Product: My11Circle, Games24x7
Industry: Fantasy Sports
Timeline: 10 weeks (2025)
My Role: Product Designer
At My11Circle, we noticed heavy drop-offs in the fragmented onboarding flow spanning the lobby, team creation, KYC, and add cash steps. With 11M+ users and seasonal IPL spikes in acquisition, the goal was to design a guided, trust-building journey that improved conversion and reduced friction. I led the end-to-end design process, from research to streamlined UX delivery
Metrics Achieved
LTP Increase
+12%
Revenue Increase
+4%
User group consists largely of first-time fantasy players from Tier 3/4 Indian cities, joining during cricket season peaks. They are impatient, trust-sensitive, and often dropped off when faced with too many steps or complex tasks like team creation or KYC.
Most users sought quick entry into matches with minimal effort, while advanced players expected control and customization.
Approach
We mapped the first-time journey, then applied a Simplify → Guide → Build Trust framework: simplify each step to one clear action, guide users with nudges like Ask Dada, and build trust by reducing friction in KYC and payments.
User Research
To understand problem in depth , We conducted interviews with new and existing players across Tier 3/4 cities. Users were asked about their first impressions, team creation experience, trust in payments, and expectations from the app
User Groups Identified
01 - New Player
02 - Casual Player
03 - Serious Player
Key Insights
User Personas
Through user interviews and behavior analysis, We categorized players into New, Casual and Serious segments to capture their goals, pain points, and design needs.
Empathy Map
Drag and Move around to see some iterations
Final Designs
Main Lobby Page
The Main Lobby was designed to make decision making easy for all the user groups.
By prioritizing core actions like joining contests and creating teams, using visual cues and nudges for motivation, and keeping navigation seamless, the lobby builds trust and drives participation while staying clean and intuitive.
Create Team Pages
The Create Team journey was designed to be fast, intuitive, and motivating. Visual hierarchy ensures player selection feels simple, and real-time feedback (credits used, balance, team strength) builds confidence. The goal was to make team creation smooth, engaging, and rewarding without overwhelming users.
KYC Pages
The KYC flow was designed to build trust while minimizing friction. Since users often find verification tedious, the focus was on to use Trust enhancing elements, also there existed a insight the users did not understand that they needed to add Aadhaar card number so the UI was changed in that regard there.
Add Cash Pages
The Add Cash journey was designed for speed, trust, and motivation. Novice users see simple amounts and safe payment indicators, casual players get smart suggestions and bonuses, while serious users can quickly add higher amounts with saved payment options.
Figma Prototype
User Testing Results
Before launch, we conducted usability testing with new, casual, and serious players to validate the redesigned flows. The focus was on measuring ease of navigation in the lobby, clarity in team creation, trust in KYC, and confidence in add cash.
New Players (40 tested) – 70% found the redesigned main lobby easier to navigate; team creation drop-offs reduced by 40% as guided steps simplified the journey; KYC completion improved by 50% after adding clearer instructions and trust signals.
Casual Players (20 tested) – 60% reported the new team creation flow felt faster and less overwhelming; 45% appreciated personalized tips; add cash success rate improved by 35% due to stronger payment trust markers.
Serious Players (20 tested) – 80% valued the added contest insights and stats, leading to higher engagement; 55% highlighted smoother add cash with multiple payment options; KYC delays reduced by 30%, improving overall satisfaction.
