Aligning game interfaces for a universal player experience
Project Summary
I led the redesign and unification of a game interface across multiple studios, streamlining development processes and enhancing the overall gaming experience through a user-centered design approach.
Responsibilities
- User-Centered Design Direction
- Stakeholder Engagement
- Program Management
- Usability Testing & Iteration
Timeline & Team
Completed in 12 weeks with a cross-functional team collaborating across global studios in Montréal, Pune, Bristol, and Sydney.
Results
User engagement increased by 37%, accompanied by a noticeable rise in player retention rates post-implementation. The unified design system also accelerated our time to market for new games.
Game Interface
DESIGN SYSTEM DEVELOPMENT
Each of our internal game studios had their own distinct style, a result of multiple mergers and acquisitions over time. Recognizing the need for cohesion and consistency, senior leadership tasked me with spearheading the effort to align with the various studios and launch a comprehensive redesign initiative.BEFORE
As the ux director and program manager, my primary responsibility was to develop a strategy to redesign and standardize the game interface across our global studios.
Role and Approach
To ensure buy-in and active participation from studio leads, I initiated regular check-ins and workshops, involving them in the decision-making process from the outset.
This collaborative approach fostered effective communication, enabled us to gather valuable feedback from diverse teams, and formed strong partnerships crucial for project success.
Despite the enthusiasm from stakeholders, the project encountered a few setbacks.
Challenges
Resistance to Change
To solve for this, I scheduled calls with the studio leads and then their wider teams.Technical Constraints
I sought feedback from the studio engineers throughout the project.I oversaw the audit of our current UI and directed research studies to understand the preferences of players.
Design Process and Methodologies
This involved game studio interviews, surveys, and A/B testing to gather insights that informed our design decisions.
The lead designer created the design system components as an Adobe Photoshop library so artists could easily add the interface to their games. She created wireframes and prototypes to iterate on design concepts and solicit feedback from stakeholders.
Audit by Shayer Waseem Shaik
UserZoom study by Jenn Paracuelles
Templates created by Jenn Paracuelles.
Success Indicators
Throughout the project, there were many indicators we were on the right track.
By creating standards for game interface, studios decreased overall build cycle by 16%, reducing duplicative efforts across studios and improving processes. The engineers also made further improvements to the overall build process based on the new designs to reduce the load on artists.
Furthermore, player engagement and retention rates saw a noticeable uptick following the implementation of the unified design system, demonstrating its effectiveness in enhancing the overall gaming experience.
An unexpected outcome was our VP of Game Development, realizing the cost savings of implementing ux within the build process, further invested in additional headcount dedicated to the pre-production planning of games once I handed off the program.
The successful implementation of the redesigned interface had a lasting impact on our games and studio operations. Not only did it streamline development processes and reduce inefficiencies, but it also strengthened our brand identity and fostered a sense of unity across our diverse studios. As a result, we observed increased player loyalty and brand loyalty, contributing to the continued success and growth of our igaming portfolio.
Long-Term Impact
Success Indicators
SINCE THE UNIFICATION
37%
User engagement improved
25%
Increase in player retention rates
100%
Studios aligned under unified design
The successful redesign and unification of the game interface across our studios underscored the transformative power of user-centered design and collaboration. By prioritizing the needs of our players and fostering alignment among diverse teams, we not only improved the gaming experience but also laid the foundation for future innovation and growth. Moving forward, I am excited to apply the lessons learned from this project to tackle new challenges and drive positive change through my role.
Conclusion