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group play conversion optimization


March 2024 - April 2024
1.5 Month Duration

Tools: Miro, Figma






the objective:Post the initial Group Play launch in November 2023, research revealed a need to optimize the user experience, including enhancing player education and motivating new users to join. Research showed that many users are often confused in navigating Group Play, emphasizing the need to create a more user-friendly and comprehensible digital space to minimize pain points.

Ultimate Design Challenge: How might we enhance the Group Play pages to promote player education, minimize user pain points, and motivate users to join?


my role:I had the responsibility of creating multiple iterations of wireframes, high-fi mockups, and updating the designs with copywriting edits and new content. Furthermore, I was responsible for not only implementing feedback, but also providing feedback and supporting in the presentation of these designs.


Ideation | Wireframing | UI/Product Design | Proposal




the team:
Maddie Clark - Product Designer (me)
Jeffrey Cheung - Sr. Product Designer 
Genevieve Co - UX Director
Rachel Punch - Product Manager
Ageesa Pareek - UX Researcher
Tim Naft - Copywriter







design process:






miro sketches
          





mid-fi designs - iteration one



wireframe design variations:
  • First iteration is more basic and minimalistic
  • Second iteration utilizes more design system patterns and assets 
  • Second iteration includes mobile mockups
  • Second iteration proposes a new solution for highlighting the differences of in-store and online


     
mid-fi designs - iteration two





advantages + disadvantages to mid-fi designs:
advantages

Promotes further player education
Multiple CTA’s to streamline the UX
Various copy sections for clarification
Distinguishes between in-store and online
disadvantages

Text boxes are oversized
Not utilizing page space effectively





solution:
Create three separate pages that clearly showcase the benefits and navigation process of Group Play from both the Captain’s and Member’s perspectives. Use visuals and copy to emphasize the key differences between online and in-store Group Play experiences. Ensure that each page consistently offers support by integrating an FAQ section and outlining the terms for Group Play participation.





high-fi mobile mockups






  • Reduced amount and size of copy to efficiently utilize space

  • Expanded and capitalized on the benefits of Group Play to incentivize users


  • Included more imagery for clarification and visual enhancement

  • Condensed Group Play terminology section 


  • Listed benefits on hero banners to engage new users





high-fi desktop mockups
















design rationale:
This finalized version ensures optimal use of Group Play, ranging from multiple CTA’s and links that provide a smooth transition from page to page, labeled images that demonstrate how to use Group Play, and distinctive banners that distinguish the pages, yet also portray consistency. 




learning outcomes:
  • Understanding user needs: Developed a deep understanding of the target audience’s needs and preferences through insights 

  • Design thinking + problem solving: Proficient in applying design thinking principles to refine Group Play pages

  • Project management: Knowledge of how to manage an iterative design process, such as tracking progress and adapting to changes 

 




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madison j. clark | toronto, on.