is a digital board game designed to provide an immersive group gameplay experience. The platform bridges the gap between analogue board gaming and the digital world by replacing the traditional board with a smart TV screen and allowing players to participate in real-time using their mobile devices.
Project
Client
My Role
Researcher, UX/UI Designer
Timeline
6 weeks
Tools
Figma, Concepts, Zoom, Slack, Google From
Team
Mathew Hodgkin
Skills
User Research, Interaction Design, Interactive Prototype, User Testing
The Brief: Users currently face challenges regarding account security, recovery options, profile customisation, and inviting friends, limiting their ability to enjoy the app without concerns about data loss.
Addressing these issues is essential to enhance user satisfaction, security, and engagement within the app’s community. A comprehensive solution is needed to improve account security, provide reliable account recovery options, enable profile customisation, and streamline the friend-invitation process, ensuring a seamless and enjoyable gaming experience for all users.
Account Security and Recovery
Enhance user account security and recovery: Initially integrate Facebook and GameCenter to provide reliable account protection and data recovery, strengthening overall app security.
Inviting Friends
Streamline friend invitation process by incorporating WhatsApp and Messenger options for quicker and seamless friend addition, enhancing user growth and social interaction within the app.
Profile Customization
Empower users to express their unique gaming personas through personalised profiles, gaming preferences, and achievements, fostering a sense of community and enhancing the gaming experience.
The company’s prior knowledge of account security and an unfriendly inviting process facilitated the workflow. A common concern surfaced during the user research phase: users’ dissatisfaction with the limited profile customization in many games. Moreover, users frequently expressed grievances regarding inadequate data display and financial losses in various mobile games. These insights prompted the initiation of a more extensive profile customisation project.
Screener Survey:
A screener survey was conducted to identify individuals who fit the target audience. Criteria included mobile gaming habits, willingness to spend money on games, and playing games with friends for at least one hour per week.
User Research:
Comprehensive user research was conducted to gain a deep understanding of user needs, pain points related to gaming, and their specific expectations. This step allowed for the development of solutions tailored to user preferences.
Iteration:
The proposed solutions underwent rigorous testing through two rounds of iteration. User feedback was collected, and adjustments were made to ensure the final implementations were user-friendly and practical.
The design process was streamlined by leveraging the company’s comprehensive design system. This enhanced the development of new features and icons, ensuring efficiency and adherence to established design guidelines. Much like a well-crafted rulebook in a bord game, the design system acted as a guide for visual elements and the underlying rationale behind the design decisions.
With the implementation of robust account security measures, users now have a tangible sense of protection. They can trust the platform to safeguard their data and identity. This has resulted in a significant reduction in security-related issues, resulting in a decrease in user support requests leading to cost savings in customer service.
The introduction of account recovery options, including integration with Facebook and GameCenter, has had a profound impact. Users no longer fear losing their accounts due to app deletion or login problems. This has boosted user confidence, resulting in higher user retention rates. The company has noted a marked decrease in account-related churn, leading to increased revenue from long-term users.
Players now have the means to express their gaming personalities and individuality. This has fostered a stronger sense of belonging and community among users. The company has witnessed an uptick in user engagement and social interactions on the platform, directly translating into increased revenue from in-game purchases and advertisements.
The simplified process for inviting friends has led to a tangible rise in user growth. Players find it easier to connect with their friends and invite new ones, substantially increasing the user base. This expanded user base has attracted the attention of advertisers and sponsors, boosting the company's revenue through strategic partnerships and advertisements.
Prototype video
Reflection:
In summary, the UX design solutions implemented in this case study have yielded tangible results. These include cost savings from reduced customer support inquiries, increased revenue from higher user retention rates and engagement, and new revenue streams through partnerships and advertisements. Moreover, the cultural change within the user community has solidified the platform's position as a go-to destination for digital board gaming enthusiasts, further enhancing its revenue potential.
Next Steps:
- Continually assess how these changes influence user navigation through regular user interviews and testing. This will help us determine the effectiveness of the new implementations and guide further enhancements.
- Enhance design solutions for chat options and make it easier for users to add friends to the game.
- As the app expands to accommodate new games, exploring innovative tools and features for the profile and game settings is imperative.
- This project has been an engaging and enjoyable experience, and I look forward to the exciting possibilities as the app evolves and grows.