As product manager, we always look for inspiration. Here is a review of Pokemon GO. From a product perspective, what makes it good and bad. Enjoy and tell me what you think about it. For product managers, marketers, startupers, gamers
What did I learn from pokemon go as a product manager?
As a Product Manager - What can you learn from Pokemon Go?
Basic look-and-feel :/
It’s simple with a light green background
colour. The design is simple and go
straight to what you have to do.
You have two choices here. Are you part
of the trainer club or not. It gives you the
right way from the beginning and you
don’t have to think too much.
It’s good that they bring their history
People who are playing the online card
game can subscribe with the same
Google account only :(
Forcing the users with only one option so
does not create a good user experience.
You can still create a fake account to play at
Where do I click if I already signed
Be more engaging from the first
You are the Pokemon Company. You
should know that everyone loves
Every word is important
By changing it, you don’t create
From this point you start to realise that
you’re going to be spending a lot of time
playing the game
Something I should pay attention for
You have a warning from the first page.
You want the user to be alert of
something. Good design to capture the
attention of the user
Message is confusing
Why should I be alert at all times. Is it a
good thing or a bad thing?
Loading screen can be used to give
tips or onboard people
In certain games they use this screen to
give you some tips on how to play or
Take advantage of everything
Whether they want or not, the user has
to go through this page and bear it. This
box could be used to give other advices,
randomly chosen to help you understand
Don’t miss any step… Leverage all
Make them learn the game :P
Pokemon Go must be open to find pokemon while
Look at the circle when you throw a pokeball. Red
means hard to catch, Green is easy...
Alternative loading screen
What do they want from you is
The only three things that you see are
pokemon around you surrounded by
circles. You understand pretty quickly that
you have to click on one of them since
the map is empty.
Catch a Pokemon
Once you entered the game and you
chose your name, this is the first screen
that you can see.
The action that you have to do is set in
red on top of screen. It relates to the
mission of Pokemon Go. Catch them all!
Show them the real mechanics of the
It’s a tutorial so show them how it works.
You need to see the real mechanics of
the game. First step will be “Find a
pokemon” then “Touch a pokemon” and
finally “Catch a pokemon”
Don’t try to expedite things
Then it’s time for action
An arrow and a finger
You understand that you have to throw
the pokeball to the pokemon to catch it
Activate the Augmented
Reality which place the
pokemon in the real world
The design is pretty slick and easy to
understand. They didn’t overwhelm the
user with options which is good.
Not easy to use and consume
They could have explained that it can be
harder to catch a pokemon that way. And
also the battery problem...
Action ok… but more explanation
or a step by step maybe
They could explain the way to catch a
pokemon and also what CP??? means
Once you caught it, it loads a new screen
which is the profile of the pokemon
The rewards are useful
You can see pretty quickly that it’s
used to power up or evolve your
You notice on the top right corner that
you got something else in top of that
catch. Some candy and Stardust.
Loads of information
Is everything important you don’t
know? You are just surrounded
Be Generous in all Circumstances
Just a little bit more...
They should have give you enough
stardust to power up your pokemon.
You could have tried it and see the
effect of it.
The labels are explicit. They are
unavailable so they can be used
First time here, try to assist the
player (Tap to continue maybe…)
Consistency is key in UX
You can see that along the screens
they kept the action at the bottom of
the screen and the information at the
top. The focus stays in the middle of
New screen new adventure!
So you arrive now in the map screen
but the game version not the
You see new icons now. The screen
is pretty clean.
One symbol for important actions
You notice also how they use the
pokeball with different color to give
you indication on the important
Two shapes for one point of
Your map is alive, you see the
different positions and also over
animation. You can see the horizon of
the map. It creates a feeling of infinite
The map is empty except for the
pokestops. You can’t see the
pokemon, you only discover them as
Curiosity and surprise are the two
main reason why people find it so
Mix between a certain reward and a
By visiting a place and turning the
wheel, you will earn rewards without
knowing what you could find.
Slick menu opened
When you click on the pokeball in the
middle it opens the menu. The same
green screen as in the login is used to
show the options you have.
Again UX consistency
You can see that again the pokeball
shape is used to show you the
important actions. The settings and
tips options are not in pokeball
Also notice that the “X” to come back
is smaller than the other ones.
They could have give you a guided
visit on those options for the first time
you were triggering it.
Let them try things
Push them to do actions, let them try
stuff. Give them items and
coach/force them to use them right
away to view the effects of it.
Reward them also for each actions
You need to push the positive
emotion at the highest point possible
for the first experience.
Everything you can buy
You have a good understanding you
are in the shop. You can see your
currency and the price of each item.
Putting first what you can buy with
the game currency
They put the things that player can
buy with Pokecoins. You ask yourself
how can I get those coins? (curiosity
Unlike your inventory page, They
didn’t surcharge that page with the
description of each items.
Clarity & Consistency by design
You can see how they use the same
pattern, information at the top and
actions at the bottom. Again you
focus on the middle.
You notice the shape of the table and
the tab just by putting the underline
under Pokemon and the slide on the
Everything you captured
You can see the right information
about everything you captured so far.
Look how they display the right
information for the player in a minimal
Consistency & Clarity again
They took the same pattern as the
Pokemon page which doesn't confuse
Without explaining how long it takes
or how to do it. Every user can find
easily what they have to do here.
One page, one focus, one need
Each page has a purpose and you
make one certain action.
Icons for icons?
This icon doesn’t really mean
anything to any user… Seems like a
Items you won
This page contains all the items you
possess. Here the number doesn't
seem to work.
Don’t break your pattern and don’t
put information that will become
irrelevant in your design
In the shop or pokemon page,
everything was ordered in a table look
& feel. It was keeping the app clean
and not surcharged.
The trash icon seems the only one
that doesn’t respect the brand.
Is this page coming from the same
Clear tips on basic games
Tips activated in context
When you activate the tips you have
the information down but you can still
see the map so you have a reference
between the bubble with the
explanation and how it look like on
Nearby design is confusing
You don’t understand the design and
how it works from a player point of
Where are my pokemon?
Difference between pokemons you
know and some you need to find
You will discover over game mechanics by playing pokemon which
will be useful for your product manager life.
The downside: Don’t change the design midway and don’t forget to explain everything
needed to the player to understand.
The good point: Get the user story right and get the mechanics right who sticks to it.
Pokemon is about your life as a trainer and they did it right.
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Made by Phil! @abusinessknight