Fanatical - mobile app for video game retailer
Fanatical by Fandom, a major video game retailer with 1 million monthly unique visitors. Despite their desktop success, the company has yet to capitalize on the mobile market, leaving a significant opportunity for growth. As a dedicated lead designer, I focused on creating a mobile app that would enhance user experience and drive revenue for the company.
Contribution
Product Design
User Experience
User Research
Market Analysis
Team
Product Manager
iOS & Android Developers
Data Analyst
Business Goals & Requirements
With a robust track record of selling over 80 million officially authorized game keys to a global customer base of over two million, Fanatical has established itself as a leading online video game retailer. Recognizing the increasing dominance of mobile devices in consumers' lives, Fanatical identified a strategic opportunity to expand its reach and enhance customer experience through a dedicated mobile app.
Core goals
Driving sales and revenue
Optimizing user experience
Building brand loyalty
Attracting new customers
Research
Market research
In collaboration with the Product Manager, we studied competitor apps and mobile websites, examining their features, information structure, user experience and interface design, and overall look. By reviewing Clarity user video recordings and data, we identified key areas where users struggled on the Fanatical mobile website. These insights helped us determine the best design approaches and avoid potential issues.
User research
Along with the PM, I interviewed 10 users who regularly buy games. Through these interviews, we gained valuable insights into their habits, challenges, and needs, including:
Preferred game genres and platforms: Understanding user preferences to tailor recommendations and product offerings.
Game purchasing behavior: Analyzing buying habits, such as frequency, budget, and preferred purchasing channels.
Tech savviness: Assessing users' comfort level with technology to determine the app's complexity.
Mobile usage patterns: Understanding how users interact with their smartphones to optimize the app's design and features.
Frustrations with current gaming platforms: Identifying pain points to address through the Fanatical app.
Solution
Home page flow
Create - your - own - bundle flow
Create - your - own - bundle and cart screens
Outcome
The high-fidelity prototype was tested on 5 Fanatical users and received positive comments. We asked respondents to explain what they saw on the home page, then move to the product page and read through the game details section, and finally get to the basket.
Here are some highlights from the interviews:
