Client
My Neighbor Alice
Industries
Blockchain Gaming
Services
Full Cycle Design
Timeframe
1–year
1. Project Overview
The main problem is low conversion: there are many website visitors and very few become players. However, at this stage, there is no user analytics or other data, making it impossible to understand why. My primary goal is to set up everything necessary to diagnose the problem and find a solution. Additional challenges include the lack of data, user feedback, and business metrics, as well as the absence of a design system and team processes.
To achieve my goals in this first stage, I have outlined the following steps:
Project Audit
Setting up UX Analytics
Defining business metrics & KPIs
Building the conversion funnels & KPIs Dashboard
2. Data Analyzing, Defining the 'real' problems
With all the data in hand, it's now easier to focus on the main pain points and conversion funnel drops. By combining quantitative and qualitative data, along with business needs and goals, we've identified the areas within the product that need improvement to achieve the best results in both the short and long term.
3. Building the Concept, Visual and Branding Research
Our main hypothesis is that providing full access to an in-browser game with the same performance as on desktop, where play-to-earn is the players' primary goal, will drive growth. Reducing the number of steps and unifying different entry points is our main focus for the first phase. Instead of the three separate websites we have now, our goal is to create a single platform where users can land, play, and manage their assets. This presents not only a technological challenge but also a significant UX challenge.
4. Prototyping & User Testing
The most thrilling part is testing, validating, iterating, and proving the hypothesis. Many prototypes have been built, but there is only one right solution—shaped by feedback, user behavior, our goals, and the best possible experience.
5. Delivery, Wrap-up and Soft Launch
This step is in progress.
Final Results
Phase 1
By understanding customer journeys and combining behavioral economics, design principles, psychological triggers, and minimizing distractions, we were able to significantly improve conversion rates by shaping customers' decision-making pathways. By optimizing the user interface, we achieved:
A dramatic reduction in onboarding time from 40 minutes to just 1 minute and 30 seconds.
A potential increase in conversion from 14.6% up to 99%*. (based on user testing everyone was able to create the avatar and become a player).
Phase 2
While we successfully accommodated most of the traffic and converted it into players, the next step is to focus on user retention and revenue. The foundation for this was established in Phase 1.