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Deconstructing Hostile UX

Deconstructing Hostile UX
Deconstructing Hostile UX
OVERVIEW
OVERVIEW
OVERVIEW

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.

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.

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

Read full thesis

Read full thesis