CASE STUDY
Covet Fashion
How a game startup
created an innovative hit
CHALLENGE
GOAL – create an innovative game for non-gamers
Mobile gaming startup Crowdstar wanted to build an innovative co-op game based on real-world fashion, partnering with real fashion brands.
But that meant they had to get out of their comfort zone, and design a game for non-gamers.
They needed to find out what fashionistas cared about & test their ideas. So they contacted us to help them do upfront customer research.
RESEARCH
Through research, we discovered 3 pillars of player behavior
To help Covet Fashion test their co-op game ideas, we recruited fashionistas who were heavy smartphone users, and discovered three types of players. These three player types became the pillars of our co-op game.
After a long day at work, the Fashion Browser likes to flop on the couch, kick off her heels, & escape into the beautiful, aspirational world of Vogue. The Fashion Browser considers herself fashion-forward. & loves to stay up-to-date on the latest designer trends. <
The Co-Creator likes to shop, dress, & talk fashion with a special buddy – a friend or family member who understands her taste. Co-creators want 1:1 engagement and shared resources – they like to raid each others’ closets & collaborate on outfits.
If you tell your friends how to dress better, you might be an Armchair Stylist – someone who wants to make the world a more stylish place. She has an eye for outfits & loves to help her friends create the perfect ensemble for important events.
INNOVATION
These research insights led to new gameplay mechanics
Serving the needs of different player types led directly to the core elements of gameplay.
Fashion Browsers love to stay up-to-date on fashions. And that led to…
Covet Fashion features the latest fashions from real-world brand partners.
Co-Creators enjoy putting together outfits with friends. And that led to…
Players can raid their friend’s closets & borrow outfits — our most innovative & copied feature.
Armchair Stylists love to judge other people’s outfits. And that led to…
Players can vote on outfits created by other players, and the best outfits win prizes.
SUCCESS
RESULTS – a breakthrough hit with millions of active players
Today, Covet Fashion is a highly profitable evergreen hit with over 2.5M players each month creating & sharing outfits made with real designer clothes.
By connecting with the right early customers, the Covet Fashion team was able to quickly test their assumptions, uncover existing habits, & create a ground-breaking game.
And it all started when we decided to find & study a high-need, underserved audience of non-gamers.
