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the company.

POMDP, Inc. is a family-owned consulting company based in Texas, run by a wife, husband, and daughter trio. They specialize in game development and created Plates Across America, a word puzzle game with a "travel across America" theme. The game is available on the Google Play Store and has a web-based desktop version.

the problem.

Plates Across America has been available for a few years, but players are dropping off after just a few rounds. Users find the onboarding flow confusing and struggle with transitions between account states. To address this, the game needs to be streamlined, ensuring users can easily grasp the richness of the play pattern without abandoning the game. POMPD's ultimate goal is to convert players into paid users.

my role.

Our team of four designers collaborated over four weeks to enhance the existing game by updating the UI, prototyping, and adding animated interactions. Our objective was to remain aligned with the existing programming and streamline functionality. We conducted six user interviews to isolate pain points and analyze insights. Our research included competitive word games, leading us to define MVPs, draft user flows, user stories, and information architecture. We sketched screens, created wireframes, developed a design system, and produced mood boards, culminating in a final high-fidelity prototype.

tools.

We primarily used Figma for collaboration, working together in a shared team file. Additionally, we utilized FigJam for brainstorming, Adobe Photoshop for visual design elements, and Protopie for creating the animated prototype.

the solution.

research.

competitive app research.

We analyzed the top word puzzle games on Google Play and the App Store, noting that the most popular games each have a unique twist on the basic word game function. Wordscapes transports players to beautiful locations worldwide with each challenge completed, while Word Cookies places players in a kitchen to sort through word cookies. Similarly, Words Across America takes players on a road trip across the country with each correctly answered puzzle.

top word game apps.

  • Wordle

  • Wordscapes

  • Words w/ Friends

  • Word Cookies

  • Scrabble Go

  • Wordament

  • Fill the Words

  • Word Brain 2

top game apps with a map.

We also examined the top app games featuring a map screen. These games typically have a simple layout that clearly shows the player's current location and provides an overview of the route to their destination.

  • Waze

  • Candy Crush

  • Two Dots

  • Angry Birds

  • Google Maps

secondary research.

We conducted statistical research on Word Games and Puzzle Games, gathering data from sources such as Statista and Game Analytics, with a focus on the year 2022.

user testing.

We conducted user interviews with six participants, both in person and via Zoom, each lasting about half an hour. The participants varied in age, all used smart devices, and played word puzzle games. During the sessions, they were asked to start from the beginning and play the existing Google Play Android version of Plates Across America. As they progressed through the game, they shared their feelings and opinions about the features. Additionally, each participant answered the same set of 18 questions.

example of questions asked.

  • Do you prefer app or web games?

  • How often do you play digital games?

  • What are your thoughts about PAA?

  • Do you understand the rules of the game?

  • Would you pay to play this game?

methodologies used.

Research, User interviews, Affinity map, Jobs to be Done, How Might We?, Observations, Data Synthesis

affinity map.

After recording the gamers' habits and feelings on sticky notes in FigJam, we created an affinity map, grouping the interview takeaways into 13 categories. Emerging insights, along with users' confusions and frustrations, became clear. We then narrowed the data down to the 8 most common topics.

interview analysis.

  • 6/6 Users are confused with the #’s on the plate

  • 5/6 Users prefer mobile games over desktop games

  • 5/6 Users will not pay, they play free games

  • 4/6 Users get bored if the game play doesn’t change

  • 4/6 Users think the current game looks outdated

  • 3/6 Users like to play against someone or have timed rounds

  • 3/6 Users would like to customize their car

  • 3/6 Users are confused about the navigation, where am I? where am I going?

user quotes.

analysis highlight.

We researched the top games in the app store with the most downloads, discovering that 7 out of 8 top word puzzle games included the word “Word” in their name. This key insight led us to suggest changing the name from Plates Across America to Words Across America. This change would make the game more easily searchable, keyword-accessible, and less confusing for users trying to understand its gameplay function.

how might we?

  • How might we help users easily learn the rules of the game?

  • How might we create game play that gets progressively more challenging?

  • How might we help users understand where they are in the game and the goal of where they are going?

jobs to be done.

  • Main Job: Streamline game function, update the UI look.

  • Related Job: Create consistent graphics on screens, create tutorials for learning.

  • Functional Aspect: Brain stimulation, a fun puzzle.

  • Emotional Aspect: Learning, getting smarter.

  • Personal Dimension: A puzzle to play during downtime.

  • Social Dimension: Play against other people.

user stories.

information arcitecture.

single game play.

user flow.

1- Learn flow - On boarding / directions / tutorial
2- Play flow - Word game / home screen / score
3- Understand flow - Navigation / map / destination
4- Customize flow - Profile / avatar / customize car

mvp's / red routes

1- Learn the rules of the game
2- Play a simple word game
3- Understand the location and goal
4- Customize my avatar

sketches.

Sketches were created to explore the customization flow, brainstorming ideas such as allowing avatars to be not only cars but also other vehicles. Users responded positively to the concept of changing the appearance of their vehicle during gameplay.

wireframes.

Wireframes were developed for the four MVPs. Navigation emerged as a significant concern, with users expressing a desire to know their current location in the game, their destination, and the estimated time to reach it. We explored several navigation ideas, including placing a map behind the puzzle plate and creating a separate screen with a progression map that would animate to the next destination.

ui design.

inspiration.

We drew inspiration from various sources, including popular word puzzle games, travel apps with illustrations, navigation apps like Waze, and travel icon packs. Additionally, we explored classic USA maps and landscape photography to inform the visual direction of the game.

visual system.

The color palette was derived from the existing game colors but refreshed with more vibrant and fun options for buttons, icons, and street sign pop-ups. We referenced real street signs to ensure the colors were authentic. Additionally, we stayed true to the branding of America by incorporating a patriotic palette of reds, whites, and blues.

high fidelity mockups.

Our primary focus was to modernize the appearance of the current game version. Users mentioned that it looked outdated, with distracting colors and stock illustrations that didn't match well. Additionally, we aimed to infuse a fun, game-like aesthetic to make it feel less serious and more engaging.

high fidelity mockup / option not used.

Due to uncertainty about the UI design direction, we explored multiple iterations. One option we tested was a photorealistic landscape background for the home/game screen, akin to the style of the Wordscapes app. However, we decided against this option in favor of an illustrated approach, which offered greater flexibility and a more enjoyable experience.

prototype with animated interactions

For the prototype, our main focus was on the key puzzle screen. We incorporated a navigation bar, onboarding pop-ups, and included animations for when the user solves the puzzle correctly and when they make a mistake. Additionally, we introduced a map screen for navigation purposes. The collaboration was done using Figma, while the animations were implemented using Protopie.

usability heuristics / accessibility

After designing the screens, we utilized Nelson's 10 rules of Heuristics to ensure that we covered the most critical functions. Additionally, we conducted a color accessibility check to ensure that our color choices were accessible to all users.

learnings.

Collaborating with a team of designers on this project was a rewarding experience, as each member brought unique insights and skills that enriched the overall outcome. I also enjoyed learning about POMDP Inc., meeting the owner and lead programmer, and gaining an understanding of the game’s history and its various iterations. This experience taught me about the intricacies of game design; even a simple word game involves numerous factors to maintain interest and engagement. Additionally, I learned the importance of visual consistency in game design, and how having a dedicated illustrator can significantly enhance the game’s overall aesthetic.

next steps.

We plan to implement and program these changes into the current version of the game and then test it in the Google Play Store. Our goal is to see if the simplified gameplay and the updated UI attract new users and improve player retention. Following these updates, we will conduct another round of user testing to gather feedback on the implemented changes and further refine our approach.

thank you.

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