Service Design for Game User Test

Service Design For Netease Game
Lab User Test

Service improvements for the game user test process

In recent years, online games are gaining traction worldwide. Before a new game is launched, a group of volunteer players will be recruited by the game lab for game testing, so as to better the iteration process of the game. Our project is in cooperation with NetEase company. Through improving the service design of the game laboratory testing process, users will have a better user experience in the game user test process, thus to help game company get more useful feedbacks to improve the game design.

TIMELINE

Sept 2019 – Dec 2019

MY ROLE

Product Design
UX Research

TEAM MEMBERS

Ao Chen

TOOLS USED

Adobe suite
Rhino
Keyshot

DESIGN GOAL

Since current experimental process is mainly concerned with information collection, user experience is, to great extent, neglected in the process. Thus, following goal is put forward:To design a set of standardized and universal test procedures for the NetEase Game Lab to improve user’s experience on all existing touchpoints, and to better understand user’s habits,improve game experience, and obtain information on possible improvements through user tests.

SITING

The location of the game test center was selected to be Qingzhiwu.
Reasons for the site selection:
1. Fanscinating scenery of Yuquan. Qingzhiwu is a peacful and quiet area with an antique look. Along the village road, a stream flows down from Lingfeng Tanmei and winds thorugh tranquil countryside.
2. Convenient transportation. There are many bus and subway lines to get here.
3. Cheaper rent.

USER INTERVIEW

VOLUNTEER

The overall process is professional and there is nothing to be dissatisfied with. I used the navigation aids in the headquarters laboratory, and it managed to bring me to the destinaiton.Generally speaking, the participants hold favorable attitudes towards the entire experience, since they are game enthusiasts and it’s a good chance to experience new games while earning money.

STAFF

For me, detail matters the most, and if any detail goes wrong, it will affect. By and largel, we,implementation staffs, are more worried about the unexpected circumstances of the participants,because it is relatively difficult to control. The preparation process is more concerned with the docking of product requirements. If the demands are not clearly and well docked, testing is equivalent to wasteful duplication of effort. We can’t guarantee that participants will arrive, so what we have to do is reducing the possibility of a player to stand us up to the best of our ability. For example, send him a message as a reminder two days in advance, and make a phone call to remind him that morning.

BUSINESS MODEL CANVAS

STAKEHOLDER MAP

TOUCH POINTS

TEST CENTER VISUAL DESIGN

The dominant hue of this design is black, gold and red. A large black background helps to create a sense of firm and level-headed, emphasizing our professional and thoroughness; the golden cloud pattern adds an antique atmosphere to the whole design, demonstrating traditional Chinese architectural style of Qingzhiwu, and it is also in line with the game style of Justice;red, serves as embellishment, displays an air of live and enthusiasm, which shows Netease Thunderfire’s love for the game,as well as staff’s enthusiasm towards the participants.