Product Discovery

YEAR
2019

DURATION
3 weeks

TEAM OF 3
· Executive Producer
· Game Systems Designer

ROLE
Lead Product Designer

DELIVERABLES
· User Research
· Competitive Analysis
· Game Core Loop
· Wireframes & Mockups
· Figma Prototypes

Would adult women be interested in playing a fashion game?

PROJECT OVERVIEW

The company wanted to design a new fashion game with 3 major gameplay loops: Campaign, Compete, and Vote.

TARGET AUDIENCE

Women who follow fashion bloggers.

GOAL

Create compelling gameplay loops to engage target persona. Research and investigate what motivates women about fashion and validate whether the product was worth pursuing

CONTRIBUTION

  • Created gameplay wireframes based on the proposed gameplay loops. These would be used in preliminary gameplay testing with users

  • Created user flow prototypes

  • Created high fidelity app mockups

CAMPAIGN FLOW

PROTOTYPE PROGRAM: PRINCIPLE

I created a prototype to help demonstrate the Campaign flow gameplay loop.

COMPETE FLOW

VOTING FLOW

NESTED CRAFTING FLOW

PROTOTYPE PROGRAM: PRINCIPLE

I created a prototype to help demonstrate the Crafting flow when players want to trade in one item to craft for a missing item in order to unlock a new mission.

The focus group study produced positive results, with women who genuinely enjoyed playing the Figma game prototype.

From previous user tests, the feedback from adult women was that the game felt too 'cartoony' and appeared to target a younger audience.

As a result of the user testing, we found that adult women preferred images of real clothing items over 2D art. This research guided our decisions regarding the art direction and overall aesthetic for the product.

Drawing from insights gained in the case study, I was able to develop a new and more polished look for the game.