Case Study: EZnav V3

Project Overview

Role: Lead Product Designer.
Product: EZnav in game navigation.

Objective: In V2 when there are more than 6 navigation items, user has to scroll left /right  for accessing that option. In V3 we are aiming to give the player an improved user experience by providing them option to choose what to keep on game screen and rearrange the menu accordingly.

Research Phase

Competitive Analysis

• Objective: Identify strengths and weaknesses of configurable navigation.
• Method: Analysed a number of competitors and high rated websites.

• Findings: 

1. Hide/unhide navigation bar option.
2. Drag-and-drop menu option.
3. The customer (or the app) select the most used icons to show at first.
4. Use a “candy box” or "hamburger" icon that shows you more items when you click on it.

Design Phase

User Journey Mapping

• Objective: Visualize the user journey from start to finish.
• Method: Explored and mapped out all screens in the user journeys, itterated.
• Tools Used: Figma.
• Outcome: Met business requirements.

Wireframing

• Objective: Create component based wireframes and lo-fi prototypes.
• Tools Used: Figma.
• Process: Created component and style based wireframes for all key screens.

Usertest

• Objective: Get user feedback on journey and sentiment..
• Tools Used: Usertesting.com Conducted usability testing with 5 users to gather feedback.
• Outcome: Iterated on wireframes based on business and user feedback.

UI design

• Objective: Liasing with brand and creative teams, mapping figma design system library assets like typography and color styles. 
• Tools Used: Figma.

Collaboration with Developers

• Objective: Ensure smooth handoff and implementation of designs.
• Method: Regular meetings and design reviews with the development team, tools used: JIRA and MS office suite.
• Outcome: Addressed technical constraints and made necessary design adjustments.

Testing Phase

QA Testing

• Objective: Discover any bugs and fix them.
• Method: Cross device testing.
• Outcome: Bug free UX.

Launch and Post-Launch

Launch

• Objective: Successfully launch the updated in game navigation.
• Method: Dev lead.
• Outcome: The launch was a huge success.

Post-Launch Monitoring

• Objective: Continuously monitor performance and user satisfaction.
• Method: BI teams set up custom trackers and weekly reports.
• Outcome: EZnav V2 was a success with a near 20% uplift in clicks.

Conclusion

EZnav is currently live on all 19 Entain brands.

• From business: The latest version is genuinely brilliant and best in class and it’s having a really positive impact on the player experience and supercharging our proposition participation.
• Brands can lock up to 3 customisable links and the user can personalise up to 3 links.
• The amount of game launches increased.
• Overall clicks to game reduced.
• New features are being added in an iterative process.