As a UX Designer for Next Games, Jasmin Dahncke is responsible for crafting visually impressive, engaging games. Her UXDX Helsinki presentation focuses on designing with player segmentation data in The Walking Dead: No Man's Land. She breaks it into three key areas: Games as a service Player segmentation Feature development pipeline

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Designing with player segmentation data in
THE WALKING DEAD: NO MAN’S LAND

2. AGENDA
Introduction
Games as a service
Player segmentation
Feature development pipeline

3. Introduction
Games as a service
Player segmentation
Feature development pipeline

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INTRODUCTION
JASMIN DAHNCKE
• UX Designer

5. Nextgames.com | @nxtgms | facebook.com/nxtgms
INTRODUCTION
NEXT GAMES
MISSION
Define the way franchise
entertainment transforms into
highly engaging mobile games
played together with friends and
fellow fans.
VISION
Join forces with license holders to
build top grossing games and
become the most sought after
partner for IP owners.

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INTRODUCTION
TWD: NO MAN’S LAND

8. Introduction
Games as a service
Player segmentation
Feature development pipeline

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GAMES AS A SERVICE
BUSINESS MODEL
• Continuous revenue model
• Live product with continuous development
• Long life cycle

10. GAMES AS A SERVICE
BUSINESS KPI’S
• Retention
• Engagement
• Conversion

11. Introduction
Games as a service
Player segmentation
Feature development pipeline

12. PLAYER SEGMENTATION
SEGMENTATION?
• Find out who your audience is!

13. PLAYER SEGMENTATION
GAME AUDIENCE
• Can we identify different segments of the audience?
– What missions do they play?

14. PLAYER SEGMENTATION
GAME AUDIENCE
• How do players progress related to audience segment?
• How do players transition between different audience
segments?
• How are these audience segments spending?

15. PLAYER SEGMENTATION
APPROACH
• 1 week of data
• Main measure was missions played per player

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PLAYER SEGMENTATION
PLAYER TYPES
Story player
• 5-20 missions / day
• spends more
Challenge player
Grind player PvP player
Sleeper
• 1-2 missions / day
• spends less

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Sleeper
Story player
Challenge player
Grind player
PvP player
Sleeper
Churned player

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Story player
Story player
Challenge player
Grind player
PvP player
Sleeper
Churned player

19. PLAYER SEGMENTATION
SLEEPER
• How can we improve transition & accessibility for those
players?

20. Introduction
Games as a service
Player segmentation
Feature development pipeline

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• Designer ideation/brainstorming phase
FEATURE DEVELOPMENT PIPELINE
FEATURE PLANNING

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• Introduce feature plans to team
FEATURE DEVELOPMENT PIPELINE
FEATURE PLANNING

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• Iterate based on feedback
FEATURE DEVELOPMENT PIPELINE
FEATURE PLANNING

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• Create feature brief
FEATURE DEVELOPMENT PIPELINE
FEATURE PLANNING

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• Form Feature team
• Component breakdown
FEATURE DEVELOPMENT PIPELINE
FEATURE PRODUCTION

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• Implement / Iterate
• User testing
• Bug Fixing/Polish
• Quality Assurance
FEATURE DEVELOPMENT PIPELINE
FEATURE PRODUCTION

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• Release
• Player reaction
FEATURE DEVELOPMENT PIPELINE
FEATURE PRODUCTION

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• Bug fixing
• Missing feedback
• Confusing mechanics
• Review data
FEATURE DEVELOPMENT PIPELINE
FEATURE PRODUCTION

34. Nextgames.com | @nxtgms | facebook.com/nxtgms
FEATURE DEVELOPMENT PIPELINE
WHAT WE DID
PLAYER
SEGMENTATION
FEATURE
PLANNING
FEATURE
PRODUCTION
Learn about
your audience,
find pain points
Design solutions,
create mockups
Implement, Iterate,
user testing

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Take aways
• Data is MVP
• Feature brief
• More power to the team

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Kansakoulukatu 10, 00100 Helsinki, Finland. www.nextgames.com
THANK YOU.