When we talk about learning from video games, the immediate association is often gamification. Add a points system, throw in some rewards, and you've got user engagement, right? But as a product manager, designer, or growth marketer you know engagement goes beyond just keeping users busy.
That’s what we discussed in our Feel & Storytelling workshop with DesignConnect this past summer. The true power of game design lies in the subtle, deeply impactful lessons that make experiences meaningful—lessons that can elevate your product from functional to delightful.
1. Narrative and Immersion: Let Users Craft Their Own Story
At the core of every great game is an adaptable narrative. Game designers know it’s not just about the story they want to tell; it’s about how players shape that story for themselves. In product design, it’s easy to assume we need to guide users every step of the way. However, the best user experiences often happen when users feel they are crafting their own journey.
Lesson: Consider how you can design pathways that adapt to users' choices and actions, giving them enough context to shape their own experience. Avoid overly rigid flows that feel stifling—instead, think about creating flexible user journeys that empower them to explore and discover value organically.
2. Emotionally Resonant Interactions: Design the Feel, Not Just the Flow
Games are masters of evoking emotion through their mechanics. In What Remains of Edith Finch, one sequence brilliantly conveys the monotony and escapism of a character’s job through simultaneous gameplay—the player both chops fish and navigates an elaborate daydream. The tension between these two actions is emotionally powerful.
Lesson: Emotional resonance isn’t just about compelling visuals or narrative—it’s also about the feel of interaction. How does completing a task in your product feel? Does a repetitive action evoke satisfaction or tedium? Think about interactions like dragging a sticky note in FigJam—can you make them satisfying and meaningful, communicating emotional depth through even small gestures?
3. Scaling and Pacing: Master the Basics, Unlock the Secrets
In Super Mario Odyssey, players learn basic moves early on, but as they progress, they uncover more advanced techniques, opening up new possibilities. The game accommodates novice players but also rewards those who seek mastery with deeper experiences.
Lesson: Layer complexity in your product thoughtfully. Start by ensuring users can easily grasp the basics, but create opportunities for advanced users to discover more—through contextual hints, tooltips, or onboarding that evolves over time. This not only keeps different types of users engaged but makes your product feel like it grows with them, encouraging long-term adoption.
4. Contextual UI: Boldly Focus on What Matters
Game designers make deliberate decisions about what information to show and when to show it. Elden Ring hides its Heads Up Display (HUD), which shows stats like health and items, during exploration and only brings it back during combat, focusing the player’s attention when it matters most. By contrast, many software products clutter the interface with everything, all at once.
Lesson: Take bold steps to simplify. Rather than assuming users want every possible feature front and center, focus on showing only what’s necessary at any given moment. Reducing clutter improves usability, lowers cognitive load, and makes your product feel more intuitive—as if it knows exactly what the user needs, when they need it.
5. Rethinking Gamification: Avoiding the Pitfalls
Gamification can easily become counterproductive if not thoughtfully applied. As game designer Soren Johnson said, "Gamers will optimize the fun out of a game." If you add points and rewards without considering the long-term impact, users might engage in behaviors that undermine the overall experience.
Lesson: Be strategic when applying gamification. Focus on rewarding the right behaviors—the ones that align with meaningful engagement and genuine user value. Instead of relying on points to drive loyalty, make sure your core experience is what keeps users invested.
By thinking like a game designer, you can craft product experiences that are emotionally engaging, meaningfully complex, and deeply resonant. Want to explore how these principles can make your product shine? Book a free consultation with to see how we can help transform your user experience.
