Final Mid-fi Figma Mockups:
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We led a research-driven approach, conducting competitive analysis, user interviews, and cognitive walkthroughs to understand user behavior and identify design opportunities. While the project came with challenges—such as navigating sponsor-driven design choices that were hard to justify and dealing with limited support and unclear guidelines—we embraced these hurdles as learning opportunities. We also had to account for legal restrictions on athlete images and team logos, which led to creative compromises. Despite these obstacles, we were grateful for the chance to work with a start-up in the gaming and sports industry, gaining invaluable experience. Our team successfully segmented the user base into casual players and fantasy enthusiasts, conducting tailored workshops and usability testing to address each group’s needs. The findings resulted in targeted design solutions, including more intuitive navigation, enhanced onboarding, and new game mechanics to boost player retention. Additionally, we developed a streamlined design system that aligned with user motivations and addressed pain points, creating a cohesive and engaging experience for all users.