Gwendolyn

Kampen

Product Owner

Game Designer

Interaction Designer

About
Gwen is a passionate designer of playful applications and games with a lot of experience in education and project/product management. She graduated as an Interaction-Designer in 2008 specialized in game-design obtaining the degree of ‘Master of Art and Technology’. After a year in AAA at Guerrilla games Gwen worked for several B2B and B2C games and advertising-companies including Spil Games and IJsfontein before freelancing trough her own company SketchyMonkey.
For her next company ‘Prrrpl’ (Purple) which she founded in 2014 Gwen designed, developed and distributed several entertainment games including ‘Still Here’ (Android/iOS), ‘Should Shoot’ (iOS). The last project she worked on is called TinyRPPG. Alongside commercial projects Gwen also developed and distributed games through her itch.io storepage. Gwen is currently a senior developer at HackShield.
Gwen is assertive and pragmatic. She loves working with other people and knows how to work well in a team. She has natural leadership qualities and is able to make sure her colleagues feel empowered and happy.
A creator at heart, she also loves designing and developing unique game-mechanics and amazing game-experiences through great level-design. Gwen has an affinity for UI design. She has a lot of experience in development using Unity (C#), Swift, Pico-8 (Lua) and Gamemaker (GML). She’s dabbled with Unreal. She’s very adept at other creative applications like Adobe Photoshop, Illustrator, XD, Premiere and Indesign.
HackShield
Timeframe:
April 2021 - Now
Platform:
Mobile
Development:
Unity (C#)
Company:
Flavour, HackShield BV.
Play:
JoinHackShield.com
HackShield is an entertaining educational game for kids aged 8-12. Players are invited to solve various problems in a digital world. The in-game challenges help players improve knowledge and skills they need to thrive in their daily digital and online life. There is a single player experience as well as a version of HackShield specifically designed as a lesson to be taught at schools. HackShield has welcomed over 300.000 players in more than 5 different countries.
HackShield
Product Owner
Timeframe:
November 2022 - December 2023
As a product owner I was responsible for making sure the team understood our product goal(s) and their place within our overall business strategy. I was responsible for setting up and communicating product backlog items and their order. I organized and hosted meetings where I showed the team the product backlog and explained the reasoning behind the items and their order and priority. The team was able to give feedback and express the stories they personally preferred working on or that fit their knowledge and skillset the best.  At the time the development team consisted of four developers, three designers (myself included), two artists and a game-designer. At this time, the company (Flavour) HR responsibilities were designated as part-time functions to different members in the company. This meant that the team also relied on the product-owner for some HR related tasks. While this was not ideal, I did use my experience in education to facilitate these needs whenever and wherever I could.  
UI/UX Design
In august 2022 we the team got the go ahead to redesign the UI and menus in HackShield. My role as the chief UX designer was to lead this process and deliver an improved design. My first move was to get data and do research about the old menu that was currently in use. The next thing I did was to use my experience of user-friendly design practices to set up design guidelines and rules for the new design.

The goals we established are: 'Improve efficiency (for the most important tasks the user wants to achieve)', ' 'After discussing that with the team and receiving a go-ahead I made a list of existing and new user stories for features we wanted our new menu'’ to support. I created a (black and white) wire-frame and flow in order to establish the core screens, buttons and features that we would be planning.

In this process I applied my knowledge and experience as a usability expert to make sure user-friendly design principles are a part of the new designs. Some examples of this is to maximize the efficiency with which a user can accomplish their tasks. I prioritized the list of user-stories based on frequency and importance. To minimize the amount of clicks and/or screens I went for a spider-web design where the main menu acts as a central hub and most other screens are always only 2 screens away.

The next step was for me to translate our recently established style guide for print to a digital visual design style guide. One important aspect of the design is the principle of '’recognition rather than recall'. This principle facilitates accessibility. Some examples of the means through which the design facilitates this is by setting strict guidelines for interactive elements.

Buttons always have to have one pair of three possible color gradients. The font for buttons is consistent. And finally: if there is enough space, buttons should contain both an icon as well as text in order to explain their effect.  The result of these endeavors is now fully playable at https://joinhackshield.nl
UI / UX Design
Game Design
Jump/Stomp Mechanic
The way players could interact with HackShield was rather limited before the introduction of the jump mechanic. The only way players could have an impact in the game world was when a level-mechanic facilitated them to do so. Enemies could only be avoided, not beaten. As a designer I tried to come up with a way to allow the player to feel like their actions have an impact on the game world and to facilitate player agency. I did not want this new mechanic to sacrifice accessibility or change the core-experience. I realized the character could respond differently to a click or a tap when the player performed the action on the tile they are standing on. I figured a downward stomping motion would feel empowering. The jump-stomp would stun new enemies in the game that the player could then beat by jumping on them, rewarding them with in-game currency. Another goal of introducing this new mechanic was to allow my colleagues to come up with other cool ways in which the player could have an impact on the world.
Game Design Framework
The core HackShield experience had been established in a short time-frame of about 6 months. Once the first few levels had been created the team mainly focussed on creating more content. When I joined the team there was an opportunity to reflect on the design and perhaps rethink the core principles. The goal was to enable the team to create gameplay and content that would both entertain and educate while satisfying our current player base as well as reach potential new audiences.

The game-design framework is a tool to help designers of HackShield game content create great quality content that satisfies the needs of multiple player-types. The team could use it as a tool during testing and review sessions in the scrum process.
Class Quests
The core-gameplay 'HackShield in the classroom' facilitates the educational experience for teachers and their pupils. We based it on our single-player game. However, as a designer I realized the context in which the game is played is very different. That means we should not challenge our players the way we do in the singleplayer HackShield game.

One of the key differences for this experience is that there is one player who is actually interacting with the game (usually the teacher) and there are 5 to 25 pupils watching. An implication is that for most people direct engagement is not happening. As a designer that means we need to grab their attention and entertain them in a different way. When designing the quests I tried to create key moments where teachers could ask the class what they think they should do. This could mean big crossroads where the player has to choose a direction. Or maybe choices in dialogue that could have big consequences for the rest of the story.

Teachers are often not very competent gamers. A lot of teachers see themselves as an authoritative figure which means that publicly performing a task that they know they are not as qualified in as their pupils poses a risk for them. It could also be boring for the people watching the player to see them fail and play the same part of the game multiple times. This is why we did not include enemies in the quests.

Another feature I introduced in the game are class activities. This is where the teacher can ask a class a question or it is a moment where they can partake in a class activity together. These proved to be very popular as it can be an opportunity for pupils to stand up, engage with each other on the topic the game presents. This also enhances the educational value of the experience.
Development
One of the demands of the stakeholders was for the HackShield development team to increase the quality of the game experience while also increasing the output of game content. As a designer working on content (levels and class quests) I realized our toolset was severely lacking in some key areas.
The level-design toolset was very error prone. The toolset did not allow for much creativity: in-game level mechanics were built to support very limited use cases. A terminal (lever-mechanic) could open a gate or activate a lift. A terminal could have a quiz or not. For our team to create more interesting experiences, we needed a more modular toolset that would allow all kinds of combinations. On top of that we wanted it to be easily debuggable in case the intended behavior did not happen.
Together with my colleague Joris Dingelstad I came up with a level-object architecture in Unity C# that would allow modular use (by designers) and be easy to debug. This meant re-thinking some of the core code structures and convincing the team of the benefit of our new architecture. We realized we could benefit from refactoring our code from an inheritance pattern to rely on a composition pattern instead on many occasions. This meant splitting up a lot of huge monster-scripts into smaller scripts so that each component would have their own responsibility. Odin and the use of scriptable objects were also instrumental in allowing us to optimize the transparency of the workings of the code.
I was mainly responsible for mapping out the current code and visualizing its functionality and connections. I also visualized the new flow and basic functionality. On top of that I set up meetings with our colleagues to discuss and agree on the new patterns and solutions. Joris has been instrumental in actually writing most of the code while feedback from the team helped us come to the optimal solution for a lot of the smaller problems we identified while writing the new architecture. We also heavily relied on the plugin ODIN for many of the Unity editor functionality.
It was really fun to witness the impact of the new architecture on the team. Designers felt more freedom to create levels which in turn entertained players in new ways. On top if that, time spent debugging went down and we were able to not only create but also ship new content more rapidly than ever before.  
TinyRPG
Timeframe:
2020 - 2021
Platform:
WebGL (prototype), Apple Watch
Development:
Pico8 + Lua (prototype), Xcode + Swift
Company:
Prrrpl (Gwendolyn)
Play:
TinyRPG @ itch.io
What would happen if you mix the retro aesthetic of a gameboy color game and mix it with a modern activity tracker for Apple Watch? You get Tiny RPG!

RPG stands for ‘role playing game’ and in this case it refers to the digital Japanese style of gameplay made famous in the west by Pokémon. Players take turns and choose attacks that their character should perform. In Tiny RPG you are playing as a parent who has lost their egg to an evil magical dino. In this world the player travels around a world full of adventure trying to track down your lost child and making friends along the way. Dinos will get stronger as the player physically stands, moves or exercises in real life during their day!

TinyRPG got development funding by the Dutch 'Stimulerings fonds' which is a major creative fund. The audio-design was done by Claynote (Rik Nieuwdorp), music by Martijn Fraser. Promotional art was made by Sonja van Vuure. Trailers and markting media was created by Jelle Kunst and Daan van den Brink.  

Even though the development has slowed down quite a bit, Tiny RPG is still planned to be released. Major life events prevented Gwendolyn from working on it.
Game Design
As a creator Gwendolyn loves to bring new innovations to players. The prototype was born when she tried to challenge herself by minimizing the amount of variables in a Japanese role playing game. She reduced the stats to attack, defense, magic and dexterity. Attacks could be physical and magical, with magic attacks having 3 elements (water, fire, grass).

The prototype was received moderately positive which stimulated Gwen to take the project to the next level. She wanted to combine this concept with one of her favorite things in life: sports and activity! Another reason for implementing input from real life physical activity was a drive to innovate and the will to make a product which would have a positive impact on players’ lives.
Development
The prototype was developed in LUA and Pico-8, a retro style game engine. The project for Apple Watch was developed in Swift.

Gwendolyn really likes developing in Swift. It was a challenge to learn how to code the entire game. Most tutorials teach some principals, but there is very little support and information on actual game architecture in Swift.

It was a challenge to find a good approach for getting a SpriteKit based swift project to run on Applewatch. There was little to no documentation so the process sometimes felt slower then it could have been if more support was available.
TinyRPG Screenshots
Still Here
Timeframe:
2016-2017
Platform:
Mobile
Development:
Unity (C#)
Company:
David Smit / Gwendolyn Kampen
More info:
StillHereGame.com
The beautiful world of Still Here aims to provide players a relaxed and wholesome experience in a friendly dystopian world. The player controls a pip: a tiny robot that is just as new to the world as they are. The experience is intended to evoke the feeling of a sunny morning stroll through your favorite park.
The game was released on 2016 for iOS and Android. The early access version was a huge hit, mainly in China.
Still Here
Should Shoot
Timeframe:
2014 - 2015
Platform:
iOS
Development:
Gamemaker Studio (GML)
Company:
Prrrpl (Gwendolyn)
What would happen if we shared our mobile phone screen more often? Should Shoot is a two players in one screen experience for iOS. Players compete in several game modes where the challenge is to beat each other.

The game was released worldwide in 2016 and received very positive reviews (4,5 out of 5 stars). The game held a position as the most downloaded in the Netherlands for 4 weeks. It was in the top charts in 5 different countries.

Should Shoot was the first game Gwendolyn solo developed. The game was made in game maker studio. Marketing art and coloring was done by Sonja van Vuure. Sound design was done by Yme de Jong.
Should Shoot
Teaching
Timeframe:
2008 - Now
School:
University of Arts, Utrecht
More Info:
HKU.nl
Gwendolyn finished her education at the Utrecht University of Arts (HKU) in 2008. By then she had earned  a Masters degree and was working at Guerrilla as a playtest monitor. She was motivated to come back to HKU to share her knowledge and skills from her experience working in the game industry teaching Usability and Playability to second years.

Gwendolyn has worked part-time at HKU ever since. Sometimes 3 days a week but mostly 1 day a week. She has supervised group projects, taught level design courses, marketing and courses on entrepreneurship. She has also coached graduate students.

The best way to become truly good at something is to transfer your knowledge and experience to other people. Gwendolyn noticed how teaching fostered her growth as a professional. Students bring new ideas and experiences which helps a teacher stay up to date.
Graduate Program
One of the most rewarding experiences for Gwendolyn is to help students reach their full potential. Most students want to give it their all and are eager to start working in the game-industry when they graduate.

This ambition has fueled some of the most wonderful projects at HKU. There are way too many to mention, but there are some that need mentioning.

One of those projects is Vlambeer’s luftrausers. It was a humbling experience to help these industry titans graduate. Gwen’s role was mainly to make sure the team did not forget to submit their deliverables so they could earn a degree.

Another beautiful project is ‘westerado: double barreled’, a steam game set in the old west. This ambitious project had a first release for adult swim on their website. The game was released in 2015 and received very positive reviews.

The final project that needs mentioning is ‘all hands on deck’. This colorful multiplayer experience is all about the joy of cooperating together. Gwen had the honor of supervising programmer Ruben Hooijer.
Game Feel
This class aims to teach game-designers a very important skill: how to make your game feel good to play.

The course takes four weeks. Every week starts with a briefing, followed by a lecture on monday. On Wednesdays it is time for a work session where students cooperate with their (student) programming buddy. On Friday there is a review and feedback session.

The overall objective for students is to create (or mod) a 2D platforming game. The first week students have to tweak the game-feel of the core-gameplay. The second week they need to create a secondary mechanic with new control input. The third week they need to create a level design which caters to the core- and secondary mechanic.

The review session can be done in a classroom. Before the review, every student uploads their game on itch.io and to make sure it is playable through the browser (WebGL build). Students are requested to log into Discord. One of the teachers acts as a streamer. They share their thoughts and impressions while playing the student's submission. Meanwhile, the class does the same. The class can give a rating of ⅕ stars in chat, as well as written feedback.