The effect of user experience measurement on entrepreneurship business venture simulation game design

There are a lot of simulation games in the market help the learners in identifying users' weaknesses and strengths as well as realizing the skills on running a real business in virtual environment. However, the rapid growth of new simulation game technologies, the business environments and the changes in the profile and demographics of learners have fostered a new group of users looking for new challenges and a stronger involvement in the virtual business venture experience. This paper aims to study on the need to build a user centered learning practice in simulation game design to the adult learners for business venture. We find that user experience measurement would be the core to build a successful simulation game from the responses and feedback of the users. One area we need to focus more is how to build up an effective channel between the users and game designers. Through the simulation game of business venture from Harvard Business School for learners in experiencing how to do the business with making the appropriate business judgments, a group of adult learners in using this simulation game as part of the Entrepreneurship program training, they are required to go through this simulation game by their own selves to meet the instructor's requirement of achieving a profitable and sustainable business in their game exploration. Also, they need to make the recommendations to us how to improve this game from the user's perspective. Based on the their recommendations, we examine the game design theory, the contents and the elements of game based learning, issues in relation to user interface and usability in game based learning design. In conclusion, in the area of game based learning for adult learners, the users, education professions and game designers need to work together closely to explore and develop the best simulation game practices for adult learners.