Increased Transparency for Thai Users Through Localized Consent Notifications

5th Oct 2020
Founded in 2015, Bangkok-based Infofed has been making waves in the eSports scene throughout Southeast Asia, providing a one-stop solution for game providers, consumer brands, and eSports communities through its online and offline platforms. It operates eArena, an online platform for professional gamers to generate and manage content and organize competitive gaming matches. The company also hosts physical events and tournaments through its offline platform, the US$1.5 million Thailand eSports Arena
Product Context

Chosen to be part of the Facebook Accelerator Singapore Season 2 in mid 2020, they were part of TTC Labs Design Jam to design for better dynamic consent, explainability and transparent data in their products and services. Infofed aims to become Southeast Asia region’s eSports industry leader by 2025.

Problem & Opportunity

Infofed first wanted to focus on boosting customer retention by looking at the distribution of data collection across their entire player journey at key moments (online and offline). As they offer geographic or demographic-specific tournaments (eg. Bangkok league, University student league, Corporate league), it was essential for them to verify the identity of the player to ensure fairness within tournaments

They wanted to:

  • Be more transparent and upfront about why they need certain details from users. Communicate the benefits of data sharing including matchmaking and notifications for tournaments to players
  • Create a comfortable and trustworthy experience for users to provide additional information
  • Add notification features for users to know more about the upcoming tournaments
  • Integrate a mascot into its branding and onboarding process.

How might we...

...be more transparent about why they need users data to create a more trustworthy experience?

Design Features
The people who use the service

Infofed created three personas that exist in their eSports ecosystem. Being of diverse demographics and occupations, they all have a different take towards data sharing and transparency. Non is a student gamer, Ice is a corporate gamer while Chaod is a general gamer.

Non is a student who often interacts with technology. She is open to giving private information such as IP number when she plays games. Sometimes, she even fakes it because of age restrictions. She generally shares her data with close friends, but tries not to at work or at school.

Chaod works as a graphic designer. In the app, he only shares relevant data related to eSports such as game ID and corporate details. To him, important information and private information can only be shared with companies and apps that can be trusted, so he only shares certain information within the eSports tournaments when necessary.

Ice, on the other hand, works as a producer as his day job. He often creates teams and invites friends to join the tournaments. He reads widely and always tries to keep up to date about upcoming games and events that interest him. In terms of data, he is quite reluctant to provide information if he does not know where the information is going or will be used for. He wants eArena to make data usage clear for the safety of the user, explicitly stating where and when the information will be used.

The design challenge (created during Design Jam)

Through rich discussions during the Design Jams, the Infofed team came to a conclusion to focus on redesigning the user experience of tournament sign-up. They were aware that it is important to tailor the experience based on the demographic, instead of just a one-size-fit-all experience.

The team was inspired to empower different users (like Non, Chaod, Ice) to feel assured and confident when they sign up for their respective tournaments. They were aware that it was critical to make the reasons of data collection clear to their players. These reasons being data collection aids with both verification and providing players with relevant recommendations.

They used an animated chatbot to engage with players upon sign up, designing the chatbot experience to only request for data through progressive disclosure by intentionally breaking down information and actions across several touchpoints. This helps to guide the players through their decision-making without overwhelming them.

The data being used

Initial sign up on eArena.com requires collection of email, username and phone number. Players can also sign up easily Discord, Facebook, Google.

  • Email, Username, Phone Number (General)

More information is required when upon joining the tournament - Game ID and name while different type of information will ask be requested for based on the type of tournament

  • Game ID and name (General)
  • Student ID Card (Student league)
  • Business Card (Corporate league)
Design Features
Key features of the prototype

Sharing sensitive data as a badge of honour

To create a more player-centric approach, Infofed wanted to add friendly competition to players' data experience by reframing profile verification as a badge of honour that they can share with their peers with pride. The team believes that this will be especially relevant due to the fun and competitive nature of their service offering, incentivising their players towards positive data privacy behaviour.

Progressive user experience with bite-sized data collection

Breaking the data collection process into digestible interaction points (eg. profile sign up, tournament sign up etc) within the player onboarding experience instead of asking the player for everything upfront allows them to get a better understanding of what’s going on and why. Infofed understood the importance of building a strong and trusting relationship with their players - making it a point to explain the reasons behind their data requests clearly and openly asked for permission to remember information.

Bespoke data onboarding through a relatable, multi-cultural chatbot

Infofed is hitting the eSports industry in Southeast Asia by storm, so it is important that they cater to the cultures of different regions, clearly articulating the purposes of data collection for diverse demographics. For example, a tournament onboarding experience for a student will be different from a corporate player. The chatbot also helps Infofed to build trust with players over time, by actively encouraging a dialogue about data management.

Infofed-Screen 03
Design Features
Prototype screens

When entering eArena.com after sign-up, players will be greeted warmly by the chat bot. He/she then can select its preferred language to converse with the bot as well as select the preferred games they are interested in. Finally, players will be given information for the tournaments which are open for registration.

ICE (Public tournament)

As Ice is a general user, when he joins a public tournament, he is not asked for any additional information and is ready to start his battle right away.

Non (Student tournament)

Non has joined University eSports championship and will be prompted to give additional information to verify that she is an actual student who is eligible for the tournament. Once Non uploads the student ID and is University Pride-verified, she will earn a celestial student badge.

Chaod (Corporate tournament)

When Chaod first joins the Corporate League, he will be prompted to provide information to verify that he is an official employee. Once Chaod uploads his Corporate/Business Card and is corporate-verified, he earns a celestial corporate badge on his name.