FRVR
Shaped the strategy and design to align FRVR's mission with a compelling new digital presence
TIMELINE
Sep 2024 - Ongoing
PLATFORM
iOS - Android - Web App
MY ROLE
Senior Product Designer
THE TEAM
Conceptual Designer, UI Designer, 2 React Native engineers, 6 Full stack engineers

Introduction

FRVR is a next-generation social gaming platform empowering users to both play and co-create games through AI-driven tools. As Senior Product Designer, I was tasked with designing a mobile-first landing page that would drive user engagement, support community growth, and streamline the game creation process. This case study outlines the research, design process, and outcomes achieved in collaboration with a multidisciplinary team.

My Role

As Senior Product Designer, I collaborated closely with engineering and creative leads to define a cohesive vision, establish design priorities, and ensure seamless cross-platform execution.

Challenge

While online gaming communities are very popular, there was a noticeable gap in platforms that encouraged both social connection and creative collaboration among players. Most existing platforms didn’t make it easy, fun, or rewarding to share your unique perspective of gaming. FRVR set out to address this need by building a platform that validates users’ creativity and builds authentic community engagement.

UX Goals

📱

Design a visually compelling, mobile-first landing page that attracts and retains both players and creators.

👾

Lower the barrier for game creation by integrating intuitive AI-powered tools.

💬

Build community engagement through interactive, collaborative features.

🎲

Enhance user retention and platform stickiness by making discovery and socialisation seamless and enjoyable.

Research & Insights Gathering

To inform the design process, I conducted a competitive analysis of leading user-generated gaming platforms such as Roblox, Core, and Rec Room. Additionally, I watched closely user interactions in relevant online forums and communities to understand collaborative behaviours. This highlighted the importance of social validation, seamless co-creation, and the need for easy to use tools directly influencing our feature prioritisation and UX strategy.

User Testing & Features Iteration

I developed interactive prototypes and conducted usability tests with a targeted group of potential users, focusing on both newcomers and experienced creators. Feedback emphasised the platform’s ease of use and the appeal of its social features, such as the Friends tab. Based on this input, I iterated on the design introducing features like a game roulette to create moments of surprise making the whole experience more rewarding and interactive.
FEATURE

Reward System

Implemented a “Life Points” experience system, incentivising users to participate in platform activities. Points can be redeemed for customisation and exclusive content, encoraging ongoing engagement.
FEATURE

Weekly Leaderboard

Introduced to recognise top creators and players, driving friendly competition and reinforcing community bonds.
FEATURE

Immersive Home

Developed a TikTok-inspired dynamic feed to showcase trending games and content, making discovery engaging and effortless.
FEATURE

Social Features

Enabled friend connections, follows, and integrated voice/video chat for real-time collaboration, supporting deeper community interaction
FEATURE

Game Roulette

Launched a shuffle mode for game discovery, increasing exposure to new content and keeping user experience fresh.

Project Takeaways

The new FRVR successfully bridged the gap between gaming and social creation, delivering a platform that resonates with both new and experienced users. By prioritising community engagement, intuitive design, and discoverability, we achieved measurable improvements in user growth and retention. This project reinforced the value of iterative, user-centred design and cross-functional collaboration in building impactful digital products.
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