Seran Chen|Sr. Dir. Consumer Insights|KIXEYE What is Consumer - - PowerPoint PPT Presentation

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Seran Chen|Sr. Dir. Consumer Insights|KIXEYE What is Consumer - - PowerPoint PPT Presentation

Nov 30, 2023 339 likes •664 views

Seran Chen|Sr. Dir. Consumer Insights|KIXEYE What is Consumer Insights? Dev team Qualitative research Quantitative research Analytics Monetization Retention Virality My experience is informed by The player funnel for games User

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Seran Chen|Sr. Dir. Consumer Insights|KIXEYE

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What is ‘Consumer Insights?’

Monetization Retention Virality

Qualitative research Quantitative research Analytics

Dev team

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My experience is informed by…

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The player funnel for games

User Acquisition Retention Monetization

Leave game

New User Experience (NUX)

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How can you create “sticky” new user experiences?

  • 1. Know your player
  • 2. Pursue ‘easy to learn, hard to master’
  • 3. Give players reason to return
  • 4. Create a social connections
  • 5. Use an iterative approach to development
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  • 1. KNOW YOUR PLAYER
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Identify your target market

  • What are their demographics?
  • What other games are they playing?
  • Where are they playing?
  • Who are they playing with?
  • What learning styles should you appeal to?
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Learning at the arcade

  • Observe players better than you
  • Memorize patterns
  • Learn competitors’ strategy and tactics
  • Spend one quarter at a time

Image courtesy of Brian L. Frank, Wired.com

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Learning on your console

  • Read the manual
  • Buy strategy guides
  • Play in-game tutorials
  • Invest your money and time to learn
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Learning online and mobile games

Cognitive learners

“I hate reading”

  • Don’t read text, click mindlessly
  • Impatient and easily frustrated
  • Want instant gratification

Rea eader ers

  • Actively read tutorial text
  • Willing to spend time to learn
  • Value story and narrative

Visual learners

Appeal to both!

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  • 2. PURSUE ‘EASY TO LEARN,

HARD TO MASTER’

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  • What is the story?
  • Who are the characters?
  • How are UI and controls introduced?
  • What skills can be taught now? Later?

Create the foundation for your game

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Guide players through core loops

Mechanics Goals Resources Rewards

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Provide short & long term goals

Goals Strategy Game Puzzle Game Motivation Immediate Collect resources Pass this level Progression Relaxation On-going Beat another player Beat a friend’s score Competition Revenge Long term Stay at top of the leaderboard Stay ahead of my friends Pride Status

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  • 3. GIVE PLAYERS REASON

TO RETURN

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Introduce depth and complexity

  • Mission and achievement systems
  • Aspirational items and rewards
  • Weekly or monthly events
  • Notifications for major in-game events
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  • 4. CREATE SOCIAL CONNECTIONS
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Create community with social interactions

  • Communication
  • Charity
  • Cooperation
  • Comparison
  • Competition
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  • 5. USE AN ITERATIVE APPROACH

TO DEVELOPMENT

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Great user experiences don’t happen overnight

Planning Storyboarding Development Iteration Analytics A|B Testing QA User Testing

Iterative Development

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Conduct user testing & iterate often

  • Create paper or flash prototypes of storyboards
  • Conduct user tests:

– Microsoft’s RITE Method – Neilson’s rule of 7 tests

  • Who can test for you?

– Kleenex Testers – Friends and family – Hire a usability consultant

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Use analytics to ID trends

  • Build event tracking in your game
  • Track each tutorial step as an event
  • Conduct analysis to identify drop-out points
  • A|B Test all new changes and tweaks to tutorial
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How can you measure stickiness?

DAU / MAU

Daily active users / Monthly active users

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Monitor your New User Metrics!

RETENTION

  • Retention = D1R/D3R/D7R
  • DAU / MAU
  • Tutorial completion rate
  • Tutorial drop-off
  • Session length
  • Timeplayed
  • Churn rate
  • Visits per DAU

MONETIZATION

  • ARPU, ARPPU
  • Payment conversion rate
  • Average transaction value
  • First purchase trigger
  • Paying user cohort
  • LTV
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“You almost cannot reward the player enough in the first 15 minutes of a game”

  • Sid Meier -
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Keys to Retention

  • Teach core gameplay loops
  • Provide clear goals – long and short term
  • Use positive reinforcement
  • Incorporate intuitive UI & UX flows
  • Make it fun!
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Keys to Monetization

  • Demonstrate strong ROI on first purchase
  • Tap into emotions such as:

– Nurturing – Revenge – Gratitude – Pride

  • Reduce friction in payment flow
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Traps to avoid

  • Teaching everything in the tutorial
  • Making the player feel dumb
  • Requiring players to provide personal info

before they are invested in the game

  • Spamming players to invite / post to their

friends

  • Dark UX
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Words of wisdom

  • Start planning your tutorial early
  • Build time in your schedule for multiple iterations
  • Have a 5th Grader play your game
  • Don't be afraid to scrap it and start over!
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QUESTIONS?

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Seran Chen seran@kixeye.com Senior Director of Consumer Insight

  • KIXEYE -