Betty Adamou Research Innovation 2016

ReversingPokémonGo:DesigningfromthestartwiththefinishlineinmindResearchInnova<on-Be#yAdamou,ResearchThroughGaming,2016

Be#y Adamou CEO, Founder & Chief ResearchGame™ at Research Through Gaming

Reversing Pokémon Go: Designing from the start with the finish line in mind

7 December 2016



From being massively popular


To losing a quarter of its user base



What went wrong?



“Eventually the novelty wore off.” “…the mechanics aren’t really deep enough to keep me invested in the game.”

“If you live in the countryside there’s just nothing to do.”

“You can’t really play casually”

“It’s just too much effort.”

“…major drain on my phone’s ba9ery, and you can’t run it in the background, so to find Pokémon or hatch eggs you have to keep the app open.”

“The app allows people with too much Wme and money to blitz everybody else…”

“We’re finding the same Pokémon and there’s nothing different. It’s boring and repeWWve and they’re not changing it enough.”


-Game was unfair (players with more Wme & money ‘beat’ other players with less Wme and money)

-Game should have considered geography of players more (added to feelings of despondency and unfairness)

-Game didn’t have enough bonus features (lead to boredom - novelty wearing off and repeWWon)

-Lifestyle could have been considered more (Wme and effort)

-Technology could have been considered more (drain on ba#ery life)


Be#er design can solve these problems by having the finish line in mind.

“As Wme goes on and the levels go up you have to collect more points, and it seems to be going on forever”

Researchers:Let’slearnfromwherePokémonGowentwrong


•  Accessibility•  Limitations•  Strengths•  Experience•  Behaviour•  Emotion


GAM

EBehaviours OUTCOMES

GAMESFig1


GAM

E BehavioursPeople work in teams, or alone,actually leaving the house. Need to collect things.

OUTCOMES

Fig2 GAMESPokémon Go example

•  People are exercising,•  collaborating,•  Experiencing new

places, •  ‘Questing’ and feeling

adventure outdoors


GA

ME

Behaviours OUTCOMES

OUTCOMES Behaviours

GAM

IFICATIO

N

Fig3 GAMES VS GAMIFICATION design process


OUTCOMES Behaviours GAMIFIEDPLATFORM

GAMIFICATION

People are exercising, collaborating,Experiencing new places, ‘questing’ and feeling adventure outdoors

People work in teams, or alone and leave the house. Need to collect things.

Probably something likePokémon Go

Fig4




•  Their age•  The language(s) they speak•  Their regions•  Colour blindness?

A.U.E.

Audience Understanding & Empathy


•  Their age - reading/writing abilities - could impact font style/font size

•  The language(s) they speak - cultural sensitivity, use of colloquialisms and common phrases - could impact writing style and tone

•  Their regions - could impact ability to even access the internet - could impact the resolution of graphics you use/quantity of images you decide to use

•  Colour blindness - cannot see certain colours alone or in combination to the ‘true’ colour - impacts design choices on images used and overall colour palette. 8% of your audience WILL BE colour blind!


•  What magazines do they read, if any?•  What newspapers do they read, if any?•  What TV shows or films do they watch?•  What books do they read?•  What are their hobbies and interests?•  What kind of jobs do they have?•  What kind of lifestyles do they lead?•  What music do they listen to?


OUTCOMES Behaviours

SURVEY

MARKET RESEARCH

Designing in this ‘reverse’ fashion can help us to better encourage relevant participant emotions, interactions and other behaviours that would be desirable to gain untapped insights, participant engagement and participant loyalty.


YourPhoto

Designing from the start with the finish line in mind


Thank You!

Twi#er: @Be#yAdamou @RTG_Ltd

www.researchthroughgaming.com

be#[email protected]


Q&A

RayPoynterTheFuturePlace

Be#yAdamouResearchThroughGaming

Education

Betty Adamou Research Innovation 2016