Data Analysis and Persona Synthesis
Overview:
The company, Sciplay, wanted to refine its work process for the Goldfish Casino Slots (GFC) game.
Casino-style games historically have a low player retention rate. GFC’s vision of having a lifelong community of players would require a more holistic understanding of both the game and the players. It was my job to determine how to
Challenge:
I needed to assess our current toolset to understand our 500K daily players in our game, identify growth opportunities for our development pipeline, and build data-informed personas to promote user-centric designs.
To drive alignment and spark meaningful dialogue around these insights, I designed and facilitated a UX workshop for leadership and cross-functional teams—laying the groundwork for broader organizational buy-in and adoption of user-centric strategies.
Testimonials from the UX Workshop:
““Good Presentation. Beautiful deck and you are a great speaker. ””
Role:
UX Researcher
For:
Evaluation of information and Utilization for team pipeline on a 500K Daily Player game. I created a 1 hour UX Workshop for 10 leadership employees to enhance the development pipeline.
Company:
Sciplay
““Really refreshing visuals…The content is very professional, straight to the point and at a clear introductory level that anyone can understand (which is really essential in this case, as the blend of the audience that you presented [to] are not necessarily UX oriented). I found it useful as it provided me some food for thought””
Research:
GFC had several sources of information. I determined that further awareness of how to utilize these resources would elevate the entire team.
Game Refinery
This mobile game informant provides plenty of information. They provide game analysis per game, archetype breakdown, revenue trends, market trends, and an analyzer section for planning incorporation into new features.
Their array of archetypes provided a more updated picture for free-to-play slot games.
Below are the top three GameRefinery player Archetypes found in GFC:
Thrill Seekers
Excitement & Thrill
Collecting Treasure
Completing Milestones
46% of Players
Liquid & Grit
One of those resources, Liquid & Grit provides mobile game insights and even personas. However, the report was outdated and was not detailed enough for our purposes. They also focused on a different target audience. These personas would not help the team empathize or understand their players.
King of the Hill
Collecting Treasure
Completing Milestones
Competing Against
15% of Players
Treasure Hunter
Collecting Treasure
Completing Milestones
Discover New Worlds
13% of Players
GFC also had some interesting Geospatial data reports that reflected opportunities among current players. I was able to identify the main market and its state as well as two future opportunities for further expansion.
Conducted surveys from GFC were also a great insight into the player’s understanding and helped identify direction.
Early segmentation studies were also conducted, which provided insight for demographic movement across game activity patterns and how they relate to monetary patterns.
With all of these key takeaways, I recommended further steps to further understand their players such as:
Game Refinery Cross Comparison
Allow for comparison against competitors rather than relying on the unused L&G
Age & Gender Breakdown
It would help think more critically about the data
Top three Game Refinery Archetypes with their top motivations for playing games are listed.
Similar motivators such as collecting treasure and completing milestones implied that low-risk solutions could affect demographics across the game.
To help teach the team how to use this data in their pipeline, I held a workshop event on how to create specific personas using what we learned.
Results:
In the end, GFC came away with:
Knowledge of creating specific personas
How to use personas
Actionable items understanding of their product and players.