FUN Game Redesign Project
2021-2022
Fun's mobile app has been in use for over three years now, but its overall loading speed has become slow. Moreover, certain functions or pages of the app have an unfriendly user experience. To address these issues, we plan to meet with product stakeholders to discuss potential improvements and quickly revise the product plan through design sprints.
Project duration: 6 months Role: UX researcher/UX designer Responsible: User research, interface design
Final outcome
50%+
Growth
80%+
Satisfaction
90+
NPS
To ensure that our latest version has a positive impact on the brand and users, we conduct usability tests on each new feature before adding them to the original product. As a result, this redesign has been successful in many aspects. It has greatly improved important business indicators and user engagement, and we have also received a lot of positive feedback from users.
Main challenges
During the project, we encountered several technical limitations that required us to coordinate and communicate with other product teams. Additionally, we had to manage multiple task priorities to ensure that we could launch the first version of the minimum viable product on time.
Another challenge we faced was that the information provided by the brand lacked visual hierarchy and proper structure, which resulted in us spending more time collecting data.
First, understand the problem...
User research
During the initial stages of the project, we conducted an annual satisfaction survey to identify key user issues and better understand the user's perspectives on our product. Here is what we learned from the study:
User research insights
User: Hmmmm, I think the FUN interface looks cluttered...
Pain point 1
Users said that they felt that something was missing when using FUN. Compared with other competing websites, FUN looked too cluttered and lacked a lot of necessary information.
Pain point 2
Users were frustrated because they didn’t know how to use the new payment methods on the payment page and had to enter too much information to operate intuitively.
Pain point 3
Users do not feel that FUN's website is trustworthy because they feel that our website is not sufficient in terms of screen presentation and functionality to help them find products.
"The product search experience is very inconvenient, and I can't filter according to the games I want. I think the FUN website covers a lot of products, but the functionality is difficult to meet my needs."
Our goal
"We give priority to launching the new redesigned design on the mobile version"
After several discussions with the team, we confirmed the first version's time and technically feasible scope. The main focus is to provide a more modern user interface and richer content, making it more familiar, intuitive and convenient for new and old users!
Since about 80% of our traffic comes from mobile devices (APP), 72% comes from mobile pages. So our team decided to focus on redesigning the mobile version of the website first, and then port these new changes to other platforms such as the desktop version once we see good results in the experiment.
Map journey and opportunities
We have drawn the interface journey of different pages to make it clearer when communicating with product managers and developers. In addition, the journey of different pages facilitates our UX designers' review of whether there are any difficulties with the user experience, allowing us to troubleshoot missed areas more smoothly.
Test ideas with prototypes
We create prototypes so that users can quickly test our product process. Observing the user's journey, we can understand where the design draft needs strengthening.
65 screens
6 prototypes
2 rounds of tests
20 participants
Prototypes
Goals
1. Concentrate main functions on the homepage
2. Clear product classification
3. Improve brand visual design
4. Modern user experience
Interactive prototype
Features
1. Enhance the sliding effect of banners.
2. Add a customer service function in the upper right position.
3. Introduce an announcement function using a marquee.
4. Incorporate balance and deposit/withdrawal functions in the middle.
5. Include a small banner to showcase new activity entrances.
6. Redesign the game's product categories.
Key screen 1
The login/registration page is designed with switch buttons.
Key screen 2
Re-integrate product information on the homepage
Key screen 3
Add game introduction page and game entrance
Key screen 4
Redesign the functions of different blocks on the personal page
Comparison between old and new versions
We have redesigned our website with the intention of keeping visitors engaged for longer periods of time, encouraging them to browse more products and ultimately make deposits. A comparison between the old and new versions has demonstrated that our new interface has increased user engagement and provides a more enjoyable gaming experience.
New
Header now shows Live Chat icons and announcements with interactive banner design and consistent color scheme highlighting the brand's advantages.
The middle section highlights key features - before and after login: UI changed
- Login and register​
- Deposits, transfers and withdrawals
Improve game visibility - All games are displayed on the homepage, and be redirected to the manufacturer page or product lobby.
Old
The size of the product's category label is too small, making it difficult for users to click or swipe.
The game screen is too big, the overall visual proportions are chaotic, and there are no rules.
It is recommended that the introduction and customer service icons be switched positions to enhance the user's interactive experience with the website.
Room for improvement
Product development is an ongoing process. New features are continually added, followed by minor enhancements such as inviting friends and VIP membership.
After releasing the new version, we conducted a closed beta survey and continued to optimize the user process and conduct user research. Our goal is to develop more practical functions for a smoother job search experience.
Thank you for watching! :)