ESB.IO - Redesigning UX/UI for a Gaming Platform

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2024

Redesigning ESB.IO to Boost UX and Engagement for a Gaming Platform

Redesigned and launched ESB 2.0 in 45 days.
Accelerated delivery via clear IA and early design system.
Smoothed UX transition between versions.

Redesigned and launched ESB 2.0 in 45 days.
Accelerated delivery via clear IA and early design system.
Smoothed UX transition between versions.

Gained 244K new users in 3 months through SEO and onboarding.
Boosted daily usage by +34 mins per user.
Achieved 11.2% conversion through improved flows.

Gained 244K new users in 3 months through SEO and onboarding.
Boosted daily usage by +34 mins per user.
Achieved 11.2% conversion through improved flows.

Services

UX & UI Design

Interactive Design

Interactive

Platforms

Web RWD

Web APP

Tools

Figma

Notion

My Role

Main Designer

Overview

ESB.io is a crypto-powered esports platform offering real-time stats and games. Our team took on the 1.0 version after identifying major drop-offs in user registration and conversion through a 3-month funnel analysis. These insights led me to restructure the information architecture and redesign the interface to streamline the user journey. The new design gamified the visual style and better met user expectations, directly addressing key UX issues within the competitive gaming space. The results were significant: an 11.2% conversion rate through improved flows.

Project Role:

Duration: 40 Days
TA: Young esports fans and gamers, including both long-time followers.

Scope: UX research, IA redesign, playful gamified UI design, responsive interface, brand refresh, developer collaboration, and delivery for web and mobile platforms.

My Design Role & Collaboration

I led the end-to-end design process, from collaborating with the PM to analyze data and define redesign requirements to restructuring the information architecture, redesigning the visual style, and building a consistent experience through a scalable design system. I oversaw the entire flow from planning to final delivery. The redesign not only achieved key business goals but also streamlined the development process.

Main Designer

Jin

Product Designer

Dolly

Product Designer

Yves

Why the Old ESB.io Needed a Redesign

The ESB 1.0

Why the Old ESB.io Needed a Redesign

Our analytics revealed a plateau in platform growth. Deeper analysis suggested several UX friction points: unclear onboarding flows, fragmented navigation, and a lack of engaging visual hierarchy. In response to the CEO’s push for improvement and our team’s UX concerns, I took the lead in transforming these insights into clear, actionable design goals aimed at improving engagement and conversion.

≈ 127ppl

Weekly Signups

< 7%

Retention rate

< 1 mins

Time On Main-page

≈ 4%

Monthly Deposits

Voice of the Users :
Trust and Usability Concerns

Ineffective marketing, unclear audience targeting, limited brand visibility, and a lack of user trust hinder new user sign-ups.

Unengaging gameplay and too many items being fulfilled before onboarding cause 93% of users to churn quickly.

Unappealing design, confusing navigation, weak content, and fails to capture user attention.

Weak CTAs, unclear user pathways, and mismatched audience reduce transitions to the game page.

Root Cause Analysis

User Acquisition

Poor targeting and low brand visibility limit new user sign-ups.

Trust Building

Unclear UI and sketchy visuals make users doubt the site’s credibility.

Engagement

Complex onboarding and weak game content cause users to churn.

Conversion

Weak UX and confusing paths prevent users from engaging in game.

My design Challenge of ESB 2.0

45-Day Timeline

A complete full redesign and launch within a compressed schedule requires efficient design processes and decisive decision-making.

Consistency

Minimize user disruption caused by inconsistent design styles between versions while implementing substantial UX improvements.

Trust Building

Transform perception from "scam-like" appearance to professional, trustworthy platform that encourages deposits.

Integration

Replace iframe implementations with native UI while maintaining functionality across devices.

Voice of the Users :
Trust and Usability Concerns

Ineffective marketing, unclear audience targeting, limited brand visibility, and a lack of user trust hinder new user sign-ups.

Unengaging gameplay and too many items being fulfilled before onboarding cause 93% of users to churn quickly.

Unappealing design, confusing navigation, weak content, and fails to capture user attention.

Weak CTAs, unclear user pathways, and mismatched audience reduce transitions to the game page.

Root Cause Analysis

User Acquisition

Poor targeting and low brand visibility limit new user sign-ups.

Trust Building

Unclear UI and sketchy visuals make users doubt the site’s credibility.

Engagement

Complex onboarding and weak game content cause users to churn.

Conversion

Weak UX and confusing paths prevent users from engaging in game.

My design Challenge of ESB 2.0

45-Day Timeline

A complete full redesign and launch within a compressed schedule requires efficient design processes and decisive decision-making.

Consistency

Minimize user disruption caused by inconsistent design styles between versions while implementing substantial UX improvements.

Trust Building

Transform perception from "scam-like" appearance to professional, trustworthy platform that encourages deposits.

Integration

Replace iframe implementations with native UI while maintaining functionality across devices.

My Workflow

Analyzing data

Analyzing

data

Understanding
pain points

Defining design goals

Defining

design goals

Creating
I.A.

Building wireframes

Planning flowcharts

Designing
user interfaces

Organizing
UI systems

Speeding Up the Dev Timeline

At the start of the project, I collaborated closely with the team to quickly align through focused discussions and solid UX planning, using IA, user flows, and wireframes to clarify structure and scope. By establishing the UI direction, grid system, and key components early on, we built a shared understanding that allowed design and development to progress in parallel faster.

Information Architecture

Information Architecture

Information Architecture

Flowcharts

Flowcharts

Flowcharts

Grid System

Grid System

Grid System

Wireframes

Wireframes

Wireframes

ESB 2.0 Designing Esports Style & Building User Trust

I designed an esports style landing page to appeal to younger users while building trust. Key elements like a live user count, license badge, and streamer partnerships boost credibility, while bold colors and a clear UI system create an engaging, energetic experience.

Faster Sign-Up, Smoother Start

I simplified the signup process to just two quick steps, making it easier for users to join. After registering, users can choose to complete their profile right away or fill it out later when they’re ready to deposit or start playing. This flexibility helps reduce friction and boost conversion.

Modular Design for Consistent UX & Efficient Dev

I designed quick-access modules (personal info, notifications, wallet balance) that let users complete key actions without leaving the current page. These modules offer a consistent experience across desktop and mobile while also streamlining development through reusable design components.

Flexible Deposit Options

I designed a focused popup flow for wallet actions, helping users focus on their behavior and stay on task without leaving the page. The deposit feature supports both crypto and fiat and includes a seamless MetaMask integration, allowing users to deposit directly from their wallet with fewer steps.

Leveling Up Engagement

To boost retention and deepen interaction, we introduced features like Watch to Earn, real-time esports stats, and daily missions. These turn passive viewers into active users by rewarding engagement and encouraging progression through challenges and leaderboards.