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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
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ReversingPokémonGo:DesigningfromthestartwiththefinishlineinmindResearchInnova<on-Be#yAdamou,ResearchThroughGaming,2016
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ReversingPokémonGo:DesigningfromthestartwiththefinishlineinmindResearchInnova<on-Be#yAdamou,ResearchThroughGaming,2016
From being massively popular
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ReversingPokémonGo:DesigningfromthestartwiththefinishlineinmindResearchInnova<on-Be#yAdamou,ResearchThroughGaming,2016
To losing a quarter of its user base
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ReversingPokémonGo:DesigningfromthestartwiththefinishlineinmindResearchInnova<on-Be#yAdamou,ResearchThroughGaming,2016
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ReversingPokémonGo:DesigningfromthestartwiththefinishlineinmindResearchInnova<on-Be#yAdamou,ResearchThroughGaming,2016
What went wrong?
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ReversingPokémonGo:DesigningfromthestartwiththefinishlineinmindResearchInnova<on-Be#yAdamou,ResearchThroughGaming,2016
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ReversingPokémonGo:DesigningfromthestartwiththefinishlineinmindResearchInnova<on-Be#yAdamou,ResearchThroughGaming,2016
“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.”
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ReversingPokémonGo:DesigningfromthestartwiththefinishlineinmindResearchInnova<on-Be#yAdamou,ResearchThroughGaming,2016
-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)
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ReversingPokémonGo:DesigningfromthestartwiththefinishlineinmindResearchInnova<on-Be#yAdamou,ResearchThroughGaming,2016
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
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ReversingPokémonGo:DesigningfromthestartwiththefinishlineinmindResearchInnova<on-Be#yAdamou,ResearchThroughGaming,2016
• Accessibility• Limitations• Strengths• Experience• Behaviour• Emotion
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ReversingPokémonGo:DesigningfromthestartwiththefinishlineinmindResearchInnova<on-Be#yAdamou,ResearchThroughGaming,2016
GAM
EBehaviours OUTCOMES
GAMESFig1
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ReversingPokémonGo:DesigningfromthestartwiththefinishlineinmindResearchInnova<on-Be#yAdamou,ResearchThroughGaming,2016
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
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ReversingPokémonGo:DesigningfromthestartwiththefinishlineinmindResearchInnova<on-Be#yAdamou,ResearchThroughGaming,2016
GA
ME
Behaviours OUTCOMES
OUTCOMES Behaviours
GAM
IFICATIO
N
Fig3 GAMES VS GAMIFICATION design process
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ReversingPokémonGo:DesigningfromthestartwiththefinishlineinmindResearchInnova<on-Be#yAdamou,ResearchThroughGaming,2016
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
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ReversingPokémonGo:DesigningfromthestartwiththefinishlineinmindResearchInnova<on-Be#yAdamou,ResearchThroughGaming,2016
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ReversingPokémonGo:DesigningfromthestartwiththefinishlineinmindResearchInnova<on-Be#yAdamou,ResearchThroughGaming,2016
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ReversingPokémonGo:DesigningfromthestartwiththefinishlineinmindResearchInnova<on-Be#yAdamou,ResearchThroughGaming,2016
• Their age• The language(s) they speak• Their regions• Colour blindness?
A.U.E.
Audience Understanding & Empathy
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ReversingPokémonGo:DesigningfromthestartwiththefinishlineinmindResearchInnova<on-Be#yAdamou,ResearchThroughGaming,2016
• 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!
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ReversingPokémonGo:DesigningfromthestartwiththefinishlineinmindResearchInnova<on-Be#yAdamou,ResearchThroughGaming,2016
• 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?
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ReversingPokémonGo:DesigningfromthestartwiththefinishlineinmindResearchInnova<on-Be#yAdamou,ResearchThroughGaming,2016
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.
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ReversingPokémonGo:DesigningfromthestartwiththefinishlineinmindResearchInnova<on-Be#yAdamou,ResearchThroughGaming,2016
YourPhoto
Designing from the start with the finish line in mind
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ReversingPokémonGo:DesigningfromthestartwiththefinishlineinmindResearchInnova<on-Be#yAdamou,ResearchThroughGaming,2016
Thank You!
Twi#er: @Be#yAdamou @RTG_Ltd
www.researchthroughgaming.com
be#[email protected]
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ReversingPokémonGo:DesigningfromthestartwiththefinishlineinmindResearchInnova<on-Be#yAdamou,ResearchThroughGaming,2016
Q&A
RayPoynterTheFuturePlace
Be#yAdamouResearchThroughGaming