UN7 - Product Design
UN7 is a software development company focused on the gaming industry, using technologies such as non-fungible tokens (NFTs), blockchain, and artificial intelligence (AI).
Leading design across three projects with over 14 million active users. Developing concepts informed by user feedback, from discovery and ideation to prototyping and testing. Presenting design decisions to the management board, collaborating with the team on UX improvements, and building design systems with variables and design tokens.
Due to a non-disclosure agreement, I can only describe my responsibilities and contributions in general terms. The link below leads to the company website, not the product I worked on.
Company website ↗
Goals
Enhancing User Experience by Reducing Cognitive Load
Our first goal focuses on making our products more intuitive and easier to use by minimizing the cognitive effort required from users. This involves streamlining the presentation of information, employing clear and concise language, and utilizing intuitive design elements that guide users effortlessly through our digital environments.
Increasing Conversions by Simplifying User Paths
Our second objective aims at boosting our conversion rates by making it easier for users to navigate our services and complete desired actions, such as making a purchase or collecting daily rewards. By analyzing user flow data, we identify and eliminate unnecessary steps or barriers that may deter users from completing a conversion.
Adding Gamification and Modes That Increase Retention
Our third goal is to enhance user engagement and retention by integrating gamification elements and various modes of interaction within our products. This strategy involves introducing reward systems, challenges, and progress tracking to incentivize continued use and engagement with our services.
Solutions
Better Exposure for Converting Modes
Users could feel overwhelmed by the number of game modes. Based on usage data, we moved the least popular modes into a “More modes” section. This gave greater visibility to modes with higher conversion rates and gave us time to gather feedback and improve the others.
Favorites Section To Create Your Own Experience
We added a Favorites section where users could save digital products and return to them without browsing the full catalog. We also let users hide sections of the homepage and saved their preferences, allowing them to personalize their experience.
Achievements, a Way To Have Constant Fun
We designed an achievement-based mode in which users could earn points and redeem them for rewards. This gave users a sense of progress and an incentive to return.
Conclusion
To sum up, the work I have recently put into the project is more about extracting the value that is already working and focusing on relieving the user from the problem of too many choices. Relieving the user allowed us to increase conversions, because the exposure of the most liked elements had a positive impact on conversions.
