Design a value proposition for Gamers

Context —

Our business development team detected that we were not taking advantage of an opportunity in the gaming market. Without a dedicated product for gamers, we still had a high % of users interested in games.
We formed a small squad of 5 people to conduct a research with a goal: Define a valuable product for gamers and design an MVP to test the feasibility of investing or not in this market.

“The games market will reach over $90 billion this year with over 2.5 billion gamers around the globe".

source: Newzoo

RESEARCH & UNDERSTAND

We started the research by learning about the games market and understanding the basic gaming segments: Casual Gamers, Core Gamers & Hardcore Gamers; but we knew that we needed to go further. With this in mind, we designed the gamer user persona in Softonic Web & Mobile. We conducted a survey about gaming in Softonic and we reached the highest conversion ever. It was the first great insisht; Softonic users really want a product for Gamers. Immediately we detected an amazing insight:

"The journey doesn't end when the user downloads a game, it just starts"

research-image-gamersresearch-image-gamers

DESIGN THE VALUE PROPOSITION

In order to design the value proposition we used the methodology proposed by Alexander Osterwalder in the book Value Proposition Design: How to Create Products and Services Customers Want. Through focus groups, brainstorming sessions, surveys and co-creation sessions we identified the main Customer Jobs and Pains & Gains.

"Involving users in every session was our main requirement"

Finally, we detected an opportunity: help our users to improve their skills watching videos from expert gamers. We decided to perform co-creation workshops using the Group sketching methodology: a quick, fast and economic tool for developing and explaining ideas simultaneously. We imagined digital products that could fill the defined value proposition: Low-level wireframing, site navigation, feature mapping, etc

gaming-design-experiencegaming-design-experience

TESTING WITH USERS

To test the MVP we worked hard and quickly to validate our proposal with users; following the Lean Startup methodology, we built a MVP (Minimum viable product). We used Wordpress as a backoffice (something never seen before in Softonic). We managed CSS and JS resources, and thanks to the amazing work of our two editors we finally built the product at record-breaking speed.

We got really high conversion rates and amazing engagement metrics: Bounce rate, Session duration and page views. After this test, the company decided to create a dedicated team with different profiles to start iterating and monetizing the opportunity that we detected and validated.

WHAT WE LEARNED

- To build a successful product you can always follow your intuition, but if you try to understand the customer before starting, it increases notoriously your chances of success.

- When a team works focused in a project they love, you achieve incredible and unexpected results.