Shayla Murray - Blast 'n Bash UX/UI Project

Overview

Arcades in recent years have become less popular, both due to the advancement of console video game systems and the ever increasing price of living. Games at the arcades also often lack originality (both in concept and advertisement) and are rigged in favor of the business to earn more profit.

Blast 'n Bash is an arcade experience like no other that solves all of these issues, and gets advertised directly in the palm of your hand.

Role: Lead UX Designer, Illustrator, and Researcher

Mission: To create a mobile app that advertises a new game which best caters to arcade visitors

Timeline: May 2023-July 2023

Competitive Analysis

Existing arcades each have something unique about them that keeps people coming back, whether that be a unique experience or extra safety precautions for children. I wanted to see how these unique experiences were advertised to the public, and what I could do to make my own unique experience stand out better among the competition. For this analysis, I looked at the glow in the dark mini golf course from Tilt Studios, Dave and Buster's food and drinks menu, and Chuck E Cheese's extra safety precautions.

The advertising for these unique experiences weren't as engaging and exciting for a user as they could be, and in most cases, were hard to find on the competition's website.

Tilt Studios Arcade did not have an app. Their special features are based on locations, and the one that stood out the most was the location with a black light mini-golf course. All a user would have to do to view the black light course is to go to the location [St. Clairsville, OH] and scroll down the page slightly.

Dave & Busters has an app, but their food and drink options aren't available on the app. On the website, a user can scroll down a bit and view the food and drink menu. The menu button stands out to users, but is not as prominent as it can be.

Chuck E Cheese website had their special feature (a way for parents and children to be checked in and out of the store together) at the bottom of their webpage. In their app, it was hidden under the "parties" page.

Personas

During research, I found that arcades were most popular with families and, with a recent resurgence, teenagers. With arcades being on the expensive side, the potential users for my app would have to have a certain amount of discretionary income to spend at the arcade. Lastly, these potential users would have to be located near, or within an hour or so driving distance, to an arcade.

Aiden represents the teenager percentage of the target audience. He has a part time job and uses what he saves at the arcade. He wants the games he plays to offer a bit more of a challenge. He also wants a game that's different from what is on the market currently..

Martha represents the other percentage of the target audience: adults with children [families]. She's a lawyer that likes to spend time at the arcade with her young daughter. She finds arcades really expensive, and really dislikes how the games are often rigged in favor of the arcade and their payout.

Journey Maps

The main purpose of the journey maps was to determine potential users pain points that they have when they go to arcades. The main pain points were that arcade games are too expensive and games are too rigged in favor of the corporation rather than based on a user's skill level.

Aiden's Journey Map focuses on him going to the arcade to play a game that challenges his skill and gives him a lot of points to win cool prizes for himself and his siblings.

Martha's Journey Map focuses on her having a good time with her child without breaking the bank.

Solution

The solution for these pain points was Blast 'n Bash, an arcade game with several levels that relied on a user's skill level, rather than a set arcade payout rate. This game was to be advertised on an arcade app called GameSpot Arcade, advertised front and center of the homepage to capture a user's attention.

Paper Wireframes

The paper wireframes were used to get a general layout for the app. Since the app couldn't just have a single game advertised, it was decided to create an app around an entire arcade. The main focus of the arcade app would be the game, titled "Blast 'n Bash". This game is a VR game where the player is in control of the level they play and how difficult the level is. Keeping accessibility concerns in mind, Blast 'n Bash is a simple point and shoot style game. The game is also free for a player to try on their very first play.

The original homepage for GameSpot, a profile page, and a Blast 'n Bash levels page.

An arcade locator page, a rewards page where guests are able to get prizes directly in the app, and the page layout for other games.

A try it page for Blast 'n Blast and an updated homepage that looks closer to the final product.

Digital Wireframes

The digital wireframes were not too different from the paper wireframes. The only addition was a working "pop-up" navigation system. The thought was that this would make navigating through the app a bit more fun and unique than a plain navigation bar.

The GameSpot Arcade Homepage, the homepage again wth the navigation activated, and a user profile page, complete with the points a user has on their game card.

An arcade locator tab with a location selected on a map, a rewards page with a reward picked out, and a game page.

Blast 'n Bash level page, complete with a try it button that leads users to a QR code they can scan at the arcade and the Blast 'n Bash game page

Low Fidelity Prototypes

The goal in testing the low fidelity prototypes was that users could do three things: find blast 'n bash on the GameSpot homepage, find the QR code to scan for a free play, and to find the pages to see the user's profile points.

A small test video of the low fidelity prototype in action. This video showcases the pop up navigation system and how users are able to interact with it. The video also shows the user's points on the profile page.

Research Testing #1

Affinity diagram results of the initial research testing. Five participants within the ages of 11-22 participated in the study and were asked to complete the three tasks: find the blast 'n bash homepage, find the QR code to scan, and find the page with the user's points.

This research insight page shows what issues users had within the app. As shown above, many users had trouble with the navigation menu and finding the user points. However, the steps to get from the homepage to the QR code was not difficult for interviewees to complete, and did not need to be fixed to be more user friendly.

High Fidelity Prototypes

The goal of the high fidelity prototype was for the GameSpot app to look fun and engaging for users, but also to fix the problems that popped up in the research interviews. Instead of sending people to look for their points, the points are constantly displayed on the app bar in the top right. The navigation system was also converted back to the bar, something that is more familiar to many users.

The GameSpot Arcade homepage, the Blast 'n Bash homepage, and the arcade locator page

A profile page, a Blast 'n Bash level page, and a random game page

A rewards page

Research Testing #2

After a second round of testing, all users found the Blast 'n Bash homepage, they found the QR code faster, and they liked having the game points up in the right of the top right bar. There were a few adjustments I made to the app layout, the background design, and adding an additional page to tie everything together.

Final Prototype

The final prototype was polished up to have a less distracting background and a less crowded homepage. Additionally, the "About Arcade" section was made into its own page instead of placed at the bottom of the homepage.

Blast 'n Bash page test, complete with the QR code for users to scan

A brief look at the About page

A view of the other games GameSpot has to offer, as well as a preview of the user's game card they scan at the arcade in order to play the games.

The arcade locator in action, as well as another look of the user profile page

Test of the rewards page. The user's points go down depending on what prize is chosen by the user

Photo Credits

[note: any pictures not credited have been drawn by myself, including the background, the user profile picture, the Blast 'n Bash game card and the level pictures.]

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