Jagex | Consider holistic journey from onboarding to maxed accounts
PROCESSES
Project canvas | Competitive analysis | Surveys | 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
BUSINESS GOALS MET
Increase cancellation deflection to 7%+
Improve onboarding and membership purchase conversion rate
Reduce clicks to onboard players
Improve usability of key flow
Improve conversion rate of successful customer support tickets and improve overall and customer satisfaction
Discover and prioritise key areas of player interest
Solidify branding and design systems
Establish UX as fundamental part of the product lifecycle
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
• Solidify and document the emerging design system for a revamped OldSchool polls feature.
• Develop new question types to match the new in-game questions:
- matrix questions
- open text questions
- ranked questions
- and more
• Rework and modernise polls library to improve usability and promote polls
• Show live polls in a default state, avoiding presenting any bias
REVAMP RUNESCAPE HISCORS
• Solidify and document the emerging design system for a revamped RuneScape HiScores.
• Collaborate with devs how this will be built in new community app
• Rework outdated/bloated navigation to aid signposting
• Deprioritise outdated content and build in/future-proof new content (e/g Leagues, new bosses etc.)
• Create area for promotion of topical content and Membership upsell
• Manage transition between old website and new community app
INCREASE CANCELLATION DEFLECTION TO 7%
• Improve the usability, this is not an exercise in making cancellation difficult
• Contextualise benefits of having Membership and what will be lost in F2P
• Present player progress and success stories to uplift the journey until now
• Promote upcoming features and customer service improvements through a yearly roadmap
• Gather tangible data around reason for leaving
• Using data available, provide context and routes for players overcome unecessary cancellations (e.g. changing Membership via cancelling)
• Display alternative Membership options
• Provide a route back to resubscribing
IMPROVE CUSTOMER SUPPORT SIGNPOSTING AND PROMOTE CHATBOT
• Promote and contextualise new chatbot:
- Timings for live vs AI chatbot
- Chatbot capabilities
- Success metrics
- Pros and cons vs manually creating a ticket
• Present chatbot in key and intuitive areas of the flow
• Using data, improve hierarchy of navigation and home page IA to reflect the key goals of the players
MEMBERSHIP BENEFITS
• Build and document the design system for Framer
• Make benefits of Membership clear and digestible
• Display various options while promoting savings and recommendations
• Improve conversion rate
• Make various routes to this new page intuitive and clear
BUILD 2025 RUNEFEST SITE
• Build and document the design system for Framer
• Provide key information
- Date
- Location
- FAQs
- CTAs for ticket purchase/newsletter sign up
• Build hype:
- Present content showing success of previous RuneFests
- Create and promote a timetable of key events
- Countdown timer
• Develop future proofed content templates to be updated in following years
ADDITIONAL WORK AND PROJECTS
• Onboarding, Membership purchase and shop improvements
- Reduce steps to purchase. Consider it a subscription rather than a product
- Improve display of Memberhsip options
- Remove outdated content (Treasure Hunter keys, RuneMetrics etc.)
- Simplify account creation and Launcher download
• Launcher:
- Promote Membership
- Reprioritise calls to action to speed up entry into the game
- Declutter and improve settings
- Mock up and reimagine from ground up to heavily reduce onboarding steps
• Account and character management
- Display character status in single display
- Improve signposting to key flows and actions
- Remove duplication of content and homogenise split flows
• Treasure Hunter Key removal poll page
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
Customer support and account management UX processes
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