Screen Shot 2017-01-21 at 6.32.40 PM

Brock Dubbels Ph.D.

Dept. Psychology, Neuroscience, and Behaviour

McMaster University


Gamification may provide new venues for offering customer experiences. The chapter compares three models of game play analyzed through user experience research. In section 1, the three models are presented: Grind Core, Freemium, and Immersion. These models are differentiated as value delivered, and user experience. Value and experience are defined across four categories: function, emotion, life change and social impact. In section 2, the role of emotion, value, and experience are described to inform how games can be transformative, providing the life change and social impact through the immersion experience model. This chapter is intended to help developers identify what kind of value experience they want to provide their customers, and provide a new view of gamification.


Three models are examined


Read more

9781522518174 (1)


CFP: eSports and professional game play

The purpose of this second special issue is to investigate the rise of eSports.

Much has happened in the area of professional gaming since the Space Invaders Championship of 1980. We have seen live Internet streaming eclipse televised eSports events, such as on the American show Starcade.

Authors are invited to submit manuscripts that

  • Examine the emergence of eSports
  • The uses of streaming technology
  • Traditions of games that support professional players– chess, go, bridge, poker, league of legends, Dota 2, Starcraft
  • Fan perspectives
  • Professional player perspectives
  • Market analysis
  • Meta-analyses of existing research on eSports
  • Answer specific questions such as:
    • How should game user research examine the emergence of eSports? Should we differentiate pragmatic and hedonic aspects of the game?
  • Case studies, worked examples, empirical and phenomenological, application of psychological and humanist approaches?
  • Field research
  • Face to face interviewing
  • Creation of user tests
  • Gathering and organizing statistics
  • Define Audience
  • User scenarios
  • Creating Personas
  • Product design
  • Feature writing
  • Requirement writing
  • Content surveys
  • Graphic Arts
  • Interaction design
  • Information architecture
  • Process flows
  • Usability
  • Prototype development
  • Interface layout and design
  • Wire frames
  • Visual design
  • Taxonomy and terminology creation
  • Copywriting
  • Working with programmers and SMEs
  • Brainstorm and managing scope (requirement) creep
  • Design and UX culture


Potential authors are encouraged to contact Brock R. Dubbels ( to ask about the appropriateness of their topic.

Deadline for Submission February 15, 2017.

Authors should submit their manuscripts to the submission system using the following link:

(Please note authors will need to create a member profile in order to upload a manuscript.)

Manuscripts should be submitted in APA format.

They will typically be 5000-8000 words in length.

Full submission guidelines can be found at:

Mission – IJGCMS is a peer-reviewed, international journal devoted to the theoretical and empirical understanding of electronic games and computer-mediated simulations. IJGCMS publishes research articles, theoretical critiques, and book reviews related to the development and evaluation of games and computer-mediated simulations. One main goal of this peer-reviewed, international journal is to promote a deep conceptual and empirical understanding of the roles of electronic games and computer-mediated simulations across multiple disciplines. A second goal is to help build a significant bridge between research and practice on electronic gaming and simulations, supporting the work of researchers, practitioners, and policymakers.





Good research is about knowing which questions to ask, when to ask them, and how to answer them.

In this presentation, Brock Dubbels, UXPA-MN board member and from Senior Omnichannel Rsearcher at American Family Insurance will present on the role of UX research when framing up your apps and webpages to reduce the unknowns and build a solid foundation of data to build the right experience in the the most effective way. 

You will learn about generative, formative and summative assessments and methods for data collection and the creation of a style guide. 

The presenter will present a case study on how UX research was gathered to inform the style guide for a customer facing insurance company website for desktop and their mobile site. 



brock brainBrock Dubbels, Phd has over 15 years of experience in User Research with usability testing, user-centered design, and customer experience principles. He Is currently an Senior UX Researcher at American Family Insurance.


6:30 pm to 7:00 pm – Networking with Food & Beverages 

7:00 pm to 8:00 pm – Presentation, Q&A

Sponsor and Location: 

Celarity, Southtown Office Park8120 Penn Ave S.,  Bloomington, MN 5543, First Floor Conf. Room 135 & 145

Google Map






Sign up at UXPA-MN — link