Background

In this project, we had to research and create a solution for Timezone to elevate its brand. We designed an app that used play to encourage a sense of community and competitiveness to draw in new people.

About Timezone

Timezone is an Australian Company under The Entertainment and Education Group (TEEG). They have 14 outlets in SG and stand as one of the most popular arcade brands.

Gap in Timezone

Arcades have declined in popularity over the years, but recent times have seen a resurgence in their notoriety, benefiting establishments like Timezone. However, despite this upward trend, Timezone is grappling with a challenge—there's a notable absence of returning players.

Our field research highlighted a crucial gap in Timezone's market strategy: the absence of a compelling incentive for repeat visits to their facilities. This deficiency can be attributed to several factors, including a fading arcade culture, a lack of community and commitment, and the perception of a visit as a one-off event.

Opportunity

Based on our analysis of the existing gap, we've formulated our problem statement: How can we enhance Timezone's retention rate? 

Observing the growing popularity of arcades and anticipating future gaming trends, we identified that individuals are drawn to arcades not solely for the games but for the sense of love and belonging they experience. Recognizing the pivotal role of interpersonal connections over the specific games played, we've chosen to concentrate on two key elements to foster sociability: instilling a sense of Competition among players and cultivating a Community centered around the gaming culture.

Solution

In keeping in the factors we have identified, our solution focuses on enhancing this 2 factors. Additionally, we also decided to promote a sense of Achievement to encourage players to return back to the arcade to continue playing. 

Match-Up System

Our main innovation is a system that allows players to form teams and match up with other friend teams. This way there is a greater sense of purpose to coming to Timezone and allows for an opportunity for new friendships to form.

How it Works:

1) Lobby System

The lobby system enables players to log in to the lobby at the specific Timezone they are in and view ongoing matches. This serves to elevate the competitive spirit.

2) Compete

Allows players to form teams and engage in friendly competition with other players through a series of curated games.

3) Leaderboard

After competing in the tournament, players can view comprehensive score comparisons with the opposing team, as well as compare it to other teams that have competed previously.

4) Rewards & Personalization

To foster a sense of connection to players and a sense of achievement, we have added avatars you can personalize and badges you can earn.

5) Making Friends

Finally at the end, players can add the opposing team members as friends. This will help to create a community of gamers within TImezone, encouraging re-playability through the new friends made.

Customer User Journey Map

This is a complete journey map to sho how this app will benefit Timezone:

App Mock-Up

This is a mock-up of the app that you can try for yourself to understand better how it work

Exhibition

This project was shown in an exhibition. This is our presentation board and our set up for it

Video

This is the video to promote and demonstrate how our suggested solution will benefit Timezone as a company in drawing in customers.

Role Within Team and More Information

I was responsible for doing most of the trends research and its analysis. Additionally, I was also the one mainly responsible for doing the wireframing and design of the app solution.

To find out more about this project and gain a more in dept understanding, you can find out more in the link below: