Go Back

My achievements

at

GameComm LLC

  • Understanding our audience

  • Meeting client needs and sponsor integration

  • Going beyond the game

  • Designing for inclusivity

  • Streamlined User Experience

  • Engaging the freemium model

  • Intuitive gameplay

  • Leading a successful Projecp

  • Gathering player feedback.

What I learnt

Building the Team

Co-founding a startup just before the COVID-19 pandemic presented unique challenges. While we had a core of trusted freelance developers and artists, scaling up required additional talent. Interviewing during this period demanded a multifaceted role, juggling product management, UX leadership, and even offering emotional support as everyone navigated personal and family difficulties.

Securing the Brand & Funding

Securing Conmebol's brand licence for our video game and dashboard product was a major win. However, financial backing came solely from external investors. The pandemic further complicated fundraising, with investors hesitant to commit to a new, virtual team.

Learning from Setbacks

We encountered setbacks, particularly by relying on app store approval timelines for launch. Unforeseen delays clashed with real-world events like football matches, highlighting the need for greater agility.

User-Centric Design

On a personal level, the experience honed my ability to manage expectations with both internal stakeholders and external clients. Recognising that our target audience wasn't just gamers, but a broader spectrum of football fans seeking entertainment during lockdowns, heavily influenced the creation of an intuitive UX/UI design.

Are you interested? Keep reading below!

About

GameComm LLC

My experience there:

2020-2022

Category

Entertainment / Sports

Related link (opens a new tab)

Visit Site

Founded GameComm LLC: Just before the COVID-19 pandemic hit, I joined forces with two associates. We capitalised on a contact within CONMEBOL, spotting an opportunity to create a video game and marketing solution for their sponsors around the Copa América, their flagship event. To secure the contract, we presented a compelling prototype.

The pandemic presented a unique opportunity. With live matches cancelled, CONMEBOL faced the challenge of engaging sponsors (Coca-Cola, Mastercard, Amstel, DHL, etc.) whose budgets had already been allocated for the Latin American confederation. Our proposed video game and marketing solution offered a compelling way to maintain sponsor visibility during this unprecedented time.

Read more below on this amazing story!

0

%

Success factor

Success factor

0

%

Break-even during Pandemic

Break-even during Pandemic

0

%

gender inclusion considered

gender inclusion considered

UX Research

UX Research

Understanding Our Audience

Our UX research focused on two key user groups:

  • Stadium-deprived football fans: We targeted enthusiasts who, due to the pandemic, could no longer attend matches in person.

  • Mobile gamers: We identified a need for a casual, accessible game that could be played anywhere on mobile phones, catering to users with a wide range of devices. This focus on inclusivity informed technical limitations, UX design, and gameplay simplicity.

Meeting Client Needs and Sponsor Integration

We addressed the client's requirement for sponsor visibility by:

  • In-game stadium branding: Sponsor logos were incorporated into virtual stadium screens.

  • In-app purchases: We facilitated the sale of sponsor-branded clothing, footwear, and other items as avatar customizations and consumables within the game.

Going Beyond the Game

Recognizing the game as just one element of the marketing strategy, we created a comprehensive dashboard for CONMEBOL and their sponsors. This dashboard enabled:

  • Campaign creation and visualization.

  • Easy access to key performance indicators (KPIs) and objectives and key results (OKRs).

Our UX research ensured the dashboard's usability and simplicity, aligned with competitor analysis, to maximize user efficiency.

UX Research

Understanding Our Audience

Our UX research focused on two key user groups:

  • Stadium-deprived football fans: We targeted enthusiasts who, due to the pandemic, could no longer attend matches in person.

  • Mobile gamers: We identified a need for a casual, accessible game that could be played anywhere on mobile phones, catering to users with a wide range of devices. This focus on inclusivity informed technical limitations, UX design, and gameplay simplicity.

Meeting Client Needs and Sponsor Integration

We addressed the client's requirement for sponsor visibility by:

  • In-game stadium branding: Sponsor logos were incorporated into virtual stadium screens.

  • In-app purchases: We facilitated the sale of sponsor-branded clothing, footwear, and other items as avatar customizations and consumables within the game.

Going Beyond the Game

Recognizing the game as just one element of the marketing strategy, we created a comprehensive dashboard for CONMEBOL and their sponsors. This dashboard enabled:

  • Campaign creation and visualization.

  • Easy access to key performance indicators (KPIs) and objectives and key results (OKRs).

Our UX research ensured the dashboard's usability and simplicity, aligned with competitor analysis, to maximize user efficiency.

UX/UI Design

UX/UI Design

Designing for Inclusivity

We championed the creation of a 100% inclusive game, a first for casual football games. Our innovative approach allows players to create avatars by freely mixing and matching different body parts, catering to a diverse range of player identities.

Streamlined User Experience

The game's UX/UI adheres to mobile gaming standards while incorporating a simplified user flow to cater to our target audience, who might have less experience with video games.

Engaging Freemium Model

To encourage replayability and incentivize user engagement, we implemented a simplified in-app purchase system with two currencies: a basic and a premium one. This tiered structure provides players with clear goals for item collection.

Intuitive Gameplay

We prioritized user-friendliness by implementing large, clear buttons and a colourful, sports-themed aesthetic in the gameplay mechanics.

UX/UI Design

Designing for Inclusivity

We championed the creation of a 100% inclusive game, a first for casual football games. Our innovative approach allows players to create avatars by freely mixing and matching different body parts, catering to a diverse range of player identities.

Streamlined User Experience

The game's UX/UI adheres to mobile gaming standards while incorporating a simplified user flow to cater to our target audience, who might have less experience with video games.

Engaging Freemium Model

To encourage replayability and incentivize user engagement, we implemented a simplified in-app purchase system with two currencies: a basic and a premium one. This tiered structure provides players with clear goals for item collection.

Intuitive Gameplay

We prioritized user-friendliness by implementing large, clear buttons and a colourful, sports-themed aesthetic in the gameplay mechanics.

Production

Production

Leading a Successful Project

Despite being a lean team, we achieved significant results. I spearheaded the project, encompassing various responsibilities:

  • Team Formation: I recruited and led a team of 10 talented freelancers to deliver the game.

  • Agile Management: I facilitated daily sprint meetings to ensure project progress and maintain clear communication channels.

  • Workflow Optimization: I orchestrated the workflow, ensuring efficient collaboration and production processes.

  • Client Communication: As the Game Director, I served as the primary point of contact with the client, managing art and sound approvals and ensuring their satisfaction.

By taking ownership, I fostered a collaborative environment and delivered a successful game.

Production

Leading a Successful Project

Despite being a lean team, we achieved significant results. I spearheaded the project, encompassing various responsibilities:

  • Team Formation: I recruited and led a team of 10 talented freelancers to deliver the game.

  • Agile Management: I facilitated daily sprint meetings to ensure project progress and maintain clear communication channels.

  • Workflow Optimization: I orchestrated the workflow, ensuring efficient collaboration and production processes.

  • Client Communication: As the Game Director, I served as the primary point of contact with the client, managing art and sound approvals and ensuring their satisfaction.

By taking ownership, I fostered a collaborative environment and delivered a successful game.

User Feedback

User Feedback

Gathering Player Feedback

Upon launch on the Apple and Android app stores, we prioritized ongoing user feedback. This included:

  • Review analysis: We monitored comments and reviews on the app stores and our product webpage.

  • Weekly client meetings: We collaborated with CONMEBOL to analyze this data and remap priorities based on user needs.

  • Virtual user interviews: We conducted in-depth interviews with players to gather specific pain points and identify areas for improvement.

This data-driven approach ensured we continuously iterated on the game to optimize the user experience.

User Feedback

Gathering Player Feedback

Upon launch on the Apple and Android app stores, we prioritized ongoing user feedback. This included:

  • Review analysis: We monitored comments and reviews on the app stores and our product webpage.

  • Weekly client meetings: We collaborated with CONMEBOL to analyze this data and remap priorities based on user needs.

  • Virtual user interviews: We conducted in-depth interviews with players to gather specific pain points and identify areas for improvement.

This data-driven approach ensured we continuously iterated on the game to optimize the user experience.

Alejandro Luna | UX/UI Designer & Producer

Alejandro Luna
UX/UI Designer &
Producer

©2024 ALE LUNA DESIGN/

BACK TO TOP

©2024 ALE LUNA DESIGN/

BACK TO TOP