• New users had trouble with the current iteration of the demo, not understanding what they were
supposed to do.
• They understood that they could start the exploration and solve the first mystery while being home.
• The app had 2 modes: "hunt" and "discover"; this made the usage very ambiguous, it was hard to understand the difference between them, how one or both influenced the final score and the leaderboard.
• They had trouble seeing the language selector, this being a barrier for some in continuing using the app, since it was in a foreign language.
• The app asked as a first step that the users should take a selfie, this raised some privacy issues for some users.
• The design of the app was outdated, leading to people leaving or raising security issues for several users or quitting the app based on aesthetic reasons.
• The app needed to expand from tours only, to recommendations of local businesses and experiences.
Secondary research/Desk research
I needed some insights and knowledge so I can better understand this market. I wanted to understand several key things:
- How does gamification influence a digital product?
- How much will people use a self-guided tour?
- How much trust do people have in the information they discover through such products?
- What are the main pain points with self-guided tours?
- What are the business needs behind such a product?
Since there is not really direct competition for this kind of product, I looked at other products that are doing self-guided tours, like Get your Guide, or different museums around the world that provide this option.
For more insights on gamification, we had several skype meetings with people working for different mobile gaming companies. This helped us better understand some basic human reactions when being exposed to different triggers. Also, "Hooked" by Nir Eyal offers valuable information on this subject.
Low fidelity mockups and User flows
So how might we create a better experience and implement new gamification mechanisms, while still maintaining the core functionalities of the app?
At this point I started creating low fidelity mockups in order to transform the current Information Architecture of the app. After this, we created User Flows and took a closer look at the tasks the users tried to complete on a daily basis. This helped us understand and align with the users, before getting to the user testing part.