Growth Through Relationships
Game time is better with people you know! This design is a simplified path for users to register, then invite a friend for a unique shared experience.
CLIENT
Riot Games - VALORANT
CLIENT
Riot Games - VALORANT
CLIENT
Riot Games - VALORANT
Role
Senior UX Designer
Role
Senior UX Designer
Role
Senior UX Designer
Problem Statement
What Gets Players Hyped To Play Together? Shared Experience And Community!
To create hype around their launch on Playstation and XBOX, VALORANT wanted to drive engagement through trusted relationships.
Riot was historically a PC audience, and VALORANT'S launch on console play needed to expand to that player-base.
To create hype around their console launch, we had some core beliefs to hit:
Drive users previously unable to play the game, to a new experience alongside players they know.
Increase an already strong VALORANT community.
Engaging with friends = Happy Players.
This leads to play growth via engagement and retention.
The more they are happy playing, the more they spend hard earned money!
The Process
What were the choices we made, and hurdles we overcame before landing on the final outcome?
The "Perfect Experience" would be something that was simple, safe and reliable, scalable, and gave us the control levers to easily deliver this experience to a huge audience.
We focused on flows that allowed us to reuse functionalities in multiple instances. This reduced the scope of unique logic and one-off situations our engineers needed to build.
The landing page was designed not only for registration details, but also to provide links to content about the game, and account for getting new and existing players hyped.
Our ideal experience hit a snag wanting to rely on our internal system logic, to control and validate user access, reducing friction to get in game. But our external partners needed us to use a flow with access codes, which added a little user friction, which turned out fine given it's an expected experience on other products.
We also tried early on to reduce bad actors selling unusable codes to excited players, by bringing the invitation process into the user account management. Unfortunately we realized early on this would greatly increase the project scope, and punted the capabilities to a future project.
Problem Statement
Problem Statement
What Gets Players Hyped To Play Together? Shared Experience And Community!
To create hype around their launch on Playstation and XBOX, VALORANT wanted to drive engagement through trusted relationships.
Riot was historically a PC audience, and VALORANT'S launch on console play needed to expand to that player-base.
To create hype around their console launch, we had some core beliefs to hit:
Drive users previously unable to play the game, to a new experience alongside players they know.
Increase an already strong VALORANT community.
Engaging with friends = Happy Players.
This leads to play growth via engagement and retention.
The more they are happy playing, the more they spend hard earned money!
What Gets Players Hyped To Play Together? Shared Experience And Community!
To create hype around their launch on Playstation and XBOX, VALORANT wanted to drive engagement through trusted relationships.
Riot was historically a PC audience, and VALORANT'S launch on console play needed to expand to that player-base.
To create hype around their console launch, we had some core beliefs to hit:
Drive users previously unable to play the game, to a new experience alongside players they know.
Increase an already strong VALORANT community.
Engaging with friends = Happy Players.
This leads to play growth via engagement and retention.
The more they are happy playing, the more they spend hard earned money!
The Process
The Process
What were the choices we made, and hurdles we overcame before landing on the final outcome?
The "Perfect Experience" would be something that was simple, safe and reliable, scalable, and gave us the control levers to easily deliver this experience to a huge audience.
We focused on flows that allowed us to reuse functionalities in multiple instances. This reduced the scope of unique logic and one-off situations our engineers needed to build.
What were the choices we made, and hurdles we overcame before landing on the final outcome?
The "Perfect Experience" would be something that was simple, safe and reliable, scalable, and gave us the control levers to easily deliver this experience to a huge audience.
We focused on flows that allowed us to reuse functionalities in multiple instances. This reduced the scope of unique logic and one-off situations our engineers needed to build.
The landing page was designed not only for registration details, but also to provide links to content about the game, and account for getting new and existing players hyped.
The landing page was designed not only for registration details, but also to provide links to content about the game, and account for getting new and existing players hyped.
Our ideal experience hit a snag wanting to rely on our internal system logic, to control and validate user access, reducing friction to get in game. But our external partners needed us to use a flow with access codes, which added a little user friction, which turned out fine given it's an expected experience on other products.
Our ideal experience hit a snag wanting to rely on our internal system logic, to control and validate user access, reducing friction to get in game. But our external partners needed us to use a flow with access codes, which added a little user friction, which turned out fine given it's an expected experience on other products.
We also tried early on to reduce bad actors selling unusable codes to excited players, by bringing the invitation process into the user account management. Unfortunately we realized early on this would greatly increase the project scope, and punted the capabilities to a future project.
We also tried early on to reduce bad actors selling unusable codes to excited players, by bringing the invitation process into the user account management. Unfortunately we realized early on this would greatly increase the project scope, and punted the capabilities to a future project.
Designed Experience
Designed Experience
Designed Experience
For MVP we needed the simplest version that allowed users to share access codes with friends. What we landed on was a responsive flow, provided users granted access through our system registration, the ability to share an access code through their chosen method. Forcing this experience through the console flow would limit user options, but this solution allowed users to chose their own path - be that email, discord, or text (as seen below!).
For MVP we needed the simplest version that allowed users to share access codes with friends. What we landed on was a responsive flow, provided users granted access through our system registration, the ability to share an access code through their chosen method. Forcing this experience through the console flow would limit user options, but this solution allowed users to chose their own path - be that email, discord, or text (as seen below!).
Aligned MVP Solution
For MVP we needed the simplest version that allowed users to share access codes with friends. What we landed on was a responsive flow, provided users granted access through our system registration, the ability to share an access code through their chosen method. Forcing this experience through the console flow would limit user options, but this solution allowed users to chose their own path - be that email, discord, or text (as seen below!).
Aligned MVP Solution
For MVP we needed the simplest version that allowed users to share access codes with friends. What we landed on was a responsive flow, provided users granted access through our system registration, the ability to share an access code through their chosen method. Forcing this experience through the console flow would limit user options, but this solution allowed users to chose their own path - be that email, discord, or text (as seen below!).
Outcomes
Outcomes
Outcomes
What was the result?
The launch on console was a HUGE success. Our hypothesis that users would play longer when they have a unique experience to share together, was validated. The game recorded huge growth in user base, time spent in game, and revenue - all directly tied to the products ease of use.
