XBox Product Design Research

Xbox Series X Racing Title X wants to make game history by pushing the limits of an inclusive immersive driving gaming experience. However the design team cannot agree on what the default camera view should be; in-car view (1st person), or out-of-car view (3rd person). It was my job to create a research plan that will help the designers make the best decision for the upcoming launch.

  • Provide a clear answer on which default view to choose by creating, facilitating and analyzing a design research study.

  • • What is the preferred default camera view for this racing title?

    • Is there a need for one vs the other?

    • How many preference types were observed?

    • Is there a different default camera view preference while using alternative/different consoles?

    • What is the most preferred default view for play via PC, Android/IOS devices etc.?

    • Is there a different default camera view preference while using alternative/different controller modalities?

    • Is there a default camera view preference depending on Single Player vs Multi-player situations? - Causal vs Competitive - Mixed Abilities & Modalities

  • • Internal Quantitative Analysis

    • A/B Testing

    • Post test reflection interviews

    • Post test surveys

  • • Role : Lead Researcher

    • Game is currently fully playable

    • Report deadline is in 2-3 months

    • Unlimited Resources

  • • Participants recruited via internal user testing database.

    • Gamers can play in both single player and multiplayer racing streaming environments.

    • Beta Testing is available.

    • 5 different racing tracks and environments.

  • • The issues that users encounter during the A/B testing, suggests that a users ability to successfully complete each test relied heavily on their gaming setup. Despite their abilities and gaming history.

    • During the mixed testing we noticed that gamers utilized the trap door bottom at the same times in the same coursed - despite their gaming abilities.

    • Finally gamer satisfaction dipped as a result of ‘gamer shit talking’ during sessions.

  • • Focus on device modalities and their ability to perform equally rather than gamers abilities.

    • Utilize AI for speech detection to help minimize hate speech

  • In line with both the recommendations and key takeaways, my suggested next steps surround:

    • Conduct more inclusion based research - demographics and modalities.

    • Work with DevOps to streamline interactions between devices.