There is an urgent need to solve the market pain of designing and developing e-learning platform. The pain is often of wondering whether it really works for its target audience or of fearing to encounter the damage already done scenario ,when the system is not engaging enough after it has reached the market.

An iterative method is usually an approach to solve this pain where designers will design, test, redesign and retest a system before it gets to market. However, iterative methods are usually long, time consuming, tedious and costly. Testing in usability lab, a special room with cameras and one-way mirror is often expensive to build or rarely available.

NEMD version 3.0 can reduce time constraint, give immediate feedback without a special lab. The system measures engagement in a NORMA (Natural, Observation and Reflection of Multimedia Application) experimental setting concept. As a Proof of Concept (POC) of a theoretical model - NORMA™ Engagement Multimedia Design Model, this fully automated system can measure user engagement whilst interacting in real-time. Data gathered are users’ facial expression, the interface at time of interaction, user engagement level and overall engagement pattern of 40 minutes, 2 hours or more.

Gamification for paddy production activity and processes originally known as RICEVILLE but later was changed to "DesaRice" a "VR" game. "DesaRice" software was developed as another proof of concept (POC) of a patented research called NEMD Model System ( a system to measure user engagement behaviour whist interacting with a multimedia interface).

As mentioned above, "DesaRice" is a game that came from research paper, this make it as a real happening game that once happened in Malaysia by paddy process as a staple food in Asia. The development of this game had started from 2010 to 2014 using two grant scheme 1)Fundamental Research Grant Scheme (2010/2012) 2)Research University Grant Scheme (2012/2014)

"DesaRice" is a result of a research paper done by Dr.Normahdiah Sheik Said (PhD Cognitive Ergonomics). Malay Language Department, University Putra Malaysia of Faculty Modern Language and Communication.

While collecting data for her research, Dr. Normahdiah and her team realized that there was a threat in preserving language, culture and heritage due to death of words (moribund words). 19 moribund words of tools, methods and processes of paddy production are facing extinction if not well preserved.

"DesaRice" new look

"DesaRice" simple philosophy is to educate today's youth about long forgotten used words of the activity, tools, processes in paddy production. The storyline of the game is full of historical journey where players will be taken back into time.

"DesaRice" a grain of rice, a drop of farmers sweat is a game to remind and educate the generation of Gen Y, Gen X and Baby Boomers of the Net-Gens of today so that they can learn in fun way.

"DesaRice" the story of where is was originated.

The interface for "DesaRice" is as below in 2D which we hope to develop and market it into a 3D VR game or mobile app.

Special features come in real pictures and videos of paddy processes to support gamers for better understanding of this industry growth from traditional processes to modern processes. All tools and information used in the game was confirmed its authenticity by academician. Another special feature of "DesaRice" is the function of NEMD model system which can measure any lope-hole of "DesaRice" and suggest better solution in ensuring preoccupation for gamers while playing.

Reasons why paddy production was choose as our first storyline for educational gamification model because rice is staple food of Asia and potential for commercialization is high. The project also supported by paddy museum in Langkawi, Kedah Malaysia since it beneficial to tourism industry, eco-tourism industry and as education tool.

In an effort to revive these nearly extinct words, it should be given a new "life" as suggested by NEMD model system where "following today's need and trend" which means turning every things into a fun and simplified online game. This fact was supported with a finding done by comScore (NASDAQ: SCOR a leader in measuring the digital world). Their data shows online gaming community reaches 217 million people worldwide.

"DesaRice" team member are:

Creator for "DESARICE"

Normahdiah Sheik Said, PhD (Assoc Prof)

Associate Fellow at Centre for Academic Development (CADe), UPM. Founder of Norma™ Engagement Multimedia Design Model.

Assoc Prof Normahdiah's profile

Co-Creator for "DESARICE"

Nadiah Suboh

CEO at AR RealitiMaya Sdn.Bhd

Serdang, Selangor, Malaysia

Nadiah Suboh's profile

Commercialization Adviser for "DESARICE"

A.Zakir Jaafar

CEO & Founder of FlashJobs, CEO of Commercialization PSP University Putra Malaysia

Mr. Zakir Jaafar's profile

Commercialization Manager for "DESARICE"

Aisha Wani Ismail

CEO AW World Resource

Seri Kembangan, Selangor, Malaysia

Aisha Wani's profile

ENGAGEMENT THEORY

For market testing, a demo flash had been created as 2D virtual reality game. "DesaRice" demo flash link: -

"DESARICE" DEMO

A simple market test was done where a level one of the game was shown and tested. In a very short time, there were four groups of consumer have shown their keen interest for "DesaRice" virtual reality game. The interest resulted to an idea and hope of turning "DesaRice" module as commercial virtual reality game, 3D, AR and mobile app for online community worldwide in preserving lost words and educational tools.

AWARDS for "DESARICE" 2D VR GAME:-