Valorant Console Launch
About VALORANT
Led the creation of onboarding and invitation player workflows for VALORANT's console launch event, from inception through delivery, creating a unique experience leveraging relationships for growth.
Whether players were enticed from game content creators they follow, or personal connections looking to experience something on a new platform, that participation signal from trusted sources drove engagement, leading to record growth and revenue.
+12%
Userbase Growth
+15%
Engagement Time
+19%
Revenue
Project Overview
Background
Though already successful, VALORANT wanted to access a new user base, leveraging community to engage users.
Challenge
Minimize friction for the initial user registration.
Leverage our existing tech to reduce the number of steps in the process, including console connection.
Streamline and secure the sharing of invitations to friends.
Provide new players a chance to learn about the game before playing
Provide experience hype for new and existing players
Project Process
Context + Goals
Striving for best in class player experiences, 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.
By reusing pages, scope was reduced by avoiding unique logic and one-off situations for our engineers needed to build.
Workflows
Registration + Acceptance Flows (including new account onboarding)
Confirmation Emails
Invitation Sharing
Console connections
User Base
Players new to Riot
Riot players new to VALORANT
Players with Playstation or XBox accounts already linked to their Riot profile
Players without Playstation or XBox accounts already linked to their Riot profile
Research
What is the expected experience for beta experiences across games?
Solution Alignment
Coordinated MVP Solution
Pivots
Shifting requirements due to capabilities and last minute partner requirements
Delivered Outcomes
Final Design Content
Content across all touch-points reflected the VALORANT brand.
Content was intentionally repeatable, and modular across features and pages as needed to reduce unnecessary work.
Event dates and information was easily accessible for everyone across pages.
New and existing players could get hyped with curated content leading up to the event, leaning on the strength of an already strong online community.
Reusable Branded Trust
In addition to the marketing page, emails and error pages were reusable allowing us to minimize unnecessary work should the system state/logic change.
Error pages provided helpful branded information to users, guiding them back to safety.
Project Retro Learnings
The launch on console was a HUGE success. The 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 ease of use.
Potential Improvements
Earlier alignment with external partners to confirm technical capabilities, to avoid last minute pivot thrash.
Improved account capabilities to share invitations within one's account for better tracking, security and convenience.
