Introduction

Context

This 4-month project was completed as part of the UX Tree Mentorship program. The focus was on improving the discoverability and navigation of bundles in the Star Trek Fleet Command (STFC) Web Store, which offers players bonus rewards like Multiphasic Credits when purchasing outside the app.

Stats at the time of research

📌 My Role

• UX Design
• UI Design
• UX Research

⏱ Timeline

• 4 Months

🛠 Tools

• Figma
• Notion
• Google Forms
• Google Docs & Sheets
• ChatGPT
• Discord

<aside> 💡

Background

</aside>

🛒 Challenge

• Players struggle to find specific items, especially within bundles.
• This leads to frustration, missed purchases, and lower engagement.

🔍 Goal

• Enhance the search experience to help players quickly find what they need.
• Improve usability and increase conversions in the web store.

💰 Why It Matters

• Web store purchases bypass platform fees (e.g., App Store fees), increasing revenue.
• A better search system makes the web store a preferred shopping destination.
• Less friction = More engagement & higher sales.

<aside> 💡

Target Audience

</aside>

💸 Existing Spenders

• Encourage shifting purchases from the in-game store to the web store.

🛍️ Potential First-Time Spenders

• Make the first purchase easy and engaging to convert them into long-term buyers.

<aside> 💡

User Impact

</aside>

⚡ Faster and easier access to the items they want, reducing frustration.

🎯 A more engaging shopping experience that encourages browsing and discovery.

🛠️ Less friction, leading to higher satisfaction and retention.

<aside> 💡

Business Impact

</aside>

💰 Higher revenue by shifting purchases from the in-game store to the web store, bypassing platform fees.

📈 Increased user engagement with the web store, leading to repeat visits and purchases.

🏆 A more competitive and polished digital storefront that enhances the brand experience.

Design Process

Design Framework

I followed the Double Diamond design framework – a structured process with four phases - Discover, Define, Develop, Deliver. This framework helped me diverge and converge effectively: in the Discover stage I cast a wide net to understand the problem space (gathering user insights and pain points). In Define, I narrowed down on a clear problem statement and user needs. During Develop, I ideated and prototyped potential solutions. Finally, in Deliver, I refined the chosen solution and tested it with users. This approach ensured I didn’t jump to solutions too early and that the final design was rooted in real user research.