OverView
Namco sought to enhance the claw machine experience by making it more engaging and accessible. Players often feel frustrated by the difficulty and lack of support, leading to disengagement. The goal of this app was designed to overcome these challenges by providing real-time assistance and personalized experiences.
01
Defining the problem
Traditional arcade claw machines often lack accessibility, limiting their appeal to physical locations and in-person experiences. The challenge was to replicate the tactile joy of claw machine gameplay on mobile devices while addressing user frustrations, such as unclear instructions and low win rates, which often deter engagement.
Design Goal
How might we make the gameplay experience intuitive and engaging for users of all ages?
How might we design an interface that balances fun, challenge, and accessibility while minimizing frustration?
How might we replicate the tactile and visual excitement of claw machines in a digital environment?
02
Hearing the Voices
To validate the hypotheses, I conducted user interviews with a diverse group of banking customers. The primary aim was to understand their pain points, preferences, and expectations of claw game.
Rephrased Responses
New players often perceive claw machines as unfairly rigged, which discourages them from trying again.
Repeated failures quickly lead to a sense of discouragement, reducing players' motivation to continue.
The payment system is not user-friendly, leading to delays and frustration during gameplay."
It's discovered that
65%
Players believed the games were too difficult to win.
A significant number expressed frustration over not knowing how to improve their chances. This created a cycle of disengagement and low retention.
Major Insights
Focus on Fun - Players value engaging gameplay over rewards. Prioritize an enjoyable experience to retain users.
Support Players with Guidance - Providing helpful tips and support can improve their confidence and enjoyment, especially beginners.
Simplify Payments - A cumbersome payment process disrupts engagement. Streamlining it will enhance the user experience.
Based on the data collected from the research. These personas were essential in understanding our target audience and their specific needs. I segmented our user base into the following personas.
03
Understand the Business
A detailed analysis of market trends and competitor offerings is performed to align the app’s design with business goals. This research focused on identifying gaps in the market and opportunities for differentiation.
04
Ideation
The Namco Claw Game Companion App is a dynamic digital platform that empowers players through tailored support and engagement tools.
Why an app?
The solution must be an app to provide real-time guidance, updates, and engagement seamlessly during gameplay, ensuring immediate support and interaction.
This can include smart guidance tools, adaptive tutorials, or interactive pauses that maintain the flow of the game without demanding significant study or effort from users.
06
Prototype + Test
I developed an interactive prototype in Figma, focusing on the app's core features, including personalized machine recommendations, real-time tips, and social engagement tools.
Testing the Major Parts
Usability testing with 11 players revealed key insights. Players appreciated the tailored machine suggestions. Many requested clearer, more intuitive tutorials for onboarding.
Evaluation
A revamped onboarding flow withIt’s confirmed the direction of the design is correct. The feedback led to key improvements :
Feedback
Improvement
Players often feel frustrated and give up because they lack insight into their progress or mistakes.
Gameplay Analysis - Video playback and attempt tracking to help players improve their skills.
Social sharing encourages motivation and engagement.
Players have difficulty finding machines suited to their skill level, leading to wasted time and frustration.
Community Rating System - Categorize machines by difficulty (beginner, expert, master)
Filters to simplify the search. Feedback and tips enhance player knowledge.
Players are unsure which store to visit for their preferred prizes, leading to dissatisfaction.
Prize List Preview - A detailed map of prizes available in each store, enabling players to plan their visits based on desired prizes and difficulty levels.
Difficult to locate "Scanning Page"
The page is covert to a tab on navigation.
07
Final Concept
I developed an interactive prototype in Figma, focusing on the app's core features, including personalized machine recommendations, real-time tips, and social engagement tools.
User Experience Flow
The app simplifies the player's journey from start to finish:
Onboarding -
Players input their skill level and preferences during the initial setup.
Machine Selection - Based on the input data, the app recommends the most suitable machines nearby.
In-Game Assistance - Real-time tips and tutorials guide players as they interact with the machines.
Tracking Progress - Players can see their ongoing progress, milestones, and achievements displayed in an easy-to-read format.
Community Engagement - Players are encouraged to connect, challenge, and compete with others through social features and live leaderboards.
Personalization & Gameplay Support
Imagine an arcade game experience where the app learns your skills, adapts to your gameplay, and provides instant tips and recommendations to help you succeed, all in real-time.
Feature
Personalized Machine Recommendations
Tailored to each player’s skill level, the app recommends machines that match their abilities, offering a balanced challenge and enhancing the chances of success.
Real-Time Gameplay Tips
The app delivers tips and guidance specific to each machine, helping players improve their strategies and boost confidence during gameplay.
Progress Tracker & Milestones
A visual progress tracker allows players to see their improvement over time, with milestones that encourage continued engagement and a sense of accomplishment.
Break Reminders & Machine Alerts
Convenience features such as break reminders and real-time machine availability alerts ensure that players enjoy an optimal and comfortable arcade experience, while also keeping them engaged without overexerting.
E-Wallet
No more lining up and worry your machine will be token by someone else. Recharge your balance online, available for various virtual payment methods.
07
Evaluation & Result
The app prototype demonstrated significant potential to enhance player satisfaction and retention.
System Usability Scale (SUS) - 82
A SUS score of 82 reflects a strong positive user experience, indicating that players found the app easy to use and highly effective in addressing their gameplay challenges.
Key findings from the SUS analysis include:
Ease of Use: Users found the interface intuitive and easy to navigate, particularly the personalized recommendations and gameplay tips.
Efficiency: Tasks such as finding a suitable machine or locating amenities were completed quickly and with minimal effort.
Room for Improvement: Some users suggested better visual differentiation between advanced and beginner features to avoid confusion.
User Feedback - 85% Positive
85% of surveyed users reported feeling more confident and less frustrated while playing.
Positive feedback highlighted the convenience of real-time machine tips and restroom locators.
08
Future Enhancements
Every innovative solution comes with its hurdles. From technical constraints to user adoption barriers, the development process revealed critical areas requiring thoughtful problem-solving to ensure a seamless user experience.
Initial Adoption
Some users found onboarding overwhelming, requiring further simplification of app instructions.
Solutions:
Streamlined the onboarding process with interactive tutorials and clear visuals.
Technical Limitations
Currently still relay on past video / tips to guide the users. It could incorporate AI-driven features in the future, although it currently does not operate in real-time.
Conclusion
The Namco Claw Gaming App enhances player engagement by offering personalized recommendations, real-time tips, and community features. This solution transforms the traditional arcade experience, making it more accessible and enjoyable, while addressing key player frustrations. The app showcases how technology can elevate user experience and reshape the future of arcade gaming.
Follow up
My Key Learnings
Small, immediate rewards boost player morale, while convenience features like restroom locators enhance the experience. Continuous user testing ensures iterative improvements to address pain points effectively.
