Axiom Zen is a venture studio that created CryptoKitties, ZenHub and more. As a product design intern, I collaborated with 3 other designers in the Legends team to create the interface for a mobile app that lets football fans get rich contextual updates and engage in trending conversations.
For four months, I designed the app's onboarding experience, player stats display and other product features.
Onboarding for football fans
Problem: Legends is a new social app for football fans with a small community. How might we help new users understand the app and start engaging in conversations?
Designing the onboarding for Legends was a challenge because we were still finding a market fit for it. This means the design had to change often to support shifting value propositions.
A news-first experience
The initial direction for Legends was to be a news app for fans to get updates and share them in group conversations. The first version of onboarding was designed for this MVP.
On a side note, the above mock was generated using the Page Export Sketch plugin I created. It allowed my team to annotate artboards and showcase flows in design critiques.
Shift to a chat-first experience
The onboarding experience was revisited after the team realized that public chat groups should be prioritized to help build the community. Considerations for the second version include:
How might we make the experience feel more delightful?
How might we prime the user to turn on notifications?
How might we get the user to engage with the community after sign-up?
With a refreshed visual style created by my teammate, I re-designed the flow to optimize for engagement in chats.
Designing a better intro
The splash and intro screens went through several iterations to ensure fans grasp the value of the product. I used abstract graphics instead of in-app screenshots to give viewers a high-level sense of what the app is about.
To demonstrate how elements animate as the user go through the intro slides, I created a Framer prototype for my team.
The next part of the flow asks the user to choose their favourite club. This provides the primary signal for personalizing their feed and chats recommendations later. The app also asks for other clubs, which optionally serves as secondary signals.
To help the user see the value of notifications from Legends, a permission priming screen shows the 3 types of alerts they would get.
Engaging with chats
After notifications, the user lands on the chats screen, where a message from Cassidy (our community manager) awaits. By tapping the chat, the user sees their first public chats recommendation based on their favourite club.
Through a familiar interface and interaction with a human face, we wanted this part of the experience to feel comfortable and organic.
Overall, the final onboarding design communicated the app well with our particpants in user testing. While we didn't get to test the Cassidy chat portion of the flow, the team was satisfied with the approach in getting fans engaged in public chats with the community.
Perhaps the most important takeaway I got from working at Axiom Zen was learning about ownership. As a designer, it's crucial to be fully accountable for one's own works with a clear vision of how to follow-through and address the unknowns. As such, in design reviews, I would always prepare myself to be able to fully articulate my rationales and come out with clear next steps. This mindset allowed me to design with intent and confident rather than being dependent on other's opinions.
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