Primary Research
Primary Research
Primary Research
Initial Thinking
Initial Thinking
Initial Thinking
To design a solution that truly resonated with gamers, we first needed to understand their habits, preferences, and pain points. We conducted desk research on third-place theory, economic factors, and social gaming behaviors to uncover why traditional gaming spaces were struggling.
To design a solution that truly resonated with gamers, we first needed to understand their habits, preferences, and pain points. We conducted desk research on third-place theory, economic factors, and social gaming behaviors to uncover why traditional gaming spaces were struggling.
To design a solution that truly resonated with gamers, we first needed to understand their habits, preferences, and pain points. We conducted desk research on third-place theory, economic factors, and social gaming behaviors to uncover why traditional gaming spaces were struggling.
To design a solution that truly resonated with gamers, we first needed to understand their habits, preferences, and pain points. We conducted desk research on third-place theory, economic factors, and social gaming behaviors to uncover why traditional gaming spaces were struggling.
Primary Problem Framing
Primary Problem Framing
Primary Problem Framing
How might we encourage New Zealand gamers aged 18 to 35 to visit gaming cafés with tabletop games for social interaction to reduce the negative effects of prolonged online gaming to their mental health?
How might we encourage New Zealand gamers aged 18 to 35 to visit gaming cafés with tabletop games for social interaction to reduce the negative effects of prolonged online gaming to their mental health?
How might we encourage New Zealand gamers aged 18 to 35 to visit gaming cafés with tabletop games for social interaction to reduce the negative effects of prolonged online gaming to their mental health?
Method Decision
Method Decision
Method Decision
Qualitative research (in-person interviews)
Qualitative research (in-person interviews)
Qualitative research (in-person interviews)
Qualitative research (in-person interviews)
User Interviews
User Interviews
User Interviews
We then conducted user interviews with five participants aged 18-35, exploring their experiences with in-person and online gaming.
We then conducted user interviews with five participants aged 18-35, exploring their experiences with in-person and online gaming.
We then conducted user interviews with five participants aged 18-35, exploring their experiences with in-person and online gaming.
We then conducted user interviews with five participants aged 18-35, exploring their experiences with in-person and online gaming.




















Research Key Insignts
Research Key Insignts
Research Key Insignts
Through affinity mapping, we distilled 7 insights into 16 major findings and 3 core design opportunities, shaping the foundation for Coplay’s development.
Through affinity mapping, we distilled 7 insights into 16 major findings and 3 core design opportunities, shaping the foundation for Coplay’s development.
Through affinity mapping, we distilled 7 insights into 16 major findings and 3 core design opportunities, shaping the foundation for Coplay’s development.
Through affinity mapping, we distilled 7 insights into 16 major findings and 3 core design opportunities, shaping the foundation for Coplay’s development.
* Due to confidentiality, detailed research information is not fully disclosed, and only an overview of the research process is presented.
* Due to confidentiality, detailed research information is not fully disclosed, and only an overview of the research process is presented.
* Due to confidentiality, detailed research information is not fully disclosed, and only an overview of the research process is presented.
* Due to confidentiality, detailed research information is not fully disclosed, and only an overview of the research process is presented.








Technology - Guideline
Technology - Guideline
Technology - Guideline
Technology - Guideline
“If there were an interactive device in offline settings that could guide beginners through the game step-by-step with on-screen tutorials, their gaming experience would be much better.” - PE Q15.1
“If there were an interactive device in offline settings that could guide beginners through the game step-by-step with on-screen tutorials, their gaming experience would be much better.” - PE Q15.1
“If there were an interactive device in offline settings that could guide beginners through the game step-by-step with on-screen tutorials, their gaming experience would be much better.” - PE Q15.1
“If there were an interactive device in offline settings that could guide beginners through the game step-by-step with on-screen tutorials, their gaming experience would be much better.” - PE Q15.1
Users find the use of technology to be advantageous in enhancing their gaming experience, specifically in finding guidance and assistance.
Users find the use of technology to be advantageous in enhancing their gaming experience, specifically in finding guidance and assistance.
Users find the use of technology to be advantageous in enhancing their gaming experience, specifically in finding guidance and assistance.
Users find the use of technology to be advantageous in enhancing their gaming experience, specifically in finding guidance and assistance.
Real Interactions
Real Interactions
Real Interactions
Real Interactions
“It's just that human touch that adds a little bit more fun when you are playing with your friends or your family, or whoever you're playing with.” - PC Q14
“It's just that human touch that adds a little bit more fun when you are playing with your friends or your family, or whoever you're playing with.” - PC Q14
“It's just that human touch that adds a little bit more fun when you are playing with your friends or your family, or whoever you're playing with.” - PC Q14
“It's just that human touch that adds a little bit more fun when you are playing with your friends or your family, or whoever you're playing with.” - PC Q14
Most participants prefer collaborative gaming because they find the immersive and interactive nature of in-person gaming to be beneficial.
Most participants prefer collaborative gaming because they find the immersive and interactive nature of in-person gaming to be beneficial.
Most participants prefer collaborative gaming because they find the immersive and interactive nature of in-person gaming to be beneficial.
Most participants prefer collaborative gaming because they find the immersive and interactive nature of in-person gaming to be beneficial.

Suitable Location
Suitable Location
Suitable Location
Suitable Location
“Sometimes in the malls they have this chess board that's on the floor, and they have these massive pieces... Sometimes, I'll play against other people.” - PB Q6.2
“Sometimes in the malls they have this chess board that's on the floor, and they have these massive pieces... Sometimes, I'll play against other people.” - PB Q6.2
“Sometimes in the malls they have this chess board that's on the floor, and they have these massive pieces... Sometimes, I'll play against other people.” - PB Q6.2
“Sometimes in the malls they have this chess board that's on the floor, and they have these massive pieces... Sometimes, I'll play against other people.” - PB Q6.2
Collaborative gaming venues can be established in any suitable location, making any appropriate place a potential candidate for a "third place."
Collaborative gaming venues can be established in any suitable location, making any appropriate place a potential candidate for a "third place."
Collaborative gaming venues can be established in any suitable location, making any appropriate place a potential candidate for a "third place."
Collaborative gaming venues can be established in any suitable location, making any appropriate place a potential candidate for a "third place."