Nexus Play · Process
The research, personas and flows behind Nexus Play. The case study covers the decisions; this is the work underneath them.
02 — User Research
Understanding who we design for — their motivations, goals, and pain points.
03 — Business Challenges
The platform problems preventing Nexus Play from retaining and growing its player base.
70% of users on competing platforms couldn't find a relevant game in under 30 seconds. Poor taxonomy and zero personalisation mean users give up before they ever play.
Slow-loading games on mobile networks kill the impulse to play. Every second of load time increases the probability of abandonment exponentially.
68% of users churn within 3 sessions largely due to intrusive ads. Balancing revenue requirements with a distraction-free experience is the platform's central tension.
Without social features, leaderboards, or personalised recommendations, there is no hook to bring casual players back after their first session ends.
04 — Secondary Research
07 — User Flow
08 — Toolkits
The tools and methods used throughout the design process.
02 — Process
A five-phase design process that moved from competitive audit and user research through to a scalable component library — always anchored to the core tension of immersion vs. discoverability.