This thesis explores the challenges of marketing to a underrepresented audience in gaming, and posits that hostile UX at every touchpoint in the purchase journey largely contributes to this problem. Using this hypothesis, the thesis further explores the ways in which we can serve this untapped market by placing an emphasis on inclusive UX solutions.
Smooth Scroll
This will hide itself!
This will hide itself!
YEAR
YEAR
2022
2022
READING TIME
READING TIME
<60mins
<60mins
Approx 13,200 words
Approx 13,200 words
Illustration Credit: ADG Creative
Illustration Credit: ADG Creative
Executive Summary
Executive Summary
The gaming industry has made strides in diversity and inclusion in recent years. However, while gaming has become increasingly popular among women, they have been historically excluded from gaming spaces, and still face discrimination in the gaming community.
This study explores the literature behind gender norms and utilises anecdotes from interviews to uncover long-held stereotypes that affect the perception of women in gaming even today. The study also explores how these stereotypes seep into accompanying industries, such as advertising and commerce in gaming, to create an overall hostile environment that contributes to disempowerment in the marketplace.
The aim of the study is to create a inclusive user experience for my client – a gaming chair company – by finding out the type of support that women and other underrepresented groups need to thrive in gaming spaces. A set of trap cards were created to put inclusivity at the forefront of the design process when designing new features for our users.
After implementation of the trap cards in the design process and the new features derived from it, the results showed a general upward trend in the observed metrics.
The gaming industry has made strides in diversity and inclusion in recent years. However, while gaming has become increasingly popular among women, they have been historically excluded from gaming spaces, and still face discrimination in the gaming community.
This study explores the literature behind gender norms and utilises anecdotes from interviews to uncover long-held stereotypes that affect the perception of women in gaming even today. The study also explores how these stereotypes seep into accompanying industries, such as advertising and commerce in gaming, to create an overall hostile environment that contributes to disempowerment in the marketplace.
The aim of the study is to create a inclusive user experience for my client – a gaming chair company – by finding out the type of support that women and other underrepresented groups need to thrive in gaming spaces. A set of trap cards were created to put inclusivity at the forefront of the design process when designing new features for our users.
After implementation of the trap cards in the design process and the new features derived from it, the results showed a general upward trend in the observed metrics.
The gaming industry has made strides in diversity and inclusion in recent years. However, while gaming has become increasingly popular among women, they have been historically excluded from gaming spaces, and still face discrimination in the gaming community.
This study explores the literature behind gender norms and utilises anecdotes from interviews to uncover long-held stereotypes that affect the perception of women in gaming even today. The study also explores how these stereotypes seep into accompanying industries, such as advertising and commerce in gaming, to create an overall hostile environment that contributes to disempowerment in the marketplace.
The aim of the study is to create a inclusive user experience for my client – a gaming chair company – by finding out the type of support that women and other underrepresented groups need to thrive in gaming spaces. A set of trap cards were created to put inclusivity at the forefront of the design process when designing new features for our users.
After implementation of the trap cards in the design process and the new features derived from it, the results showed a general upward trend in the observed metrics.
Table of contents
Table of contents
Introduction
Gaps in the literature
Aims and objective
The Organisation
Overview of the key stakeholders
Key shortcomings
Assumptions & Hypothesis
Research and Experiments
Methodology Overview
Design thinking process
Stage 1 – Understand
The history of gaming
Gaming genres
Gaming preferences by gender
The stigma against women in gaming
Gender-locked classes and character design
Efforts that have been made to encourage gender diversity
Stage 2 – Observe (Empathise)
Consumer Culture Theory
Implicit bias and the definition of a “gamer"
The importance of community
High barrier-to-entry and hostile User Experiences (UX)
Gender-based marketing and disempowerment in the marketplace
Stage 3 & 4 – Define and Ideate
Main takeaways
Why is inclusive design important?
Creation of inclusive framework
Stage 5 – Prototype
Stage 6 – Test
Round 1: Total sessions from Oct 1, 2022 to Oct 31, 2022
Round 2: Total sessions from Nov 1, 2022 to Nov 30, 2022
Round 3: Total sessions from Dec 1, 2022 to Dec 31, 2022
Future Work
The ethical concerns of inclusivity
Reflection
References
Appendix
Introduction
Gaps in the literature
Aims and objective
The Organisation
Overview of the key stakeholders
Key shortcomings
Assumptions & Hypothesis
Research and Experiments
Methodology Overview
Design thinking process
Stage 1 – Understand
The history of gaming
Gaming genres
Gaming preferences by gender
The stigma against women in gaming
Gender-locked classes and character design
Efforts that have been made to encourage gender diversity
Stage 2 – Observe (Empathise)
Consumer Culture Theory
Implicit bias and the definition of a “gamer"
The importance of community
High barrier-to-entry and hostile User Experiences (UX)
Gender-based marketing and disempowerment in the marketplace
Stage 3 & 4 – Define and Ideate
Main takeaways
Why is inclusive design important?
Creation of inclusive framework
Stage 5 – Prototype
Stage 6 – Test
Round 1: Total sessions from Oct 1, 2022 to Oct 31, 2022
Round 2: Total sessions from Nov 1, 2022 to Nov 30, 2022
Round 3: Total sessions from Dec 1, 2022 to Dec 31, 2022
Future Work
The ethical concerns of inclusivity
Reflection
References
Appendix
Introduction
Gaps in the literature
Aims and objective
The Organisation
Overview of the key stakeholders
Key shortcomings
Assumptions & Hypothesis
Research and Experiments
Methodology Overview
Design thinking process
Stage 1 – Understand
The history of gaming
Gaming genres
Gaming preferences by gender
The stigma against women in gaming
Gender-locked classes and character design
Efforts that have been made to encourage gender diversity
Stage 2 – Observe (Empathise)
Consumer Culture Theory
Implicit bias and the definition of a “gamer"
The importance of community
High barrier-to-entry and hostile User Experiences (UX)
Gender-based marketing and disempowerment in the marketplace
Stage 3 & 4 – Define and Ideate
Main takeaways
Why is inclusive design important?
Creation of inclusive framework
Stage 5 – Prototype
Stage 6 – Test
Round 1: Total sessions from Oct 1, 2022 to Oct 31, 2022
Round 2: Total sessions from Nov 1, 2022 to Nov 30, 2022
Round 3: Total sessions from Dec 1, 2022 to Dec 31, 2022
Future Work
The ethical concerns of inclusivity
Reflection
References
Appendix