Boosted user registration by 63% after redesign, with 76% of new users aged 16–35, proving strong to younger TA.
Increased average time on content pages by 3–7 min and stream pages by over 30 min, enhancing overall engagement.
Achieved 90,000+ app downloads in 2 months of launch through mobile-first design and UX optimization.
Led the entire UX process as a solo designer, from research and strategy to UI design and developer collaboration.
Redesigned the information architecture and UI logic, aligning a cross-continental team on a new experience vision.
Delivered website and app in 4 months, balancing complex esports content with cross-platform usability.
GosuGamers, a globally recognized esports platform founded in 2002, faced challenges with its outdated design, which no longer met modern user expectations. This project aimed to revamp the brand and product experience to engage a new generation of users and improve mobile usability. As the sole designer, I led the UX research, strategy, and UI design, restructuring the platform's architecture and creating a new visual system for web and mobile. We launched the new experience in just four months, which boosted user registration by 63%, with 76% of new users aged 16-35, and increased average time on content pages by 3-7 minutes.
Duration: 4 months
TA: Young esports fans and gamers, including both long-time followers and new mobile-first users.
Scope: UX research, information architecture redesign, responsive UI design, brand refresh, mobile-first experience, developer collaboration, and delivery of both website and mobile app.
Led UX research, strategy, and UI design as the sole designer. I restructured the platform’s architecture, created a modern visual system for web and mobile, and collaborated with European Dev teams to launch the new experience in 4 months.
Main Designer
Jin
New users came for the rich esports content but quickly left due to confusing navigation, inconsistent visuals, and overlooked calls to action. The outdated, fragmented experience caused a sharp drop-off, yet old users steadily engaged.
Annual active users lost
New user drop-off rate
Dwell time and page views maintained
While GosuGamers continued to offer deep and valuable content, its high entry barrier and outdated user experience led to a high drop-off rate and low registration conversion among new users. To address these challenges, we defined the following goals and strategies:
Brand Refresh
Rebranded with a modern, youth-oriented visual identity to appeal to the esports audience.
IA Redesign
Redesigned the navigation and content structure across web and app for a more intuitive, beginner-friendly experience.
Mobile Onboarding
Improved the sign-up process and introduced a mobile-first approach to better support accessibility and device-specific behavior.
Engagement Boost
Enhanced user engagement with social features and personalized content, while increasing exposure through smarter entry points and referral strategies.
I led the UX planning by mapping the platform’s complex content structure and aligning it with user reading behavior. I proposed two UI concepts: one with sleek grayscale dividers for a modern esports feel, and another using colorful, card-based modules with a gamified look. Both aimed to appeal to a younger, esports-focused audience.
We adopted a gamified, card-based style to soften the platform’s professional and data-heavy image, making it feel more approachable to younger users and esports newcomers. The left-side navigation made it easier to switch between games and features while supporting future content expansion.
We crafted a visual system where each game category is represented by a distinct hero banner. This approach not only helps users immediately recognize the type of game they’re browsing, but also deepens immersion by visually aligning the interface with the game’s unique identity. It turns navigation into part of the gameplay atmosphere.
I transformed complex esports data into clear, engaging visuals by designing intuitive charts and reorganizing the event flow. This helped users quickly understand the tournament’s progress and what’s coming next, improving both readability and overall experience.
Engagement soars with our interactive reward system. Users earn points for tasks/predictions, redeemable for prizes. This gamified approach fosters achievement and deeper platform exploration, significantly boosting retention.
Google Analytics showed that 54% of GosuGamers’ audience accessed the platform on mobile, yet the experience was primarily optimized for desktop. To address this gap, I designed a mobile-friendly content structure and modular templates for esports news and live updates. By analyzing user behavior and usage contexts, I created layouts optimized for quick scanning and one-handed navigation, enabling fans to seamlessly follow professional esports in their spare time and driving stronger engagement across devices.
App
