Work About
Sony PlayStation wanted to find a way to grow their smallest percentage of highest payers. The sweet spot lied within users that utilized all three of the main aspects of the PS console – games, videos, and music. It was here that I and the team looked closer. Wanting further information on our biggest customer base, gamers, I asked for any research on them. We got back a report outlining the segments of gamers PlayStation has and I began to look at their “other behaviors”. As in, what other platforms did they interface with and why? We began to see how limited the PS console could really be. Most non-Sony popular products had both mobile and web platforms. PlayStation did not have anything that strong. I also wanted to look more into PlayStation customer behavior beyond the report. It didn’t give the team enough detail on exactly how people used their PS consoles and why. So I did light interviewing to get more information. All participants declared that they just knew what they wanted and didn’t care about the rest. This gave the team insight on how to begin to break down those issues to bridge and connect our users to more the console could offer. We believed this in turn would be part of the way to address the need to grow more higher paying users. Sony R&D • 2014
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Inspiration and Information Gathering
How could we convert our core user base of gamers into a group that utilized more of the Sony PlayStation platform? What would make it relevant and meaningful to hardcore and lightcore gamers – who our are biggest user population but also one of the least spending? The premise of the project was to expose PlayStation's Gamers to the rest of Sony's video, music, more video games, but also to the PS community as well. This was to be done by connecting Gamers to one another and show off what each was playing, watching, or listening to. The idea was to connect all parts of an IP so that Gamers were more aware of all that Sony has to offer when it comes to entertainment.
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Ideation - Short Term Solutions
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Ideation - Mid Term Solutions
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Ideation - Long Term Solutions
Through mobile and social interactions, the design team created service design that included mobile and console products. As well as in home experiences and physical devices that brought the digital community into the real world.
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Implementation
© Will Abbott 2017
Stone Will Abbott Design