Case Study
Global Technology Brand
CUSTOMER EXPERIENCE
Technology
Definining streaming success through immersive user research.
THE CHALLENGE
By 2019, the gaming industry had become fiercely competitive, with players having unprecedented choice. As streaming gaming emerged, consumers still lacked understanding of the technology’s benefits.
Our client, a multinational technology company, needed to understand how gamers perceived streaming services, prove that premium streaming could deliver exceptional experiences, and determine how their new product could stand out in the marketplace.
In this competitive environment, the client’s goal was to help gamers envision the transformative possibilities that streaming technology offered.
OUR STRATEGY
We implemented a research approach that brought gamers directly into the development process.
We began by understanding category standards and what expectations existed in the gaming experience. Then, we facilitated hands-on sessions where gamers experienced the client’s new streaming service firsthand, documenting how players navigated the service and resolved challenges.
Our research methodology included:
– A thorough competitive analysis that uncovered the streaming gaming landscape
IMPACT
Our research delivered concrete, actionable outcomes that directly informed the platform’s development and go-to-market strategy.
The finished gaming platform successfully shifted player perceptions, creating more positive attitudes toward streaming technology and elevating expectations for streaming gaming experiences.
We developed a robust “expectations framework” that provided both UX and Marketing teams with a strategic blueprint. UX teams leveraged these insights to refine the player experience, while Marketing developed targeted messaging that highlighted specific streaming advantages that resonated most with players.
The client successfully launched their streaming gaming service in Fall 2019, equipped with user-informed optimizations and positioning that addressed real player needs and perceptions.
