PLAYSTATION 4 & 5
LEAD UX RESEARCHER/UX DESIGNER - GIOVANY DAVILA
FIRST TO GREATNESS!
CLIENT: The Famous Agency LA for SONY'S PLAYSTATION
Working with Kenichiro Yoshida, the PlayStation Team, and The Famous Agency, we optimized the user flow for video submissions to build buzz after the PS4 launch. We revisited the UI for the PS5.
Starting just two months before the PS5 launch, Mr. Davila (Team's Lead Researcher) and Dolph led agency and internal teams to create high fidelity prototypes, A/B test, then develop a functioning beta. The project involved:
• Streamlined goals and design to achieve aggressive launch date
• Design that supported a strong market penetration strategy
• New design increased conversions via a strategy to incentivize gamers for participating in challenges in return for the perceived value of batches. Using psychology methodologies like the Pain/Pleasure principle and the Pareto Principle.
Quadrupled user base by encouraging new targets – including college students – to beta test the PS5 and new Playstation App features to generate buzz.
With the launch of PS5, we revisited the strategies used in the PS4 launch, which still held and increased engagement by another 300%!