Jagex | Consider holistic journey from onboarding to maxed accounts
PROCESSES
Project canvas | Competitive analysis | User flows | Personas | JTBD & scenarios | Data analysis | Mid-fi to hi-fi wireframes | Design system creation/improvements | Project management | Stakeholder presenting | Workshop running | Feature prioritisation |Google Analytics | SEO | Asset creation
JOB BREAKDOWN AND SELECTED PROJECTS
Consider three main user types:
• New users
• Legacy/returning users
• Existing users
Working across various teams and products, build on and improve all journeys holistically. Discover and focus on key areas/features, including; onboarding and membership funnels, the Jagex launcher, hiscores, polls, news, customer support, marketing and events microsites, and more.
Develop flows to be more intuitive and linear; establish each game as its own while also exploring the relationship between them. Bring the brand forward into a modern era without losing the “RuneScape” essence.
OSRS POLLS
• Solidified and documented the emerging design system for a revamped Old School polls feature.
• Developed new question types to match reworked in-game poll questions:
- matrix questions
- open text questions
- ranked questions
- and more
• Reworked and modernised polls library to improve usability.
• Designed live poll states, avoiding presenting any bias.
REVAMP RUNESCAPE HISCORES
• Solidified and documented the emerging design system for a revamped RuneScape HiScores.
• Collaborated with devs on how this will be built on the new community app.
• Reworked outdated/bloated navigation to aid signposting.
• Deprioritised outdated content and built in/future-proofed new content (e.g. Leagues, new bosses etc.).
• Created areas for promotion of topical content and membership upsell.
• Managed staggered transition between old website and new community app.
INCREASE CANCELLATION DEFLECTION TO 7%
• Successfully and rapidly increased cancellation deflection to well over 7%.
• Improved usability, this was not an exercise in making cancellation difficult.
• Contextualised benefits of having membership separation between membership and free-to-play.
• Presented player progress and success stories to promote player journeys to this point.
• Promoted upcoming features and customer service improvements through a regular roadmap.
• Gathered tangible data around reason for leaving to aid future updates.
• Using data available, provided context and routes for players overcome unnecessary cancellations (e.g. changing membership via cancelling).
• Displayed alternative Membership options to provide clarity of choice.
• Provided a route back to resubscribing.
IMPROVE CUSTOMER SUPPORT SIGNPOSTING AND PROMOTE CHATBOT
• Promoted and contextualised new chatbot:
- Timings for live vs AI chatbot
- Chatbot capabilities
- Success metrics
- Pros and cons vs manually creating a ticket
• Presented chatbot in key and intuitive areas of the flow.
• Using data, improved hierarchy of navigation and home page information architecture to reflect the key needs and goals of players.
MEMBERSHIP BENEFITS
• Built and documented the design system for Framer.
• Made benefits of Membership clear and digestible.
• Displayed various options while promoting savings and recommendations.
• Improved conversion rate.
• Made sure various routes to this new page intuitive and clear.
2025 RUNEFEST SITE
• Built and documented the RuneFest design system for Framer.
• Provided key information to users:
- Date
- Location
- FAQs
- CTAs for ticket purchase/newsletter sign up
• Built hype:
- Presented content showing success of previous RuneFests
- Created and promoted a timetable of key events
- Countdown timer
• Developed future proofed content templates to be updated for following years.
ADDITIONAL WORK AND PROJECTS
• Onboarding, membership purchase and shop improvements
- Reduced steps to purchase
- Contextulised membership as a subscription
- Improve display and understanding of various memberhsip options
- Removed outdated content (Treasure Hunter keys, RuneMetrics etc.)
- Simplified and streamlined account creation and Launcher download
• Launcher:
- Promoted Membership
- Reprioritised calls to action to speed up entry into the game
- Decluttered and improved settings
- Mocked up and reimagine from ground up to heavily reduce onboarding steps
• Account and character management
- Displayed character status one one screen
- Improved signposting to key flows and actions
- Removed duplication of content and homogenise split flows
• Treasure Hunter Key removal poll page
- Built poll page based on historic and nostalgic motifs
- Promoted in relevant areas of various journeys and socials
- Successfully hit voting thresholds ahead of projection
- Designed bespoke graphics and assets
BUSINESS GOALS MET
Increase cancellation deflection to 7%+
Improve onboarding and membership purchase conversion rate
Reduce clicks for onboard
Improve usability of key flow
Improve conversion rate of successful customer support tickets and improve overall and customer satisfaction
Discover and prioritise key areas for improvement that will have the largest impact on players
Solidify branding and design systems
Establish UX as fundamental part of the product lifecycle
Successfully promote Treasure Hunter Keys removal poll and acquire needed votes for removal
LESSONS LEARNED
Collaborating across multiple teams and disciplines
Presenting to stakeholder and non-designers
Building live, responsive products with Framer
Building with and for a passionate fanbase
Onboarding and membership conversion rate optimisation
Customer support and account management UX optimisations
Hi-fi prototyping + development and implementation of a robust design system
Applying UX fundamentals to effectively and efficiently achieve business metrics
Deep game knowledge
Project management
Working remotely