A free-to-play business model for a new game required Eutechnyx to stretch beyond traditional hardcore racing gameplay. Our user experience strategy and visual concepts describe a new hybrid interactive property to achieve their business objectives.
Users curate their own collection of cars, avatars, accessories, and environments.
Users express their individuality by customizing in-game assets and generating novel new designs using simple tools.
Collections are created to be flaunted. Opportunities to flaunt off the racetrack are absolutely essential.
Users communicate and connect with each other, with brands, and with the larger automotive and motorsport worlds. It’s a community.
Through races and other events, users can compete their way through achievement systems. ACR has racing and non-racing superstar users.
Users can spectate (and communicate with their ACR community) at events of interest to them. They can also keep up on the activity in ACR by watching various ACR and user-generated videos.
The concept development process puts verbs and user personas to work
in the service of defining both specific functionality and look-and-feel.
Semi-realistic views of the product in “use” allow project stakeholders to
evaluate alternative user interfaces and prioritize functionality.
Eutechnyx knows racing. Our concepts focused on fleshing out ideas for
the critical social and shopping experiences.
What’s stylish or appealing is determined by personal taste. Colors, imagery, typefaces... they are all just visual codes matched to specific sub-cultures. But a good structure: that’s universal. It’s the difference between the skeleton and the skin.
A theme system allows users to pick the visual appearance most compelling to them.