User Operations: Conduct user interviews from scratch!
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The most important operational work before each game goes online is user research, which involves conducting user stratification and game content verification (newbie guidance/core gameplay/UI layout, etc.) through questionnaires, user interviews, etc. User interviews are a way to understand user needs and collect product feedback. Considering that many operations personnel will also be exposed to it, I have sorted out the basic process of user interviews before, interspersed with some tips and summaries, hoping to inspire everyone's work. 1. Preparation before the interview 1. Communicate with the demand side and clarify the purpose of the interview Clarifying needs and purposes is the core step of the interview and the starting point of all questions. Interviewing is an operational means. The value of your work can only be reflected when the operational value and purpose are clear. In order to avoid disputes later, it is recommended to confirm and archive the relevant content via email after communicating the requirements with the demander in person. 2. Target player recruitment • Determine the basic profile of the target players Determine the basic portrait of the target players based on the purpose of the interview, conduct in-depth research on the main dimensions of game themes and game types, supplemented by some basic information dimensions. • Questionnaire design and techniques 1) Basic information Name, gender, age group, contact number, occupation, current residence, etc.; gaming experience (game type, years of gaming, payment habits, etc.) 2) Design skills Tip 1: Simplify the complex - do not ask multiple questions if you can ask one question, for example Question a: What types of games have you played? (Multiple choices) A. Web games B. Mobile games C. Client games D. Stand-alone games E. None of the above Question b: What shooting games have you played? (Multiple choice) A. First-person shooting games, such as CS: Counter-Strike, CF : CrossFire , etc. B. Third-person shooting games, such as Metal Slug, Resident Evil, etc. C. Never played shooting games Question c: Have you ever played mobile games? A.Yes B.No Question b: What shooting mobile games have you played? (Multiple choice) A. First-person shooter mobile games B. Third-person shooter mobile games C. Never played shooting games The above four questions can be combined into one question: What types of games have you played? (Multiple choice) A. First-person shooter games (mobile phones), such as Gunfight and Assault, etc. B. Third-person shooter games (mobile phones), such as Brave Adventure and Thunder Fighter, etc. C. First-person shooter games (computers, consoles, stand-alone), such as CS Counter-Strike and CF CrossFire, etc. D. Third-person shooter games (computers, consoles, stand-alone), such as Metal Slug and Resident Evil, etc. E. Never played a shooting game Tip 2: Make the questionnaire more interesting - add some elements such as scores and evaluations to the ordinary questionnaire, and give corresponding feedback based on the user's answers. This can make the questionnaire more interesting and increase the possibility of users sharing. (Interactive copy for a game player recruitment questionnaire) Tip 3: Set trap questions to determine whether the other party fills out the form seriously. Trap Type 1: Related Questions Question a: Which of the following games have you played? (Multiple choices) A. Onmyoji B. Clash Royale C. Honor of Kings D. Dota Legend E. Swordsman Love F. The scope is too small, I have never played any of them Question b: Have you ever played card games? A. Played B. Not played Trap Type 2: Repeated Questioning 1) Similar questions are repeated in different expressions. 2) Options are repeated, and some options appear multiple times in different questions. If the same options appear in the following two questions, observe the respondents' choices. Question a: Which of the following games have you played? (Multiple choices) A. Onmyoji B. Clash Royale C. Honor of Kings D. Dota Legend E. Swordsman Love F. The scope is too small, I have never played any of them Question c: Which of the following card games have you played? (Multiple choices) A. Young Three Kingdoms B. Clash of Clans C. My Name is MT D. Hearthstone E. Onmyoji F. The scope is too small, I have never played any of them 3. Interview question design The player's gaming background interview form further asks questions about the player's gaming experience based on the questionnaire questions to create a more accurate user portrait . Question group reference: a. What shooting games have you played before? b. Which game do you spend the longest time playing? c. How much time do you spend playing this game every day? d. Did you pay for this game? How much does it cost? e. What types of games do you actively look for? Through what channels can we search? … The observation information sheet breaks down each operation point according to the purpose of the interview, designs the observation information sheet, and observes and records during the player's operation. like: 1) Player behavior level (knowing/understanding from the beginning, learning/understanding after learning or trying, needing explanation, not using after explanation) 2) Operation barriers, such as the same operation repeated multiple times to achieve the same goal/number of wrong operations/number of resurrections, etc. 3) Game questions asked by players/original comments about the game The game experience interview form is designed around the purpose of the interview. Question reference: 1) Differences between professions: I just played a total of 4 battles. After experiencing 4 different professions, which profession/battle do you think is more exciting? Why? 2) Strategy: What kind of strategy do you think will make it easier to pass the level? What is the reason? 3) Overall evaluation: If you were to rate this game (1 to 10), how would you rate it? What's your favorite part about this game? What is the reason? What's your least favorite thing about this game? What is the reason? Compared to similar games you have played before, what do you think is better? Where is the shortcoming? … 4. Equipment and reward material preparation 1) Equipment preparation ① Borrow equipment from testers in advance (prepare 1-2 spare machines) ② Determine the game version and server to be investigated, install and test whether the game can run normally ③ Check and ensure that the battery is fully charged and connected to the network ④ Backup: charger, 1-2 spare machines 2) Rewards and other materials preparation II. Interview process 1. Interview opening introduction Briefly explain the purpose of this survey and the interview process, what players need to do, the approximate time it will take, and the rewards after the interview is completed. If there are any precautions, you can also inform the players in advance here. If the game is still in the early stages of development and aspects such as art and game feedback are not yet perfect, it is easy for players to shift their focus to the game experience. You can explain and emphasize this in advance to guide players to have a targeted experience. 2. Understand the player’s gaming experience This step mainly involves asking further questions about the player's gaming experience based on the questionnaire information in order to create a more accurate user portrait. Here are a few points to note and tips for the question-and-answer session: 1) Ask questions in colloquial language. When asking questions to players, try not to use more professional terms such as MMO, RPG, strategy, etc. These are difficult for players to understand, and the questioner may not be able to explain them clearly even if he spends time explaining them. Therefore, when asking questions, try to use more colloquial and resonant expressions. 2) Contrasting questions: When a question is difficult to answer, you can grasp the key words in the interviewee's words and ask contrasting questions. For example, in the comparison between CF and Call of Duty, which game do you think is more... 3 ) When asking guiding questions , don’t be too direct. Instead, ask questions gradually to get more effective information. For example, when asking players about their views on the interactivity of games on the market (such as the team function), don't ask directly whether there is a team function; you should gradually ask whether there is a need for team formation in daily games, under what circumstances this need arises, and ask whether the team system of games on the market is good... For some questions, when players do not have a definite answer, appropriate guidance can be given. For example, how long have you played this game? It is difficult for players to recall an exact time, so you can guide them: How many months have you played? Has it been more than half a year? 4) Paraphrase the interviewee’s answer. The player’s expression may be vague. After answering, you can repeat your understanding to confirm it. Make sure the information is not distorted during the communication process. 3. Game explanation and experience The reason why I put the two points of explanation and experience together is mainly because I have encountered some pitfalls before. The purpose of game explanation is to help players quickly become familiar with the game so as to better achieve the purpose of experience. The player's experience of the game, especially the experience of the core gameplay, is actually compressing a day's game learning process into just a dozen minutes of game strategy explanation, so how to combine it is very important. 1) Discovering problems When conducting the first experience interview, we adopted the method of planning students explaining and operations students guiding players to experience and observe and record. The planner prepared a super detailed guide, spending more than 30 minutes explaining each profession, equipment, talent, skill, and combination. The guide was complex and difficult to digest, and players had low acceptance. It felt like reciting a book from heaven, and the final experience and interview results were very poor. 2) After discovering the problems during the interview, we held a meeting in time to discuss and decided to adjust the strategy. The original strategy table that explained the specific professions and their professional characteristics, equipment, talents, and specific gameplay was adjusted to three modules: profession, equipment and attributes, and basic operations. The modules were integrated into one page and printed for players to view during the trial play. During the experience, operations staff will explain and try out each profession as they are explained, allowing players to first become familiar with the characteristics and operations, thereby reducing learning costs, improving the overall efficiency of the gaming experience, and further enhancing the depth of the interview. 4. Observe and record player behavior During the player experience, operations staff should observe and record player behavior in a timely manner, and can ask appropriate questions and guide players to express more. 5. Experience and Reflection Follow-up 1) Experience and Reflection Follow-up is not necessarily completely independent of the experience process. Operations staff can conduct interviews during the player’s gaming experience, which will leave a stronger impression on the player. 2) During the interview process, players can pick up their phones again to play the specified profession/skill, etc., for easy comparison. 3. Summarize and output the interview report. After the interview, summarize and output the interview report in a timely manner and submit it to the demander. The demand side makes corresponding adjustment plans for the game based on player feedback. If the interviewee is an internal employee, you can also organize the points mentioned by the interviewee in the adjustment plan and reply to the other party. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @Operation Research Society (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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