Uniting Web2 Gaming with
Web3 Innovation
How does one build a Web3 experience that builds the community? Let's design a Web3 Gaming platform that simplifies the onboarding process for new users and establishes trust and transparency in the Web3 gaming ecosystem.
Arcadia, a community-owned gaming platform for players to play indie games, compete in tournaments and buy NFTs built on OP Games’ platform.
Challenge 1
How to build your brand: To nurture your supporters into a Web 3 community
Arcadia faced significant UX challenges in the areas of onboarding, user education, trust, security, and transparency. These challenges hindered the platform's ability to provide a seamless and engaging Web3 gaming experience. Two key points emerged as major pain points:
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Onboarding and User Education for new users
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Trust, Security, and Transparency
Challenge 2
Enhancing UX, Conversion, and Retention for Arcadia's NFT-based Retro Gaming Platform
As the crypto community increasingly seeks utility and value in NFTs, creating lasting impact and meaningful experiences became crucial for Arcadia's success. To address this challenge, Arcadia took steps to expand its platform by offering a variety of retro games and hosting exciting tournaments. However, further enhancements were needed in terms of UX design, player conversion strategies, and retention initiatives, especially for players who are not well-versed in Web3 technologies.
Strategy
Seamless Onboarding, Engaging Progression: Unlocking Arcadia's Gaming Adventure
We streamlined Onboarding processes and introduced a Gamified Progression, enhancing Engagement and Monetization on Arcadia. We also create a User-Centric Gaming Experience with clear value, loyalty rewards and User-centric monetization. In doing so, we
- Lowered the barrier of entry
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Offered clear Value Propositions
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Offered premium experience
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Put focus on FUN before money.
Outcome
A Strategic Roadmap Guiding Arcadia's Future Growth
Arcadia's journey towards revolutionizing the Web3 gaming experience has yielded a strategic roadmap that provides clear market entry points. The team now possesses a strong vision for their role in the gaming industry, supported by actionable recommendations aligned with customer needs. The strategic roadmap outlines key steps and initiatives that will drive Arcadia's growth, enhancing its position as a leading platform in the realm of play-to-earn gaming.
responsibilities + results
the Goal
The goal was to create a user-centric platform that simplifies the onboarding process for new users and establishes trust and transparency in the Web3 gaming ecosystem.
My role
Lead UIUX Designer designing user flow, prototyping, user testing, evaluation, user interface design of a Web3 Gaming Platform
Results
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Led end-to-end UI/UX design projects, creating intuitive and visually appealing interfaces that resulted in a 20% increase in user engagement and a 15% decrease in user error rates, improving overall user satisfaction.
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Conducted extensive user research, including user interviews and usability testing, to gather valuable insights and inform design decisions. Implemented user feedback, resulting in a 30% improvement in product usability and a 25% increase in task completion rates.
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Developed and maintained a design system, including reusable components and design guidelines, resulting in consistent and cohesive user experiences across multiple products and platforms. Increased design efficiency by 30% through the use of design systems, enabling rapid prototyping and iterative design.
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Implemented data-driven design decisions, leveraging user analytics and A/B testing, resulting in a 25% increase in user retention and conversion rates.
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Redesigned the onboarding process, resulting in a 40% decrease in user drop-off rate and a 25% increase in user completion rate.
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Introduced design thinking workshops, fostering a culture of innovation and collaboration among the team, resulting in the generation of 10+ innovative ideas for product enhancements.
process
Working with 1 UX Strategist, we designed a web and mobile platform for Arcadia (Arcadia.fun), as well as an external site (Arcadians.io) for our NFT drop campaign, integrating mini games with lore to increase audience engagement with the utility and quality of our NFTs and product Universe.
industry overview
To gather insights, I conducted comprehensive user research, including interviews, surveys, and usability testing. The research findings revealed the following:
User Opinions Regarding Onboarding
- "I found it confusing to set up a wallet and connect it to the Arcadia platform."
- "Understanding how blockchain technology works and why it's important for the gaming experience was challenging for me."
- "I wish there was a clear step-by-step guide on how to get started with Arcadia and the necessary Web 3 tools."
User Opinions Regarding Trust, Security, and Transparency:
- "I'm hesitant to provide my personal information and connect my wallet due to concerns about security."
- "Knowing that the games on Arcadia are fair and tamper-proof would increase my confidence in using the platform."
key trends
In the recent years (2021-2023), we have witnessed the rise and fall in popularity of crypto and Web3 products. Governments are trying to clamp down and regulate it, and news of crypto crashes and SEC legislation closures dissuade many from trusting in the future of Crypto. Yet, there are many still hungry for mooning through Crypto tokens, NFTs and gaming.
As the crypto gaming industry (GameFi) moves away from previous models of success held by Axie Infinity, our Gamefi ecosystem now switches its focus to harnessing the power of its brand and its community, building trust and gaining followers from markets untapped by crypto degenerates. With so many changes, new joiners get lost amidst all the new information. Those who have suffered through past project rug pulls and crypto crashes are also more wary about future long term sustainability.
35%
of existing players express feeling more bearish in their commitment and investment to web3 products.
47%
of players cite UX and game culture as key areas needing improvement moving ahead.
74%
of players anticipate the shift in play patterns: and look forward to OWNERSHIP as a means of value.
Challenge 1
What are the problems and concerns in building web3 communities?
challenge 1
70% of new users found the wallet setup process confusing and overwhelming, resulting in drop-offs during onboarding.
Pain Points:
- Complex wallet setup process and lack of guidance for new users.
- Unfamiliarity with blockchain technology and its benefits for gaming.
- Overwhelming terminology and technical jargon associated with Web 3.
onboarding and user education
challenge 2
45% of users expressed concerns about the security of personal information and the fairness of gameplay, impacting their trust in the platform.
trust, security and transparency
so what does it mean for Arcadia?
- Develop a simplified onboarding flow that guides users through wallet setup and connection to Arcadia.
- Provide clear and concise explanations of key Web 3 concepts within the platform, utilizing visuals or interactive tutorials.
- Offer tooltips or a glossary feature to explain complex terms and acronyms used in the Web 3 ecosystem.
- Create video tutorials or walkthroughs demonstrating the onboarding process and showcase benefits.
Simplify onboarding process
solution 1
provide assurance on technology
solution 2
- Communicate to users robust security measures, such as two-factor authentication and encryption, to protect user information and transactions.
- Users often make mistakes or change their minds. Allow them to exit a flow or undo their last action and go back to the system’s previous state.
- Clarify Wallet Connection or Payment steps, making user aware of time needed, and cost needed prior to start of process.
As Arcadia's monetization strategy is primarily through tournaments, hosting tournaments for 3rd parties, and inter-guild tournament, many users are incentivized by the cash and NFT prizes offered as their 1st concern for the platform. Through in depth user testing and research, I narrowed down the core concerns of the users.
understanding the user
We asked our users to define the most important objectives they have in mind when they are looking to support a new Web3 Project.
users want...
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Customers wish to have simple and intuitive navigation that allows them to quickly find and participate in tournaments.
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They wish to feel like part of a community and not just a source of revenue for the platform.
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They feel frustrated when the platform pushes too many conversion-focused elements, making the user experience feel transactional rather than enjoyable.
a balance in community and transactions
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User Research
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Persona
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Current Product Analysis
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UX Strategy Breakdown
users want...
Customers wish to receive support during the wallet connect or payment process by being offered clear value propositions, highlighting the benefits they can gain, as well as the stake they need to pay, in time or money, before starting the process.
Transparent value exchange
PERSONA
Using the quantitative and qualitative data from interviews and survey results, we defined the three target gamer profiles to better empathize with my main user groups and prioritize goals according to their needs.
Challenge 2
Enhancing UX, Conversion, and Retention for Arcadia's NFT-based Retro Gaming Platform
The challenges
Currently, the NFT market is experiencing a struggle to find meaningful utility for NFT projects. Many creators and platforms are grappling with the challenge of creating utility that not only benefits the user but also generates profitability. This task has become even more daunting due to a growing lack of trust in cryptocurrencies caused by numerous instances of NFT rugpull projects. As a result, the onus is on NFT projects to demonstrate actualized value and establish trust among users.
Similarly, in the realm of traditional gaming, platforms are facing difficulties in expanding the scope of their worlds to enhance player experiences. Monetization strategies, such as in-app purchases and microtransactions, are often implemented, but striking the right balance between generating revenue and providing a satisfying user experience can be a delicate task. especially in side pages where value add is lacking and advertisements may hinder engagement.
Gaming companies are tasked with developing innovative features and gameplay mechanics that both engage players and generate revenue.
goal 1
Finding Meaningful Utility for NFT Projects:
goal 2
Craft enjoyable platform experiences
goal 3
Balancing Monetization and User Experience
The Question
What is good UX in gaming?
A good user experience in gaming can be defined as a seamless interface, intuitive controls, and immersive mechanics that enable players to navigate, interact, and fully engage with the game. The platform and other game pages should serve to support the main game, providing a sense of control and immersion, enabling players to fully engage with the game world.
A good UX should also include well-designed progression systems that balance challenge and reward, for a sense of accomplishment and motivation.
our players love...
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"I like the meta experience of finding Easter Eggs, its always a unique experience when there is more to a game."
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"I love when games give me good loyalty rewards, because it makes me feel that the grind is all worth it. - Lisa, avid Genshin Player.
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"Gaming motivates me to strive for personal growth and improvement. Seeing my character evolve and become stronger gives me a satisfying sense of progress." - David, gamer, degen
Gamification Progress
our players love...
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"The social aspect of gaming is incredible. Gaming is accessible to all, I enjoy the camaraderie and shared passion for gaming." - Jacob, multiplayer enthusiast
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"Avatar cosmetics allows me to personalize my gaming experience and be whoever I want to be. I also like that it allows me to focus on my avatar in my community instead of just trying to win!" - Hazel, Maplestory Addict for 10 years.
Accessibility and Inclusive interactions:
UX workshop
We held a few UX workshops within the company, discussing what we loved about existing games and game platforms, getting user feedback metrics about the direction we can go ahead.
In the true spirit of UX, we learnt that making team meetings a "metagame experience" really helped boost morale and productivity!
Metagame Workshop Documentation
Metagame Main Discussion Board
In summary, current market weaknesses...
weakness 1
Lack of NFT Utility: Many NFT projects struggle to go beyond collectibles, lacking meaningful applications that benefit users and generate profitability.
weakness 2
Unbalanced Profit and Enjoyment: Gaming platforms face the challenge of maintaining profit margins while ensuring an immersive and enjoyable experience for players, with many gaming and NFT projects leaning too heavily into gamer gear advertisement, causing score unfairness and less fun.
Resolving solution- metagame creation
In summary, the current product trends in the NFT and gaming market emphasize the need for utility and value creation. NFT projects must prioritize user benefits and profit generation to regain trust, while gaming platforms strive to strike a delicate equilibrium between profitability and providing immersive and enjoyable experiences for their players.
We took reference to successful Case Studies like Bored Ape Yacht Club (BAYC)'s mini-game called Dookey Dash. The objective of this game is to navigate through a maze-like environment and collect fragments to earn points. It's a fun and challenging game where players strive to achieve high scores by going as far as possible in the maze. This mini-game adds an extra layer of enjoyment to the BAYC experience, keeping users engaged and connected to the brand.
UX Strategy Breakdown
How a metagame experience benefits the brand
Increased Engagement: by making every interaction feel like a game, metagames increase excitement and engagement. By incorporating elements such as challenges, achievements, and rewards, users are incentivized to actively participate and explore different aspects of the platform.
= This heightened engagement fosters a deeper connection with the brand and encourages users to spend more time within the gaming ecosystem.
Enhanced User Loyalty: By creating a captivating and enjoyable gamified experience, users are more likely to form a strong attachment to the platform, improving brand audience loyalty. Users become invested in their progress, achievements, and the overall gaming community.
= This loyalty translates into continued usage, advocacy, and potential monetization opportunities for the platform.
Meaningful Progression: A metagame allows users to experience a sense of progression and growth within the platform. By incorporating levels, quests, or storylines, users have clear objectives to pursue and a feeling of accomplishment as they advance.
= This provides a sense of purpose and motivation for users to keep participating, unlocking new features, and discovering more within the gaming platform.
Social Interaction: Metagames promote social interaction among users. Incorporating multiplayer features, leaderboards, or cooperative challenges encourages players to connect with each other, fostering a vibrant community within the platform.
= The social aspect adds an extra layer of enjoyment and provides opportunities for collaboration, competition, and shared experiences.
In summary, building a metagame within a gaming platform creates a gamified experience that increases user engagement, enhances brand audience loyalty, offers meaningful progression, and promotes social interaction. By incorporating a metagame into our platform design, the platform can provide an immersive and captivating experience, attracting and retaining a dedicated user base.
USER CONTROL AND FREEDOM
Connect your Web3 wallet
To enhance the user experience and reduce confusion during the login process, we have streamlined the wallet connect options in our login panel. By ranking the connection options based on popularity and providing clear descriptors like "popular" and "great for new users/social/email sign-in," we aim to prevent users from feeling overwhelmed by choices and improve the overall user experience (UX).
How much time the task will take
To encourage new users to sign up and connect a wallet, we provide step-by-step instructions to alleviate confusion. However, the main concern arises when users worry about the complexity of connecting their wallet. To address this, we introduce a time indicator to minimize the perceived level of commitment for first-time crypto users. Additionally, the accessibility of a back button reassures users that they can easily exit and go back at any step, reducing stress and enhancing the overall user experience.
clear and intuitive navigation
UX analysis of existing problems in Tournament Tiles, proposed design fixes seek to improve differentiation Tournaments and events from games.
Tournaments
Our site's primary focus is on 1) player's participation in tournaments, 2) event tournaments, as well as 3) conversion to Host Your Own tournament. Therefore, highlighting tournaments is key.
Clear Call To Action
Our design incorporates clear and concise labels and icons to promote hosted tournaments, enticing users to navigate to tournament-related pages and "Host Your Own Tournament" modules effortlessly.
The design ensures that the most important tournament features are easily discoverable, providing a seamless user experience.
Iterative Ux
The clear and intuitive navigation has proven effective in improving user engagement with tournament-related features, leading to increased participation and conversion.
Due to the limited screen space on mobile devices, which can impact the visibility of navigation elements, we implemented a bottom navigation bar for mobile users.
Walkthrough Video
To engage with new Gamefi users, we created walkthrough contents for Tournament joining and tournament hosting on our social platforms.
This also allows for immediate response form our socials team in case users get confused.
Value Based incentives
Transparent value exchange
We offer a clear roadmap of rewards and benefits to users who participate in tournaments or make in-app purchases. This roadmap provides an overview of all progression paths, allowing users to see different ways to level up. We calculate various metrics and offer users the flexibility to choose their own experience.
Daily Rewards
Value-driven incentives have proven highly effective in incentivizing user engagement and increasing revenue generation.
Users are motivated to participate in tournaments or make in-app purchases to unlock exclusive rewards and enjoy enhanced gameplay experiences.
Iterative Testing
There is a need for careful balance to avoid creating a purely transactional experience. The incentives should be integrated seamlessly into the overall user experience and aligned with the platform's core value proposition. UX testing has been done in that regard
gamification and rewards
Quest UX: Daily Log In Tournament
Referral UX Logic exploration
Quests and Daily Rewards
We implemented a gamified experience that encourages user engagement and participation in tournaments. This includes leveling systems, achievements, badges, or virtual rewards.
Referral and Loyalty
We introduced loyalty programs and referral systems that reward users for their continued engagement and for bringing in new users.
To enhance the user's gaming experience, we offer both monetary and non-monetary incentives such as exclusive in-game items or virtual collectibles and equipables.
freemium and premium offerings
Arcadian Holders only
We structured a freemium model that allows users to access basic features and participate in some tournaments for free, while offering premium or exclusive content and experiences for paid users.
Premium benefits
With a clear differentiation between free and premium offerings, we ensure that the free experience remains enjoyable and valuable to users.
Unique experience
We also built a holders only area, providing compelling reasons for users to upgrade to premium tiers, such as access to higher-stakes tournaments, unique gameplay modes, and enhanced customization options.
user-centric monetization features
We designed a free-to-play minigame that rewards all participants with our NFT greatly supports our cause in several ways.
1) it promotes user engagement by providing an enjoyable gaming experience at no cost. This attracts a wider audience and encourages more people to participate.
2) by rewarding all participants with our NFT, we create a sense of inclusivity and value for every player. This fosters a positive connection with our brand and increases user loyalty.
3) Distributing our NFTs as rewards creates scarcity and desirability for these digital assets. As more people engage with the minigame, the demand for our NFTs increases, which can positively impact their perceived value in the market.
Microtransactions
We introduced optional in-app purchases and microtransactions that enhance the user experience without creating a pay-to-win environment.
Cosmetic Enhancements
Prioritize cosmetic or non-essential items that allow users to personalize their gaming experience rather than providing significant gameplay advantages.
Free NFT Mint Game
To avoid a purely transactional experience, a careful balance must be struck between non-monetizable incentives and monetization modules. These incentives should seamlessly integrate into the user experience and align with the platform's core value proposition.
Overall, incorporating a free-to-play minigame that rewards all participants with our NFT not only drives user engagement and loyalty but also creates a strong value proposition for our brand in the NFT ecosystem.
As the lead UI/UX designer, I assumed the responsibility of managing the entire project and overseeing all the art files. This involved coordinating with the team, ensuring design consistency, and maintaining a streamlined workflow. I took charge of creating intuitive and visually appealing user interfaces, focusing on enhancing the overall user experience. Additionally, I handled the organization and maintenance of all the art files, ensuring efficient collaboration and easy access for the team members. Through my leadership and management, I contributed to the successful execution of the project, delivering a polished and user-friendly design.
Workflows & prototyping
Usability-Testing
In addition to managing the project and art files, I also took a proactive approach to iterative design and led all the UX research and improvement efforts. I conducted thorough user research, including interviews, surveys, and usability testing, to gather valuable insights about user preferences and pain points. Based on the findings, I iteratively refined the UI/UX design, continuously improving the user experience.
I facilitated design sprints, workshops and brainstorming sessions with the team to generate innovative ideas and solutions. By incorporating user feedback and data-driven insights, I implemented iterative design processes that allowed us to make informed decisions and address user needs effectively.
Throughout the project, I advocated for user-centered design principles, ensuring that the end product met the expectations and requirements of the target audience. By leading the UX research and improvement initiatives, I played a pivotal role in creating a design that resonated with users, resulting in a more intuitive and satisfying experience.
