Onboarding project | Pokémon Go

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Website: Pokémon Go

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Introduction: Merging Worlds with Augmented Reality

Pokémon Go merges the digital and physical worlds. This AR game turns familiar locales into thrilling Pokémon habitats, inviting players to venture outdoors and discover Pokémon in their neighborhoods. It's a game that unites Pokémon enthusiasts and casual gamers, blending nostalgia with the latest technology. Pokémon Go redefines mobile gaming by transforming ordinary places into interactive playgrounds, enhancing physical activity, and fostering community among players.

Problem | Solution:

Screen Addiction and Sluddish Lifestyle

The Problem: Both adults and children are increasingly absorbed in their screens for entertainment. This shift towards virtual activities leads to less physical activity and outdoor interaction, causing a disconnection from real-world social engagement and exercise.

Research shows increasing rates of screen time among various age groups, correlating with a decrease in physical well-being and social interactions.- source

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The Solution:

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Encourages Physical Movement:

Unlike traditional mobile games, Pokémon Go requires players to walk, explore, and physically engage with their environment to progress in the game. This design cleverly integrates exercise into entertainment. Players are motivated to leave their homes, walk more, and even engage in physical activities they might normally avoid, thereby countering sedentary habits.

Promotes Exploration and Real-World Interaction:

Unlike traditional mobile games, Pokémon Go requires players to walk, explore, and physically engage with their environment to progress in the game. This design cleverly integrates exercise into entertainment. Players are motivated to leave their homes, walk more, and even engage in physical activities they might normally avoid, thereby countering sedentary habits.

Fosters Community Engagement and Socialization:

Through community events and group activities like raids and battles, Pokémon Go creates opportunities for players to meet, collaborate, and build relationships. This design fosters real-world social interactions, helping to build community ties and reduce the isolation often associated with excessive screen time.

Dynamic and Evolving Content:

The game frequently updates with new Pokémon, events, and challenges, keeping the content fresh and engaging. This approach retains the interest of players over time, catering to the need for evolving entertainment and continual engagement.

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In Summary:

Pokémon Go solves this by tempting the players outdoors through its AR-driven gaming experience. This game converts local environments into vibrant Pokémon landscapes, requiring physical exploration for gameplay. It not only promotes outdoor activity but also fosters community spirit, as players encounter each other in their shared quest for Pokémon, rekindling the joy of outdoor exploration and real-world connections with the world around us.

What has made Pokémon go viral?

This is such a gripping game for so many people, regardless of age, and here's why:

• Demographic timing: a collision of thirty-somethings from the Pokémon Genesis era (always ready to relive the glory days) with children at a perfect age for free mobile games.
• Newly mature technology: geo-fencing and map overlays have been around for a while under the hood, but this makes that plus AR readily accessible to the masses.

Who is Signing Up? Ideal Customer Profiles (ICP)

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ICPs Examples

The Social Gamer:

• Why the Preferences: These ICPs enjoy AR games with social features rooted in their desire for interactive and immersive experiences, they value the sense of community and connectedness, which is increasingly sought in the digital era. They're active on social media, favoring platforms like Instagram and TikTok, The preference for longer, narrative-rich content as noted in social media trends for 2024​. - source
• Prioritization: They're a top priority because they're very active online and can influence their friends and followers about what games to play.

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The Nostalgic Fan:

• Why the Preferences: These ICPs have an affinity for content with a nostalgic theme, aligning with a broader societal trend of seeking comfort in familiar experiences. They love things that remind them of their younger days, such as old-school games and themes, reveling in the joy and comfort of reliving the good old times. - source
• Prioritization: They're important because they're keen on products that bring back memories, but they might not have as big an impact on trends as the other two groups.

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The Tech Enthusiast:

• Why the Preferences: These ICPs are driven by a fascination with technological innovation and a desire to be at the forefront of new trends. Their interest in AR and AI technologies stems from a pursuit of cutting-edge experiences that push the boundaries of conventional gaming. Always on the lookout for the newest tech, especially AR and AI. They want gaming experiences that are not just fun but also use the latest technology. - source
• Prioritization: Super important for spreading the word about new tech. They're the ones who try new things first and can sway others into trying them too.

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In conclusion, while each ICP has its own unique characteristics and preferences, The Social Gamer and The Tech Enthusiast are likely to have a larger influence on market trends due to their active online presence and role as early adopters. The Nostalgic Fan, while important, may have a more niche impact due to their specific interests.

What are they trying to do? Customer Journey Map​

In Pokémon GO Player learn the game mechanics via tutorial, and exploring the real world to discover and catch Pokémon using AR. As the player gains experience, they level up, engage in social interactions like team gym battles and raids, and participate in special events to receive exclusive rewards. Further gameplay includes optimizing strategies for events, evolving Pokémon with collected candies, and hatching eggs by walking specific distances, with each step offering its own set of rewards and advancements within the game's ecosystem.

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​Why are they signing up? What are the jobs they are hiring the product for​

Each Individual ICP presents distinct needs and expectations when it comes to engaging with Pokémon GO, as follows:

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User Interviews and Responses

User 1 Responses

User 2 Responses

User 3 Responses

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ℹ️ Let the teardown begin!

Below are screenshots of the onboarding journey of Pokémon GO.

Green —Everything that works

Red — Everything that isn’t working

Yellow — Recommendations/ changes I’d like to make to the flow​

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I’m going to show you how Pokémon GO starts new players in Bangalore, where there's a chance to get more people playing. Most people here are already into gaming. I’ll be using an iPhone 13 Pro with the latest iOS 17 to see how well Pokémon GO works on one of the popular phones in this big city.

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App Store

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• 👍🏽 Positives:​
• • typing "pok" brings up Pokémon GO as the top suggestion, which is great for discoverability.
  • The app icon is unique and recognizable, and the title is clear and informative.
  • Below the app, it showcases various aspects of the game, such as catching Pokémon and attending events, which highlight key features.
  • The current live event, Pokémon GO Fest 2024, is prominently displayed, drawing attention to time-sensitive content and potentially increasing immediate engagement.
• 👎🏽 Negatives:
• • The amount of text and images could be overwhelming at a glance. Streamlining the information and visuals could help focus user attention on key elements.
  • Not the first result, outbid by competitors
  • 360MB Size is too big​

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Breaking down user registration

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• 👍🏽 Positives:​
• • One tap registration with Google/Apple/Facebook - no multi-step flow, requests for permissions or waiting around.
  • Visually Engaging with Pokémon in the background sets a fun and immersive tone right from the start.
  • The referral code option encourages existing players to invite new ones, potentially enhancing growth organically.
  • Flexible Referral Code Entry: had the convenience of adding a referral code up to 72 hours post sign-up, removing any immediate pressure to enter it during the initial setup.
• 👎🏽 Negatives:
• • Limited Registration Options: caters only to users with specific social media accounts, potentially excluding those who would prefer more privacy-oriented options.
  • Insufficient Game Introduction: New players are not presented with enough information about the game's features or mechanics on the initial screens.​
• 🟡 Recommendations:​
• • Additional Sign-In Options: Provide an email sign-up method for users without or unwilling to use their social accounts.
  • Game Preview Option: Offer a sneak peek into the game with a trailer or demo that can be accessed before sign-up.​

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• 👍🏽 Positives:​
• • The game starts with a friendly guide, Professor Willow, who introduces the game in a storytelling way to keep things fun.​
• 👎🏽 Negatives:
• • Long flow (8 screens) with little interactivity, means it's hard to really internalize. By the end patience wears thin
• 🟡 Recommendations:​
• • For such an exciting game, the intro is surprisingly plain. It could use more action and excitement to match what's actually in the game.​

Personalizing the avatar

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• 👍🏽 Positives:​
• • Making the game more personalized can really draw players in and keep them hooked, even if it means some might stop playing early on. That deeper connection can pay off with more dedicated players later.
  • It was smart of them to ask if they could use my camera, showing a preview first. Knowing I can turn off AR later is nice; it makes me less worried about choosing now.
• 👎🏽 Negatives:
• • If the first tutorial with Professor Willow was fun, I’ll pay attention to more tips. But if it was too long and boring the first time, I’ll probably dislike any new tutorials.​

Learning to play the game - Tutorial

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• 👍🏽 Positives:​
• • Obvious and clear interactive icons in a distraction free environment
  • Simple gameplay that is accessible to players at any skill level 

A look at profile completion

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• 👍🏽 Positives:
• • Introducing one concept at a time can help new players learn without getting overwhelmed.
  • Request for my data is after I've experienced the game and can decide whether I want to proceed
  • The level-up screen is a good way to motivate players by acknowledging their progress.
• 👎🏽 Negatives:
• • The check out a Pokéstop pop-ups feel like it will potentially cause information fatigue.

• 🟡 Recommendations:​
• • Allow users to opt-in for more detailed explanations if they desire, keeping the default path quick and simple.

On the move: GPS and location-based interaction

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• 👍🏽 Positives:
• • "Let's Go" Prompt: Encourages players to get moving in real life, seamlessly blending the game experience with physical activity.
  • The UI provides clear direction, Position, and map zoom levels, which makes navigation within the game straightforward and user-friendly.
• 👎🏽 Negatives:
• • Too many tutorial screens, which could hinder the user experience.
  • Misses the opportunity to notify players about other nearby players, which could enhance the game's social experience.

• 🟡 Recommendations:
• • 5 tutorial screens could have been compressed to 1​
  • Introduce a feature during onboarding that indicates the presence of nearby players, fostering a sense of community and encouraging real-world interaction.​

The Transition to Active Gameplay in Pokémon GO

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• 👍🏽 Positives:
• • Visiting Pokéstops and collecting items is clearly depicted, teaching players how to resupply.
  • The AR capture screen effectively demonstrates Pokémon in the real world, showcasing the game's AR capabilities.
  • Notification of leveling up rewards after catching 1st Pokémon which encourages the player to continue the play.
• 👎🏽 Negatives:
• • While items are being collected, new players may not yet understand their use or importance.
  • The first catch might benefit from additional guidance to ensure an understanding of the mechanics​

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In the Pokémon GO onboarding teardown, I observed a straightforward App Store presence and a simple registration process as clear positives. However, the lengthy onboarding sequence and missed immediate social engagement opportunities are downsides. The game shines with its engaging AR features and clear level-up milestones but could improve by streamlining the tutorial flow and better-explaining item utility.

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Hypothesis and their Metrics to Track