UXDX Helsinki - Designing with player segmentation data, by Jasmin Dahncke, May 23rd 2018
- 1. Nextgames.com | @nxtgms | facebook.com/nxtgms Designing with player segmentation data in THE WALKING DEAD: NO MAN’S LAND
- 2. AGENDA Introduction Games as a service Player segmentation Feature development pipeline
- 3. Introduction Games as a service Player segmentation Feature development pipeline
- 4. Nextgames.com | @nxtgms | facebook.com/nxtgms INTRODUCTION JASMIN DAHNCKE • UX Designer
- 5. Nextgames.com | @nxtgms | facebook.com/nxtgms INTRODUCTION NEXT GAMES MISSION Define the way franchise entertainment transforms into highly engaging mobile games played together with friends and fellow fans. VISION Join forces with license holders to build top grossing games and become the most sought after partner for IP owners.
- 7. Nextgames.com | @nxtgms | facebook.com/nxtgms INTRODUCTION TWD: NO MAN’S LAND
- 8. Introduction Games as a service Player segmentation Feature development pipeline
- 9. Nextgames.com | @nxtgms | facebook.com/nxtgms GAMES AS A SERVICE BUSINESS MODEL • Continuous revenue model • Live product with continuous development • Long life cycle
- 10. GAMES AS A SERVICE BUSINESS KPI’S • Retention • Engagement • Conversion
- 11. Introduction Games as a service Player segmentation Feature development pipeline
- 12. PLAYER SEGMENTATION SEGMENTATION? • Find out who your audience is!
- 13. PLAYER SEGMENTATION GAME AUDIENCE • Can we identify different segments of the audience? – What missions do they play?
- 14. PLAYER SEGMENTATION GAME AUDIENCE • How do players progress related to audience segment? • How do players transition between different audience segments? • How are these audience segments spending?
- 15. PLAYER SEGMENTATION APPROACH • 1 week of data • Main measure was missions played per player
- 16. Nextgames.com | @nxtgms | facebook.com/nxtgms PLAYER SEGMENTATION PLAYER TYPES Story player • 5-20 missions / day • spends more Challenge player Grind player PvP player Sleeper • 1-2 missions / day • spends less
- 17. Nextgames.com | @nxtgms | facebook.com/nxtgms Sleeper Story player Challenge player Grind player PvP player Sleeper Churned player
- 18. Nextgames.com | @nxtgms | facebook.com/nxtgms Story player Story player Challenge player Grind player PvP player Sleeper Churned player
- 19. PLAYER SEGMENTATION SLEEPER • How can we improve transition & accessibility for those players?
- 20. Introduction Games as a service Player segmentation Feature development pipeline
- 21. Nextgames.com | @nxtgms | facebook.com/nxtgms • Designer ideation/brainstorming phase FEATURE DEVELOPMENT PIPELINE FEATURE PLANNING
- 22. Nextgames.com | @nxtgms | facebook.com/nxtgms
- 23. Nextgames.com | @nxtgms | facebook.com/nxtgms
- 24. Nextgames.com | @nxtgms | facebook.com/nxtgms
- 25. Nextgames.com | @nxtgms | facebook.com/nxtgms • Introduce feature plans to team FEATURE DEVELOPMENT PIPELINE FEATURE PLANNING
- 26. Nextgames.com | @nxtgms | facebook.com/nxtgms • Iterate based on feedback FEATURE DEVELOPMENT PIPELINE FEATURE PLANNING
- 27. Nextgames.com | @nxtgms | facebook.com/nxtgms • Create feature brief FEATURE DEVELOPMENT PIPELINE FEATURE PLANNING
- 28. Nextgames.com | @nxtgms | facebook.com/nxtgms • Form Feature team • Component breakdown FEATURE DEVELOPMENT PIPELINE FEATURE PRODUCTION
- 29. Nextgames.com | @nxtgms | facebook.com/nxtgms • Implement / Iterate • User testing • Bug Fixing/Polish • Quality Assurance FEATURE DEVELOPMENT PIPELINE FEATURE PRODUCTION
- 30. Nextgames.com | @nxtgms | facebook.com/nxtgms
- 31. Nextgames.com | @nxtgms | facebook.com/nxtgms
- 32. Nextgames.com | @nxtgms | facebook.com/nxtgms • Release • Player reaction FEATURE DEVELOPMENT PIPELINE FEATURE PRODUCTION
- 33. Nextgames.com | @nxtgms | facebook.com/nxtgms • Bug fixing • Missing feedback • Confusing mechanics • Review data FEATURE DEVELOPMENT PIPELINE FEATURE PRODUCTION
- 34. Nextgames.com | @nxtgms | facebook.com/nxtgms FEATURE DEVELOPMENT PIPELINE WHAT WE DID PLAYER SEGMENTATION FEATURE PLANNING FEATURE PRODUCTION Learn about your audience, find pain points Design solutions, create mockups Implement, Iterate, user testing
- 35. Nextgames.com | @nxtgms | facebook.com/nxtgms Take aways • Data is MVP • Feature brief • More power to the team
- 36. Nextgames.com | @nxtgms | facebook.com/nxtgmsNextgames.com | @nxtgms | facebook.com/nxtgms Kansakoulukatu 10, 00100 Helsinki, Finland. www.nextgames.com THANK YOU.