Problem Statement:

Game teams from Nexon and Xbox Game Studios needed to understand where and why players experience friction and disengage across core gameplay flows. However, there was limited visibility into how usability issues and player behavior over time contributed to churn, making it difficult to prioritize impactful improvements.

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Due to NDA constraints, specific game titles and product details are not disclosed. This case study focuses on research approach and impact.

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Research Methods and Processes Included:

1. Heuristic Evaluation

• Evaluated core game screens and information architecture using UX heuristics

• Identified friction points in navigation, clarity, and interaction patterns

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2. Usability Testing & Player Interviews

• Conducted usability tests with players in a lab environment

• Followed with 1:1 interviews to understand player expectations, pain points, and decision-making

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3. Diary Study (Longitudinal Research)

• Tracked player engagement over time to capture real-world gameplay behaviors through surveys

• Collected survey data on usability issues in the game, with controls and the in-game shop

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4. Data Analysis

• Performed thematic analysis across usability tests and diary study data

• Synthesized key patterns and prioritized issues based on frequency and impact

• Provided design recommendations based on key findings

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5. Figma Wireframe Solutions

• Designed med-fi wireframe solutions to improve information architecture and menu navigation

• Collaborated with stakeholders to align on feasible design directions

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Outcomes:

• Identified key usability issues and friction points contributing to player churn

• Delivered actionable insights to improve player experience and feature design

• Proposed wireframe solutions for game menus, which were adopted by client teams