Product
My11 Circle, Games24x7
Industry
Fantasy Sports
My Role
Product Designer
Timeline
10 Weeks
The Problem
The Challenge
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.
Success Metrics
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
The User
User Group Identified
Key Insights
Users wanted fewer decisions upfront ,felt overwhelmed with content.
KYC and payments scare users if shown upfront without guidance.
Trust cues (brand voice, help videos) eased hesitation during KYC and payments.
Create team Journey felt like a homework for New Players.
Users wanted a helping hand (brand, tips, defaults) to feel confident.
User Persona
New Player
Goals - Quick entry into contests, light entertainment.
Frustrations - Long onboarding feels like effort and too many choices.
Needs - Short flows, one-click team options, fun nudges.
Casual Player
Goals - Wants to join matches quickly, play casually with friends.
Frustrations - Overwhelmed by team creation, hesitant about KYC.
Needs - Smart defaults (Expert Teams), clear CTAs.
Expert Player
Goals - Wants control over team creation, advanced stats.
Frustrations - Generic onboarding feels slow and follows forced guidance.
Needs - Streamlined but skippable onboarding steps.
Problem Statement
Players across segments new, casual, and serious face friction in the lobby, team creation, KYC, and add cash journeys, causing drop-offs and low trust. Through design, The aim is to simplify these flows, build clarity, and create a conistent and engaging experience tailored to different player needs.
Key Problems Identified
User Flow
Market Study
Design Explorations
Drag and Move around to see some iterations
Brainstorming Ideas
Design Ideation
Main Lobby page
Create Team Page
KYC Page
Payments Page
Final Design
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.
Design Prototype
User Testing Results
New Player
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.
Expert Player
80% valued the added contest insights and stats, leading to higher user engagement.
55% highlighted smoother add cash with multiple payment options.
KYC delays reduced by 30%, improving overall user satisfaction levels throughout.
Expert Player
80% valued the added contest insights and stats, leading to higher user engagement.
55% highlighted smoother add cash with multiple payment options.
KYC delays reduced by 30%, improving overall user satisfaction levels throughout.
