The one who was seeing her before
Upon launching a new service, a game or an informational site there is an aspect that is not paid enough attention. What similar solutions did users try before? What did they get used to? And what would they prefer not to face again? My proposed metaphor is a situation when I start to be seeing a new girl. No doubt – our matching plays a significant part (as for a service it means to what extent it satisfies users’ needs). My attractiveness and proper behaviour are important as well (in the context of a service – an interface and performance reliability). But sometimes girl’s experience from her previous relations plays a great part – things she missed and things she would like to avoid. If she coincidentally finds me greedy (and that was a great problem before) then I am sure – there won’t be any other date. But if I had known about it I would have tried to look natural – not thriftier than I were in fact. It is easier to realize with Internet projects. It is possible to understand what took the fancy in similar services, what games “my gamers” played before and what they think about it. But a lot of reasons do not make it possible to realize. The most typical ones are lack of resources and overconfidence in some “righteousness” of one’s way. I would like to share my expectations. I know a couple of guys who work at a large game developing company. And I have got a friendly attitude to them. And to their product as well. I spent much time plying that game. Our co-operation in game development made me concerned about them. Not strongly but well enough. Let’s call their product “battle tanks”. And now I run across a description of their new project in the Internet. I shall call it “warships”. All “must-bes” are present – visuals, gameplay, atmosphere. All that I dreamt about when a child and teenager. Then I try to find out more about it and get upset very much. I have such a feeling that they want to step into the same river twice. As if – this game was their first game for the given group of gamers. As if – game community was not blaming and suffering from incorrect attitude of the developers during a couple of years. I can be mistaken but I noticed a single problem. Obviously the same gamers will play “warships” who played “battle tanks” before. But users’ attitude to some definite details of gameplay is totally ignored. In particular – conventional N hours spent to get a new high-level battle tank that had promised comfortable gameplay turned out to be spent in vane as that favourite tank got nerfed. Disappointment? The least but not the last. So only true fans will spend so much time to get new vehicles in that new game. The others will try to avoid disappointment. If there is a goal to sell a lot of paid content immediately then everything is OK. But users’ engagement will be poor. I bet that the main reason of users’ escape is going to be “I regret the time spent”. We can translate it into psychological terms: “I feel more tension than satisfaction”. I hope things will be changed. As for me – to be mistaken with my expectation means to see a successful project. Anyway time will tell. Let’s come back to the beginning of the post – I find it necessary to include analytics about previously established attitude to significant details of project into section “Analysis of potential users”. Moreover it should be done in a consistent manner – not just a chat with a couple of users. It’s well possible that if this factor is taken into account then they will be able to launch products that will less upset both users and developers.