2023 - 2024
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Gaming
Context and Challenge.
During SESI's digital transformation, the pilot team—composed of developers and a business analyst—faced challenges in aligning business requirements with a clear usability vision to create a quality product. The lack of strategic direction affected their ability to deliver the ideal user experience.
Structuring discovery processes and idea validation;
Creating a Design System from scratch;
Designing the final product.
UX/UI
Redesign of the Soccer field and Line up Flow.
My first project at Rei was redesigning the Line up flow, one of the key user conversion flows in the app, which serves as the company's primary success metric.
The "field" is the initial screen of the flow, where users select players to build their team.
The goal was to update the flow with a more modern and appealing design while implementing usability improvements that had already been identified.
The main objectives of the project were:
Lowering the game's learning curve, increasing new user conversion rates;
Making the game more enjoyable to play;
Addressing accessibility issues.
The design of the "field" and the adjustments to the layout of the components in the flow were highly impactful on the game experience, as these screens are the core of the game and the place where our users spent the most time in the app.
In addition to the "field," the player selection screen also received improvements, such as adding important information to the player cards to aid users in making better decisions.
Another key metric we closely monitored was the Line up flow time, and we were constantly developing features to reduce this metric and streamline the process.
One such feature was the "Team Formation Assistant," developed within the Line up flow to help shorten the process and improve efficiency.
UX Research
For three months, I led a discovery process with the primary goal of mapping the different types of users who engaged with our app.
The main idea was to understand their motivations for continuing to play and identify the social and behavioral criteria that set them apart.
The studies helped us create three personas that grouped the different types of users based on how they played and interacted with the app.
These findings became research artifacts that guided us and helped prioritize our pipeline more effectively, making our initiatives more targeted and impactful.
UX/UI
This project aimed to increase user conversion within the team formation flow.
The goal of this project was to provide users with greater confidence when selecting players, reducing the entry barrier and instilling more trust in new app users.
The content for the screen was defined after conducting in-depth user research to map the relevant information needed at that point in the journey and for decision-making.
The proposed solution was tested and received strong acceptance from our user base. With the new screen, we achieved almost 5% increase in our conversion rate.
© Made by Mosk Design/ 2023