We're Not Really Strangers — Case Study

Problem

The card game is only available to play physically.

We're Not Really Strangers is a purpose-driven card game and movement all about empowering meaningful connections, through three carefully crafted levels of questions and wildcards that deepen existing relationships and create new ones. But it only exists as a physical deck.

How can we replicate the intimate user experience of playing WNRS in a virtual experience?

Solution

Sign-up & Profile

A loading screen designed as a rule book, to keep the same concept and tone
A quick profile setup with a favorite word and favorite question
A friends list to add friends and invite them into games
A home screen offering the basics or the option to buy expansion packs

Game Setup

Invite friends, with distinct states for those who do and don't already have the game
While waiting for a partner to join, players can swipe through loving reminders
Players can skip and dig deeper to stay true to the spirit of the game
Players can skip through levels to intensify the experience

Sign-up flow walkthrough

Research

Understanding why people keep playing WNRS & card games in general.

As user researchers, we wanted a better understanding of what drives a user's decision to keep playing WNRS and card games generally — spanning prior experience, feelings during play, and how people use apps to connect virtually.

A Sample of the Research Questions

Have you ever played We're Not Really Strangers? How many times, and with how many people?
What do you like most about playing WNRS?
How would you describe the overall social bonding experience?
How did playing with friends compare to playing with strangers?
If you could change one thing about WNRS, what would it be?
What apps do you use to stay connected with friends, or to meet new people?
Have you ever bonded with friends over a mobile game, and did it lead to deeper conversation?

Affinity Diagram

Three themes emerged.

Setting

Users typically play card games with friends or family at least once a month
WNRS is played with both friends and strangers — first dates, casual gatherings, parties

Motivation

Gave users a way to get closer to friends outside their usual daily interactions
Helped users with anxiety or communication struggles feel comfortable opening up
Helped users meet new people in an intentional way

Emotions

Suspenseful, fun, tense, happy, curious, warm, provoking, tearful, comfortable.

Playing the game in-app

Affinity diagram for WNRS research — Affinity diagram from research synthesis

Selected quotes from user interviews — Quotes pulled from user interviews

Example in-game questions — Example questions from the deck

Feature Analysis — Key Findings

The competition was missing the features that make WNRS special.

Nearly every competitor required in-person play except one; only one offered video call
Zero competitors let you play with someone new — only one even permitted inviting a player
Only one competitor let users build their own profile

Core Features (MoSCoW)

Replicate the intimacy and emotion of WNRS.

The final card carries a written message to your partner, revealed 20 minutes after the game ends. Each question is shown only to the person whose turn it is. Moving to the next level requires mutual consent — after all, is a question ever too personal to answer, or does a partner seem to be holding back?

Final card design for WNRS app — Final card design

WNRS case study closing slide — Closing slide from the case study

If I Had More Time

Let users join a game with a stranger, based on compatibility and consent
Add the ability to schedule a game in advance

Key Performance Indicators

User Growth Rate — reach a wider audience; measured by downloads after external invites and cards shared to social media
Weekly Active Users — incentivize play at least twice a week; measured by games per week and days-to-unlock an edition