Overview

In Fall 2024, I conducted a user research initiative to explore an emerging opportunity in the tabletop roleplaying game (TTRPG) industry. With the launch of a disappointing new Dungeons & Dragons edition, I asked: could a smaller, story-driven game meet the unmet needs of a neglected audience segment? My research led to a validated niche, defined product values, and successful marketing tests that now shape my upcoming game, LOOM.

🧭 Problem

The tabletop RPG market is saturated, dominated by D&D. But dissatisfaction was growing—players were vocal about its shortcomings, yet solutions and preferences seemed contradictory.

Challenge:
Identify an underserved audience within the TTRPG space and determine what kind of game would truly meet their needs.

🔍 Research Process

1. Audience Segmentation

I began by investigating D&D’s own research (2024 Dungeon Master's Guide), which outlines nine player archetypes. I focused on the Storyteller—a user driven by narrative, emotional arcs, and meaning-making.

2. User Interviews & Persona Creation

I interviewed five players who fit the Storyteller profile, learning:

• Many enjoyed mechanical systems—but only when mechanics supported narrative momentum.

• Rules often felt intrusive or obstructive when they dictated outcomes that broke story logic.

• The desire was not fewer rules, but empowering ones.

This led to the creation of a Storyteller persona that guided further development.

3. Comparative Product Analysis

To quantify vague labels like “story-rich” and “rules-lite,” I:

• Collected acclaimed indie games aligned with narrativist values.

• Broke each down into feature sets and design traits.

• Created a framework to score games on a Story/Rules scale.

• Returned to my users to validate criteria through feedback and ratings.

This framework became a comparative map of design patterns that resonate with narrativist players.

🧪 Prototype & Validation

4. Concept Testing via Marketing

To test demand and refine messaging, I built a fake product campaign for LOOM:

• Designed a webpage and fake cover.

• Created two posts for my 19k-follower TikTok audience:

  • A stylized ad (high-fantasy scrapbook visual identity)

  • A casual video discussing the game’s premise and appeal

This let me:

• A/B test tone and format

• Control for familiarity bias

• Track signups and conversions via the webpage

5. Metrics & Results

• 📢 Ad Video: 41 likes / 763 views = 5.37% engagement

• 💬 Narrative Post: 158 likes / 1263 views = 12.5% engagement

• 🧭 Website: 4 signups / 67 views = 5.97% conversion

All exceeded benchmarks for marketing content and demonstrated strong intent among viewers.

💡 Outcome & Impact

• Validated a strong niche in narrative-focused, emotionally resonant TTRPGs.

• Identified core product values for the LOOM system: rules that empower story, low barriers to entry, and a welcoming tone for casual players.

• Informed product decisions across multiple small game releases (Imagine, Sevens) and the upcoming LOOM release.

• Aligned with real-world industry trends (e.g. Wanderhome acquisition shortly after).

🛠️ Tools & Skills Demonstrated

• User Interviews & Persona Development

• Competitive Analysis & Feature Mapping

• UX Research Strategy

• Content Testing & A/B Validation

• Brand Framing & Messaging

• Data-Driven Decision Making

• Community Engagement & Signal Tracking