"＿ are Human"
Introduction
Parents are Human, founded in 2019, is a card game company that aims to strengthen relationships. They had a single product- a card game also named Parents are Human- that prompts bilingual conversations between immigrant parents and children, breaking down language barriers. Since its creation in 2019, the company has sold games in over 70 countries, helping connect families across the globe.
CEO & Owner, Joseph Lam, recruited me to expand their product line by leading the development of 3 new spin-off card games, "Siblings are Human", "Partners are Human", and "Friends are Human".
My Role
As a product designer/strategist, I worked with Joseph to analyze competitors, create question prompts backed by psychological and sociological research, and finalize product designs.
Project Highlights
Question & Action Cards
100 Question Cards (Blue) prompt conversations. 40 Action Cards (Red) add elements of courage and play into the experience with thoughtful activities. Cards are organized into two levels, getting increasingly deep.
Comprehensive brand identity
The design of all three decks fits into the "Parents are Human" family seamlessly, reinforcing the existing brand identity.
Problems
1) Social Connection Challenges
Many individuals face challenges in establishing and maintaining meaningful connections with loved ones.
2) Difficulty Having Meaningful Conversations
It can be difficult to have meaningful conversations. This challenge is exacerbated by the prevalence of digital communication, where quick exchanges and surface-level interactions dominate.
3) Lack of Shared Activities
Couples, friend groups, and siblings alike may have difficulty finding enjoyable and exciting activities to do together.
Guiding Question
How can we design card games that help strengthen relationships?
Goals
1) Straightforward Gameplay and Levels
Simple gameplay allows for players to start talking/playing immediately. Furthermore, the two levels of depth allow a natural transition from "easier" topics into more vulnerable ones.
2) Portable
Its compact and travel-friendly format allows players to seamlessly integrate the card game into their lives, ensuring that moments of connection and communication are not confined to a specific space.
3) Replayable
These games are designed for replay, recognizing that relationships evolve. With a variety of prompts, each replay offers fresh conversations, making it a lasting tool for players to deepen their bond over time.
User Research
To better understand the goals and motivations of our customers, we ran a qualitative survey with 620 respondents. We collected testimonials from each, helping to validate our product ideas, and guide further development.
Literary Research
When developing question prompts, we turned towards existing psychological and sociological literature on romantic, platonic, and familial relationships. Upon doing an initial read/watch of the media, I took notes outlining overarching themes, then wrote down potential implementations of the ideas into cards for our games.
To hear perspectives beyond the scientific/literature community, I took to YouTube and TikTok to hear the perspectives of the general public. Through these videos, I was able to get a raw and unfiltered look at the inner-workings of modern relationships.
Synthesizing various medias, I kept monthly notes of Takeaways and important points of discussion.
Competitive Analysis
We looked at existing conversation card games on the market and highlighted some key issues. Furthermore, a comprehensive game made specifically for siblings didn't seem to exist yet.
Content Development & Strategy
After writing over 1290 possible card prompts, we went through countless iterations of reviewing our prompts, writing notes, grouping questions into "depth" levels, and cutting out questions. Ultimately, we decided on 420 prompts to finalize, with 100 questions and 40 action cards each for "Siblings are Human", "Friends are Human", and "Partners are Human".
Final Designs
All three decks are now for sale at parentsarehuman.com, Walmart, and various retailers.
Reflections
With most of my design background being centered around UI/UX and digital products, this was my first time working on a physical product at such a large scale. This project reaffirmed my love for tangible design. I developed a deep appreciation for the feel of the cards, the color of the printed materials, and the user experience of playing the game.
Creating these games brought back that childhood joy of creating art. As a child, I'd spend countless hours painting or drawing, fully immersing myself into the art piece. Upon completing each art project, I would spend hours reflecting on every brush stroke and sketch that led to my final piece. As I wrap up these products with Parents are Human, I am reminded of that same childlike excitement for the creative journey.