🏀 Dave & Buster's | Mobile App (B2C)
Ary Mega
Brand Designer
Mobile Designer
Figma
Jira
Dave & Buster
📜 Overview
The company: Dave & Buster's
My role: Contract Product Designer
The goal: Redesign the Dave & Buster's mobile app to drive user acquisition, increase in-app game card purchases and food & beverage orders, and ultimately combat declining foot traffic and revenue.
🧗♂️ The challenge
Context: Dave & Buster's faced a decline in foot traffic and revenue since 2017 due to increased competition and changing entertainment preferences. The existing mobile app had low user engagement and limited functionality.
Constraints: The redesign needed to integrate seamlessly with existing in-store systems, loyalty programs, and payment gateways.
User needs: Users needed a compelling reason to download and use the app, with features that enhance their in-store experience and provide value beyond just accessing rewards.
💡 The solution
Approach: Focusing on creating a gamified and social experience within the app to drive user engagement and incentivize in-app purchases.
Key features:
Enhanced gamification: Introduced interactive challenges, personalized achievements, and leaderboards to encourage users to engage with the app and earn rewards.
Social features: Integrated social features like friend challenges, group play options, and sharing game scores to foster a sense of community and competition.
Streamlined purchasing: Simplified the process for purchasing game cards and food & beverage items within the app, offering exclusive deals and promotions for in-app purchases.
Personalized recommendations: Implemented a recommendation engine to suggest games, menu items, and special offers based on user preferences and past behavior.
Augmented Reality (AR) integration: Introduced AR experiences to enhance the in-store experience, such as interactive games and virtual tours.
🧩 The process
Research: Conducted user interviews, virtual focus groups, and data analysis to understand user behaviors, motivations, and pain points. Analyzed competitor apps and industry trends in mobile gaming and entertainment.
Ideation and iteration: Developed user flows, wireframes, and interactive prototypes to explore different design solutions and gather feedback from stakeholders and potential users.
Testing and validation: Conducted extensive usability testing with target users to ensure a seamless and engaging experience. A/B testing was employed to optimize app features and promotional offers.
Collaboration: Worked closely with engineering, marketing, and operations teams to ensure a smooth integration with existing systems and a successful app launch.
🎖️ The results
Quantifiable Outcomes:
23% increase in app downloads within the first three months of launch.
11% increase in active users engaging with the app on a weekly basis.
14% rise in in-app game card purchases, exceeding initial projections.
9% growth in average order value for food & beverage orders placed through the app.
6% increase in overall customer satisfaction based on post-launch surveys.
Qualitative Outcomes:
Positive user feedback on the app's gamified features and social elements.
Increased brand perception as innovative and engaging among younger demographics.
Improved customer loyalty and repeat visits due to personalized offers and enhanced in-store experiences.
💾 Figma sample file
📷 Visuals
