Gamified Re-Design
Client
Dave & Busters
Timeline
2021 - Present
Industry
E-Commerce
Role
Lead UX/UI Designer
Problem
Users were facing issues with updating locations, understanding Dave&Busters gamified brand, and overall the excitement of what this place has to offer. The website lacked personalization and customization options, making it less engaging and user-friendly.
How Might We Statement
How might we create an emotional connection with guests by revamping their website design and identity that speaks to the gamified experience?
Solution
A gamified website experience that differentiates Dave&Busters from other eatertainment destinations by utilizing modern web first design approach to give guests a glimpse of the fun entertainment they are.
THE RESEARCH
We conducted a round of usability testing on the current website to see where user's pain points were lying at. These were conducted by the researcher and she compiled the data for me to reference from. My researcher audited the whole website which resulted in 31 pages and found 6 crucial pages that need the most boost in help. These pages helped gave me insight on what's priority for the wireframes and final design.
SITEMAP
For the sitemap, we created one that showcases the current site and our proposed site. We wanted the client to understand that users should set their locations to prompt geo-located content to increase store visitation.
USER FLOWS
We created a diagram of the experience for setting your location and planning a visit. This helped give us insight into how users approach the website and plan a visit to go in person.
THE WIREFRAMES
For the wireframes, it was broken into 2 sprints that were each 2 weeks long. To increase store visitation, we made sure to include geo-located content. That means users will only see content related to that location, such as the location details page. But first, let's select our store so we can see what our options are. To do so, they must select it in the navigation and continue filling out their location details. By doing so, this increases awareness for the user that there's a nearby store filled with fun entertainment.
WHAT DOES DAVE&BUSTERS HAVE TO OFFER
After users select their location, they can see geo-located content that reveals a specific flow intended so that users are aware of the ongoing promotions. This allows users to understand their store location and what it has to offer, which can help increase store visitation and revenue. A great page we included would be the store details page, which explains all information related to the store, especially showing when it's open with a live banner.
ENOUGH INFORMATION, LET'S GO IN PERSON!
Once users have gathered enough information about Dave & Busters and their store location, the goal is to get them in person! By providing enough details and information pertaining to the fun entertainment experience, users will want to go in person more often, since it will be easier thanks to the website.
ANALYTICS
The improved re-design resulted in a 35% increase in new user adoption rates.The addition of personalization and gamified options enhanced user engagement, leading to a 25% increase in user retention rates. We were able to increase number of clicks by 50% and increase visitors on the Dave&Busters website. Overall store visitations increased to a mere 42%, thus validating our design choices.
RESULTS
With time constraints, the designs were changed drastically to speed development time to push the website live. Because of this, alot of the designs were construed and turned out to not be optimized at its best but this was out of my control. You can view the current website and discover how sprints in development affect the outcome of designs.
KEY TAKEAWAYS
This was the most challenge project starting into my career, since I just started at Ansira and jumped straight into this project. I learned alot about working with a design system, collaborative teams, and handing off designs to development to create a live site. Due to time restrictions, alot of the designs were changed to make development easier which is why on the live website currently, the designs look much different. If we had more time, I would love to gather the feedback from the moderated testing and implemented them into the designs. This was out of my control but nonetheless I am very proud of my hard work and designs making it publicly to the audience.
Next Project
Next Project
Next Project
Ansira Owner's Website
A full website re-design for Truelink, also known as Ansira's owners, with new brand identity and concepts.
Ansira Owners Website
A full website re-design for Truelink, also known as Ansira's owners, with new brand identity and concepts.
Gamified Re-Design
Client
Dave & Busters
Timeline
2021 - Present
Industry
E-Commerce
Role
Lead UX/UI Designer
Problem
Users were facing issues with updating locations, understanding Dave&Busters gamified brand, and overall the excitement of what this place has to offer. The website lacked personalization and customization options, making it less engaging and user-friendly.
HOW MIGHT WE STATEMENT
How might we create an emotional connection with guests by revamping their website design and identity that speaks to the gamified experience?
SOLUTION
A gamified website experience that differentiates Dave&Busters from other eatertainment destinations by utilizing modern web first design approach to give guests a glimpse of the fun entertainment they are.
THE RESEARCH
We conducted a round of usability testing on the current website to see where user's pain points were lying at. These were conducted by the researcher and she compiled the data for me to reference from. My researcher audited the whole website which resulted in 31 pages and found 6 crucial pages that need the most boost in help. These pages helped gave me insight on what's priority for the wireframes and final design.
SITEMAP
For the sitemap, we created one that showcases the current site and our proposed site. We wanted the client to understand that users should set their locations to prompt geo-located content to increase store visitation.
USER FLOWS
We created a diagram of the experience for setting your location and planning a visit. This helped give us insight into how users approach the website and plan a visit to go in person.
THE WIREFRAMES
For the wireframes, it was broken into 2 sprints that were each 2 weeks long. To increase store visitation, we made sure to include geo-located content. That means users will only see content related to that location, such as the location details page. But first, let's select our store so we can see what our options are. To do so, they must select it in the navigation and continue filling out their location details. By doing so, this increases awareness for the user that there's a nearby store filled with fun entertainment.
WHAT DOES DAVE&BUSTERS HAVE TO OFFER
After users select their location, they can see geo-located content that reveals a specific flow intended so that users are aware of the ongoing promotions. This allows users to understand their store location and what it has to offer, which can help increase store visitation and revenue. A great page we included would be the store details page, which explains all information related to the store, especially showing when it's open with a live banner.
ENOUGH INFORMATION, LET'S GO IN PERSON!
Once users have gathered enough information about Dave & Busters and their store location, the goal is to get them in person! By providing enough details and information pertaining to the fun entertainment experience, users will want to go in person more often, since it will be easier thanks to the website.
ANALYTICS
The improved re-design resulted in a 35% increase in new user adoption rates.The addition of personalization and gamified options enhanced user engagement, leading to a 25% increase in user retention rates. We were able to increase number of clicks by 50% and increase visitors on the Dave&Busters website. Overall store visitations increased to a mere 42%, thus validating our design choices.
RESULTS
With time constraints, the designs were changed drastically to speed development time to push the website live. Because of this, alot of the designs were construed and turned out to not be optimized at its best but this was out of my control. You can view the current website and discover how sprints in development affect the outcome of designs.
KEY TAKEAWAYS
This was the most challenge project starting into my career, since I just started at Ansira and jumped straight into this project. I learned alot about working with a design system, collaborative teams, and handing off designs to development to create a live site. Due to time restrictions, alot of the designs were changed to make development easier which is why on the live website currently, the designs look much different. If we had more time, I would love to gather the feedback from the moderated testing and implemented them into the designs. This was out of my control but nonetheless I am very proud of my hard work and designs making it publicly to the audience.
Next Project
Next Project
Ansira Owners Website
A full website re-design for Truelink, also known as Ansira's owners, with new brand identity and concepts.