Unity Games
During the internal restructuring of Unity Games, we supported a task force in developing naming conventions for their varied product portfolio. Our strategy involved conducting card sorting exercises and surveys with their gaming audience, as well as user interviews with internal departments at Unity Games.
SERVICESCard Sorting, User Interviews, Survey
SECTORGaming
YEAR2021
About
The Unity game engine was launched in 2005 with the aim of "democratizing" game development, making it more accessible to a wider range of developers. It empowers creators to construct high-quality 3D and 2D games and distribute them across various platforms such as desktop, mobile, VR/AR, and beyond.
The Challenge
Given the multitude of departments and teams engaged in diverse projects, games, and updates globally, Unity faces the formidable challenge of aligning everything under a unified brand, a task further complicated by acquisitions.
Objective:
Develop a comprehensive brand architecture. Establish clear naming guidelines for the brand.
The Process
Our Methodology:
Discovery Phase: Define current categorization and classification, benchmarking best practices.
Card Sorting and Surveys: Understand Unity’s offerings from the user perspective.
Conducted user surveys with over 70 Unity users.
Conducted user surveys with over 30 employees.
Stakeholder Interviews: Gather internal perspectives and important considerations.
Conducted user interviews with 7 groups of stakeholders.
Presentation of our key findings throughout the different research phases.
New classification of the different product types.
Overview of Unity’s ecosystem of products.
Creation of a new ecosystem for the different products and departments.
The Results Summary
Based on our research and interviews, we found:
Unity's intricate internal organization is reflected in their online user interface.
The various audience segments lack a shared vocabulary, highlighting the necessity of aligning offerings with industry terms and use cases.
Inconsistent naming of products and services creates confusion for users.
Leveraging insights from card sorting and surveys, we formulated a revised product architecture and comprehensive naming convention guideline.
Unity Naming Guidelines delivered to the client.
Guidelines around the Unity brand.
An example of guidelines associated with a Unity product named the Unity Engine.
Purpose of the naming convention document.
General guidelines for naming products.
An example of guidelines associated with a Unity product named the Unity Engine with examples of the new convention.
2024 + User Research + InterviewsDiscover other projects
2020 - Personas + User Journeys + Wireframes
2022 + Usability Testing