Applying Event-Related Potentials to Measure Perceptual Experience toward the Navigation Interface of a Mobile Game for Improving the Design

High-level user experience has become the key factor that one game can be successful in the game market. The home page of mobile games, especially the design of the navigation interface, has a significant impact on users' initial experience, which is an important determent to users' preferences and purchase decision. Hence, measuring users' perceptual experiences of the navigation interface can help designers understand real demands from users. Previous studies primarily used self-report scales or interviews to measure gamers' perceptual experiences. However, it may not reflect gamers' real perceptions that they are feeling as most of time the feeling is short-lived and implicit. To fill this gap, the current study attempted to combine subjective evaluation with event-related potentials (ERP) to objectively measure gamers' perceptual experience evoked by the navigation interface of the mobile game. The navigation interfaces of mobile games with low, medium, and high perceptual experience were developed and the ERP experiment was conducted to detect the differences in users' electroencephalograph (EEG) components when subjects were exposed to the different design levels of navigation interface. The results showed that N1 reaction showed asymmetry in brain regions, and P2 and N2 showed symmetry, and relative to the navigation interface with low and medium perceptual experiences, the high level of navigation interface induced a larger amplitude of N2 in the anterior scalp and P2 in the frontal scalp. These EEG components can, therefore, be regarded as significant indicators reflecting gamers' perceptions of the navigation interface. The findings benefit game companies of navigation interface designs.