Industry: Esports / Gaming Scope: UX Audit, User Flows, UI Design System, Web & Mobile Interface Design Role: UX/UI Designer

This project focused on a complete transformation of an online gaming platform, aiming to enhance the user experience and optimise the platform’s structure. Extensive user research and behavioral analysis helped identify key audience segments, leading to a strategic reorganisation of content architecture for improved navigation and functionality.

The existing design had usability gaps and lacked a clear visual language, making onboarding and engagement feel disjointed, especially for a fast-paced, competitive environment. Our goal was to bring clarity, structure, and cohesion while still reflecting the energy of gaming culture.

Process We started with a UX audit and mapped out core user flows, identifying friction points and opportunities to streamline interactions. From there, I developed wireframes and iterated on layout concepts that prioritised usability, accessibility, and visual rhythm.

With my partners, I led the interface design, building a modular UI system rooted in bold visuals, accessible contrast, and a gaming-forward aesthetic. All components were structured for scalability across mobile and desktop platforms.

The redesign introduced new user interface elements to increase interactivity and user engagement. A refined communication system was implemented to foster dynamic and continuous exchanges within the gaming community.

Additionally, a reward system based on gamification principles was developed to drive long-term user loyalty. Custom graphic elements were designed for specific subpages, ensuring a seamless visual experience tailored to different user groups and reinforcing the brand’s identity.