More Than Just Fun and Games

Caution: Strategy at Play

In SI 342, students analyze what makes games engaging, then apply UX research and product strategy to design and pitch original concepts.

At the University of Michigan School of Information, video games aren't just played; they are dissected, researched, and redesigned. In SI 342 - Games and User Experience, lecturer Natalie Fang transforms a ubiquitous form of entertainment into a masterclass on product strategy, human behavior, and portfolio building, making it one of the most sought-after courses in the curriculum.

So, what makes this class stand out? It starts with leveraging what students already love."There are many aspects of video games that are interesting and fun, plus it’s a great medium to learn various concepts," says Fang. "We have engaging discussions by picking out games that students grew up with and dissecting what makes them objectively 'good' from a player experience standpoint."

However, SI 342 moves quickly from nostalgia to professional execution. The course is intentionally structured so that students walk away with tangible portfolio pieces. By learning to present qualitative and quantitative UX research effectively to convince stakeholders to invest in new ideas, students gain skills that transfer directly to careers in UX design, software engineering, product management, and business strategy.

Unlike traditional UX, which often strives to eliminate friction to make tasks seamless, game design relies on intentional friction to create challenges. SI 342 teaches students how to balance player frustration with engagement using UX research tools to evaluate core game loops.

"Have we given players a concrete goal that they want to work towards? Is there enough of a challenge that the reward feels great so the player wants to keep engaging?" Fang asks. Navigating these questions requires adapting to changing business constraints and technology, whether working on an indie darling built by two people or a massive AAA studio project.

Fang emphasizes that while accessible modern tools make creating a game easier than ever, launching a successful one requires grounding the vision in user data. "You can have a beautiful, highly technical game, but if it doesn’t connect with the user in some way, that game will fade into obscurity upon launch."

The insights gained in SI 342 extend far beyond the gaming industry. Modern products and services like productivity apps with victory animations or learning platforms with streak rewards all rely on gamification principles for retention.

"Retention is king for business sustainability, especially in tech," Fang explains. "Being able to understand and break down what makes a game and its player experience sticky is incredibly helpful for anyone pursuing a career in technology and business."

The highlight of the semester comes on the final day, when students pitch their original game concepts to local industry leaders, including publishers and studio CEOs. Past projects have been so compelling that judges have poured all their attention and “competition funding" into a single student’s vision.

Through its blend of analytical rigor, creative design, and real-world stakeholder feedback, SI 342 equips UMSI students not just to play the game, but to design the future of interactive technology.