Case Study: Kinect for Xbox 360

18 Product Iterations, 14 Cities, 200 Homes
Creating an exceptional out-of-the-box experience

Xbox teams knew the Kinect experience was awesome, but is wasn’t entirely clear what would happen when all of the hardware components were assembled together in a retail box, put into users’ hands to set up in their own homes so they could interact with their games in a completely new way.

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Constant Feedback

We took an iterative approach to our fieldwork, testing weekly updates and changes based on our observations. To keep the development agile, we streamed sessions live from study participants’ homes for the development teams to view.

Considering all Touchpoints

One of the small examples of optimizing the out of box experience based on research findings is in the packaging itself. We took prototype packaging out in the field that was built to the engineering specifications, and found that users had a lot of difficulty discovering how to open it. We were able to make some clear recommendations to avoid the undesirable behavior of people sticking sharp knives in the boxes.

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Proven Results at Launch

Xbox designers and developers responded to findings from the field to make a good initial product experience even better. Through exhaustive global field research and testing, Kinect for Xbox 360 even further delights its millions of worldwide customers, right out of the box.

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