ashgopalak
Nats Bingo - Play with the Washington Nationals
Nats Bingo - Play with the Washington Nationals
Product Design | UX Strategy | Design Thinking
Creating desktop and mobile web applications for Nats Bingo - an event-based live bingo game conducted by our client Second Screen Games, catered towards baseball tournaments featuring the Washington Nationals.
Aug 2022 - May 2023
The final caller interface (desktop) and the final player interface (mobile).
The final caller interface (desktop) and the final player interface (mobile).
Project Goal
To build an all-in-one web application to house all functionalities of Nats Bingo, with the aim of reducing cognitive load on game organizers and providing a seamless gameplay and community-driven experience for the players.
Project Goal
To build an all-in-one web application to house all functionalities of Nats Bingo, with the aim of reducing cognitive load on game organizers and providing a seamless gameplay and community-driven experience for the players.
Responsibilities
Led design ideation and iterations, synthesizing user research insights and user testing results. Created design system and final high-fidelity screens for handoff.
Project Goal
To build an all-in-one web application to house all functionalities of Nats Bingo, with the aim of reducing cognitive load on game organizers and providing a seamless gameplay and community-driven experience for the players.
Impact Metrics
80%
Retention Rate
73%
Engagement Rate
4.7/5
Satisfaction Score
Project Goal
To build an all-in-one web application to house all functionalities of Nats Bingo, with the aim of reducing cognitive load on game organizers and providing a seamless gameplay and community-driven experience for the players.
Impact Metrics
73%
Engagement Rate
80%
Retention Rate
4.7/5
Satisfaction Score
Project Focus
Design Sprints, User Research, Product Management, Product Design, Prototyping and Testing
Goal
Ideate, prototype and design a refined, all-under-one-roof game interface that all parties involved can use simultaneously. Explore areas of expansion and monetization to provide suitable recommendations.
Responsibilities
Primarily responsible for moderating the caller interface ideation phase, which included conducting a client co-design workshop with the SSG team.
Click here for final deliverables
Click here for final deliverables
Quick Overview
So, what is Nats Bingo?
Created by the company Second Screen Games (SSG), Nats Bingo is a live bingo game organized for the Twitter community of Major League Baseball, specifically for fans of the Washington Nationals. Users play as the live match progresses, marking off squares that contain different “plays” that occur in game. The terms are called by the internal team or community volunteers interested in hosting bingo games. Their followers consist of over 500 Nats and MLB fans.
Marking a card through markup on phone
Marking a card through markup on phone
Nats Bingo sends out called terms to players on Twitter
Nats Bingo sends out called terms to players on Twitter
Quick Overview
So, what is Nats Bingo?
Created by the company Second Screen Games (SSG), Nats Bingo is a live bingo game organized for the Twitter community of Major League Baseball, specifically for fans of the Washington Nationals. Users play as the live match progresses, marking off squares that contain different “plays” that occur in game. The terms are called by the internal team or community volunteers interested in hosting bingo games. Their followers consist of over 500 Nats and MLB fans.
Marking a card through markup on phone
Marking a card through markup on phone
Nats Bingo sends out called terms to players on Twitter
Nats Bingo sends out called terms to players on Twitter
Problem Discovery
The First Pitch - What we know so far
To kickstart the research phase, Second Screen Games provided us with the following insights:
The SSG team reported reduced user participation, including fewer public volunteers interested in hosting Nats Bingo games which led to an increased workload for the team.
Players reported friction in gameplay, but still showed commitment owing to a supportive and fun community.
Current setup is complicated and cumbersome to manage - revamping the structure of game organization is vital.
The Problem Statement
Nats Bingo is currently hosted on Twitter, but a variety of other platforms are used to support different actions like downloading cards or accessing game-related data. Hence game organizers have to consistently multitask to be a successful host, and players switch between different apps (or even devices) to participate and communicate with others. This causes frustration for all users, potentially leading to a significant decline in player commitment and business revenue.
Problem Discovery
The First Pitch - What we know so far
To kickstart the research phase, Second Screen Games provided us with the following insights:
The SSG team reported reduced user participation, including fewer public volunteers interested in hosting Nats Bingo games which led to an increased workload for the team.
Players reported friction in gameplay, but still showed commitment owing to a supportive and fun community.
Current setup is complicated and cumbersome to manage - revamping the structure of game organization is vital.
The Problem Statement
The Problem Statement
Nats Bingo is currently hosted on Twitter, but a variety of other platforms are used to support different actions like downloading cards or accessing game-related data. Hence game organizers have to consistently multitask to be a successful host, and players switch between different apps (or even devices) to participate and communicate with others. This causes frustration for all users, potentially leading to a significant decline in player commitment and business revenue.
Nats Bingo is currently hosted on Twitter, but a variety of other platforms are used to support different actions like downloading cards or accessing game-related data. Hence game organizers have to consistently multitask to be a successful host, and players switch between different apps (or even devices) to participate and communicate with others. This causes frustration for all users, potentially leading to a significant decline in player commitment and business revenue.
The Research Phase
The Research Phase
Research and Market Analysis
Research and Market Analysis
Through a combination of user interviews and surveys, we defined our project goals. Additionally, a SWOT Analysis of Nats Bingo and a market analysis of its competitors helped uncover more opportunities and friction points.
Number of user interviews conducted. This included 3 SSG team members and 6 past volunteers.
People express lack of interest in continued engagement with Nats Bingo.
SWOT Analysis of Nats Bingo and Market Research data collected on competitors
The Personas
The Personas
Who are our users?
Who are our users?
There are three major groups of users for Nats Bingo:
The Research Phase
Research and Market Analysis
Through a combination of user interviews and surveys, we defined our project goals. Additionally, a SWOT Analysis of Nats Bingo and a market analysis of its competitors helped uncover more opportunities and friction points.
The Personas
Who are our users?
There are three major groups of users for Nats Bingo:
Findings and Insights
The A
Problem Areas
Problem Areas
From our research process, we gathered valuable insights about the involved user groups and their needs:
Connecting with the Community
Players enjoy the rich community Nats Bingo has built, however feel that it's difficult to juggle between multiple technology to engage in conversations while marking cards.
Players enjoy the rich community Nats Bingo has built, however feel that it's difficult to juggle between multiple technology to engage in conversations while marking cards.
Reduced callers and business impact
Where Technology meet
Reduced volunteers willing to call a game means more responsibility for the SSG team. This could impact game schedules if no one steps up, in the event the team is busy.
Reduced volunteers willing to call a game means more responsibility for the SSG team. This could impact game schedules if no one steps up, in the event the team is busy.
Cognitive Overload on Callers
Cognitive Overload on Callers
Callers felt stressed using several platforms and resources to host games. The fully manual process proved difficult as they attempted to keep track of called terms while responding to players.
Callers felt stressed using several platforms and resources to host games. The fully manual process proved difficult as they attempted to keep track of called terms while responding to players.
Target Solution
Target Solution
To build an all-in-one web application to house all functionalities of Nats Bingo, with the aim of inviting more volunteers to conduct games by reducing their cognitive load, while providing a seamless gameplay and community-driven experience for the players.
Solution Sketching and User Flows
Brainstorming our way to the prototype
Going back to the research findings, we targeted different pain points experienced by both callers and players to brainstorm ways in order to solve them through digital solutions. Our client also participated in this process through a co-design session to incorporate their vision as a business.
Concept sketching done by design team
Sketches by SSG team members collected during a client co-design workshop
Sketches by SSG team members collected during a client co-design workshop
Defining user flows
Borrowing from the solution sketches, the following represent the optimal user interaction flows for all personas, which would define the functionality and layout of the solution.
The prototypes
The A
Presenting Charli's high-fidelity desktop-based web interface, and Paddy's mobile version
Presenting Charli's high-fidelity desktop-based web interface, and Paddy's mobile version
Most of the cognitive overload came from a disorganized calling process and community interaction.
Semi-automated, distinct module for the terms list - Caller can pick a term which then gets loaded into the live chat module for players to see. Previously called terms clearly marked.
Marking and declaring bingo all within the same interface - Players are also able to interact in real time with the host or other callers through the live chat.
Retaining the personalization element of marking cards - Allowing users to choose the card as well as the marker used to block squares.
Most of the cognitive overload came from a disorganized calling process and community interaction.
The proposed caller prototype contains a distinct module for the terms list, through which the caller can pick a term which then gets loaded into the live chat module for players to see. Previously called terms are explicitly marked for easy verification.
The player prototype enables marking and declaring bingo all within the same interface. Players are also able to interact in real time with the host or other callers through the live chat.
Additionally, the player interface retains the personalization element of marking cards, al
Number of user interviews conducted. This included 3 SSG team members and 6 past volunteers.
People express lack of interest in continued engagement with Nats Bingo.
SWOT Analysis of Nats Bingo and Market Research data collected on competitors
Caller Prototype - Intended use on larger devices
Player Prototype - Intended use on smaller, mobile devices
Test test test!
We went back to our users to hear what they have to say
Success validation checkpoints
Increase in user retention
The new platform incentivizes players and callers to continue participation with minimal issues and effort.Increase in desire to call game
Callers find the new interface intuitive, and makes them want to volunteer more often.Willingness to migrate from Twitter
Users are comfortable with the new platform and express interest in switching over.
Users feel connected to community
The interface carries user interaction over in a simpler format.
Findings and Insights
Problem Areas
From our research process, we gathered valuable insights about the involved user groups and their needs:
Task metrics
The testing process revealed an overwhelmingly positive response from the Nats Bingo community, while highlighting critical areas of improvement.
Task Completion
Most users were able to complete tasks with little to no issues.
Most users were able to complete tasks with little to no issues.
Task Efficiency
Where Technology meet
A lot of users observed significant improvement in simplicity and time required to complete tasks.
A lot of users observed significant improvement in simplicity and time required to complete tasks.
User error rate
User error rate
A small portion of users were recorded trying different actions than expected.
A small portion of users were recorded trying different actions than expected.
Findings and reiterations
The A
Some key feature upgrades to the interface
Some key feature upgrades to the interface
Target Solution
To build an all-in-one web application to house all functionalities of Nats Bingo, with the aim of inviting more volunteers to conduct games by reducing their cognitive load, while providing a seamless gameplay and community-driven experience for the players.
Solution Sketching and User Flows
Brainstorming our way to the prototype
Going back to the research findings, we targeted different pain points experienced by both callers and players to brainstorm ways in order to solve them through digital solutions. Our client also participated in this process through a co-design session to incorporate their vision as a business.
Concept sketching done by design team
Sketches by SSG team members collected during a client co-design workshop
Sketches by SSG team members collected during a client co-design workshop
Defining user flows
Borrowing from the solution sketches, the following represent the optimal user interaction flows for all personas, which would define the functionality and layout of the solution.
The prototypes
Presenting Charli's high-fidelity desktop-based web interface, and Paddy's mobile version
Most of the cognitive overload came from a disorganized calling process and community interaction.
Semi-automated, distinct module for the terms list - Caller can pick a term which then gets loaded into the live chat module for players to see. Previously called terms clearly marked.
Marking and declaring bingo all within the same interface - Players are also able to interact in real time with the host or other callers through the live chat.
Retaining the personalization element of marking cards - Allowing users to choose the card as well as the marker used to block squares.
Customization is great, but not always necessary
The caller can now make an announcement at the click of a button, along with a custom message and GIF all within the same user flow. While most users enjoyed this feature, some expressed that the two-step process slowed them down and were not interested in customizing the announcement. This was fixed by making the call a single-click action, confining messages and GIFs to the live chat.
"I'm just want to call the term quickly to keep up with the game, adding text and GIF feels slow."
- Caller Participant 3
Issue: Both these fields need to be filled to activate CTA.
Fix: Single-click call, done directly from terms list. Messages and GIFs are sent only through live chat.
Issue: Both these fields need to be filled to activate CTA.
Fix: Single-click call, done directly from terms list. Messages and GIFs are sent only through live chat.
The balance between automation and human input is crucial
Checking winner cards is now fully automated, with the intention of relieving callers of the responsibility to cross-verify every square marked against terms called. However users felt they had no control over this process, some even felt confused over their role as a caller. So while the revision still automates verifying squares marked, the user gets to accept or reject submissions.
"I don't know what I'm supposed to be doing here. I want to verify the card but I'm not sure how."
- Caller Participant 1
Issue: System fully automates announcing winners.
Fix: Keep verification of squares automated, leave final say to user by providing the option to reject cards.
Issue: System fully automates announcing winners.
Fix: Keep verification of squares automated, leave final say to user by providing the option to reject cards.
Task metrics
The testing process revealed an overwhelmingly positive response from the Nats Bingo community, while highlighting critical areas of improvement.
Task Completion
Most users were able to complete tasks with little to no issues.
Task Efficiency
A lot of users observed significant improvement in simplicity and time required to complete tasks.
User error rate
A small portion of users were recorded trying different actions than expected.
Findings and reiterations
Some key feature upgrades to the interface
Customization is great, but not always necessary
The caller can now make an announcement at the click of a button, along with a custom message and GIF all within the same user flow. While most users enjoyed this feature, some expressed that the two-step process slowed them down and were not interested in customizing the announcement. This was fixed by making the call a single-click action, confining messages and GIFs to the live chat.
"I'm just want to call the term quickly to keep up with the game, adding text and GIF feels slow."
- Caller Participant 3
Issue: Both these fields need to be filled to activate CTA.
Fix: Single-click call, done directly from terms list. Messages and GIFs are sent only through live chat.
Issue: Both these fields need to be filled to activate CTA.
Fix: Single-click call, done directly from terms list. Messages and GIFs are sent only through live chat.
Test test test!
We went back to our users to hear what they have to say
Success validation checkpoints
Increase in user retention
The new platform incentivizes players and callers to continue participation with minimal issues and effort.Increase in desire to call game
Callers find the new interface intuitive, and makes them want to volunteer more often.Willingness to migrate from Twitter
Users are comfortable with the new platform and express interest in switching over.
Users feel connected to community
The interface carries user interaction over in a simpler format.
The balance between automation and human input is crucial
Checking winner cards is now fully automated, with the intention of relieving callers of the responsibility to cross-verify every square marked against terms called. However users felt they had no control over this process, some even felt confused over their role as a caller. So while the revision still automates verifying squares marked, the user gets to accept or reject submissions.
"I don't know what I'm supposed to be doing here. I want to verify the card but I'm not sure how."
- Caller Participant 1
Issue: System fully automates announcing winners.
Fix: Keep verification of squares automated, leave final say to user by providing the option to reject cards.
Issue: System fully automates announcing winners.
Fix: Keep verification of squares automated, leave final say to user by providing the option to reject cards.
Design System and High-Fidelity Screens
The final look to the interface
I proposed a style guide through producing a reusable component library for the caller and player interfaces, which I then used to create the final designs. I achieved this through an iterative process with consistent communication with our client to get their vision and expectations right. The designs were subsequently documented for final handoff.
The Component Library for Nats Bingo interface
Design System and High-Fidelity Screens
The final look to the interface
I proposed a style guide through producing a reusable component library for the caller and player interfaces, which I then used to create the final designs. I achieved this through an iterative process with consistent communication with our client to get their vision and expectations right. The designs were subsequently documented for final handoff.
The Component Library for Nats Bingo interface
Impact created
We measured success based on quantitative data collected through separate surveys sent out to the Nats Bingo community during research phase and after showing them the final design. We also used quantifiable answers received during the testing phase to calculate the following values.
These numbers mean better business and patronage for SSG, and more time for the team to focus on the logistics of the application. Once monetized, this would also mean increased revenue earned.
Evolution of Nats Bingo into Baseball Bingo and beyond
The SSG team were keen on exploring design solutions through the following touchpoints:
Representative of the Washington Nats or MLB
Images and visuals to breathe life into the design
Expansion of Nats Bingo to include other baseball games outside the Nats, and potentially other sports as well
High-fidelity screens
The screens below represent different modules designed for the caller and player interfaces, depicted on desktop and mobile devices respectively.
Impact created
We measured success based on quantitative data collected through separate surveys sent out to the Nats Bingo community during research phase and after showing them the final design. We also used quantifiable answers received during the testing phase to calculate the following values.
These numbers mean better business and patronage for SSG, and more time for the team to focus on the logistics of the application. Once monetized, this would also mean increased revenue earned.
Borrowing from the user testing insights, I streamlined the dashboard design to distinctly show ongoing and upcoming games, with clear CTAs that invite users to join as a player or as a host.
For the visuals, the SSG
A boost in user engagement
73% of users now showed interested in hosting a game or participating as a player through the new interface.
Retaining a loyal fan base
Where Technology meet
80% of users now expressed a stronger inclination to continue playing Nats Bingo on a regular basis.
80% of users now expressed a stronger inclination to continue playing Nats Bingo on a regular basis.
A satisfied group of users
Surveys revealed an overall user satisfaction score of 4.7 out of 5.
Surveys revealed an overall user satisfaction score of 4.7 out of 5.
Evolution of Nats Bingo into Baseball Bingo and beyond
The SSG team were keen on exploring design solutions through the following touchpoints:
Representative of the Washington Nats or MLB
Images and visuals to breathe life into the design
Expansion of Nats Bingo to include other baseball games outside the Nats, and potentially other sports as well
Borrowing from the user testing insights, I streamlined the dashboard design to distinctly show ongoing and upcoming games, with clear CTAs that invite users to join as a player or as a host.
For the visuals, the SSG
High-fidelity screens
The screens below represent different modules designed for the caller and player interfaces, depicted on desktop and mobile devices respectively.
Borrowing from the user testing insights, I streamlined the dashboard design to distinctly show ongoing and upcoming games, with clear CTAs that invite users to join as a player or as a host.
For the visuals, the SSG
Caller Interface Screens (Desktop)
Caller Interface Screens (Desktop)
Player Interface Screens (Mobile)
Future explorations
There are two avenues we recommended Second Screen Games explore:
Generating Revenue
We discussed 2 ways to bring in revenue for Nats Bingo with our client -
Advertisement banners placed within the UI
Pay-to-use premium version of Nats Bingo alongside a free, limited version
At this stage, a premium model might deter users from fully experiencing all of the app features and lead to an increased bounce rate and lower user retention levels. We conducted an A/B test of an ad-free and ad-inclusive version of the interface. 87% of participants were in favor of ads, and expressed that it did not take away from the user experience.
Marketing and Outreach
Expansion from Nats Bingo into Baseball Bingo and beyond would mean that the SSG team has to look further than their current fanbase for patronage. A good marketing strategy is essential to attract online ads from external organizations. We recommend partnering with advertisement agencies for next steps.
Reflection
Working with Second Screen Games was a very unique experience - having to create a game interface for not only players of Nats Bingo, but also the callers and organizers of the game and cohesively tie them together for simultaneous use. As a team we had the opportunity to experiment with different UX techniques which helped us understand how to efficiently make use of these to maximize output and minimize time.
My biggest takeaway would be working with a client that had various desires and expectations for a product vision, however had little direction because of the lack of an MVP. A major challenge was keeping our client focused on a north star, so we had to take a different approach of making key functionality design decisions ourselves and then validate them with the SSG team. Though unconventional, this allowed us to align on how to separate immediate goals from future iterations and set expectations accordingly.
Player Interface Screens (Mobile)
Future explorations
There are two avenues we recommended Second Screen Games explore:
Generating Revenue
We discussed 2 ways to bring in revenue for Nats Bingo with our client -
Advertisement banners placed within the UI
Pay-to-use premium version of Nats Bingo alongside a free, limited version
At this stage, a premium model might deter users from fully experiencing all of the app features and lead to an increased bounce rate and lower user retention levels. We conducted an A/B test of an ad-free and ad-inclusive version of the interface. 87% of participants were in favor of ads, and expressed that it did not take away from the user experience.
Marketing and Outreach
Expansion from Nats Bingo into Baseball Bingo and beyond would mean that the SSG team has to look further than their current fanbase for patronage. A good marketing strategy is essential to attract online ads from external organizations. We recommend partnering with advertisement agencies for next steps.
Borrowing from the user testing insights, I streamlined the dashboard design to distinctly show ongoing and upcoming games, with clear CTAs that invite users to join as a player or as a host.
For the visuals, the SSG
Reflection
Reflection
Working with Second Screen Games was a very unique experience - having to create a game interface for not only players of Nats Bingo, but also the callers and organizers of the game and cohesively tie them together for simultaneous use. As a team we had the opportunity to experiment with different UX techniques which helped us understand how to efficiently make use of these to maximize output and minimize time.
My biggest takeaway would be working with a client that had various desires and expectations for a product vision, however had little direction because of the lack of an MVP. A major challenge was keeping our client focused on a north star, so we had to take a different approach of making key functionality design decisions ourselves and then validate them with the SSG team. Though unconventional, this allowed us to align on how to separate immediate goals from future iterations and set expectations accordingly.
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Nats Bingo - Play with the Washington Nationals
Product Management | UX Design | UX Research
Researching and designing desktop and mobile web-based interfaces over five successive sprints for Nats Bingo, an event-based live bingo game conducted by our client Second Screen Games primarily for baseball tournaments featuring the Washington Nationals.
Aug 2022 - May 2023