Role:
UX Analyst
Industry:
Mobile Gaming
Methods;
UX Research,
Experience Map
Company:
PlayMG Corp.
Technology startup focused on gaming devices for young people with strong parental controls.
Product:
MG
Android-based mobile gaming device for teens and pre-teens.
The Project
UX audit of MG unboxing to identify issues and opportunities before a nationwide re-launch at major retailers. Business analysis to identify market opportunities for additional round of funding.
The Problem
After an initial soft-launch, the MG was about to be re-launched at Target and other major retailers. Investor confidence was low and another round of financing was needed.
- No direct access to users
- Tight deadline (investor meeting the next week)
- Improve the on-boarding process
- Increase adoption rate
The Solution
- Synthesized user experience and motivations into experience map
- Identified specific and strategic potential opportunities
Project Details
Audit Process
Identify Stakeholders
User research was conducted to clarify the needs, motivations, and pain points of each user. This information was used to create primary and secondary personas.
On-Boarding UX Analysis
- Why and how did users find, select, and purchase the gaming device?
- How accessible was the device vs the competition?
- How are competitors solving some of the same issues?
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.
Experience Map
Visually telling the customer’s story, I was able to emphasize the important intersections between customer experience and business needs.
I outlined all the user touch points to understand needs and expectations as they changed over time.
POTENTIAL OPPORTUNITIES
There were opportunities to better educate users, and differentiate the device.
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