Jameson - ux report

UX/UI Documentation prepared by Chris Znerold

JAMESON 1780 USER EXPERIENCE UPDATES

USER TESTING RECAPOn February 13th and 14th, nineteen user testing recruits took part in a usability screening in which

they were asked to navigate through the Jameson1780 website.

Users were asked to complete a survey before they began using the site as well as a survey after they were

finished. This survey data was digitized and included in the internal review process that established

detailed recommendations for how to best improve the user experience.

In addition to the survey data, each user's screen activity and webcam were recorded in order to capture

the areas in which they were struggling to progress through the experience. These recordings, along with

an a/v recording of the test facilities and moderation instructions were also compiled and included as a

part of the internal review process.

Finally, detailed observations gathered from the moderator about each user's activity and experience on

the site was digitized and recapped internally with the EVB team, and helped guide the direction of

recommended changes to the site. The internal review process involved finding commonalities among

the user group with regard to where they struggled, as well as where they succeeded, in navigating the site

and solving the quandary.

At the end of the internal review, three areas of concern were identified and potential solutions to

address these concerns were vetted by the creative, user experience, and technical teams to ensure that

any proposed changes fell in line with the brand ethos, programmatical feasibility, and usability

objectives set forth in the initial test plan.

USER EXPERIENCE STATISTICS TO CONSIDER:

4/19 Users didn’t sign in with Facebook.

9/13 Users didn’t share their experience with Facebook

13/15 Users who signed in with Facebook successfully completed the game.

KEY FINDINGSThere are 3 areas of the site that were identified as being the most actionable in terms of timing and impact:

ONBOARDING:

The onboarding experience was the primary pain point for the majority users tested. Most of this dealt with the need to

connect with Facebook. Users had concerns about why they needed to use their Facebook account to play the game; what

information the game would access and how they would use it; and whether or not the game would post to their newsfeed

without their knowledge. Additionally, the Facebook plugin that was implemented to connect to Facebook allowed for

user edge cases to develop due to it’s ability to selectively remove permissions, or skip them altogether. In addition to the

problems that connecting with Facebook created, another issue was the time it took many users to go from entering the

site to finding the first clue. Many were lost or confused, and zoomed in and out of the map or scrolled around looking

for hints as to what to do next.

VIRALITY:

Each character, clue, and location garnered a different level of emotional response for each user. Many had strong visceral

reactions to a particular video clue, and expressed a desire to share an individual scene to Facebook before reaching the

end of the game. Given the opportunity, many users would have actively pushed the content that interested them most to

their social audience.

NAVIGATION:

While some users quickly picked up on the mechanics behind moving from one clue to the next in a quick and efficient

manner, most had hangups that prevented them from having a cohesive narrative experience. Many users clicked the

trunk to view the clue after each video in order to confirm what the had seen. Others would go back and watch a video

twice in order to be absolutely sure of the clue. Almost all users would spend time looking around the map for what they

were supposed to click on next after watching a video. Some users would find it more quickly than others, but they all

expressed frustration at the time it took to move from one clue to the next. In addition to the difficulty in navigating

between clues, users who entered the site without their Facebook account had no motivation or messaging from the site

to course correct and re-sign into Facebook to complete the experience.

IntroductionJAMESON 1780 USER EXPERIENCE UPDATES

2 / 9Prepared by Chris ZneroldJAMESON 1700 USER EXPERIENCE UPDATES

APPLICATION LANDING SCREEN

ONBOARDING

In order to help users understand why we need to access their Facebook account in order to let them play the game,

we plan to update the age-gate landing page to include a graphical component that helps users see at a glance the

advantages to signing in with Facebook. Additionally, we plan to make it more clear to users that if they don’t sign

in with Facebook, they are only able to participate in a preview of the game and can’t actually play. Finally, we plan

to integrate a privacy component that explicitly states that the app won’t post to a users Facebook account without

permission or store any of their information.


Application Landing ScreenJAMESON 1780 USER EXPERIENCE UPDATES

FACEBOOK PERMISSIONS DIALOG

ONBOARDING

In its current iteration the Facebook Dialog box requires three clicks in order to accept permissions, and allows

users to selectively opt-out or skip them entirely while still entering the site. In order to expedite the onboarding

experience the permissions user flow will be shortened to include just one screen that requires a single click and

cannot be selectively disallowed or skipped.


Facebook Permissions DialogJAMESON 1780 USER EXPERIENCE UPDATES

SUSPECT PREVIEW DIALOG

ONBOARDING

In its current iteration the Facebook Dialog box requires three clicks in order to accept permissions, and allows

users to selectively opt-out or skip them entirely while still entering the site. In order to expedite the onboarding

experience the permissions user flow will be shortened to include just one screen that requires a single click and

cannot be selectively disallowed or skipped.


Suspect Preview DialogJAMESON 1780 USER EXPERIENCE UPDATES

VIDEO CLUE END CARD

NAVIGATION

In order to eliminate the difficulties that users had in advancing between video clues, the end of each clue will now

include an end card that enables users to advance directly to the next level without having to navigate or interact

with the map. After selecting this option, users are shown the map view and the next Dubliner they are supposed to

visit will begin loading automatically. In addition to auto-advancing to the next clue, users also have the option to

either share the clue to Facebook or replay the video.

SHARING CLUES TO FACEBOOK

VIRALITY

At the end of each level, users will have the option to share the clue they just received to their Facebook news feed.

Each post will include an image of the Dubliner they met with, along with a dynamic text description that includes

the contents of the clue itself and a link to play the game.


Video Clue End CardJAMESON 1780 USER EXPERIENCE UPDATES

GAME COMPLETE END CARD

VIRALITY, NAVIGATION

After a user has successfully guessed the culprit, they will be shown an end card that allows them to share the

confession letter to Facebook, replay the game, or browse the map.


Game Complete End CardJAMESON 1780 USER EXPERIENCE UPDATES

MAP BROWSE MODE

NAVIGATION

At the end of the game a user can choose to enter a mode where they can pan, zoom, and interact with the map

and its included components. Users can replay the video clues, watch the TVC ads, or choose to restart the game

with an alternate culprit.


Map Browse ModeJAMESON 1780 USER EXPERIENCE UPDATES

NON FACEBOOK USER DIALOG

NAVIGATION

Upon entering the application, and after each subsequent video clue watched, users who have not yet signed in

with Facebook will be prompted to sign in to actually play the game. They will also be given an option to continue

the game in preview mode, but are strongly encouraged after every point ofinteraction to sign in with Facebook and

start playing.


Non Facebok User DialogJAMESON 1780 USER EXPERIENCE UPDATES

Technology

Jameson - ux report