SING KING KARAOKE - DESIGNING A SINGING GAME FOR Ios + DROID

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We created a new gaming mode in the Sing King Karaoke app - available on iOS & Android for both Mobile & Tablet. This gaming mode featured the ability to sing into the device microphone while being scored on timing and pitch, which would produce a score that would then be viewable on public global high-score leaderboards. This has been achieved by: 

• Researching market competitors and interviewing users. Conducting research on other singing / Karaoke applications and also with Sing King users to determine any popular features or trends.


• Defining the goals and creating solid hypotheses. This helps to focus on the goal at hand, and it’s great to avoid scope creep. Great to define a robust MVP.


• Exploring and testing solutions with real users. Concept testing and usability testing to answer two vital questions: Is this fun? and Does this solve the problem/meet the need?

Sing King Karaoke aims to enhance user engagement by introducing new gaming features. However, the existing modes lack novelty and fail to retain users' interest over time. To address this, the company seeks to create a fresh gaming mode that aligns with its karaoke platform, offering an innovative and enjoyable experience for users.

The solution involves creating a new type of Karaoke file, one which contains the note information as well as lyric timing information and then adding this file to the backing track to create a score-able singing game. These files combined with intuitive UI and gameplay screens would create a new, ultimate singing experience.



The solution would be to create a fun, engaging user experience with long term value that retains users’ interest and also attracts new users.

Conducted an analysis of the gaming market to identify trends, preferences, and successful gaming modes.

User Feedback: Gathered feedback from Sing King Karaoke app users to understand their preferences and pain points regarding existing features and any potential new features.

Competitor Analysis: Studied competitors' gaming features to identify gaps and opportunities for differentiation.

My learnings were that the gaming market on iOS and Android did have a space for a singing game and that no direct competitors were offering this kind of gameplay at the time the research was conducted. 

From the user research, I was able to identify key areas in which the majority of users would deem expected in a Karaoke / singing game and therefore outline the main features we would need to include in our MVP.

The main takeaway from the user research in terms of most wanted features was that a high percentage of users expect to be scored accurately and be able to view their score on a leaderboard. The other top feature requests were : the ability to record and save video of your performance, multiplayer features and the added functionality of changing the song key to better suit their vocal range. 

Conceptualisation: Developed a concept for a new gaming mode that seamlessly integrates with the Sing King Karaoke app, offering a unique and engaging experience for users.

Prototyping: Created prototypes and wireframes to visualise the gameplay mechanics, user interface, and overall user experience. These prototypes were used to present to board members and other key stakeholders, and also used in initial qualitative testing direct with users.

New File Type Development: Collaborated with the development team and content creation team to design and implement a new file type suitable for the gaming mode. This new file type, called the ELF (Enhanced Lyric File) would be the foundation of the gaming mode as it would contain all the musical note information as well as the word timings - without this the gaming mode wouldn’t be able to operate.

Design and Implementation: Worked closely with developers to bring the gaming mode to life, ensuring that it meets the desired specifications and aligns with the app's overall design language and branding. The new gaming mode had to seamlessly integrate into the current app ecosystem and look like it was always a part of the product. 

Visual Feedback for Note Accuracy: Ensure that there is clear visual feedback when users sing the correct note at the correct time. This is represented by visual indicators such as colour changes, animations and the progress bar filling up.

Scoring System Visibility: Make sure that the scoring system, including points earned and multiplier status, is prominently displayed on the screen. Users should easily understand how their performance is being evaluated and how they can improve.

Note Timing Indicators: Provide visual cues to help users anticipate when they need to sing each note. This is achieved by the moving ‘word block’ travelling from right to left and the highlighting of the block when it passes over the singing line.

Accessibility Considerations: Take into account the needs of users with different levels of singing ability. Provide options for adjusting the difficulty level and visual aids for pitch accuracy.

Engaging Visual Design: Create a visually appealing interface that enhances the overall gaming experience. This includes vibrant colours, dynamic animations, and branded graphics that complement the music and gameplay.

Progress Tracking: Implement features that allow users to track their progress over time, such as high scores. This can motivate users to continue playing and improving their skills.

Clear Instructions and Tutorials: Provide clear instructions and tutorials to help users understand how to play the game effectively. This is especially important for new players who may be unfamiliar with the mechanics of a singing game.

We used various methods to validate the solution, all of which were cross-examined and analysed using real world data.

User Testing: Conducted extensive user testing sessions to gather feedback on the gaming mode's usability, functionality, and overall enjoyment. 

This involved group sessions of 4 - 6 users (remotely), following instructions and set tasks on the app and then reporting on their experience and also 1-2-1 interviews with users using a more over-the-shoulder testing approach where 

I would ask them to use the app as per normal and observe the way they interacted with it. Both methods brought up some very interesting findings and were extremely valuable in the product development.

Iterative Refinement: Incorporated user feedback and iteratively refined the gaming mode to address any identified issues or areas for improvement.

Performance Evaluation: Evaluated the performance of the gaming mode in terms of user engagement, retention, and satisfaction metrics.

I Developed a rollout strategy for introducing the new gaming mode to Sing King Karaoke app users, including targeted marketing campaigns and promotional efforts. 

These marketing campaigns were all designed and led by me and implemented across multiple channels - all social media channels, paid social media advertising and also as an end screen / hero trailer on Sing King’s massive (11 million + subscribers) Youtube channel.

Integration: Integrated the gaming mode seamlessly into the app's existing infrastructure, ensuring compatibility across different devices and operating systems.

Launch: Successfully launched the new gaming mode within the Sing King Karaoke app, accompanied by comprehensive user guides and tutorials to facilitate user adoption and engagement.

Increased User Engagement: The introduction of the new gaming mode led to a significant increase in user engagement, with users spending more time on the app and participating in gaming experiences.

Improved Retention: The innovative gaming mode helped improve user retention rates, as users were more likely to return to the app regularly to enjoy the new features and challenges.

Positive User Feedback: Received positive feedback from users, who praised the creativity and entertainment value of the new gaming mode, enhancing overall user satisfaction with the Sing King Karaoke app.

Competitive Advantage: The addition of the gaming mode provided Sing King Karaoke with a competitive edge in the market, attracting new users and retaining existing ones by offering a differentiated and compelling experience.

• NPS score from 5 pre-launch up to 43, 3 months after launch
• User retention from 18% to 34%
• User sign-ups from 5% of active users to a staggering 70+%
• Average play time from <3 minutes per session per user, up to around 8 minutes per session per user
• New monthly users from average of around 15K per month, to a new company high of 60K per month