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Explorations around digital Antakshari musical game
Design research & strategy: How can one go about deciding functionalities and design Antakshari as a digital game
[NDA]: Due to non-disclosure agreement signed with the project stakeholders, only limited work is shared.
Tools used: Figma, Figjam, iMovie
Group size: 2
TASK
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Stakeholders interview
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Generative research to understand goals, challenges and motivations
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Concept testing
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Extracting key opportunity areas
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Social media sentiment analytics
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Offline product behavioural experiments
SAMPLING
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12 participants having interest in music
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Fair mix across gender, tech. proficiency, geography (PAN India Tier 1 and 2), age (18-60)
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English and Hindi speakers
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Fair mix across hobbies: singers and non-singers
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Experience with online singing platforms such as Starkmaker/Smule
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Have experience playing offline Antakshari before
USER INTERVIEWS
Based on the research questions decided in the stakeholder interview, 12 participants were interviewed online via MS Teams. The insights captured were around:
- How Antakshari is played offline and on other musical applications/games
- Reasons around singing or gaming alone or in groups
- Motivations and challenges around playing Antakshari common and across cohorts
- Motivations and challenges around playing games/using musical applications common and across cohorts
With the help of data scientists, some of these motivations and challenges were triangulated from social media sentiment analysis wherein emerging themes were analysed for user reviews of some of the direct/indirect competitors. The platforms analysed for user reviews were App Store, Play Store and Twitter.
CONCEPT TESTING
Concept testing was done after the interviews by:
- Exposing key concepts explaining the idea of the product
- Asking participants what do they understand from the concepts
- Then explaining the idea behind the concepts and asking what are participants' thoughts
The insights captured were around points that validate the concepts or points which could further improve the concepts.
OFFLINE BEHAVIOURAL PRODUCT EXPERIMENTS
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A mix of singers and non singers were observed while they are playing offline Antakshari
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2 teams were created containing mix of singers and non singers
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These 2 teams played 2 games: Antakshari and guess the tune.
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While the participants were playing these games, researchers were observing and making notes around how do they play
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Post playing these 2 games participants were asked to fill a survey asking about what did they like and what did they disliked about the games
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