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Project Overview

Role - UX/UI Designer, UX Researcher
Timeline - 10 weeks 
Project Type - 24 Hour Hackathon, Group
Tools - Figma
Designed For - Desktop

Design Methodology

The Approach 

24 Hour Hackathon

During my time studying at BrainStation, I participated in a 24 Hour Hackathon with Electronic Arts. With given 24 hour to complete the task, our group of 1 Data Scientist, 2 Designers and 3 Web Developers came together with our skills to create a solution that will help "enhance interaction between gamers"

The Problem Space

The global community of active video gamers has reached around 3.09 billion, showing a steady rise in social interactions among players. Player harassment and toxicity lead to negative experiences. The gaming industry aims to find new ways for safe, enjoyable, and inclusive interactions.

Secondary Research

1 in 5 Finds The Gaming Community Toxic

Nearly everyone has dealt with harassment. 86% of responding gamers had encountered online harassment, up from 83% two years prior.

4%

Of organizations display what contributions go towards on the home page.

12%

Of donors don't trust organizations to spend their money well.

60%

Of people stop donating, due to lack of emotional connection towards the organization.

9%

Of millennials are animals, which is the second lowest age group. 

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Which Type Of Games Have The Most Abuse?

The results of our research highlighted Shooter games as the primary category with a total of 52% incidence of abusive behaviour. This motivated us to direct our efforts towards enhancing the interaction between gamers within Shooter games like APEX Legends.

52%

45%

27%

23%

21%

Shooters
Multiplayer online battle arena (MOBA)
Real-Time Strategy
Role Playing
Sports

The Challenge

How can we increase the number of positive experiences for players?

To enhance players experiences ​we wanted to focus opositive 

reinforcement, promoting positive role modals and addressing negativity through measures against bad actors and negative influencers.

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How Might We?

How might we incentivize the gaming community to embrace positive communication and build connections in the game to enhance interactions between gamers?

Persona

Establishing Our Target User

Using our findings, we created Jessica. Jessica embodies the qualities of our target user and helped us throughout this process using her as inspiration on who our user is.

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Jessica Roberts

Marketing Manager

Age​

Location

Status

27

Vancouver

Single

"I just wish there was some way to have a bigger impact in creating a more positive, supportive gaming community."

Bio

Jessica, 27, a marketing manager and avid gamer in Vancouver, has loved gaming since age 11. Her top pick is APEX Legends. She values connecting with others in gaming, but has faced harassment and toxicity. Her aim is to foster a positive gaming community for herself and others.

Pain Points

  • Not feeling accepted from other users.

  • She feels misunderstood by other gamers who don’t share her passion for community building.

Frustrations

  • Not feeling accepted or respected by other gamers.

  • Encountering toxic behaviour and language from other players.
     

Goals & Motivations

  • To find have a more positive gaming environment
    Create a safe space where everyone can thrive

  • Build a close community for gamers both in the game and in real life.
     

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Creating A Solution

How Do Young Players Learn?

For this project we wanted to really think outside the box. An idea that sparked to make the community a better place was how do young players learn? 

When humans are engaged with others, they tend to mirror the actions of their playmates. In the presence of toxic behavior, this mirroring can lead to the creation of a negative feedback loop.

Positive Reinforcement

With this in mind we decided to create a reward system for players who have a good reputation in the gaming community. This system includes being able to train your own digital twin for the "Bot Brawl".

 

With this trusted players are able to train their bot to to play 24/7. Also adding the "Vocal Academy Training" allows players to filter their transcripts from their previous games to use them for them for their bot to encourage better user engagement.

Prototype 

Bring Your Twin To Life

After a long day and very late night, our committed team's collaborative effort has resulted in the exciting introduction of bringing your digital twin to life!

Measures Of Success

Decrease the number of 'Report Player' incidents per game.

In our pilot program, fewer participants reported harassment compared to the traditional environment.

 

To validate this intervention, we suggest conducting AB tests over a three-month period, or one quarter of a season. Test group A will engage with the default version of Apex Legends, while test group B will experience the version with Bot Brawl.

Potential Revenue Streams 

By offering revenue share with creators of Digital Twins, implementing a service layer analytics system for players to compare themselves with their chosen twin, and promoting through The Twin Throwdown Tournament, there is an opportunity to market PG and PG-13 gaming environments with Digital Twins.

Next Steps

The next steps of this project would involve building a GPT model to identify and reward model players, conducting research and training GPT to analyze healthy communication in games, and creating a high-fidelity prototype of the training mechanism.

Key Learnings

Some major key learnings throughout this project were how to work together with other disciplines. We had so much fun on this project together and one thing that really made us come out strong was the positive spirit and communication we had with each other, communication is key when working with others especially when UX is working with Developers simultaneously.

Another key learning was when the time is tight, prioritization should be made for items of the highest importance.

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