The solution
Being a solo designer on this project I mapped out my intended process before starting. I knew that there needed to be space and time for research as well as a full design process. This lead me to create a roadmap where I as a product owner had to apply agile work methods. Any empty spaces would act as buffer periods during the holidays, as this can be an unpredictable time for projects. I would create weekly to-do tickets for myself and update these at the end of each workday if needed.
Investigate current experience
Using the mobile app to enable me to play back to back sessions, I made sure to experience the game both as a local multiplayer, solo against the AI and online multiplayer.
After these sessions I took note of any insights or questions I personally gained, and saw these said notes as a UX expert analysis that I could use later. But for now, this will be laid to rest until after I speak with users and do observations.
For now I focused on distilling the current gameplay into its most basic form. By mapping out start to finish and the choices the player makes that take unique routes around the map, I can apply and test my insights easier going forward.
Research
I dove right into research by conducting in-person interviews. By meeting face to face I could not only ask about their previous (if any) knowledge of The Game of Life, I could also observe them playing the game and have them freely summarise the experience to me afterwards.
In total there were 8 interviews, I found that there were 3 of them that really stood out in terms of differing perspectives and previous experience.
Young professional, Software Developer - Previous experience of The game of life
- Previous experience playing the board game, gives deeper insight of expectations in contrast to new players
- Passionate and frequent consumer of video games and table top games
Young professional, Project manager - Avid video game player and consumer
- Speak from a competitive perspective as consumer of competitive games and video game content
- Critical and keen eye when dissecting the entertainment he engages with
University Student, Degree of candidate in Psychology
- Casual player of games, will play in social settings
- Give insights from a users perspective that play games to socialise and enjoy herself
The main insights gathered from the interviews was learning about how they digest the information and experience of the main gameplay flow. I saw a high degree of disappointment when observing their behaviour when interacting with the last stretch of gameplay, after choosing to marry or not. Out of 6 interviews only a handful would willingly play the game more than 2 times, when asked about this I got varying insights about the thought process behind these choices.
Forces combined through affinity mapping the insights from interviews, empathy mapping and my expert review. I began creating the current user experience. By laying out some of the key moments on a timeline I could contrast and compare them to the previously made diagram on the gameplay stages.
Define
This allowed me to move smoothly into the define stage of this project, aligning between myself and the users. The main insights that I took with me was:
Ideation
This meant exercises such as mind mapping where I could build upon each idea and create visions of solutions I couldn't have seen if I were to just think about it without writing.
I was sure I wanted to mainly explore the core narrative, theme and timeline of The game of life. helping me avoid getting hung up about details of balancing or mechanics early on, but ideas outside of this scope still gave new perspectives that I brought with me.
During mind mapping and discussing the topic of the theme, I found one idea to stick with me.
Show of concept and testing
I was headed in a new decided direction, I had a plan for how to change the gameplay with new mechanics. And a brand new narrative that could be explored. With all new ideas flying around my head, it needed to be brought back to my interviewees for review. I crafted a “quick-review” concept card. Together with my mindmaps I could come prepared to meet back with my interviewees and let them explore the new concept, and discuss any questions with me. After that I would estimate the approval rate of the concept.
After the sessions I’m glad to say that I was met with excitement and intrigue for this new narrative. Many discussions led us down new paths for ideas and specific elements that they saw fit the world. Some commented they saw it tethering the line of anti-culture and enjoyed the classic game being flipped on its head. New feedback going forward was to be mindful not to steer into a sad or grim design, as the fantasy aspect together with the cartoony nature currently help users take appropriate distance from the dark theme. I’d like to highlight as well that I gained insights around the users pointing out not to steer too far away from the core gameplay of The game of life.
