Gain exclusive insights into the role of UX research in gaming through our interview with Blizzard’s UX researcher, Adam Lobel.

Introduction

The gaming industry thrives on creating immersive experiences that resonate with players worldwide. Behind the captivating graphics and engaging storylines lies a meticulous process of understanding user behavior and preferences. In this edition of our Case Studies series, we delve into the world of Game User Research Insights with an exclusive interview featuring Adam Lobel, a seasoned UX researcher at Blizzard. Adam shares his journey, challenges, and the critical role of user research in game development.

Meet Adam Lobel: Blizzard’s UX Researcher

A Passion for People and Gaming

Adam Lobel’s first two years at Blizzard have been marked by a deep appreciation for the collaborative culture and the wealth of knowledge surrounding him. “It’s been great being part of something where there is a wealth of knowledge and experience all around me,” Adam reflects. His extroverted nature thrives in Blizzard’s environment, where open communication and continuous learning are highly valued.

From Academia to Industry

Transitioning from a PhD in psychology to a game user researcher wasn’t a straightforward path for Adam. “I found that being a user researcher at a games company was a viable career,” he explains. His academic rigor provided a strong foundation in methodological approaches, which he adapted to the dynamic needs of the gaming industry. Adam’s journey underscores the importance of perseverance and continuous learning in securing a role in this competitive field.

The Role of UX Research in Game Development

Bridging the Gap Between Designers and Users

UX researchers like Adam play a pivotal role in translating user feedback into actionable insights for game designers. “Understanding what game designers have to think about when they are digesting user research findings” is crucial for creating features that resonate with players. Adam emphasizes the balance between quantitative data and qualitative insights, ensuring that user experiences are both statistically sound and narratively compelling.

Leveraging Data for Better Game Design

Adam’s work involves identifying opportunities in data that others might overlook. His ability to spot subtle trends and correlations helps Blizzard refine their games to better meet player expectations. “There’s a value in having a cohesive story that you feel as a researcher is true and that has value for your stakeholder,” he notes, highlighting the importance of storytelling in UX research.

Challenges and Surprises in the Industry

Navigating the Transition

One of the surprising aspects for Adam was the limited use of statistical methods like t-tests in industry research compared to academia. “It can seem tedious to incorporate statistical testing into your analysis,” he observes, advocating for a more analytical approach to enhance data interpretation in game user research.

Enhancing Collaboration and Analysis

Adam also pointed out gaps in data analysis methodologies within market research at Blizzard. By introducing regression analyses, he enabled a deeper understanding of feature satisfaction and importance, demonstrating how advanced analytical techniques can uncover valuable insights from complex data sets.

Advice for Aspiring Game User Researchers

The Power of Networking and Continuous Learning

Adam strongly advises those pursuing a career in game user research to prioritize networking. “It’s a small community, and people are very kind in general,” he says. Understanding game design and continuously seeking knowledge are essential steps towards success in this field.

Embrace Diverse Backgrounds

He encourages aspiring researchers to embrace the diversity within the industry. “Games user research is a very grassroots field, so it means that there are a lot of different people to learn from,” Adam explains. This diversity fosters a rich environment for cross-pollination of ideas and innovative problem-solving.

Revolutionizing User Research with Stratify AI

In the rapidly evolving landscape of game development, tools that streamline and enhance the user research process are invaluable. Stratify AI is at the forefront of this innovation, offering an AI-powered platform that automates key aspects of user feedback collection, analysis, and reporting. By reducing the time required for user research from weeks to hours, Stratify AI enables teams to focus on building features that meet user demands effectively.

Key Features of Stratify AI

Intelligent Interview Design: Customize interviews to align with specific research objectives.
Video Response Capture: Gather in-depth user engagement data through multimedia feedback.
Automated Reporting: Generate insightful reports instantly, facilitating data-driven decisions.

Stratify AI not only addresses the time-intensive nature of traditional user research but also enhances the quality of insights through advanced AI technology. This makes it an essential tool for product teams, marketing professionals, and UX designers aiming to optimize the user experience and validate product features efficiently.

Conclusion

Adam Lobel’s experience at Blizzard illustrates the critical role of UX research in game development. By leveraging both quantitative and qualitative insights, UX researchers bridge the gap between user expectations and game design, ensuring that each release meets the high standards of the gaming community. Tools like Stratify AI further empower researchers by automating and enhancing the user research process, paving the way for more responsive and user-centric game development.

Ready to revolutionize your user research process? Discover how Stratify AI can transform your approach to gathering and analyzing user feedback, ensuring your games not only meet but exceed player expectations.

Start your journey with Stratify AI today!