Strategic analysis of usability concept testing results for the unified MTN OneUp Gaming Platform across the Ghanaian market.
Since 50% discover games through friends, the referral reward system should be the #1 growth lever for user acquisition.
The 35% skeptical segment can be converted with MTN brand verification, clear safety signals, and demonstrated value upfront.
| Age Group | Percentage | Key Behavioral Pattern |
|---|---|---|
| 18–24 | 40% | Most understood the game quickly |
| 25–34 | 52% | Felt overwhelmed / Asked for tutorial |
| 35+ | 68% | Confused, high skepticism |
Game familiarity is a significant factor in initial experience success. New players — especially 35+ — require substantial in-game guidance. Without tutorials, onboarding fails for 82.5% of users.
The visuals look good, similar to Clash of Clans. I like that it didn't open as a website with a URL.
I expected a list of games, but this shows friends online near me — a discovery page for who's online or to play with. The icon isn't what I expected; I'd prefer a list of games, not people.
✓ Minimal information required ✓ Simple and straightforward ✓ No excessive data collection ✓ Fast process
Only 47.5% understood the camera icon clearly. 32.5% partially understood, 20% were confused — labels needed.
Female players prioritize feminine customization (hair, jewelry, makeup, clothing) to feel represented, while male players prioritize combat/role-play items (weapons, boots). The current avatar system fails both demographics adequately.
Users receive 10 free gems but the minimum redemption is 100. This creates immediate frustration. No currency equivalent shown — users can't judge if 100 gems for 5GB is fair vs. direct purchase.
Show "100 gems = 5GB data (GHS 15 value)" · Display currency equivalent for all rewards · Show comparison to direct purchase price · Implementing this would increase rating from 2.9/4 → 3.3/4 immediately, and to 3.8/4 fully.
10 gems should secure something. Minimum option should start at 5-10 gems, not just 100. Need to know 10 gems can buy something basic, otherwise offering 10 gems free is pointless.
I wonder what makes this different from going to the Play Store, downloading, and playing games for free instead of paying. I don't really know.
| Feature | Understood | Confused |
|---|---|---|
| Chat | 80% | 5% |
| Groups | 45% | 12% |
| Forums | 27.5% | 18% |
Users didn't understand what "tribe" means in a gaming context. Unclear if it's different from "clan," "group," or "community." Recommend: rename Forums to "Game Discussions," make pre-created only, add clear labeling, and consolidate tribe/group concept.
Monthly (44%) + Weekly (29%) = 73% of preferences. Remove daily subscriptions (only 5%). Add yearly — 17% requested it for maximum value.
Despite 80% confidence in MOMO and 85% of Ghanaians preferring it, about 90% of Ghanaians do not currently use MOMO. Auto-fill phone number for MOMO is critical. Bank cards face trust issues with recurring charges and auto-renewal.
If using Momo and my number is automatically filled in, I don't have to enter details like with bank cards. With Momo, autofilling my number would make it simpler. Should enable payment via mobile money wallets.
Momo first, airtime second, credit card last. Momo is straightforward — just PIN confirmation. Airtime is similar to Momo. Credit card requires multiple steps like finding the card and typing numbers and expiry.