Your Event Category
This is an Event Title
December 30
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Your Event Category
This is an Event Title
December 30
I'm a paragraph. Click here to add your own text and edit me. It’s easy. Just click “Edit Text” or double click me.
Your Event Category
This is an Event Title
December 30
I'm a paragraph. Click here to add your own text and edit me. It’s easy. Just click “Edit Text” or double click me.
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Your Event Category
This is an Event Title
December 30
I'm a paragraph. Click here to add your own text and edit me. It’s easy. Just click “Edit Text” or double click me.
Your Event Category
This is an Event Title
December 30
I'm a paragraph. Click here to add your own text and edit me. It’s easy. Just click “Edit Text” or double click me.
Your Event Category
This is an Event Title
December 30
I'm a paragraph. Click here to add your own text and edit me. It’s easy. Just click “Edit Text” or double click me.
Your Event Category
This is an Event Title
December 30
I'm a paragraph. Click here to add your own text and edit me. It’s easy. Just click “Edit Text” or double click me.
Your Event Category
This is an Event Title
December 30
I'm a paragraph. Click here to add your own text and edit me. It’s easy. Just click “Edit Text” or double click me.
Events Design System
Context
Pogo Events is one of the main activities that support different theme-related challenges for users to engage in different games. Each event is unique in player experience with specific game rule sets. Users will need to finish the game challenges of the event within a limited time to get their rewards.
Pogo Event plays a significant role on the platform, it takes up to 28% of the total revenue.
Teammates: Danielle Leasure (Lead PM), Jody Wilson (PM), Rachael Gilbert (Game Producer), Robert Mouck (Art Director), Aaron Biedma (Stakeholder)
Timeline
02/2021 - 03/2021 (5.5 weeks), Launched on 06/2021
My Role
Lead UX Designer
Design Strategy
Quantitative Research
Design Handoff
Target Audience
Primary User: Club User
Secondary User: Free and Guest User
The Problem
There are 12 different types of events on our platform, and all events are super inconsistent with a fragmented digital experience. These inconsistent events experience are harmful to the user experience as well as make the development very costly.
Timeline
05/2019 - 08/2019 (3 Months), Launched on 11/22/2019
Measurements
Task-level behavior:
Tasks Success Rate
Task Time
Session Rate
Bounce Rate
Attitude:
NPS (Net Promoter) Score
My Role
UX Design & UI Design
UX Research
Design Strategy
Golas
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Create an event system that has a consistent experience so players can easily participate in events, and allows for faster development of any new events on the platform.
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Provide cost-effective, reusable, flexible, and scalable templates across the platform with a delightful experience.
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Provide a clear framework, the process for maintenance.
Key Solutions
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Identified commonalities and patterns of different events, built a reusable, flexible, and consistent components-based system.
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Improved content structure and hierarchy to align with user requirements.
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Applied gamification essentials to improve user engagement.
Contributions
I applied hypothesis-driven approaches at a high-level standpoint, collaborate with senior leadership and stakeholders to build a holistic experience with a greater focus on the big picture, create scalable and flexible templates with a consistent UX.
I extracted insights from research, conducted a component audit to validate the assumptions, and presented back to the stakeholder, senior leadership how components were applied and misused across all events.
After iterations, I delivered the final UX and facilitated a scoping review of the users' stories with key stakeholders.
Finally, I built and managed component documentation and wrote UX guidelines for component usage and the best practice.
Impact: Positive results and valuable feedback from business report and user feedback
Measurements
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MTX (micro-transactions) revenue
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Player Funnel Conversation rate
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Platform Subscription Conversion
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CSAT
90% positive comments from players in the forum player community
+45% MTX revenue from business report
A great project starts with a great brainstorming session
We kicked off the project with a brainstorming session to collect ideas from different perspectives with a cross-functional team. This exercise allowed us to think freely and help us to identify specific ideas to better communicate the goals of the project
Leveraged hypothesis-driven approach to the design process and roadmap
After gathering a group of great ideas from the brainstorming session, we moved to the hypothesis-driven approach to help us navigate through an unknown space so we can come out at the end of the process with actionable next steps.
I collaborated with the lead PM to start with questions and assumptions, then we prioritize the questions and assumptions. It helped us to understand which assumption has the largest impact. After having a clear question in mind we turn to the question to assumption. In order to validate the assumptions, I dived into secondary and primary research to further develop an experiment and test the hypothesis.
HIGH PRIORITY
Cognitive Accessibility | Consistency & Standards
" We believe that improving the consistency of the event will result in improvement of usability because we know the information of the current events organized in a poor way. "
Visibility of System Status
" We believe that providing a clear path and a completed journey of events (win-moments, rewards, progress) will result in improvement of user engagement because we know users complained about the difficulty to understand events settings in the forum."
Identify design target in the earlier stage
I collaborated with the EA research group to deeper understand the user's segmentation and connected dots with our primary persona. We identified that the target user segmentation type is curious solvers.
Primary Persona (Club)
Secondary Persona (Free & Guest)
Identify User Motivations
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Feel a sense of accomplishment and completeness
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Enjoy more engagement with a game
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Earn free rewards
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Challenge themselves
Primary research revealed a lack of ease of use and motivations
I conducted an online questionnaire interview with open-ended questions to collect both quantitative and qualitative data, and to better understand their needs and pain points.
Based on user feedback:
• The current events pages are difficult to start
• The current events pages lack help and documentation
• The current event pages are difficult for users to track rewards and achievements
• The current event pages didn't navigate users through to the next step
Components Audit and Secondary Research (Spreadsheets to the rescue complicated components!)
Previous Events Pages (Partially)
Secondary research revealed a fragmented user experience with a poor content hireachy
After the primary research, I conducted secondary research to focus on the content structure and hierarchy, gamification impact.
Through researching the current events pages, particularly the factors that made the events system successful, such as:
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Scalability and flexibility
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Clear content structure and hierarchy (Atomic design components)
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The process and components documentation
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The guidelines and disciplines with a process for maintenance
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Help and documentation
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Consistency
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Clear flow and path for navigating user through
The results of the research: Key Solution and Template Outline
Components-based event system brings consistency and flexibility
This audit was focused on identifying patterns in functionality, components, and content.
The main goal of the audit was to look into the intended purpose of existing components, categorize patterns, establish required variations.
Built template outlines and user flow based on research insights
After identifying the patterns of existing components, and gathering the insights from the first and secondary research, I integrated findings into a finalized solution: components systematized templates.
User Flow
Selector Challenge Template (Type 1)
Tiered Challenge Template (Type 2)
Scavenger Challenge Template (Type3)
Components and wireframes(Partially)
Getting quick feedback through concept testing
I used Sketch to draw up wireframes and Proto.io to create a clickable prototype. These wireframes were used in Usability Testing to collect feedback from 8 Club subscribers.
I collaborated with the EA research team to recruit participants, launch testing, and gather feedback.
Key Takeaways
Taking a hypothesis-driven approach to solving problems helps arrive at a solution quickly and efficiently. It also gives us a deep understanding of how we prioritize the features, how it's connected to business needs, and desired users requirements.
The value of providing problem-solving processes and guidance to the team who might not familiar with user experience design and digital process.
