Prioritizing Factors for Effective UI/UX Design in Children’S Mobile Gaming Applications: A Spherical Fuzzy DEMATEL — ISM Approach

Motivation/Scope. This study addresses the critical challenge of UI/UX design in children’s mobile gaming applications, aiming to enhance the user experience while ensuring safety and engagement. The motivation stems from the need to identify and prioritize key factors influencing design decisions in this specific domain. Methodology. A novel approach consisting of Spherical Fuzzy Decision Making Trial and Evaluation Laboratory (SF-DEMATEL) and interpretive structural modeling (ISM) methodologies, to comprehensively analyze the relationships among various design factors, was employed. The binary influence relationships in ISM and the nuanced assessments in spherical fuzzy DEMATEL contribute to a robust methodology for evaluating and prioritizing UI/UX design criteria. Key Findings.The research identifies eleven criteria categorized into cause and effect groups, with the % of free content (F1) emerging as the most significant factor in UI evaluation. The study highlights the crucial role of factors such as frequency of pop-ups (F2), white space (F8), number of features (F5), and UI layout (F6) in the decision-making process. The MICMAC analysis further reveals the driving and dependence powers of these factors, providing a nuanced understanding of their impact. Novelty. No such study exists in the literature in the domain of multicriteria decision making (MCDM) focusing on factors of UI/UX design in children’s mobile gaming applications. Various factors are identified in the existing study, but prioritization is missing.