Expanding Reach Through Frictionless Play
Casual games highlighted as free, instant, and remote-playable, making Gaming Hub more accessible to non-core gamers and reducing controller dependency.
Designed for casual users, The Six used familiar formats like trivia to lower barriers and enable instant, no-controller gameplay making it easy for anyone to jump in and play.
Third-party controller included in select promos, improving out-of-box usability and supporting broader adoption without altering core packaging.
Focus:
Product Innovation | Platform Leverage | Embedded Opportunity
Approach:
Mixed | Generative | Exploratory
Methods:
Concept Testing | Behavioral Analysis | Diary Study
Challenge:
After launch, Gaming Hub saw low engagement from casual gamers not using controllers. Remote testing during COVID had missed key hardware setup and usability issues. We needed to uncover barriers to adoption and find ways to make Gaming Hub more accessible and appealing to a wider audience.
Process:
I led a multi-method study: in-home ethnography with core gamers, lab testing of controller setup, and a segmentation survey. This revealed key setup friction, unmet expectations from casual users, and new opportunities for engagement and monetization.
Impact:
We redesigned the controller setup flow and launched Game Breaks free, remote-playable games that lowered entry barriers. While bundling a controller wasn’t approved, we secured a third-party partnership to include controllers in select promos, boosting accessibility and broadening appeal.