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No UX Research = Failed Product: Blizzard’s Diablo Immortal Example

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It’s not a secret that quantifying the ROI of UX research is a very hard thing to do. Especially for the new and risky ventures. That’s why the majority of organizations default to overtly lean research and design methods. In this video, I’ll share one of the recent business cases, where skipping a simple user research efforts resulted in an immediate product failure and costly business impact.

Case in point game maker and publisher’s Blizzard Diablo Immortals announcement fiasco. The initial response was anything by positive and coupled with a poor overall financial performance set the business for a couple of years or rough patching. While the financial state of any business is a super complex subject, what’s clear is that with just a little bit more UX research the product in hand could have gotten very different reception and the reported 10-20% drop in value could have been avoided altogether.

In this video, I’ll walk you through some of the key customer feedback bits, the shortcomings of the uninformed product and UX decisions and few simple methods could have resulted in a very different outcome.


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