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  >    >    >  Pokemon Go UX Research

Pokemon Go UX Research

Context and the problem

This project was made to understand why Pokemon Go users didn’t have a long-term engagement. Even though it was a big success at first, users tended to stop playing in a short period of time.


Design Process 

We conducted observation, focus Group, and in-depth interviews in order to collect data and be able to find the reasons why Pokemon Go users did not engage for long. As a theoretical framework, we utilized the Theory of Planned Behavior and the Domestication Approach. 


We used a technique called “open coding”, an outlined opened coding technique from:

  1. Going through the texts line by line
  2. Marking those chunks of the text that suggest a category
  3. Naming those categories and having attributes ascribed to them.


At this point, an axial coding technique was used to make connections between categories. The axial coding brought previously separate categories together into several broad themes. Once the analysis was completed, several direct quotes from interviews that highlighted those themes and discussion points were incorporated into the data analysis. Once we analyzed all the data we came up with a User interface Design enhancement to help the game be more engaging.


Final Solution

Various action items were proposed to provide design solutions. It was interesting to look back and see our research to challenge a revolutionary game and providing design solutions in order to make it even greater. Following were the actionable statements that would make the users from our research happier:


  • The design of Pokemon-Go will incorporate the story mode
  • Incorporate offline play
  • Battle with wild pokemon for points
  • Battles between the individual players without the gym.


Feel free to check the study in detail along with the data and conclusions we found in the report below.


Methodology and tools applied
Observation, Focus Group, In-depth Interviews, Quantitative Data Collection, Qualitative Data Collection, Open Data Coding, Adobe Indesign.