Denna rapport beskriver arbetet med ett projekt som haft målet att skapa rutiner för Philips Sonicares Facebooksida, för att öka engagemanget hos deras följare. Två fokusgrupper har utförts och med hjälp av dessa och tidigare forskning skapades uppdateringsrutiner för Facebooksidan, dessa följdes sedan i tre veckor. Efter tre veckor sammanställdes resultatet för att se vilka rutiner som fungerat och vilka som kunde uppdateras ytterligare. Resultatet visade att inlägg med underhållande innehåll fick mer engagemang från följarna, inlägg med information hade större räckvidd. Bilder ökade engagemanget, de tidpunkter som var bäst att publicera var mitt på dagen eller tidigt på kvällen. / This report describes the process of a project with the sole purpose to create routines that will increase the user engagement for Philips Sonicares Facebook page. Two focus groups were held, with the help of those and previous research, routines could be created for the Facebook page and those were used for three weeks. After this period, the results were compiled to see which routines had worked, and which needed to be updated. The results showed that posts with entertaining content got more engagement from the followers and posts with information got bigger reach. Also, pictures increased engagement, and the best times to publish posts were midday or early evening.

Gamification, immersion and flow are well known within game design, and more frequently considered within the development of educational applications. The simplicity and comprehensibility of an educational game can result into improved learning and a more enjoyable experience, as the focus on the gameplay increases with less instructions and a more straightforward approach for playing and learning. The aim is to focus on the relevant areas in order to implement a pick-up-and-play gamification geography game for learnability, as well as understanding the considerations when developing an educational application of this kind. Moreover, the work mainly focuses on the implementation of relevant and central game design elements, including animations, correlated to the researched areas. Given the information and the implementation, evaluation and analyzation were performed using Think-Aloud protocol combined with two scripted tests. Additionally, two slightly modified questionnaires were used, the Game Experience Questionnaire and User Engagement Scale Short Form, as a completion for any uncertainties or missing information after the Think-Aloud protocol. The work has brought up the importance of understanding the correlation between the relevant areas and the game design elements, as well as discussed these in context of this work. Moreover, it describes the importance of the well-balanced usage of animations, which improves the dynamic and engaging experience, while also contributing to a clearer feedback. The Think-Aloud protocol have shown being very useful and effective for the evaluation and analyzation. However, the questionnaires were only useful to some extent, but overall ambiguous and confusing, mainly because of the short playtime by the participants, as well as the difficulties in interpreting the assumptions.

This thesis examines how usability and design improvements affect user engagement on a website. By conducting interviews and analysing user behaviour and feedback related to a job application form, the study demonstrates that enhancements in usability and design can lead to improved quality in user responses. Specifically, an increase in the length and quality of text field input was observed, along with improved responses regarding profile pictures, links, and documents. However, there are certain limitations to consider, including the fact that participants were aware of the monitoring during the interviews, which could influence the authenticity of the results. Additionally, other factors that could have influenced user engagement were not taken into account, making it difficult to solely attribute the changes to usability and design improvements.

The perception of a good user experience can be fundamental in an app for users to be willing to engage in it and use it more than one time. An important part of the user experience is the interactions of the used interface. In this study, the goal has been to answer the question 'How can swipe gestures be used in a book recommendation system to introduce users to new content and allow them to sample it'. To answer the question, a user study with 18 participants has been done in which prototypes based on three different swipe gestures, defined by Google, have been tested: edge swipe, overscroll collapse and paging swipe. The study is based on the previous studies 'Clicking, Assessing, Immersing, and Sharing' by Oh et al. and 'Power of the Swipe: Why Mobile Websites Should Add Horizontal Swiping to Tapping, Clicking, and Scrolling Interaction Techniques' by Dou and Sundar. The study shows that it is possible to design swipe gestures in a recommendation tool for books in such a fashion that it engages the users. The study also shows that the participants thought that the prototype with the paging swipe was statistically significantly more easy to browse and that their attention was less diverted while browsing the content of that prototype. How swipe gestures can be used in a book recommendation system for the intended purpose depends on the purpose and the context of the tool. One way to do it would be to create a tool based on the paging swipe gesture with factors such as content, attractiveness and intuitiveness of the interface in mind. / Upplevelsen av god användarvänlighet kan vara fundamental i en app för att användare ska vilja engagera sig i den och använda den fler än en gång. En viktig del av användarupplevelsen är interaktionerna i det använda gränssnittet. Målet i den här studien har varit att besvara frågan 'Hur kan swipegester användas i ett bokrekommendationsverktyg för att introducera användare till nytt material och låta dem sampla det'. För att besvara frågan har en användarstudie med 18 deltagare genomförts i vilken prototyper baserade på tre, av Google definierade, swipegester har testats: edge swipe, overscroll collapse och paging swipe. Studien är primärt baserad på de tidigare studierna 'Clicking, Assessing, Immersing, and Sharing' av Oh et al. och 'Power of the Swipe: Why Mobile Websites Should Add Horizontal Swiping to Tapping, Clicking, and Scrolling Interaction Techniques' av Dou och Sundar. Studien visar att det är möjligt att designa swipegester i ett bokrekommendationsverktyg på ett sådant sätt att det engagerar användare. Studien visar också att deltagarna fann prototypen med paging swipe statistiskt signifikant enklare att utforska och att deras uppmärksamhet var mindre delad när de utforskade innehållet i den prototypen. Studien skulle dock behöva genomföras med fler deltagare. Hur swipegester kan användas i ett bokrekommendationsverktyg beror på verktygets syfte liksom på kontexten det ska användas i. Ett sätt som swipegester skulle kunna användas på är i ett verktyg baserat på paging swipegester i vilket hänsyn tagits till faktorer som innehåll, attraktionskraft och gränssnittets intuitivitet.

In recent years, the global interest in esports has grown exponentially, opening up for new technologies and products to be developed. One example is esports platforms which serve players with a common place to carry out their esports-related activities. This study utilizes current research about motivation and user engagement to develop three conceptual design proposals aiming to showcase how appropriate gamification components could be incorporated into an esports platform in order to deepen user engagement. These conceptual designs are evaluated by conducting a focus group, in which the participants had expert knowledge in the fields of esports, user experience, technology, and game design. Based on the results, conceptual design guidelines are established, and two final conceptual designs are proposed. With these two final designs, this study aims to contribute to and inspire future design work within the field of gamification and esports. / Under senare år har det globala intresset för esport ökat exponentiellt, vilket har öppnat upp för ny teknik och produkter att utvecklas. Ett exempel är esportplattformar som tillgängliggör spelare med en gemensam plats att utföra sina esportrelaterade aktiviteter. Denna studie använder aktuell forskning om motivation och användarengagemang för att utveckla tre konceptuella designförslag som visar hur lämpliga gamificationkomponenter kan inkorporeras i en esportplattform för att fördjupa användarengagemang. Dessa konceptuella designförslag utvärderas i en fokusgrupp där deltagarna har expertkunskaper inom esport, användarupplevelse, teknik och speldesign. Baserat på resultaten utformas konceptuella riktlinjer och två slutliga konceptuella designförslag presenteras. Med dessa två slutliga designförsag syftar denna studie till att bidra till och inspirera framtida designarbeten inom gamification och esport.

Background. Learning a new language is essential for global communication and cultural understanding as it enhances communication skills and promotes respect for diverse cultures. In this digital age, e-learning platforms have become popular tools for language learning. Additionally, the integration of gamification and persuasive design techniques has gained widespread popularity in educational settings, primar- ily for their ability to boost user engagement. By infusing these game elements and persuasive design principles into online language learning platforms, We can create immersive experiences that drive the learners to actively learn.  Objectives. This study investigates the impact of gamification and persuasive de- sign principles on user engagement and motivation in e-learning platforms for non- Swedish people learning Swedish. The objectives include conducting a literature review on these principles, designing two e-learning platforms (one with these prin- ciples and one without), inviting a diverse group of non-Swedish people learning Swedish to use both platforms, followed by a survey to assess the satisfaction and motivation of the participants, and finally analyzing data to assess the influence of these elements on user engagement and motivation in language learning. Methods. To achieve the objectives, an extensive literature review was conducted to identify suitable game elements and persuasive design principles. Following this, two distinct e-learning platforms were created—one infused with gamification and persuasive design principles and one without. The final step involved a user study with a diverse group of non-Swedish participants to assess the impact of gamifi- cation and persuasive design principles on user engagement and motivation. This includes the collection of quantitative and qualitative data to measure the impact of gamification and persuasive design principles on user engagement and motivation in e-learning platforms designed for non-Swedish people learning Swedish.  Results. Through an extensive literature review, this thesis identified effective gamification elements for language learning platforms. Subsequently, two e-learning platforms were precisely designed and developed: one adhering to traditional non- gamified methods and the other incorporating the identified gamification elements. A group of non-Swedish participants engaged with both platforms and responded to a survey. The results revealed a significant increase in motivation among participants when completing language learning tasks on the gamified platform, demonstrating the tangible benefits of gamification in promoting engagement and long-term lan- guage acquisition, aligning with findings from the literature review. These outcomes can contribute to improving the design of language learning experiences while also providing insights for future developments in e-learning platforms.  Conclusions. Based on the study results, the conclusion is that using gamifica- tion and persuasive design principles can significantly improve user engagement and motivation in e-learning platforms for language learning.

The study aims to investigate user engagement in the Generated Artificial Intelligence (GAI) marketing content within social media marketing. The increasing prominence of GAI content has sparked diverse reactions, particularly concerning the safety of personalized content and individuals' awareness of their data being utilized for customization. The main goal of this research is to understand the impact of GAI on user engagement in social media marketing, focusing on the utilization of customer data and preferences on social media platforms. The research unfolds as an empirical exploration, employing a quantitative approach and a structured questionnaire. In conclusion, the research implications emphasize the significance of transparent communication, strategic content creation, and a nuanced understanding of the relationship between awareness, personalization, and consumer engagement in the context of AI-generated content. Marketers can leverage these insights to refine their strategies, enhance user experiences, and build trust in the era of AI-driven marketing.

Story-focused news articles are a different type of news articles, containing more visual and interactive elements, developed in order to engage a younger audience for online newspapers. User engagement has been defined as the “emotional, cognitive and behavioral connection between a user and a resource”, and different metrics are used to track the user engagement of the readers on these articles. However, there is no prior research on which of these metrics describe user engagement in the most accurate way. This study therefore aims to find out what metrics to use when measuring user engagement on story-focused articles through interviewing readers of three different story-focused articles and compare their engagement levels with actual metric values tracked. The results show that two out of the three articles can be considered engaging according to the definition, and the metrics they both have in common is high values of scroll depth, low values of bounce rate and high values of page views. The study therefore concludes that a combination of these three metrics describes user engagement in the most accurate way possible. Furthermore, both the engaging articles have a large number of images, galleries and videos compared to the non-engaging article, which indicates that visual elements in different forms are a winning concept for story-focused articles. / Nyhetsartiklar som fokuserar på berättande är en ny typ av nyhetsartiklar som innehåller fler visuella och interaktiva element, utvecklade för att engagera en yngre publik för digitala nyhetssidor. Användarengagemang har tidigare definierats som det “emotionella, kognitiva och beteendemässiga kontakten mellan användaren och resursen”, och olika mätetal används för att mäta användarengagemanget hos läsarna av nyhetsartiklar som fokuserar på berättande. Däremot finns det ingen tidigare forskning på vilka av dessa mätetal som beskriver användarengagemang på bäst sätt. Den här studien har därför som mål att ta reda på vilka mätetal som borde användas vid mätning av användarengagemang för nyhetsartiklar som fokuserar på berättande, genom att intervjua läsare av tre olika artiklar och jämföra deras engagemangsnivå med uppmätta mätetal. Resultaten visar att 2 av de 3 artiklarna kan anses engagerande enligt definitionen, och mätetalen som de båda har gemensamt är ett högt genomsnittligt scrolldjup, låg nivå av studsar och höga siffror för sidvisningar. Studien drar därför slutsatsen att en kombination av dessa tre mätetal beskriver användarengagemang på bästa möjliga sätt. Dessutom har båda de engagerande artiklarna ett stort antal bilder, gallerier och videor jämfört med den icke engagerande artikeln, vilket indikerar att visuella element av olika slag är ett vinnande koncept för historieberättande artiklar.

In the engineering field, log data analysis has been conducted by most companies as it has become a significant step for discovering problems and obtaining insights into the system. Visualization which brings better comprehension of data could be used as an effective and intuitive method for data analysis. This study aims at applying a participatory design approach to develop a visualization system of log data, employed with design activities including interviews, prototyping, usability testing and questionnaires in the research process, along with a comparative study on the impacts of using narrative visualization techniques and storytelling on usability and user engagement with exploratory visualizations. The findings exposed that using storytelling and narrative visualization techniques seems to increase user engagement while it does not seem to increase usability. Definitive conclusions could not be drawn due to a low demographic diversity of participants; however, the results could be an initial insight to trigger further research on the impacts of storytelling and narrative visualization techniques on user experience. Future research is encouraged to recruit more participants in a wide diversity, pre-process log data and conduct a comparative study on selecting the best visualization for log data. / Inom teknikområdet har loggdata-analys genomförts av de flesta företag eftersom det har blivit ett viktigt steg for att upptäcka problem och fa insikt i systemet. Visualisering som ger bättre förståelse av data kan användas som en effektiv och intuitiv metod for dataanalys. Denna studie syftar till att tillämpa en deltagande designmetod for att utveckla ett visualiseringssystem av loggdata, anställda med designaktiviteter inklusive intervjuer, prototyper, användbarhetstest och frågeformulär i forskningsprocessen, tillsammans med en jämförande studie av effekterna av att använda berättande visualiseringstekniker och berättelse om användbarhet och användarengagemang med utforskande visualiseringar. Resultaten visade att användning av berättelser och berättande visualiseringstekniker verkar oka användarnas engagemang medan det inte verkar oka användbarheten. Definitiva slutsatser kunde inte dras på grund av en lag demografisk mångfald av deltagare; emellertid kan resultaten vara en första insikt for att utlösa ytterligare forskning om effekterna av berättelser och berättande visualiseringstekniker på användarupplevelsen. Framtida forskning uppmuntras att rekrytera fler deltagare i en stor mångfald, förbereda loggdata och genomföra en jämförande studie om att välja den basta visualiseringen for loggdata.

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