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VERIZON OPEN INNOVATION

Breaking into the eSports industry leveraging Verizon's new 5G technology

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OVERVIEW

Project Type

Consultation project for Verizon's Open Innovation Lab

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Role

Performed user research, designed prototypes, and tested next-gen concept experiences using agile methodology

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Skills Development

Product and industry research, prototyping, user research, cross-functional collaboration, project management, teamwork, working as a virtual team

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Duration

May-August 2018 (14 week)

THE CHALLENGE

Verizon wanted strategic recommendations on how to craft an eSports experience built on evolving user needs that leveraged advanced technological capabilities. In particular, Verizon hoped to use 5G to become an emerging tech leader in the growing eSports industry.

SUMMARY

We conducted research which was used as a springboard for our four initial week-long sprints. Insights from these sprints were combined to create the concept of micro-gaming experiences that are not yet available due to technological constraints. This solution is a logical extension of current geo-targeting ads and on-the-go gaming trends.

"Through playing games, you are building skills, stories, and community. Community is a secondary bonus. Problem solving is more of a main goal."

Interviewee, Avid Gamer

May 2018

RESEARCH

Methods: Observation, surveys, scenarios, interviews, secondary research


  • A key motivation for gaming is to socialize and have a sense of community

  • PC gaming was the preferred method of gaming, with mobile following close behind

  • Gamers and eSports professionals alike wanted more exposure for the industry

  • Potential areas for further research and design included mobile and PC gaming integration, female gaming, Games as a Service, university gaming, and virtual reality

June 1-8, 2018

SPRINT 1

Methods: Survey, interviews, secondary research, HMW questions, crazy eights, dot-voting, clustering, prototyping, user testing

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Prototypes

  1. Dual-Screen Mobile Add-On

  2. Mobile Gaming Keyboard Extension

  3. Mobile/PC Gaming Integration

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Insights

  • Companies should see that a phone is a controller that’s always in your pocket

  • Sensitivity and battery life of mobile phones were a concern for gamers

  • People expressed great interest in integrating mobile devices into the gaming experience

  • Players wanted this integration to be seamless and immersive

June 9-15, 2018

SPRINT 2

Methods: Interviews, secondary research, HMW questions, crazy eights, dot-voting, prototyping, user testing

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Prototypes

  1. eSports Training Application

  2. Verizon Training Grounds

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Insights

  • Virtual training for professional eSports players is not ideal

  • Access to professional support is important in the success of eSports gamers

  • Suggestion to link training programs with particular games or game clients

  • The training grounds can give up-and-coming players opportunities to play against high-level gamers, as well as give them access to psychologists, nutritionists, physiotherapists, physical trainers, and in-game coaches

"Professional level gamers have access to coaches, managers, psychologists, nutritionists, and physical therapists as a part of our training.”

Interviewee, B-League Pro Gamer

June 16-22, 2018

SPRINT 3

Methods: Interviews, secondary research, historical analysis, HMW questions, crazy eights, dot-voting, prototyping, A/B testing, scenarios

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Prototypes

  1. Subscription Plan

  2. Shared Subscription Plan

  3. Business to Business Subscription Plan

Prototype: https://7znzfb.axshare.com/

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Insights

  • Subscription models have not been successful in the past, unless limited to a specific console (ex. XBOX game pass)

  • By nature, games are consumed differently than other forms of media (music, movies, books, etc.), and therefore both shared and personal subscription plan models would not work well in this industry

  • Gamers do a great deal of research through Twitch and YouTube before buying a game, minimizing dissonance

  • If this idea were to be implemented, the system would have to give players access to their existing game libraries - particularly Steam

June 23-29, 2018

SPRINT 4

Methods: Interviews, secondary research, historical analysis, cross-cultural comparison, HMW questions, crazy eights, dot-voting, prototyping, A/B testing, scenarios

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Prototypes

  1. Mental Health Application

  2. University Infrastructure

    • eSports Innovation Lab

    • Gaming Centre

    • 5G Hub

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Insights

  • Gamifying the therapeutic experience is an area of interest

  • Switching between apps within apps is frustrating - users were disinterested in an all-inclusive application

  • Spaces around development in an up-and-coming industry is exciting for students

  • There is a lack of awareness around how 5G will truly change hardware and gaming

  • A space like this would make university communities think that a company cares about the industry more than profits

SPRINT 5

July 6-20, 2018

Methods: Interviews, secondary research, historical analysis, cross-cultural comparison, long-range forecast, clustering, starting solo, crazy eights, dot-voting, personas, user journey mapping, prototyping, A/B testing, scenario testing

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Lo-Fi Prototype - Hyper Targeted Beacon Rewards

  • Three key aspects drawn from past sprints:

    • Tribalism

    • Network Mobility

    • Multi-Platform

  • Two prototypes:

    • Verizon customer application

    • Store/Corporate application

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Insights - Verizon Customer

  • Gamers were thrilled about being the target market for a rewards program such as this

  • Suggestion for reward tracking and bonus rewards for redeeming multiple days in a row, or for achieving multiple objectives

  • Some concern on the number of notifications one user would receive

  • Why physical beacons?

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Insights - Store/Corporate

  • Integration with store POS was a concern

  • It would make more sense for the business application to be optimized for a computer or tablet, over a mobile phone

  • Users should be able to view past promotions as well to see analytics

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Mid-Fi Prototype - Gaming On-the-Go Rewards

  • Three key aspects drawn from past sprints:

    • Tribalism

    • Network Mobility

    • Multi-Platform

  • Reward tiers, reward tracking, and custom rewards

  • Micro-gaming experiences

  • Seamless app-in-app experiences

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Insights

  • Positively received for avid gamers

  • Testers believed the market for children would be huge

  • If users had a few minutes to spare, would absolutely log in to play some exclusive content for a reward

  • Concern about app-in-app gaming and the regulations around Google/Apple stores

  • Seamless integration between applications is important

  • Issue raised about having Verizon exclusive content - could alienate non-Verizon gamers and create conflict within the community

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