prototype (developed with AXURE RP). The prototype highlights a gamified Chegg Student mobile experience for a typical task flow (i.e. using the Chegg suite to study for an upcoming assignment).

Next Steps.​

Usability testing should be conducted with representative users to iterate and improve the usability of the design.