Background

Prediction markets/Opinion trading rose to prominence during covid and is reported to grow by 150 million business in india by 2025. Being one of the most revenue generating games in MPL, Opinio also have seen to be most visited game by users on the platform and is generating 12 million cm1 annually. But the new user retention numbers were very low and was seen around 16%. Hence one of the main business were to improve Opinio during Q2 2024.

My role involved user research, extensive and iterative visual design and cross functional collaboration. This project not only met business goals but also was instrumental in honing my skills and contributed significantly to my growth.

Challenge

The primary challenge was to look into each flows, understand the key objective and reduce the cognitive overload while also letting users complete the core loop associated with Opinio. Executing a simple first time experience was also a key problem to solve.

Design process

• Planning: Developed a detailed design roadmap, categorising changes into short-term fixes and long-term enhancements, to guide the redesign efforts effectively.

• User research: Conducted user research through usability testing and feedback on current opinio version to identify user pain points. Conducted competitor analysis to see whether how they are tackling retention problems and to understand breaks in flow. Understood more issues through user VOC sessions on churned out users. Finally took the best experiences from stock trading apps, prediction markets in US like Kalshi and Polymarkets and arrived at a middle ground including best experiences from these two.

• UI Design: Paper wireframes to High fidelity was made. Made a completely new first time user experience flow which aimed at educating the users through gameplay explanation while also making them complete a core loop and giving instant gratification.

• Stakeholder collaboration: Worked closely with product manager, frontend & backend developers to dig deeper into the problems and to make everyone align on the same page. Also done extensive working sessions and review session with design team for timely feedback.

Implementation

• Collaborated closely with the development team to ensure a smooth transition from design to implementation. Provided ongoing support and guidance during the development phase, addressing any design-related challenges that arose.

• Co-ordinated with motion designer for making rive animations into first time user experience flow thereby letting them enjoy a smoother gameplay. Had a working session with developers and motion designers for addressing any roadblocks regarding implementation and what to avoid for eliminating any performance issues.

• Monitored user feedback and engagement post-launch to inform future updates

Solution

For the new user experience, we provided them clear, step-by-step guidance to confidently navigate their first trade and enhance their overall experience. Further once they scale up we incorporated a progressive disclosure to introduce advanced features while also giving real time updates using live portfolio.

Outcomes

• The new user retention improved from 16% to 26% even with rollout to 25% users which shed positive light about improving it further and controlled rolling out to further users.

• The redesign of Opinio received positive feedback from users, who praised its improved usability, engaging design, and enhanced information scanability. The project was a significant learning opportunity, enhancing my understanding of user-centric design principles and the impact of design on user retention.