Case Study: The Social Dilemma

Mobile GamePlay Evaluation

The process behind researching a new mobile game concept

UXR For Games

The Mission

This case study explores the user experience research (UXR) methods I use to inform gameplay methods and design elements of a new mobile game concept. This project spanned 4 months, and dove deep into the ‘why’ and ‘what’ to design for a proof of concept (POC) project. While the project itself never reached the production stage due to funding limitations, the research yielded valuable insights into mobile game mechanics and design principles for our team.

Timeline

The Project

Organization: Howl Studio

My role: User Experience Researcher, Product Designer, Product Owner

Team: Product Manager and 2 Product Designers / Researchers

Timeline: May 2021 – September 2021

Status: Proof of Concept

challenges

Goals & User Problems

While the market is saturated with countless options, successful games consistently prioritize intuitive design, engaging gameplay, and a strong focus on the player’s needs.

To create a standout mobile game, we as researchers, wanted to strike a balance between innovative features and a streamlined user interface. By conducting thorough user research and incorporating player feedback, we aim to design a game that resonate with audiences and drive long-term success.

Project Kickoff

The project kicked off with a comprehensive meeting to establish project goals, define the scope, and identify key stakeholders.

Where to Start:

Project Goals: Clearly defined the project’s objectives and the desired outcomes.
Target Audience: Identified the primary user personas and their needs.
Scope and Deliverables: Established the project’s boundaries and expected deliverables.
Timeline and Milestones: Developed a project timeline with key milestones and deadlines.
Stakeholder Roles and Responsibilities: Assigned roles and responsibilities to team members and stakeholders.

driven by users

Goal-Directed Design Methodology

To gain a comprehensive understanding of user needs and market trends, we employed a combination of research methods.

Research Progression:

Throughout the project, we employed a goal-directed design methodology to ensure that our design decisions were driven by user needs and goals. This involved:

Qualitative Primary & Secondary Research: Conducting in-depth interviews, a diary study, surveys, and gameplay observations to gather insights into user behaviors and preferences.
Persona Development: Creating detailed user personas to represent our target user, their behaviors and pain points.
User Journey Mapping: Visualizing the user’s journey through games they normally engage with to identify pain points and opportunities for improvement.
SWOT Analysis: Assessing 2 games strengths, weaknesses, opportunities, and threats.
Heuristic Analysis: Evaluating an existing game our personas would play to identify trends in gameplay, aesthetics, interactions and areas for improvement.

insights from research

Meet The Users

Primary User Persona Findings:

Both personas value personal growth and achievement. They also share a desire for control and independence, although their motivations for this differ. Additionally, both personas enjoy solving problems and overcoming challenges.

Understanding these two personas and their distinct goals and challenges will be crucial in designing a mobile game that resonates with a wider audience.

Persona #1

Finn, 30 The Freelancer

Demographics: 30-year-old male, single, no kids, freelance graphic designer in Vancouver, BC.
Goals: Seeks social recognition, excitement, and achievement. Values simplicity and visual appeal.
Challenges: Impulsive decision-making, difficulty committing, and information overload.
Motivations: Driven by a desire for social connections, recognition, and excitement.
Preferences: Dark mode interfaces, simple and intuitive designs, and clear instructions.

personal #2

Rachel, 38 the Ruler

Demographics: 38-year-old female, married, no kids, e-commerce graduate, PM making $90,000 per year, ambivert.
Goals: Seeks relaxation and alone time, professional growth, and personal fulfillment. Values control, independence, and problem-solving.
Challenges: Frequent interruptions, waiting for others’ input, complex rules, and lack of control.
Motivations: Driven by a desire for personal growth, achievement, and a sense of accomplishment.
Preferences: Structured and organized environments, clear instructions, and opportunities for problem-solving.

Why A Persona Hypothesis?

A hypotheses provides a valuable framework for understanding our target audience and their needs. By empathizing with their motivations and goals, we can make informed design decisions that prioritize features with the greatest impact. This, in turn, allows us to measure our success based on how well we meet their specific needs.

Finn’s Hypothesis:

Finn, a young, single graphic designer, seeks mobile games that offer quick bursts of excitement and social recognition. He is drawn to games with simple mechanics and intuitive interfaces that allow him to easily jump in and out of gameplay.

Rachel’s Hypothesis:

Rachel, a busy professional, seeks mobile games that provide a relaxing escape from her hectic lifestyle. She values games that offer a sense of control, challenge, and accomplishment. She is drawn to games with clear rules and objectives, and that allow her to progress at her own pace.

Based on Rachel’s journey map, the following opportunities were identified:

Past Experiences:

Simplicity and Accessibility: Focus on creating games with simple mechanics and intuitive controls that are easy to learn and play.
Short Levels: Offer shorter gameplay sessions to accommodate players with limited time.

Awareness:

Strong Social Media Presence: Maintain an active presence on popular social media platforms to reach a wider audience.
Content Marketing: Create engaging content, such as articles or videos, to promote the game and generate interest.
Collaboration Incentives: Offer incentives or rewards for players who share the game with their friends.
Improved UX: Continuously evaluate and improve the user experience to ensure the game is enjoyable and easy to navigate.
Media Outreach: Leverage traditional media outlets and influencers to increase visibility.

Purchase:

Clear and Concise Descriptions: Provide clear and concise information about the game’s features, benefits, and target audience.
Keyword Optimization: Use relevant keywords in the game’s description and marketing materials to improve visibility in search engine results.
Snackable Information: Offer short and informative snippets of information that are easy to digest and share.

Play:

Rewarding Experiences: Create a rewarding gameplay experience with clear progression, achievements, and challenges.
Social Features: Incorporate social features that encourage player interaction and community building.
Easy Sharing: Make it easy for players to share their achievements and progress with friends and on social media.

Based on Finn’s journey map, the following opportunities were identified:

Past Experiences:

Simplicity and Accessibility: Maintain a focus on easy-to-learn mechanics and intuitive controls.
Short Levels: Offer bite-sized gameplay experiences that cater to Finn’s preference for short bursts of entertainment.

Awareness:

Social Media Marketing: Leverage social media platforms to reach Finn and his network of friends.
Influencer Partnerships: Collaborate with influencers who appeal to Finn’s target demographic.
Community Building: Foster a sense of community and encourage players to share their experiences and recommendations.

Purchase:

Clear and Concise Descriptions: Provide concise and informative descriptions of the game’s features and benefits.
Free-to-Play Model: Consider a free-to-play model with optional in-app purchases to accommodate Finn’s budget.
Limited Time Offers: Offer time-limited promotions or discounts to incentivize purchases.

Play:

Fast-Paced Gameplay: Ensure the game offers quick and engaging gameplay mechanics that align with Finn’s preferences.
Leaderboards and Social Features: Incorporate social features like leaderboards and challenges to encourage competition and engagement.
In-Game Rewards: Offer rewards for completing challenges or achieving milestones to keep players motivated.
Invite and Unlock Features: Allow players to invite friends and unlock additional content or features.

analysis

Competitive Analysis & User Research

To inform our mobile gameplay design and generate innovative features, we conducted a comprehensive analysis.

Analysis Methods:

User Research: Conducted 1:1 interviews and surveys to gather insights into user preferences, behaviors, and pain points.
Market Analysis: Analyzed 5 games (Nirvana, Reigns, Ord, Bit Life, Game of Life) and identified trends in interaction, UI and gamplay.
Diary Study: Conducted 2, week long diary studies with the 3 selected games.
SWOT Analysis: Evaluated the strengths, weaknesses, opportunities, and threats of Reigns and Ord.
Heuristic Evaluation: Based on our personas habits and motivations, we chose Reigns for the evaluation of gameplay.

Market Analysis

Nirvana

Key Features: Single-player life simulation, casual gameplay, storytelling
User Appeal: Appeals to players seeking a relaxing and immersive experience.

Reigns

Key Features: Swipe-based strategy game, simple mechanics, quick play sessions
User Appeal: Attracts players who enjoy fast-paced, strategic gameplay.

Ord

Key Features: Minimalist design, word-based gameplay, focus on imagination
User Appeal: Appeals to players who enjoy puzzle-solving and creative challenges.

Market Analysis

Bit Life

Key Features: Life simulation game, humorous tone, customizable characters
User Appeal: Attracts players seeking a lighthearted and entertaining experience.

Game of Life

Key Features: Classic board game adapted for mobile, multiplayer options, social interaction
User Appeal: Appeals to players who enjoy social gaming and competitive play.

Diary Study And Game Play testing:

Based on user research and market analysis, we selected the following games for in-depth testing:

Reigns: Chosen for its strategic gameplay, simple mechanics, and engaging user interface.
Ord: Selected for its unique word-based gameplay and focus on imagination and exploration.
Nirvana: Chosen for its casual gameplay, storytelling elements, and potential for relaxation and escape.

Diary Study Findings Tester #1:

Reigns: Played daily for short bursts during commutes and breaks. Enjoyed the simple mechanics and quick gameplay. Found the game to be addictive and challenging.
Ord: Struggled to get into Ord due to its more complex gameplay and lack of clear objectives. Played a few rounds but quickly lost interest.
Nirvana: Found Nirvana to be relaxing and enjoyable. Spent a significant amount of time customizing his character and exploring the virtual world.

Key Findings:

Short Bursts: User 1 prefers playing games in short sessions during downtime.
Simple Mechanics: This user enjoys games with easy-to-learn mechanics and a low barrier to entry.
Social Elements: While our user enjoys playing solo, he also appreciates games with social features or opportunities for competition.
Visual Appeal: Our user is drawn to games with visually appealing graphics and a clean interface.
Storytelling: He enjoys games with engaging narratives and opportunities for character development.

Diary Study Findings Tester #2:

Reigns: Found Reigns to be engaging and challenging. Enjoyed the strategic gameplay and the sense of control it provided. Struggled with some of the more complex mechanics but persevered due to the game’s addictive nature.
Ord: Found Ord to be frustrating and difficult. Struggled to understand the objectives and felt overwhelmed by the complexity of the gameplay.
Nirvana: Found Nirvana to be relaxing and enjoyable, but lacked the challenge and sense of accomplishment she was seeking.

Key Findings:

Strategic Gameplay: Enjoys games that require strategy and problem-solving.
Challenging Experiences: Seeks games that offer a sense of challenge and accomplishment.
Clear Objectives: Appreciates games with well-defined goals and a clear sense of progression.
Limited Time: Due to her busy lifestyle, she prefers games that can be played in short bursts.
Avoidance of Frustration: She is less tolerant of games that are overly complex or frustrating.

Tester 1 Insights

Easy & Quick Escape

Based on the diary study findings, it’s clear that tester #1 is looking for mobile games that:

Offer a quick escape from reality
Are easy to learn
Can provide some level of social interaction

Tester 2 Insights

Strategy In Short Bursts

Based on the diary study findings, it’s clear that tester #2 is looking for mobile games that:

Offer a strategic challenge
Are easy to learn
Can be played in short bursts.

Nirvana SWOT Analysis:

Nirvana is a mobile life simulation game that allows players to create and live out virtual lives.

Strengths

Casual Gameplay
Customization
Storytelling
Social Elements

Weaknesses

Limited Gameplay
In-App Purchases
Lack of Challenge

Opportunities

Expand Game Features
Social Integration
Cross-Platform Compatibility

Threats

- Increased Competition
- Changing Player Preferences
- Technical Challenges

Reigns SWOT Analysis:

Reigns is a mobile game where you take on the role of a medieval monarch and try to rule your kingdom for as long as possible.

Strengths

Simple and intuitive gameplay
Engaging storytelling
Strategic decision-making
High replayability

Weaknesses

Limited depth
Lack of customization
Can be challenging for new players

Opportunities

Expand Game Features
Implement multiplayer options
Cross-Platform Compatibility

Threats

- Increased Competition
- Changing Player Preferences
- Technical Challenges

Give the Audience What they Want

Based on the persona analysis of Finn and Rachel, we can identify key characteristics and preferences that should be considered in the game design:

Finn: Casual gameplay, social elements, and a focus on visual appeal.
Rachel: Strategic gameplay, challenging experiences, and a sense of control.

SWOT Analysis Insights

Understanding the Target Audience

Gameplay Insights

Hybrid Approach: Try a 70% Strategic, 30% Casual for gameplay elements to appeal to a wider audience.
Social Features: Incorporate social features like multiplayer modes, leaderboards, or sharing achievements to foster community and engagement.
Customization Options: On a basic level, allow players to customize the game’s appearance to their liking.
Progression System: Implement a clear progression system with rewards and achievements to keep players motivated.
Storytelling: Focus on creating an engaging narrative with compelling characters and choices.
Familiar Interactions: Incorporate intuitive interactions that are common in everyday digital experiences to reduce learning curves.

Aesthetic Insights

Low-Poly Design: Consider using a low-poly design aesthetic for a retro and nostalgic feel.
Simple Graphics: Focus on clean and uncluttered visuals to avoid overwhelming players.
Accessibility: Ensure the game is accessible to players with disabilities by providing options for customization and assistive technologies.

Reigns Gameplay

Heuristic Evaluation Findings

Positive Aspects:

Simple and intuitive gameplay: The card-based mechanics are easy to learn and understand, making the game accessible to a wide range of players.
Engaging storytelling: The game’s narrative and character development are compelling, encouraging players to continue playing.
Strategic decision-making: The game requires players to make thoughtful choices and consider the consequences of their actions, adding depth and replayability.
Visually appealing design: The game’s minimalist aesthetic and use of simple icons create a clean and visually pleasing interface.

Areas for Improvement:

Onboarding and tutorial: A more comprehensive onboarding process could help new players understand the game mechanics and objectives more quickly.
Clarity of game goals: While the game’s goals are generally clear, providing more explicit guidance and feedback could enhance the player experience.
Navigation: Improving the navigation and menu structure could make it easier for players to access game settings, information, and progress.
Customization options: Offering players more options to customize their experience, such as difficulty levels or character customization, could increase engagement and replayability.

Exploration for future projects

Takeaways & next Steps

While the “Social Dilemma” project did not progress beyond the research phase, the insights gained from this exploration are invaluable. The process of developing the game concept allowed me to delve into the intricacies of social dynamics, deception, and psychological manipulation. The findings from the user research, heuristic evaluation, and SWOT analysis provided a solid foundation for future game development projects.

Moving forward, I can apply the learnings from this project to create more engaging and meaningful social games. Exploring the potential of gamifying everyday activities and incorporating therapeutic elements, as suggested in the research, could lead to innovative and impactful game concepts.

Game concept

The Social Dilemma

Concept: A social deduction game that blends elements of strategy, communication, and psychology. Players are divided into two opposing teams: Truth-Tellers and Liars. The goal is for Truth-Tellers to identify the Liars, while the Liars must deceive the others and blend in.

Gameplay:

Character Creation: Players create unique avatars and choose a team (Truth-Teller or Liar).
Social Interaction: Players engage in conversations and discussions to uncover each other’s identities.
Deception and Deduction: Liars use their acting skills to deceive others, while Truth-Tellers must carefully analyze clues and statements to identify the Liars.
Voting Phase: At the end of each round, players vote on who they believe is a Liar.
Elimination: The player with the most votes is eliminated from the game.

Features:

Customization: Players can customize their avatars and choose from different character archetypes.
Progression: Players can earn rewards and unlock new features as they progress through the game.
Social Interaction: The game encourages teamwork, communication, and strategic thinking.
Multiple Game Modes: Offer different game modes, such as solo, team, or tournament, to cater to various preferences.

Theme and Setting:

Modern-Day Social Media: The game could be set in a world heavily influenced by social media and online interactions.
Psychological Themes: Explore themes of deception, manipulation, and trust to create a thought-provoking experience.

Game Rules

How To Play

Objective:

Truth-Tellers: Identify the Liars among the players.
Liars: Deceive the Truth-Tellers and avoid being voted out.

Setup:

Assign Roles: Players are randomly assigned as Truth-Tellers or Liars. Only the players themselves know their roles.
Character Creation: Players create unique avatars and choose a character archetype (e.g., the Influencer, the Skeptic, the Charmer).