Blanks Mobile Game

Projects

Context

The mobile gaming industry has seen exponential growth, yet many games struggle with user retention and broad appeal. This case study examines the UX redesign of "Manslaughter," a Cards Against Humanity-style mobile game, into "Blanks," focusing on creating an inclusive, accessible, and engaging user experience.

Frameworks

This project was grounded in the principles of inclusive design (Clarkson, P. J., Coleman, R., Keates, S., & Lebbon, C., 2003) and the theory of planned behavior in gaming contexts (TPB). TPB can be used to understand how people's attitudes, beliefs, and perceived control influence their intentions to play games. These frameworks guided the redesign process, emphasizing the importance of accessibility and user engagement in driving adoption and retention in mobile gaming.

Problem Statement

The original game, "Manslaughter," faced challenges in user retention and broad market appeal. Initial analysis and ad-hoc testing indicated that the game's design and branding were potential barriers to user engagement and accessibility, particularly for users with visual impairments or those seeking a more inclusive gaming experience. The name "Manslaughter" had been arranged in a way that made it read as "Man's laughter," which usability participants called out as being unappealing and negatively affecting their interest in the game.

Methodological Approach

The redesign process employed a mixed-methods approach, combining qualitative user research with quantitative data analysis:

  1. Contextual Inquiry: In-depth sessions with the development team to understand their mindsets and design goals.
  2. Lean UX Research: Conducted in ad-hoc settings like nearby co-working spaces to gather rapid user feedback.
  3. Accessibility Audit: Evaluation of the existing design against WCAG 2.1 guidelines.
  4. Brand Persona Development: Creation of archetypes to guide cohesive design direction.
  5. Silent Feedback Sessions: Team-wide design critiques using post-it notes to gather unbiased feedback.
  6. Playtesting: Iterative testing with both the development team and potential users in co-working spaces.

Design

The redesign, rebranded as "Blanks," incorporated several key UX improvements:

  • Enhanced Contrast: Improved color schemes to meet WCAG 2.1 AA standards for text contrast.
  • Typography Refinement: Increased font weights to enhance legibility across devices.
  • Inclusive Branding: Developed brand personas to guide a more welcoming and broadly appealing visual identity.
  • Intuitive UI: Redesigned key screens based on user feedback and playtest results.

Results and Impact

The redesign of "Blanks" yielded significant improvements in user engagement and retention:

  1. User Retention: 70% of usage now comes from returning users, indicating strong engagement.
  2. First-Time User Experience: 75% of new users who open the app proceed to start a game, suggesting an intuitive onboarding process.
  3. User Retention: 250% increase in user retention post-redesign. Huge win here.
  4. Session Length: Average session duration increased by 35%, indicating higher user engagement.
  5. Daily Active Users (DAU): 80% increase in DAU within the first month post-launch.
  6. Accessibility Compliance: Achieved 95% compliance with WCAG 2.1 AA standards, up from 60% pre-redesign.