Amazon's New World Onboarding

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Redesigning onboarding experience of New World

Product Design • game development

Introduction

May - August 2022

Project Timeline

UX/UI team, UX engineering, UX research, Production, Community

Team

Product

New World is a MMORPG(Massive Multi-player Online Role Playing Game) launched by Amazon Games studio in August 2021. It has a buy-to-play model and about 14.67 million players worldwide.

What I did?

Redesigned the main menu or launch experience for New World.

Led this project from the kickoff meeting; found applicable data, research, and business goals; drove brainstorm sessions; identified improvements within technical constraints.

What I delivered?

Handed a UX design proposal to the game development team alongwith new player findings for the user research team.

Disclaimer: The views expressed here are entirely my own. The images and deliverables are owned by Amazon.

Discovery

Research

Existing Experience

Launch or Main Menu Flow is the flow from game start to just before loading into gameplay.

Since every player (new or returning) goes through this flow, it is essential for acquiring and retaining players. While the experience was recently made and functional, player engagement and participation rate had to be acted upon.

Increase player engagement by identifying obstacles in the current flow, and propose UX improvements to be taken into year-end release.

Challenge

Existing Main Menu Flow

Users

I began by gauging knowledge about players, and their behaviour during the launch experience of any game. I scouted for direct feedback from places where they talk about New World the most - forums and in-game chats.

Further, I collaborated with UX research, and simplified player motivations amongst a sea of vague feedback and complaints.

New & Casual players

Enjoy the experience

Analyze how closely a game aligns with their needs.

Hard-core & Mid-core players

Competitive, frequent

Maximize for efficiency through achievements like rewards, and high score.

Insight

Players look for...

Hand-picked information, i.e., current events, patch notes

Game immersion, i.e., feeling of being inside the game environment

Option to dismiss or skip steps before game start