PlayMG

PRODUCT

PlayMG – an Android-based mobile gaming device for teens and pre-teens.

PROJECT

Hired to conduct a UX audit to identify issues before nationwide re-launch at major retailers.

CHALLENGE

  • No direct access to users
  • Tight deadline (next week)

BUSINESS GOALS

  • Improve the on-boarding process
  • Increase adoption rate

OUTCOME

DESIGN PROCESS

I conducted user research to better understand user behaviors. I was able to clarify the needs, motivations, and pain points of each user. I used this information to create primary and secondary personas.

IDENTIFIED STAKEHOLDERS

  • Children – age: 4 – 12
  • Parents
  • Grand-parents
Primary persona
Secondary persona

I then outlined all touch points to  understand user needs and expectations as they changed over time.

  • Why and how did users find, select, and purchase the gaming device?
  • How accessible was the device vs our competition?
  • How are competitors solving some of our same issues?

There were opportunities to better educate users, and differentiate the device.

The steps after purchasing the device were too complicated. Aside from the sign-up process being a bit clunky, the device did not perform as expected.

Speaking from the customer’s perspective, I was able to emphasize the important intersections between the customer experience and the business needs.

EXPERIENCE MAP

Visually telling the story of the customer experience.

POTENTIAL OPPORTUNITIES

GLOBAL

  • Communicate a clear proposition
  • Help parents find safe gaming options
  • Create a safe ecosystem for tweens
  • Child online safety education
  • Collaborate with game developers
  • Engage in social media

PLANNING, BUYING, SETUP

  • Brand PlayMG as the safe gaming option
  • Offer game downloads with purchase
  • Give customers info to make decisions
  • Spend Smart – Simplify Setup
  • Family Collaboration System – Simplify Setup

BROWSING, PLAYING, POST PLAYING

  • Featured Games Showcase
  • Curated Games
  • Improved Family Collaboration System
  • Improved Spend Smart experience
  • PlayMG Community Experience