Fanclash

Fanclash is an esports gaming company headquartered in India, specializing in fantasy team gaming. In addition to fantasy team gaming, Fanclash has expanded its offerings to include popular casual games such as Ludo and quiz games. The company's primary focus is on catering to the gaming preferences of the Gen Z population in India.

Company

Fanclash esports gaming

Year

2022-23

Category

Gaming, Social network, Fantasy gaming

Type of Work

Design leadership

UX/UI

Research

Brand strategy

Mentorship

FanClash is a leading esports fantasy team creation app in India that caters to the growing community of esports enthusiasts. With FanClash, users can unleash their strategic skills and create fantasy teams for their favorite esports matches. By selecting players and managing their team composition wisely, users have the opportunity to earn rewards based on their team's performance.

The app provides an engaging and competitive platform for esports fans to showcase their knowledge, compete with friends, and experience the excitement of virtual team management. Whether it's Dota 2, Counter-Strike: Global Offensive, or other popular esports titles, FanClash offers an immersive and thrilling experience for Indian gamers to dive into the world of esports fantasy

Transform the visual semantics of the app by iteratively learning from user behavior and creating a gamer centric experience.to increase Payu and user retention.

Brief

Challenge

Lack of Features Driven by Data and Qualitative Analysis: The app lacked features that were informed by data and qualitative analysis. This resulted in a limited understanding of user needs and preferences, hindering the app's ability to meet user expectations effectively.

High Drop-off Rates in Team Creation: The team creation experience, which was a major revenue generator, faced significant drop-offs. Up to 48% of users abandoned the process, indicating a lack of user engagement, clarity, or motivation to complete the task successfully.

Low Average Time Spent per Day: The average time spent by users on the app per day was significantly low, averaging at around 40 seconds. This indicates a lack of engagement and a failure to capture users' attention, leading to limited interaction and reduced opportunities for monetization or value delivery.

Low User Retention and Increased Acquisition Costs: User retention was as low as 24%, indicating a high churn rate and difficulty in retaining users over time. This low retention rate resulted in increased costs for continuously acquiring new users to sustain growth, negatively impacting the app's financial viability.

Waterfall Development Sprints and Delayed Releases: The adoption of waterfall development sprints led to miscommunication, delayed releases, and an inability to iterate quickly based on user feedback. This approach hindered the app's ability to address issues promptly and meet evolving user needs, potentially affecting user satisfaction and adoption.

Outcomes

Established a dedicated research division that focused on gathering qualitative inputs from users across different touchpoints of their journeys. Parallel efforts of the team in providing qualitative insights for all major upcoming releases. Successful delivery of over 70 in-depth analyses based on insights gained from more than 5000 users.

Successfully redesigned the team creation process, resulting in a reduction of paying user drop-offs from 48% to 22%. This was achieved by providing visible historical data of players and teams, enabling better decision-making and increasing user engagement.

Introduced a "Watch Live Match" feature that significantly increased the average time spent on the platform from 40 seconds to 3 minutes. This feature showcased live potential winnings, effectively engaging users and keeping them actively involved.

Implemented video-based guide videos and interactive engagement games, leading to a remarkable improvement in user retention from 24% to 37% in 6 months. The guide videos helped users understand the platform better and create stronger teams, while the engaging games, such as quizzes, kept them excited about upcoming games.

Instituted agile sprint planning in collaboration with product and tech leaders, resulting in a 380% increase in feature deployment efficiency. By establishing dedicated pods and adopting two-week sprints, the team achieved more efficient outcomes and streamlined the development process.

Contextual homepage

A personalized, level-based experience in the app, tailoring content and challenges to each user's proficiency and progress.

Problem

Statement

Users at different stages had a similar experience with no context about our identity and purpose.
The homepage directly landed users on the matches page, requiring them to select a game and match type every time.
Approximately 42% of users dropped off without playing a single match.