Project Goal
Earth 2, a 1:1 scale virtual Earth simulator, sought to revamp its site and develop a companion app to increase user engagement. The objective was to simplify the complex gaming, building, and trading elements to attract and retain a diverse gamer audience.
User Research: Understanding the Terrascape
I began by delving into the multifaceted nature of Earth 2 to better
understand user needs and pain points. This included:
understand user needs and pain points. This included:
- Conducted comprehensive user research to map out gamer interests
and behaviors.
and behaviors.
- Identifying jargon-heavy onboarding processes that were deterring
potential players.
potential players.
- Working with the strategy team to segment the game into key
genre-specific pillars, making it more approachable.
genre-specific pillars, making it more approachable.
Outcome:
Transformed complex game elements into accessible content, f
ostering exploration and interest across various gamer niches.
Transformed complex game elements into accessible content, f
ostering exploration and interest across various gamer niches.
Experience Strategy: Building a Gamer-Centric Companion App
Leveraging insights from our research, we focused on creating an app that
would serve as a true companion to the Earth 2 ecosystem. This meant
setting the foundation of:
would serve as a true companion to the Earth 2 ecosystem. This meant
setting the foundation of:
- Defining the app's core purpose and level of interaction required.
- Identifying three core gamer personas to tailor the app's tone and
functionality.
functionality.
- Developing key experience pillars to enhance user engagement and
integration with the game.
integration with the game.
Outcome:
Established a clear value proposition that guided the app's development, ensuring it met the diverse needs of the gaming community.
Established a clear value proposition that guided the app's development, ensuring it met the diverse needs of the gaming community.
UX Writing: Crafting a Cohesive and Engaging Narrative
With the foundation set, I turned my attention to the app's content and messaging. This included
-Functioning in the capacity of a verbal designer and iterating over 300 potential app names, ensuring alignment with brand identity.
- Developing key user personas to inform content strategy and screen design.
- Creating content and prompts for every screen, from the homepage to error messages, maintaining consistency across platforms.
Outcome:
Delivered a sleek, gamer-friendly experience that resonated with a diverse audience, enhancing the overall user journey.
Delivered a sleek, gamer-friendly experience that resonated with a diverse audience, enhancing the overall user journey.
Key Takeaways
By simplifying complex systems and focusing on user-centric design, we were able to terraform Earth 2 into a more accessible and engaging platform. The cross-functional approach of research, experience design, and content creation ensured a strong foundation for the experience - ensuring that the solution proposed had scalability to cater to the target profiles.
