Our team utilized a comprehensive design process for the AdGames project, encompassing user story creation, UX/UI mockup design, business process analysis, competition analysis, branding and prototype testing. The platform prototype received positive feedback from the client and the target audience.
AdGames is a web in-game advertising platform that allows advertisers to implement their ads in the form of graphics or videos in selected mobile and play2earn games. The ads are integrated into the game, giving players the option to view them and earn points or bonuses in the game. Advertisers can upload their ads and choose the games they want their ads to be displayed.
The client required a comprehensive design process, including user story and backlog creation, UX/UI mockup design, business process and development, competition analysis, branding and prototype testing. During the initial workshops, we identified the client’s goal of creating an in-game advertising platform for two groups of customers – advertisers and game creators.
Research & Discovery
The first step was to gather information about the client, the target audience and the competition. We conducted interviews and workshops with clients to understand their needs and goals. We also researched the market to identify the latest trends and features that could be implemented in the platform.
One of the challenges we encountered during this stage was the need to explore and examine multiple competitive platforms, which differed not only in their scope of functionality but also in their business models. As a result, conducting a practical competitive analysis was a complex and time-consuming task. Despite this challenge, we successfully reviewed client competitors, confirming the competitiveness and innovation of the AdGames platform.
Strategy & Planning
The second step was to create a strategy and plan for the project. We used the information gathered in the research stage to develop a sitemap, user personas, user stories and backlog. We also defined the features and functionalities of the platform and created a detailed roadmap for the project.
One of the challenges we faced during this stage was to merge two groups of users into a single platform and establish interactions between them, along with the subsequent actions resulting from those interactions. To address this, we developed a project plan that outlined the project’s functional requirements.
Design & Prototyping:
The third step was to design the UX/UI of the platform. We created wireframes, mockups and prototypes to visualize the platform’s design and functionalities. We also tested UX to identify any issues with the platform’s design.
The main obstacle we encountered during this phase was the need for an established visual identity for the client’s brand. To overcome this, we had to develop a branding package consisting of a colour palette, iconography and typography. As a result, we created a comprehensive visual identity for the client and integrated it into the platform design.
Testing & Optimization
The final step was to test and optimize the platform mockups. We conducted a series of tests to ensure that the platform was functional and user-friendly for advertisers and game developers. The outcome of our work was a report summarizing the tests conducted with users.
The primary difficulty we encountered during the final stage was gathering adequate users for testing and reaching the narrow target groups. However, utilizing our network of researchers and specialized recruiters, we got representatives of both target audiences. We invited them to participate in the study.