UX In The Jungle is a tabletop game that empowers UX practitioners to see the big picture of product development. It can help them with evangelizing the importance of different UX functions and skills within the organisation. Players in the same group must collaborate to understand requirements, figure out user needs, make trade-offs between different features, manage market change risks, and deal with various other development cycle challenges to release their products on time with good usability and (most important of all) make lots money.

1. UX in the Jungle
A Board Game for UXers
Der-Jeng Lin, Mike Chou, Hsin O. Eu, Pacha Chen
September 8th, 2016
Copyright © 2016. Trend Micro Incorporated. All rights reserved. 12016/08/23

2. UX in the
Jungle
The Team
DJ (Der-Jeng) Lin
Sr. Project Manager
Mike Chou
Staff UI Designer
Hsin Olive Eu
Director
Pacha Chen
Sr. UX Researcher
HIE (Human Interface Engineering) Department
Taipei, TaiwanTaipei, Taiwan
Copyright © 2016. Trend Micro Incorporated. All rights reserved. 22016/08/23

3. UX in the
Jungle
Workshop Objectives
• Complete Product Development Life Cycle• Complete Product Development Life Cycle
• Everyday Obstacles in Real Situations• Everyday Obstacles in Real Situations
• Different UX Job Functions• Different UX Job Functions
• Importance of Team Collaboration• Importance of Team Collaboration
Experience the…
Within 3 Hours! (Instead of Years or Months!)
Copyright © 2016. Trend Micro Incorporated. All rights reserved. 32016/08/23

4. UX in the
Jungle
Background
The mobile games market is growing
rapidly with revenues exceeding many
analysts' expectations. Two software
companies don't want to lose out and
decide to spin off small business units
to penetrate this rising market.
But your CEO is not patient…
As members of the UX design teams for
these two spin-offs, your goal is to
make as much money as possible by
delivering the best possible mobile
game apps for your target audience.
Copyright © 2016. Trend Micro Incorporated. All rights reserved. 42016/08/23

5. UX in the
Jungle
Workshop Rundown
09:30 – 09:40 Introduction
09:50 – 10:45 Understanding the Jungle
09:40 – 09:50 Assemble Your Cast
10:45 – 11:15 Break
11:15 – 12:10 Experience the Jungle!
12:10 – 12:30 Sharing & Awarding
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6. Assemble Your Cast
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7. Identify Your Role & Seat
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UX
Designer
UX
Researcher
UX
Researcher
UX
Designer
Each player chooses a Role Piece
and takes their seat as shown below
Design
Manager
Design
Manager

8. Place Role Pieces
Place your Role PieceRole PieceRole PieceRole Piece on the starting tile
as shown below
Copyright © 2016. Trend Micro Incorporated. All rights reserved. 82016/08/23
UX
Researcher
UX
Designer
UX
Designer
UX
Researcher
Design
Manager
Design
Manager

9. Play Sequence
1111
2222
3333
4444
5555
6666
2 teams take turns in the
following sequence
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UX
Designer
UX
Researcher
UX
Researcher
UX
Designer
Design
Manager
Design
Manager

10. Team Objective
The end of September
+
or
The first team
launches its 4th GameGameGameGame
x 4 x 4
Before…Earn the Most Revenue
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11. Introduce Your Teammates
• Their Names
• Where they are from
• The Role they are
going to play today
This is Mike Chou
He is a UI Designer from
Trend Micro Inc., Taiwan
He will be the UX Designer
for the Bear Team
Design Manager:
Introduce your teammates
to the other team
Introduce yourself and learn the
following info from the other two
members in your team
Copyright © 2016. Trend Micro Incorporated. All rights reserved. 112016/08/23

12. Round I
Understanding the Jungle
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13. UX in the
Jungle
Round I Missions
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Understand
The Development Process
Different Stakeholders and Their Influence
How Things Change in the Jungle
the Order of Play
Identify the Top 3 Keys to Making a Profitable Product
(list them on your flipchart)
Launch 2 Games

14. Launched
Product
Development
& Test
Clarified
Scenarios
Interaction
Design
Product
Endorsement
Visual
Design
The Development Process
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Game
Ideas
Bad Development TokensBad Development TokensBad Development TokensBad Development Tokens
will reduce the value of
your product

15. How to Develop a Game
DesignDesignDesignDesign cards can only
be placed in the
predefined sequence
Development TokensDevelopment TokensDevelopment TokensDevelopment Tokens
can only be placed
after all 3 DesignDesignDesignDesign cards
are placed
x 1~4+
Product Endorsement can only be
placed after the Licensing &
Registration and 1 or more new
Game cards are implemented
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16. Product Launch
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Plan Advertise Sell
Update
Market
Choose implemented
Game cards to launch
Flip additional
User cards face up
Calculate revenue
from launched Game(s)
Discard 3 User cards with
the most matching symbols
# of new Games launched 1 2 3 4
# of User cards to flip 1 4 9 16

17. Examples of Revenue Calculation
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= $20
1: ($6 - $1 x 2 ) x ( 5x 5 ($4 - $1 x 1 ) + 3 )
= $4 x 5 = $3 x 8
= $24

18. Setup
Round I
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19. Identify Stakeholders
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1 :1 :1 :1 : 6666 StakeholderStakeholderStakeholderStakeholder cards for the Bear TeamBear TeamBear TeamBear Team
3333 : Obstacle: Obstacle: Obstacle: Obstacle cards
2 :2 :2 :2 : 6666 StakeholderStakeholderStakeholderStakeholder cards for the Deer TeamDeer TeamDeer TeamDeer Team

20. Stakeholder and Their Influence
Unhappy StakeholdersUnhappy StakeholdersUnhappy StakeholdersUnhappy Stakeholders
will prevent your team from
taking some actions or even
give rise to ObstaclesObstaclesObstaclesObstacles!
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Happy Stakeholders Unhappy Stakeholders

21. Explore User Needs
1111 : User: User: User: User cards
2 :2 :2 :2 : 16161616 UserUserUserUser cards in the MarketMarketMarketMarket Place 16161616 UserUserUserUser cards in the MarketMarketMarketMarket
with 8888 facing up and 8888 facing down
Copyright © 2016. Trend Micro Incorporated. All rights reserved. 212016/08/23

22. Set Up the Development Board
1 : Game1 : Game1 : Game1 : Game cards
Place the
LicensingLicensingLicensingLicensing &&&& RegistrationRegistrationRegistrationRegistration card
and 4444 random GameGameGameGame cards
on the Development BoardDevelopment BoardDevelopment BoardDevelopment Board
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2 : Design2 : Design2 : Design2 : Design cards
Below the Licensing & Registration
card, place the following DesignDesignDesignDesign
cards :
a.a.a.a. 1111 Clarified ScenariosClarified ScenariosClarified ScenariosClarified Scenarios
b. 1 Interaction DesignInteraction DesignInteraction DesignInteraction Design
c. 1 Visual DesignVisual DesignVisual DesignVisual Design
3 : Development Tokens3 : Development Tokens3 : Development Tokens3 : Development Tokens
Draw 2222 Development TokensDevelopment TokensDevelopment TokensDevelopment Tokens
and place them below the
Licensing & RegistrationLicensing & RegistrationLicensing & RegistrationLicensing & Registration card

23. Changes in the Jungle
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x 4
Design
Manager
1111 : Change: Change: Change: Change cards

24. Replace the UserUserUserUser card
with a new one facing down
Flip the UserUserUserUser card face up
Flip the StakeholderStakeholderStakeholderStakeholder card face down
Draw an ObstacleObstacleObstacleObstacle card
How Things Change
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An Office locationAn Office locationAn Office locationAn Office location
A CountryA CountryA CountryA Country

25. Deal Design Cards
252016/08/23 Copyright © 2016. Trend Micro Incorporated. All rights reserved.
Design
Manager
UX
Designer
UX
Researcher
UX
Researcher
UX
Designer
Design
Manager
x 2 x 3

26. Mind Your Time
TheTheTheThe
END!END!END!END!
10:40
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27. The Adventure Begins!
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Missions:
Understand
• The Development
Process
• Different Stakeholders
and Their Influence
• How Things Change in
the Jungle
• The Order of Play
Identify the Top 3
Keys to Making a
Profitable Product
(on flipchart)
Launch 2 Games

28. Break
Please return to your seats
before 11:15
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29. Round II
Experience the Jungle!
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30. UX in the
Jungle
Round II Missions
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Experience the …
Complete Product Development Life Cycle
Everyday Obstacles in Real Situation
Differences among UX Job Functions
Importance of Team Collaboration
Earn the Most Revenue and Win the Game
Share What Your Team Have Learned
(on your flipchart)

31. UX Skills Boost Development
Once per turn, you may flip up to 1111 UnhappyUnhappyUnhappyUnhappy
StakeholderStakeholderStakeholderStakeholder card anywhere on the board
Once per turn, draw 1111 additional DesignDesignDesignDesign card
if you draw one of the following 2 cards:
• Interaction DesignInteraction DesignInteraction DesignInteraction Design
• Visual DesignVisual DesignVisual DesignVisual Design
Examine 1111 additional User card each time you
conduct User ResearchUser ResearchUser ResearchUser Research
Copyright © 2016. Trend Micro Incorporated. All rights reserved. 312016/08/23

32. UXers Do More Than Just Design
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Launched
Product
Development
& Test
Clarified
Scenarios
Interaction
Design
Product
Endorsement
Visual
Design
Game
Ideas
x 1x 1

33. Change May Lead to Obstacles
x 5
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34. Setup
Round II
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35. Place Role Pieces
Place your Role PieceRole PieceRole PieceRole Piece on the starting tile
as shown below
Copyright © 2016. Trend Micro Incorporated. All rights reserved. 352016/08/23
UX
Researcher
UX
Designer
Design
Manager
Design
Manager
UX
Designer
UX
Researcher

36. Identify Stakeholders
Copyright © 2016. Trend Micro Incorporated. All rights reserved. 362016/08/23
1 :1 :1 :1 : 6666 StakeholderStakeholderStakeholderStakeholder cards for the Bear TeamBear TeamBear TeamBear Team
3333 : Obstacle: Obstacle: Obstacle: Obstacle cards
2 :2 :2 :2 : 6666 StakeholderStakeholderStakeholderStakeholder cards for the Deer TeamDeer TeamDeer TeamDeer Team

37. Explore User Needs
1111 : User: User: User: User cards
2 :2 :2 :2 : 16161616 UserUserUserUser cards in the MarketMarketMarketMarket Place 16161616 UserUserUserUser cards in the MarketMarketMarketMarket
with 8888 facing up and 8888 facing down
Copyright © 2016. Trend Micro Incorporated. All rights reserved. 372016/08/23

38. Set Up the Development Board
1 : Game1 : Game1 : Game1 : Game cards
Place the
LicensingLicensingLicensingLicensing &&&& RegistrationRegistrationRegistrationRegistration card
and 2222 random GameGameGameGame cards
on the Development BoardDevelopment BoardDevelopment BoardDevelopment Board
Copyright © 2016. Trend Micro Incorporated. All rights reserved. 382016/08/23
2 : Design2 : Design2 : Design2 : Design cards
Below the Licensing & Registration
card, place the following DesignDesignDesignDesign
cards :
a.a.a.a. 1111 Clarified ScenariosClarified ScenariosClarified ScenariosClarified Scenarios
b. 1 Interaction DesignInteraction DesignInteraction DesignInteraction Design
c. 1 Visual DesignVisual DesignVisual DesignVisual Design
3 : Development Tokens3 : Development Tokens3 : Development Tokens3 : Development Tokens
Draw 2222 Development TokensDevelopment TokensDevelopment TokensDevelopment Tokens
and place them below the
Licensing & RegistrationLicensing & RegistrationLicensing & RegistrationLicensing & Registration card

39. Plan the 3rd Game
Examine 3333 UserUserUserUser cards in tiles that are adjacent to your team’s office
and choose 1 GameGameGameGame card to put on your Development BoardDevelopment BoardDevelopment BoardDevelopment Board
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40. Changes in the Jungle
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x 4
Design
Manager
1111 : Change: Change: Change: Change cards

41. Deal Design Cards
412016/08/23 Copyright © 2016. Trend Micro Incorporated. All rights reserved.
Design
Manager
UX
Designer
UX
Researcher
UX
Researcher
UX
Designer
Design
Manager
x 2 x 3

42. Mind Your Time
TheTheTheThe
END!END!END!END!
12:10
Copyright © 2016. Trend Micro Incorporated. All rights reserved. 422016/08/23

43. The Adventure Begins!
2016/08/23 Copyright © 2016. Trend Micro Incorporated. All rights reserved. 43
Missions:
Experience
• Complete Product
Development Life Cycle
• Everyday Obstacles
• Difference UX Job
Functions
• Importance of Team
Collaboration
Earn the Most
Revenue and Win
the Game
Share What Your
Team Have Learned

44. Sharing Time!
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45. Awarding Time!
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46. Thank you for your
participation!
Credits
Game Design: DJ (Der-Jeng) Lin
Project Management: Mike Chou
Artwork: Peggy Liu
Board Layout: Melody Chou
Accessories: Cathy Yeh
Visual Design Review: Pin Hsu
Editing: Richard Hsiao, Aron Danburg
Production: Hsin Olive Eu
Playtest Coordination: Pacha Chen
Primary Playtesting:
Fiona Wen, Joyce Lin, Hanwen Chang,
Wish Lin, Mei Hung, Xindy Wang, Jasmine Liou
Special thanks to team members from Trend Micro HIE,
BA, and R&D for supporting the playtest!
Hsin Olive Eu, HsinOlive_Eu@trend.com.tw
Pacha Chen, Pacha_Chen@trend.com.tw
DJ (Der-Jeng) Lin, DerJeng_Lin@trend.com.tw
Mike Chou, Mike_Chou@trend.com.tw
Copyright © 2016. Trend Micro Incorporated. All rights reserved. 462016/08/23