Summary 📝
- Background:
- The product team aims to modernize Sudden Attack and establish a strategic plan for the future.
- Objectives:
- Understand and build empathy with the players of Sudden Attack
- Develop player personas for the next sessions: stakeholder workshops
- Methods:
- Collaborative Workshop
- Participant:
- UXR Team (5 Researchers)
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.
전반 공통_1_new_persona
👩🏼💻 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.
전반 공통_2_new_personaObjectives
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
🗣 Persona Workshop
We organized an internal session to develop personas based on the player needs identified during the previous player workshops.
전반 공통_3(Persona)_new
👥 Participants
A group of 5 researchers from our UXR team was invited to collaborate during the session.
📋 Developing Personas Together
Personas are fictional characters representing different player types. They help teams understand players’ needs, experiences, and goals, ensuring designs meet the target audience’s needs. Personas align the team’s focus on player needs, fostering empathy and maintaining a user-centered approach. They also provide a common language for discussing and prioritizing features within teams.
- Activity #1. Understanding Players
- Activity #2. Categorizing Players by Needs
Results
🔖 Player Personas
We developed personas based on player needs and created relatable stories and narratives for each. Here are the results:
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.
Product
Sudden Attack, Korea’s Longest-Running FPS
As Korea’s longest-running FPS, Sudden Attack revolutionized PC online shooting games with its easy controls and fast-paced battles, becoming the No. 1 FPS in Korea with 30 million players worldwide and 350,000 concurrent players. Despite its somewhat outdated system, Sudden Attack remains a proven FPS game and is now approaching a crucial moment.
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.
- Understand and build empathy with players
- Generate opportunities with players and stakeholders
- Define priorities with players and stakeholders