Electronic Arts - Purchasing in UFC Mobile
Goals
The objective of this project was to know and propose improvements to the purchase stage in the game, improving the experience and sales.
UX Approach
1 - Selling points analysis
The first step was to identify where the in-game sales were made.
2 - Purchasing flow analysis
The second step was to get a complete view of each flow through a map.
3 - Metrics analysis
To help build hypotheses some sales data was reviewed to help understand the buying behavior, best-selling product, and most profitable product for the game.
4 - Player Comment Analysis
Reviewing app store reviews to better understand user needs.
5 - Benchmarking
Analyze similar games to understand their behaviors.
6 - Generating insights and hypotheses
a) During the battle pass, the user may buy by mistake or not understand what he is buying due to a lack of information.
b) Having many points of sale can make the user not recognize the path that leads him to where he wants to buy what he wants.
c) A new information architecture for the store can make the experience easier.
7 - Wireframes and Proposals
Homepage Redesign
Reorganization of the homepage, leaving each area with easier access and the sales point concentrated in one place.
BattlePass Redesign
Redesign to better explain what the user is buying, highlighting the difference between products and their benefits.
New store architecture
An item distribution more consistent with the user's needs.
AS IS
PROPOSAL
