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At UX Research Player, we pride ourselves on our market research approach to consumer engagement testing. One of the key areas we specialize in is Consumer Engagement (CE) testing for mobile games. This blog will take you through a behind-the-scenes look at how we set up and conduct these tests, providing our clients with invaluable insights into user experience (UX) and consumer behavior.
The Environment
Our CE testing is conducted in a state-of-the-art facility designed to create a comfortable and distraction-free environment for participants. As seen in the images, our testing room is equipped with modern amenities and ergonomic seating arrangements. The layout is structured to promote focus and genuine engagement with the mobile game being tested. A well-designed environment helps in minimizing external distractions, ensuring that participants’ feedback is solely based on their interaction with the game.
The Setup
1. Technology and Tools: Each workstation is equipped with high-quality mobile devices, ensuring that the game runs smoothly and participants experience it as intended. We also use adjustable lamps to provide optimal lighting conditions, reducing eye strain and enhancing comfort. Additionally, we incorporate usability testing software to track user interactions, providing data on touch patterns, screen navigation, and response times.
2. Participant Identification: Clear labeling of each participant’s station is crucial for organized data collection and analysis. Each seat is marked with a unique identifier, ensuring that feedback is accurately attributed to the correct participant. This systematic approach helps in creating user personas, which are essential in understanding different user types and tailoring the game experience to meet diverse needs.
3. Recording and Observation: To capture real-time reactions and behaviors, we utilize a combination of video recording and direct observation. This dual approach allows us to gather both quantitative and qualitative data, providing a comprehensive understanding of the consumer experience. We also employ eye-tracking technology to analyze visual attention and cognitive load, which helps in identifying elements that attract or distract users.
Note: The video has been blurred for privacy and safety concerns
The Process
1. Recruitment: We select participants based on specific criteria that match the target demographic of the game. This ensures that the feedback is relevant and actionable for our clients. We focus on recruiting a diverse group of participants to capture a wide range of experiences and perspectives, which is crucial for inclusive design.
2. Briefing: Before the test begins, participants are briefed on the process. This includes instructions on how to play the game, what aspects to focus on, and how to provide feedback. We emphasize the importance of thinking aloud, a UX research technique that helps us understand participants’ thought processes and decision-making while interacting with the game.
3. Testing: Participants are then given a set period to play the game, during which we observe and record their interactions. We focus on various metrics such as engagement levels, ease of use, and overall enjoyment. We also measure task completion rates and error frequency to assess the game’s usability and learnability.
4. Post-Test Interviews: After the gameplay session, we conduct in-depth interviews with each participant. These interviews are designed to delve deeper into their experience, uncovering insights that may not be immediately apparent from observation alone. We use techniques like affinity mapping to organize and synthesize the feedback, identifying common themes and user pain points.
Analysis and Reporting
Once the testing phase is complete, our team of experts analyzes the data. This includes reviewing video footage, transcribing interviews, and compiling qualitative and quantitative data. We employ various UX research methods such as heuristic evaluation and cognitive walkthroughs to identify usability issues and areas for improvement. The result is a detailed report that highlights key findings, identifies areas for improvement, and provides actionable recommendations for enhancing the game's consumer engagement.
Conclusion
Our meticulous approach to CE testing ensures that our clients receive the most accurate and insightful data possible. At UX Research Player, we understand that the success of a mobile game hinges on how well it engages its audience. By providing a thorough and detailed analysis, we help our clients create games that are not only fun to play but also deeply engaging and user-friendly for their target market.
We invite you to partner with us and experience firsthand the expertise and dedication that we bring to every project. Let us help you unlock the full potential of your mobile game through our comprehensive Consumer Engagement testing services, grounded in solid UX principles.