Rolling Tots
Games for young children
ROLE
> Market research
> Brand strategy
> Research analysis
> UX and UI design
CLIENT
> Active Theory Inc.
STAKEHOLDERS
> ATI’s Product and engineering team
“We believe well-designed, age-appropriate games can positively support young children's development. Our camera motion-sensing technology allows kids to engage physically and have fun using just a mobile device.”
—Joshua McCready, Engineer lead, Active Theory Inc.
Background
A decade since the successful launch of Bit-Breaker, a simple yet impactful motion-controlled mobile game, Active Theory Inc., a small yet innovation digital fitness company, is exploring new opportunities to create engaging experiences for young children, with their motion sensing technology. To guide this initiative, they aim to gain a deeper understanding of the market, identify their target audience, and explore potential product directions.
The problem
When it comes to letting young children play games on mobile devices, parents always feel conflicted. On one hand, it’s “screen time“, which is considered bad for their physical health. On the other hand, kids love mobile games and they let parents have some down time. We believe, with the motion sensing technology AND the appropriate design, mobile games CAN bring fun experience that engages both the mind and body, which is ultimately good for the kids.
Our Approach
Leverage different Generative AI tools to do secondary research to form quick hypothesis.
Use ethnographic research to understand the perspectives of parents and caregivers
Fast and iterative design to prototype and test quickly with kids.
Weekly checkpoints with stakeholder and engineer lead.
Challenges
We are designing for both parents(gatekeeper) AND kids(player), who sometimes have different or even conflicting needs.
1.
We have a short timeline. How can we quickly prototype interactive games to test with young kids would be a challenge.
2.
3.
Parents have negative views on young kids playing mobile games. We will need to bring the right message to flip that opinion with our approach
4.
There is a technical setup during onboarding process that not many have experience with. How can we make it easy as a breeze?
Project Plan
Project KPIs
3-5 years old
Love active play
Limited motor control
Respond well to big, exaggerated motions
Things they like to play
Run, jump, climb and balance
Act out adult jobs
Make-believe play
Can begin to connect pieces in a pattern
Balls, blocks, empty containers, shapes
Games based on chance, not strategy
Finger paint
Rhythmic instruments
Young kids
Primary player
Hypothesis
Parents care if the game is good for their kids. e.g. develop their motor/cognitive skills
In winter times, it can help kids get some exercises indoor
Parents will love it if their kids are able to play on their own for a while
Obstacle: kids attention span
It needs to be set up really easyParents might worry about the security/safety of camera tracking and data sharing
Parents
Gatekeeper
Potential gatekeeper
Hypothesis
Enjoy large muscle activities like jump rope, bike riding, roller blading, ball games
Fine motor activities like drawing, braiding, cutting, jigsaw puzzles, weaving, wood work and simple sewing
Make use of reading, writing and simple math in games and toys
Other caregivers
6-9 years old
Ethnographic research
Research learnings
We are designing for both parents(gatekeeper) AND kids(player), who sometimes have different or even conflicting needs.
1.
“QUOTE here“
OPPORTUNITY here
We have a short timeline. How can we quickly prototype interactive games to test with young kids would be a challenge.
2.
3.
Parents have negative views on young kids playing mobile games. We will need to bring the right message to flip that opinion with our approach
“QUOTE here“
“QUOTE here“
4.
There is a technical setup during onboarding process that not many have experience with. How can we make it easy as a breeze?
“QUOTE here“
Research learnings
We are designing for both parents(gatekeeper) AND kids(player), who sometimes have different or even conflicting needs.
1.
“QUOTE here“
OPPORTUNITY here
OPPORTUNITY here
OPPORTUNITY here
OPPORTUNITY here
We are designing for both parents(gatekeeper) AND kids(player), who sometimes have different or even conflicting needs.
2.
We are designing for both parents(gatekeeper) AND kids(player), who sometimes have different or even conflicting needs.
3.
We are designing for both parents(gatekeeper) AND kids(player), who sometimes have different or even conflicting needs.
4.
“QUOTE here“
“QUOTE here“
“QUOTE here“