11. Usability in Purchasing
A Usability Primer
Purchasing in games can occur via virtual currency which has been earned in-game, or with real money. In both cases spending can be stressful for the player and usability can help remove most of that anxiety and friction.
From a developer perspective, in-app purchasing may be the only way they earn revenues, so the quality of the usability around the purchase interface is of very high importance.
Here are some examples of purchasing issues you should want to check for in a usability playtest:
Discovery. Is it clear where items can be purchased and what can be purchased? Some games make it difficult for the player to discover all that is for sale.
Clarity. Some games offer bundles of items, however it is not always easy to find out information on each item in the bundle. It should be clear to the player what exactly it is they are purchasing.
Purpose/benefit of items. Players are not likely to make a purchase if they don’t understand what the item does or how it will benefit them in the game.
Calculating actual cost. Sometimes the purchase of an item might involve currency conversion from one to another. Additionally, some games offer discounts and try to communicate the savings to the player of buying more, however these frequently require the player to do mental arithmetic to calculate the best deal. Aim to make the cost as transparent as possible.
Ability to purchase. If the player gets through all of the above, then they have to actually make the transaction. Is that easy to do or awkward? It’s worth noting that you may want to include some friction here so that accidental purchases cannot be made.
If players are not making purchases in your game, don’t assume that they can’t afford it, it’s possible that the fault lies with one of the usability factors above.
Key takeaway
Spending currency, virtual or real, can be a source of anxiety for players. This can be mitigated with a focus on usability around the principles of clarity, transparency, and actual cost. Of note, this is one area where adding friction is for the player’s benefit.