THE STORY OF ELECTRONIC ARTS

BATTLEFIELD 1

VIEW PROJECT SUMMARY
THE PITCH
Game designed for users to conveniently engage with the history of WW1. Battlefield: Lost Soldier teaches users the harsh realities shown in Battlefield 1.
ROLE
Visual Design, User Participation Platforms, Interaction & Motion Design, Brand Strategy, Creative Concepting
TOOLS 
Photoshop CC, Illustrator CC, After Effects CC, Premiere CC, Sketch, Principle
The choices are yours, the motivations are real.

THE CHALLENGE

How could EA help avid gamers appreciate the theme of Battlefield 1 using game elements from the real world?

THE CHALLENGE

How could EA help avid gamers appreciate the theme of Battlefield 1 using game elements from the real world?

DETAILS
Historically, Electronic Arts has created experiences for hardcore gamers to use additional screens for gameplay. EA created and launched the Battlefield 1 Companion app, a great support to the game. But that’s all it does, leaving impactful stories, history, and emotional appeal of World War I behind.

With the release of a new battle mode, Operations, EA wants to target elite gamers of Battlefield 1 with play opportunities. Beyond the game itself, how could EA put these players to the test using innovative platforms, even physical world experiences? And how could these platforms generate interest in other potential gamers?

UNIQUE OPPORTUNITIES

Time Commitment
Due to the massive map features and gameplay, a multiplayer match tends to last from 40 minutes to over an hour. Could there be a way to experience the game without committing a lot of time? 
Craving More Story
One gamer Kevin Carrol said, "When I completed the BF1 campaign ended I was sad there wasn’t more and wondered what made the developers choose these characters and stories."
Gateway Gamers
This new game experience could serve as a way to bring in new interest into a franchise that's otherwise known for it's competitive gaming landscape.
CASE STUDY VIDEO, PART 1
Design & EDITING BY BILLY REANO
The Great War was host to the Lost Generation. When these soldiers left for war, most of them died, but the rest never really returned.
The Great War was host to the Lost Generation. When these soldiers left for war, most of them died, but the rest never really returned.

USER PERSONAS

Based on our user research, our two personas have strong similarities—they are both busy with life and are looking for easy and efficient gaming to escape.

Based on our user research, our two personas have strong similarities—they are both busy with life and are looking for easy and efficient gaming to escape.

GAMER: JACK KINGSTON
Single // Attending Austin Peay // 24 yrs old // Student

Typical Games played:
Battlefield 1, Overwatch, Tom Clancy’s Division

“If I had a free day to do whatever, you’d find me in front of my tv playing on my xbox. I am always looking to satisfy my game craving outside of my apartment.”

Gaming Goals:
Find ways to pursue interests amidst the rigors of educational and social activities.
Look for stories in game and outside of game to entertain and stimulate creativity.
Be more productive by choosing flexible gaming opportunities.

Gaming Frustrations:
Traditional gaming requires a commitment of time and location that proves difficult for those unequipped to handle the stresses of school schedules.
Online or multiplayer gaming can be over-stimulating, leading to extended play times and unfavorable online interactions with other players.

Life Responsibilities:
- Educational Requirements
- Maintaining a Social Life
- Side Projects or Occupation
CASUAL PLAYER: CARLA MASON
Single // BA in Communications from Belmont // 28 yrs old // Content Marketer

Typical Games played:
Cut the Rope, Temple Run, Words w/ Friends 

“I’ve got a lot of things going on, but I enjoy easy games that I can get into that don’t require a lot of thought.”

Gaming Goals:
Take creative breaks from mentally straining work life.
Find opportunities to do quirky things to talk to others about.
Look for opportunities to learn and develop myself in some way.

Gaming Frustrations:
When you’re in meetings all day, most games require all of your attention, which is impossible.
Some games have pay-gates that keep me from progressing unless I pay- I’m not a gamer, so I won’t ever pay.

Life Responsibilities:
- Connecting with New Partners
- Maintaining a Social Life
- Growing Social Media

IDEATION PROCESS

If our product was going to have an emotional impact, it would have to associate itself with feelings of loss, stress, and despair. For a typical gamer, most games have forgiveness opportunities for players. Checkpoints, saves, and restarting levels to name a few. But what if those didn’t exist in this game? What if what they did in the game was just as permanent as real life?

CREATIVE INSIGHT

To match the feeling of the Lost Generation, what if players only had one chance to play?

To match the feeling of the Lost Generation, what if players only had one chance to play?

SOLUTION

Create an interactive application that challenges players through lightweight gameplay and carries the thematic intensity of WW1.

Create an interactive application that challenges players through lightweight gameplay and carries the thematic intensity of WW1.

BF:LS Mobile & iwatch mockup

CREATIVE EXECUTION

BATTLEFIELD: LOST SOLDIER APPLICATON
Introducing Battlefield: Lost Soldier— a free, text-based interactive history, independent from the Battlefield 1 game. Upon setup, players assume the role of a random real-life soldier who fought in the Great War. They are given options in real-time scenarios, similar to many choice adventure games that exist.
Choice Notifications
Notifications asking for your choice could come at any time, similar to battle. Once you enlist, you must always be ready for the enemy.
Response Time Limit
You have a limited time to respond. There will be a countdown on the screen and notifications sent to you, calling upon your answer to duty.
Unique Starting Position
Each player has an assigned rank and role once enlisted. These different starting points in the war allow for varied gameplay between players.
Track Storyline
The game documents players’ choices giving them an opportunity to review their decision making history.

UNIQUE USER JOURNEY

From the time that the player enlists to the game's end, there will be many feelings that are similar to battle. Due to the random arrival of notifications, players enjoy varied emotional timelines. The story-driven interactivity of the game provides fun tension for the user.

Will you sneak out your phone during a lecture to answer the call to arms?

Battlefield Lost Soldier User Journey
CASE STUDY VIDEO, PART 2
Design & Editing by Billy Reano

2D APP MOCKUPS

We wanted to create a physical world experience that could help gamers understand the brutal intensity of World War 1.
We wanted to create a physical world experience that could help gamers understand the brutal intensity of World War 1.

BEYOND THE GAME

BATTLEFIELD: LOST SOLDIER MICROSITE
After their loss in the Battlefield: Lost Soldier game app, players are guided to a campaign website memoriam, where they can search the war gravesite for their personalized tribute. Players can search for any war-time soldier that fought and lost in game. Soldiers will be recognized with special awards for their decision-making and length of survival.
Battlefield: Lost Soldier Campaign Website
BATTLEFIELD: LOST SOLDIER TRENCH INSTALLATION
We created a physical world experience that could help gamers understand the brutal intensity of WW1. Traveling WW1 trench, built from the interior of multiple oversized truck trailers will be set up at national gaming conventions throughout the country. Attendees will receive educational and promotional content about the Battlefield 1 game.
Educational Screens
Realistic Sounds
Lookout Points
Sky Projections
TRENCH INSTALLATION WALK-THROUGH
Art Direction, MOTION DESIGN, COMPOSITING by Billy Reano

RESULTS

Throughout the creation of Battlefield: Lost Soldier game app, we were sure to get feedback from our target demographic. We did an iTunes mockup of our app, and set it up as a real life demonstration to see if they would download the application.
24
User Participants
18
Responded favorably to the concept
We are continuing to collect data to influence our revisions to the Battlefield: Lost Soldier game app. We would love to hear your feedback for the game, as well.
APP STORY/VISUAL REVIEWS
from iTUNES PRESENTATION MOCKUP
CLIENT
Electronic Arts
TIME FRAME
4 wks, Nov 2016
TEAM
Coryn Bajema, UX Designer; Trevor Naughton, UX Designer
PROJECT EPILOGUE
Once our team was able to find our key insight, the project beamed like a lighthouse. It was easy to gather support and research once we all knew what to look for.

I would have liked to better test our script and see its successes with our target demographic, rather than solely pitching our concept through an iTunes mockup. That feedback could have a dramatic impact on the feel of the campaign. The story of these Lost Soldiers is what interested players.
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