Consumer Goods

A leading computer hardware company was developing a new game controller for cloud gaming and partnered with a design agency and Teak Research to understand Thai gamers’ preferences and experiences with existing controllers. The research aimed to identify criteria for purchasing and using controllers while evaluating the form, functions, and features of popular models on the market, including the RAZR, Xbox Standard Edition, and PS5. The objective was to gather insights that would inform the design of a controller tailored to the needs of Thai gamers.

Teak recruited competitive PC gamers from a network of gaming communities in Thailand for individual co-creation sessions, which involved a two-day pre-interview task testing the “cloud gaming” experience. Participants discussed their experiences with the controllers, roleplayed their usage across platforms, and engaged in DIY activities where they designed their own controllers. This hands-on approach ensured a deep understanding of gamers' preferences and requirements.

The research findings informed several design principles for the new controller, emphasizing the importance of optimizing for multi-platform use and ensuring compatibility with various devices. The insights highlighted the need for a comfortable user experience while simplifying controls and addressing out-of-home gaming needs such as battery longevity and durability. The outcome led to the development of initial concepts for controllers that prioritize comfort, control, and customization, catering to both in-home and out-of-home gaming scenarios.