Gamify

Gamify is a hypothetical game-renting platform looking to create an online experience that is quick, simple, and straightforward based on an in-depth study of its target audience. The objective was to design a mobile app and a marketing website focused on the renting booking process and how users search for, find, and pick games and gaming consoles online. The endpoint was to build a prototype and conduct usability testing. To get to that point, I went through the complete UX process.

App name / Client

Gamify

Category

UI/UX Design

Industry

Tech

Background

Problem Statement

People are hesitant to invest in gaming consoles because they are still determining whether the investment will be worth the money.
Many budding content creators want to stream games at home, but since these consoles are expensive, they can’t afford them because it would be too much of an investment.
During get-togethers or house parties, game-savvy people expect game consoles at the parties.
They don’t want to settle over one game but want to explore more new games in the market but lack the resource to do so.

Possible Solution

Creating a modern application where there will be a huge selection of games and gaming consoles in one place which saves user’s time. A convenient and easy to use interface with ability to quickly rent and provide users different types of payment method to choose what is suitable to for them.

Design Process

Design Strategy

Design Strategy

Executive intent

To encourage individuals to rent console games and consoles.
Aims to provide a platform for renting out gaming consoles and games and provide customers with exciting upgrades and adequate guidance.
To provide games and consoles to everyone at an affordable price.
Make delivery more efficient and comfortable.

Target Audience

Gaming novices, hobbyists and professionals.
Gaming cafes and gaming tournaments or other similar organisations.

General Tasks

Easy Sign up
Wide selection of products.
Appropriate filter options like price, brand etc.
Pick a product
Other details such as rent duration, delivery date, delivery location.
Complete Photo Identity information as age and address proof.
Make easy payment with multiple payment methods (include rent amount, security deposit and any other)
Receive products (either through door delivery or pick it up demo store)
Receive back security deposit

Technology Constraints

An internet connection is required.
It is necessary to have a smartphone.
Downloading the application is required (iOS & Android).
There is no language other than English.

Cross Channels

iOS & Android

Critical Success Factor

User-friendly app design.
A variety of games and gaming consoles to pick from.
Affordable Renting prices, deals, and rental options such as weekly, monthly, or yearly.
Effective inventory management system to maintain product availability.
Delivery, installation, customer support, and pickup are all hassle-free.
Customers that rent from us are customers for life.
Marketing and promotion of the app.

Quantitative Research

An online survey was conducted to gather information from various audiences from gaming backgrounds. The survey was about the challenges they are experiencing. 48 participants completed the questionnaire. I gathered the following information and identified what users want.

Insights from Quantitative Research

This survey gave me a clear understanding of my user's main frustrations and goals. I determined the percentage of users interested in a game rental app and their expectations from the survey. This survey showed us that a major amount of our survey respondent were not aware about the gaming rental application. This survey allowed users to select their preferences from the given options and provide their answers in their own words also. After that, I deduced the tasks that the users wanted to perform.

Qualitative Research

I proceeded with qualitative study in order to understand the issue more precisely. I did in-depth interviews which involves asking the participant for detailed responses rather than making them complete a formal questionnaire. I created a sample of questions before recruiting people for interviews. I choose to interview 5 individuals who fell within the primary demographics. I feel that Interviews don't support or reject the idea; it just gives us a more accurate understanding of the user. It accurately captures the feelings.

Interview Questions

Hi, please share something about yourself - name, age, your occupation and background.
Tell me about your interests in games, gaming consoles and gaming products which are currently available in the market. Name some of the games.
On which Platform do you usually play games?
How often do you play games?
How do you usually communicate with your friends while gaming?
What do you prefer, Buying or Renting gaming products? and why?
What are your view on renting a product (generally)?
Have you ever rented a gaming product? If yes, which products have you rented and which application have you used?
Please share some of the challenges you have faced while renting these products, either in terms of the process, the platform, pricing/ rates, etc?
What things do you keep in mind while buying or renting a console?
What are your expectations from a gaming products renting application?
Which of the gaming products you would prefer renting and why?

Competitive Analysis

A competitive analysis assesses the strengths and weaknesses of current and potential competitors. Many renting applications are there in the market, but most need to meet users' requirements. I researched looking for similar products and compared eight websites and applications, out of which these five are competitive.
I realized it's good to make a competitive product because it will stand out due to its straightforward and visually appealing design.

Affinity Mapping

Affinity mapping is used when we gather a large amount of research data and classify them into different groups. I have made three classifications challenges, expectations, and the current rental experience of users.

Persona

On synthesizing the data from my research, I’ve created the following persona as personas help us to shape the product strategy and understand the main pain points of the user. Personas are designed keeping the target audience in mind.

Empathy Map

The empathy map assists us in empathizing and synthesizing our research findings and helps us in finding users’ requirements. I’ve created one empathy map by which I found users’ behaviours and decisions. Here user plays multiplayer games and thinks about owning a new gaming console.

User Journey

I’ve created this journey map based on the research I did before I started designing. Here this map shows the overall journey that the user will encounter while renting from our app, and this is also showing his possible reactions.

Task Flow

User Flow

User flow is a path a user takes to complete a task in the app. This also shows what decisions the user will make in completing the task.

Scenario: The scenario is that the user has installed our app for the first time and wants to explore the app's features and diversity of products.