Sony Interactive Entertainment

Console Experience Health Check

2 min read
Design Research
Behavioural Science
situation & task

New offering for a new market segment

We recruited 24 participants across two key markets, the USA and Germany. Participants were recruited from criteria provided by Sony, based on previous research into the console user base. Participants agreed to take part in a 2 week study which would involve:

  • 2 hour initial home visit to gain contextual knowledge about their playing setup
  • 2 week diary study to gain knowledge about how they use the console over time

1 hour one to one follow-up sessions to ask probing questions on their behaviour during the study


Home visits and diary study

The home visits gave us a deep dive into the real world experiences and issues that players have, and provided a depth of knowledge which can never be gained from lab based interviews. Players were able to show us how their home environment can affect everything from playing time to purchasing behaviour.

The diary study then allowed us to view these behaviours over a longer period of time, and in the words of the participants themselves. We were able to view and report on conflicts between what the participant initially said and their actual behaviour. The diary study was also crucial in mapping the player experience, and finding their various routes through the console.

International Perspectives

The study was conducted in San Francisco, US and Berlin, Germany. By creating the home visit and diary study guides for both markets, we were able to ensure complete consistency of approach. We worked closely with the user experience team at Sony Computer Entertainment in San Mateo to deliver the US study, as well as our own German speaking consultant and a German partner to deliver for that market. This cross market approach allowed us to deliver international insights, showing clear similarities and disparities in experience.

at a glance


Recruitment, home visits, diary study, one-on-one interviews, cross-market research, user journey mapping

Multi-market participant study

Recruiting 24 participants from the USA and Germany for a comprehensive study on console usage

Holistic study approach

Conducting home visits to gain contextual knowledge, a 2-week diary study to observe long-term behaviors, and one-on-one follow-up sessions to probe participant behavior further

Spotless package recommendation

Totally Understand Your Customer


Innovative outputs

As well as delivering traditional PowerPoint style reporting, Spotless was tasked with delivering engaging and useful outputs which could be quickly distributed and consumed by teams within Sony. We used the data from home visits and the diary study to create focused Player Journey Maps which conveyed the experience of different types of players through the console. We mapped various player journeys, as well as the key touchpoints, opportunities and blockers – quickly showing how well areas of the console experience were working for players.


Direct insights from our valued partners, capturing the essence of Spotless collaborations.

"Spotless worked with us as our business partner, always going the extra mile to ensure our needs were met in a professional and timely manner."

Sharon Stinton, Learning and Development Leader
GE Money

"We required 'out of the box' thinking, meticulous attention to detail, an instinctive understanding of game design and a high-level of UX expertise. We got all of this and more."


"Spotless has been extremely professional and the team have worked closely with us to achieve our objectives and helped us frame our thinking in ensuring the outcome matched our initial scope."

Jennie Curran, Client Relationship Manager
BBDO Stoy Hayward

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