SA: Player Workshop

Background

👂🏻 Sudden Attack, what’s next?

Sudden Attack, renowned as Korea’s longest-running FPS, features easy controls and rapid gameplay. The product team is now turning the page for the future, seeking to modernize the game and develop a strategic plan for the upcoming years.

👩🏼‍💻 Co-Creation

So, we worked with various stakeholders and players through participatory studies. Our goals were to involve them in the process of understanding players, generating and prioritizing opportunities, and eventually co-defining a strategy for the future.

Objectives

1️⃣ Understand and build empathy with the players of Sudden Attack

2️⃣ Generate and prioritize ideas and opportunities with the players

3️⃣ Define Sudden Attack’s unique strengths/competitive advantages

Methods

🗣 Co-Creation with Players

We started by organizing a series of workshops with the players of Sudden Attack. The steps are as follows:

👥 Participants

Based on our previous behavioral analysis, we categorized players into segments: current-core, current-casual, churned-core, and churned-casual players. We recruited participants from each segment and organized workshops with each group.

• Session 1.  Current–Core Players of Sudden Attack
• Session 2.  Current–Casual Players of Sudden Attack
• Session 3.  Churned–Core Players of Sudden Attack
• Session 4.  Churned–Casual Players of Sudden Attack

📋 Steps

• Activity #1. Topic Sensitization

• Activity #2. Empathy Mapping

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• Activity #3. Prioritizing Needs (KANO Model)  (PDF, 2 Pages)

• Activity #4. Defining Opportunities (Brainwriting)  (PDF, 4 Pages)

Reporting

🔖 Players’ Gameplay Routine

Through Activity #1, we have collected players’ gameplay patterns by each group as shown below:

🔖 Sudden Attack’s Competitive Advantage

We have analyzed Sudden Attack’s competitive advantages, potential risks, and benchmarks from other FPS games.

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🔖 Identifying Player Needs

We have also analyzed and compiled the needs of Sudden Attack players through empathy mapping. (PDF, 4 Pages)

🔖 Prioritizing Player Needs

Using the KANO model, we have defined strategic priorities to fulfill the needs of each persona.

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When broken down by each persona: (PDF, 3 Pages)

🔖 Summary

We have consolidated and summarized the findings to generate the following insights:

Research Impact

The impact of all co-creation sessions (Player – Persona – Stakeholder Workshop) is as follows:

👩‍🏫 Post-Project Research Readouts

• Research findings were shared in a meeting with various stakeholders, including management.

📌 Strategic & Cultural Impact

• Built stakeholders’ empathy with both Sudden Attack and general FPS players.
• Built the initial relationship with the product team for further collaboration opportunities.

📌 Product Impact

• Based on the strategic priorities defined during the workshops, the product team decided to update the graphics.

My Role

Orchestrating Co-Creation & Research

Leading a small group of researchers, I had the opportunity to orchestrate co-creation and conduct research on Sudden Attack. Our objective was not only to conduct research but also to develop UX strategies to assist the product team in setting priorities and making decisions to steer the game’s direction.

Players & Stakeholder Co-Creation

Initially, we set our objectives for co-creation as follows and decided to organize a series of workshops to achieve them.

1. Understand and build empathy with players
2. Generate opportunities with players and stakeholders
3. Define priorities with players and stakeholders

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Steps

0. Survey & Log Analysis

1. Player Co-Creation Workshops

2. Persona Workshops

3. Stakeholder Co-Creation Workshops