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Research Delivery Through a Story-Driven Game

How an interactive media can lead to more empathy and engagement.

Overview

We needed to present complex and branching user insights that varied depending on the situation, which was overwhelming. To address this, we decided to create a video game based on our understanding of our users.

Challenges

  1. How can we deliver complex insights effectively given people's short attention spans for research reports?
  2. How can we build better and deeper empathy for our users?
  3. How can we develop a full-fledged video game with limited resources?

Outcomes

We generated excitement among organization members with the unique format we introduced, which boosted their motivation to study users compared to traditional media. This approach helped people in the organization develop deeper empathy and curiosity about users, prompting them to more effectively address user problems.

Behind the Scene

We decided to create a very simple game that could still evoke empathy and reflect the daily dilemmas our users face. The game involved exploring areas and interacting with people and objects. Each interaction provided more information and nuances about our users. We designed a straightforward game loop to keep players engaged.

The content of the game is its core. After designing the mechanics and stages, we filled the game with rich content, including text, visuals, and audio.

Following development, we prepared for the release sequence by announcing the game at internal events and sending out messages to our colleagues. Within less than a month, we reached over 150 people within the organization.