Finding the right solution to the right problem makes up much of product success.

Starting from an earlier version that did not work very well although it was a very powerful tool, we developed the process of descovering  a new  product. We start our journey from the product discovery and problem definition until we share findings, define a solution from the insights and begin our prototype.

aghori-clipart-5

How about a game application that helps you listing your games and arrange online matches with friends all over the world?

You can add your friends and have a look on which games and platforms they have installed, cross-checking which ones you both have in common. Besides being able to see what each other is playing, there is the possibility to verify one by one of the games your friend have in their videogames, computers or mobile, especifically.

Find out the most popular games, those which got finished and are desired by gamers everywhere. The platform works as well as a social network, allowing friends to exchange tips, opinions and set dates for matches and competitions. That's what GoGame is about, the ultimate tool for videogame lovers. Up for a match?

gogame-old

Sounds like a good idea, right?

In 2016 invested our efforts in a project, which was designed with a focus on a direct solution based on platforms that already exist (Facebook, Discord, Tinder). A Roadmap was built based on the features that the app should have, based only on what we thought would work for the rest of the world, as if we were just the end users ourselves.

Often we had to divert our focus from the sprints and roadmap to suit the likes of third parties (cof cof, the owner-investor and his brilliant idea about "Facebook of gamers"). After a year of development and several versions, many demands were created by third parties in which we were forced to flee the roadmap by delaying our weekly sprints. After launch, we invested a good amount of marketing in the campaigns, obtaining more than 200 thousand downloads in less than 6 months.

Everything looked fine... until we look for the Analytics.

Captura de Tela 2018-07-22 às 15.40.13

What does it mean?

Our numbers of downloads were illusory. The retention of the platform was basically flawed and did not exist. After a day, only 14% of users who downloaded still used the app and finally in a week, none existed anymore.

Our most basic mistakes

We failed to follow our scope to meet meaningless demands, something that was out of our hands until then. We did not validate project ideas before building them, as well as the hypothesis that a "gamers facebook" would be well accepted.

Discovery: User Conversations and Survey Analysis

pesquisa

I formally presented Analytics datas and from that, I was able to formally create a research to discover a little more of our target audience, their visions about the types of players they are and pain points in their various moments from buying a game, reading news until communicate with other players or find new players.

Demographic, behavioral and consumption habits were tabulated in 3 weeks with a validation and exploratory purpose.

stat

Most are considered casual players, although the number of hours played is well distributed. It shows that the type of player does
not match how many hours he plays per day.

Captura de Tela 2018-07-22 às 16.07.47

72% of respondents consume content about games on social networks but only 54% share any kind of game content.

stream

What difficulties they experienced in their social networks related to game content.

Captura de Tela 2018-07-22 às 23.04.22

And here we end up discovering that we were developing a solution to a problem that does not exist, where 91% of people are already satisfied with how they connect. On the other hand, 46% face difficulties finding good people to play together.

pesquisa02

Defining: Two Insights, Two Different Roads

When the focus is on discovering needs and opportunities for a product then, we need to maximise the number of users. This is because exploratory studies require to examine the entire spectrum of the target audience who might be existing or potential users of the product and also all possible behaviours, processes and interactions of these users with their operable environment which can lead to the creation of a new experience. Analyzing the research, we defined our personas had two possible insights to develop:

personas

1. A community where we can find simple and direct, moderate content and official news without curling, delivering instant and current content to those who follow me, without clickbaits and 100% delivery.

2. It is not the way that people score with friends to play that bothers them and yes, find players to play with them online at the time they want to play or are playing. 42% of people interviewed have this difficulty.

Ideating: Which one and why?

Initially, we decided to prototype two different services each focused on their value to test them individually. The next step would be to unite them in one, where one would feed the base and create the loyalty and retention of users. We started with the core of the service, where in a few steps, the user would find another player recently logged in to play together their favorite games.

MVP

Wireframes, Flows and Sketches

Initially, we decided to prototype two different services each focused on their value to test them individually. The next step would be to unite them in one, where one would feed the base and create the loyalty and retention of users. We started with the core of the service, where in a few steps, the user would find another player recently logged in to play together their favorite games.

login-flow

How it works?

- Match similar to Tinder app. With push notification on, the player will be notified of add, chat or play now.
- Initial filter with presets of age, region and more recent, and can later evolve according to use tracking.
- User may select to restrict actions or display personal data such as where they live or age.

core-screens

Community boards

Example of a community board (text, images, comments and likes for MVP). Learn from what already exists and works well, understand and colect insights based on data as it can evolve within our product. Possibility of creating a GameConnect community, easy process of internal feedbacks and active users.

Captura de Tela 2018-08-06 às 23.50.04

Scenario Map

scenario-ing

Some Shared Ideas based on the Material

• The player should only add games that want to play online with other players, but this is independent of the communities created.
• We can have a Community board about feedbacks, updates and suggestions.
• Track most-wanted games to build future features in communities.
• Player can record the hours he plays per week, defining his profile as casual or hardcore, improving experience and for behavioral data.
• Contextual and friendly language.

Connect people in the same language nationally and globally, focused on solving a problem and offer an opportunity to centralize independent gamer community profile, learn from the numbers and gradually evolve the product.

GC

We started the development a new product from an existing application, we learned from the past evaluating the data and finally building something new in the present, with its consistent solution based on data and analysis of the research.

© 2018 GUILHERME THEODORO ALL RIGHTS RESERVED.