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Team creation

Fanclash is an esports fantasy platform that allows users to create customized teams and compete for rewards based on their team's performance.

Company

Fanclash

Year

2022-2023

Category

Esports gaming

Type of Work

Leadership

Product design

Research

While the platform offers a range of exciting features for esports enthusiasts, the primary revenue-generating feature is the creation of fantasy teams. Therefore, it was crucial to ensure a seamless user experience for this process. 

In this case study, we will explore how our team incrementally improved the team creation process by leveraging both qualitative and quantitative analysis. By optimizing the user journey and addressing key usability issues, we aimed to enhance user satisfaction and drive engagement on the platform.

Game Online
Revamp team creation flow to increase revenue and engage first-time and intermediate users.

Brief

Scenario

  • Users were creating teams for upcoming matches, but almost half of them were not completing the final payment. New users were randomly creating teams and, after losing, were not being retained.

Task

  • There is a four-step team creation process where the majority of new users are dropping off at the "select team player" page. The task was to identify usability issues through UX analysis and research, and propose solutions to improve the business.

Actions

  • A UX lean process was followed, with the primary focus being on understanding user frustrations. This process incorporated a combination of quantitative and qualitative research that ultimately led to the development of effective solutions.

Results

Final metrics achieved post 100% roll out.

12%

Increased paying user

12% Increase in paying user from 56% to 68% 

19%

Increased clicks on expert opinion

19% increased clicks on expert opinion from 31%to 50 %

28%

Player stat usage

Increased player stat usage from

18% to 46%

Let's take a deep dive into the process.

Deep dive into process

UX lean process

1

Think & Analyse

Heuristic analysis

Data analysis

User interviews

User surveys

Observations

Insights

Redefined brief

2

Make

User stories

Design solutions

Final designs

Deep dive into cases

3

Check & Repeat

A/B testing

Heatmap analysis

Data analysis 

Results

Areas of opportunities

Conclusion

Heuristic Evaluation

Problem areas

  • Conducting a heuristic evaluation (HE) to analyze usability issues in the major drop-off screens in the team creation process.

  • Focus is on the "Create Team" and "Select Captain" screens.

  • Aim to identify usability challenges or design flaws that could hinder the user experience.

  • Use various heuristic principles and guidelines to assess usability, such as visibility, readability, clarity of instructions, consistency, user feedback, and overall user flow.

  • Evaluation will help identify areas for improvement and suggest recommendations to enhance usability and the overall user experience during team creation.
     

Heuristic Evaluation

Results
 

  • Multiple severe usability issues were detected in the app. The most significant issue is the lack of visibility of the "View Player Stats" option. It is recommended to make this option visible upfront.

  • Additionally, the "Expert Opinion" button is not visually clickable. Improving the design to make it appear more clickable will help users create better teams.

  • Font size and contrast issues were also identified in both screens. To make important information such as player credits and K/D ratio more visible, these issues need to be addressed.

Data analysis

Objective

  • Observing the usage of the expert opinion feature: The aim was to understand how frequently users utilize the expert opinion feature as the teams created with an expert opinion have higher chances of winning.

  • Understanding the click rate on the player stats option: This analysis aimed to determine the usage of the player stats feature by evaluating the click rate on the option. The goal was to gather insights into how often users access player stats to make informed decisions during team creation.

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Findings

  • 66% of first-time users complete team creation and save team, while 75% of all users complete team creation. This means that the majority of our users can create teams and hence it doesn’t require a complete revamp.

  • Only 18.64% of users that come on CreateTeam click on player stats which is quite low.

  • Users that check player stats have to go back and forth multiple times 30% of total users use expert opinion.

Action points

  • Include sorting on team creation

  • Make expert opinion more visible and make copying expert

  • opinion teams easier for users.

  • Make player stats more visible so that more users use the same.

User Survey

What problem are we solving?

To further validate our hypotheses and recommendations from data analysis and heuristic evaluation, we conducted a survey that was sent to 842 app users, including beginners, intermediates, and pro users.

videogamer-player-raising-hands-after-winning-first-person-shooter-competition-wearing-hra

Hypothesis
to validate

  • New users who are unfamiliar with esports or fantasy sports will have difficulty creating a team as multiple preferences detected to create team.

  • Users may struggle to find and check player statistics.

  • Users may forget the forms of specific players or teams.

  • Users may not know how to incorporate expert opinions into their team selection process.

  • Users would benefit from being able to sort teams according to different parameters in order to facilitate team creation.

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Findings

  • Implement sorting functionality to allow users to organize and arrange players based on preferences.

  • The survey detected that user finds average fantasy points an important feature to create a team. hence, Include additional parameters like average fantasy points and rank for players to provide more comprehensive information.

  • Enhance the visibility of the expert opinion feature and simplify copying expert opinion teams. The majority of users, 35% in the survey either did not know what that feature means or found it hard to use

Action points

  • Implement functionality to allow users to organize and arrange players based on preferences.

  • Include additional parameters like average fantasy points and rank for players to provide more comprehensive information.

  • Display recent scores of players from their last five matches to assess their current form.

  • Enhance visibility of the expert opinion feature and simplify copying expert opinion teams.

  • Improve visibility of player stats to encourage their usage.

  • Streamline the process of copying teams for efficient creation of multiple teams.
     

Observations & Insights

All observations

  • The most significant issue is the lack of visibility of the "View Player Stats" option. It is crucial to make this option more prominent and easily accessible to users.

  • The "Expert Opinion" button lacks visual clickability, which can be improved to enhance the user experience and encourage users to utilize this feature.

  • Font size and contrast issues are present on both screens, impacting the visibility of important information such as player credits and K/D ratio.

  • Only 18.64% of users who visit the "Create Team" screen click on the "Player Stats" option in the subsequent page. This indicates a low engagement with the player stats feature, suggesting the need to improve its visibility and encourage users to access this valuable information.

  • Users who do check player stats often need to go back and forth multiple times, indicating a cumbersome user experience.

  • Understanding from survey and data reveals user is not able to find or understand expert opinion.

  • Lack of error and success information in the experience was identified in the heuristic evaluation

  • User require more than one stat to select a player.

Making player stats more visible helps users make better team decisions by providing valuable information about individual players.

Insight 01

Redefined brief

Design brief

Redesign the team creation flow incrementally that
 

  • Implements sorting functionality to allow users to organize and arrange players based on their preferences.

  • Includes additional parameters like average fantasy points and rank for players to provide more comprehensive information to users.

  • Enhances the visibility of the expert opinion feature and simplifies the process of copying expert opinion teams.

  • Improves the visibility of player stats to encourage users to utilize this valuable feature.

  • Improve the overall contrast in fonts

A/B testing

Sucess metrics
for A/B

  • Increase in paying users.

  • Higher click-through rate on player stats.

  • Increased engagement with the expert opinion feature​

Analysis of A/B

    New experience managed to achieve all sucess metrics and was decided to be rolled out to 100% users. 

Results from A/B testing

Results post 100% roll out

Post A/B the new experience got rolled out to all our users and resulted in providing even better results.

12%

Increased paying user

12% Increase in paying user from 56% to 68% 

19%

Increased clicks on expert opinion

19% increased clicks on expert opinion from 31%to 50 %

28%

Player stat usage

Increased player stat usage from

18% to 46%