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en
Product Design
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2022 - 2023
My contribution to the creation of new features and game modes in a gaming app
For 1 year and 6 months, I developed projects focused on creating new features and game modes with the goal of increasing user engagement in the app.
During this period, I worked on improving existing workflows as well as conceiving new gameplay modes and features.
Throughout the projects, I led well-structured design processes, guiding initiatives from discovery and solution definition to user validation and monitoring metrics in production.
UX/UI
Research
Data analysis
The creative process
I have led more than 15 projects, ranging from incremental improvements to existing workflows to the creation of new products and game modes.
Continuous discovery
01
I conducted a continuous discovery process with users through a direct communication channel, with weekly interactions. This work allowed us to map needs, expectations, and friction points throughout the journey, as well as to raise and prioritize solution hypotheses.
Definition and creation of solutions
02
Based on the insights from the discovery and internal data, I structured and designed new features, flows, and screens, in addition to enhancements in existing products and the conception of new game modes, always aligning business objectives with user needs.
Validation and iteration
03
The solutions were continuously validated through usability testing at different stages of the process, enabling quick adjustments, risk reduction, and evidence-based decision-making.
Measurement and continuous learning
04
After implementation, the solutions were monitored through metrics and A/B tests, with daily oversight by the team. The insights generated fed into new iterations and discovery cycles.
Final deliveries
A brief overview of the UI deliverables.
I led the redesign of the escalation flow, covering screens such as the field, market, and conclusion, with a focus on the evolution of usability and accessibility throughout the entire experience.
The new layout featured a redesign of the field asset, designed to be responsive on different devices and to provide a more immersive experience, enhancing the feeling of being on a soccer field.
The main challenges were to increase the information density per viewport without compromising visual clarity and to make the rules of the game more understandable, reducing the barrier to entry for new users.
A project derived from this flow was the development of the escalation assistant, created to optimize the experience of more frequent users. In this context, one of the main metrics tracked was the escalation time, which is especially relevant for heavy users.
Based on these insights, I created a secondary flow that allowed the assembly of the team by positions. The solution was data-driven, indicating the recurrence in choosing athletes from the same team for each area of the field.
Another project derived from the escalation flow was the creation of the player statistics screens. Based on continuous discoveries, we raised the hypothesis that a dedicated area for statistics would make the choice of players more accurate and reliable.
Based on this hypothesis, I conducted interviews and usability tests to validate which statistics best supported decision-making.
After implementation, the solution generated a 5% increase in the conversion of new users, validating the proposed hypothesis.
by moskdesign