Fashion Influencer

Game UX Design x NetEase Games

Project Info

ROLE
TEAM
INFO
TIME
TOOLS

UX Designer
NetEase Games Mission Zero
NetEase Internship
July - August 2021
Adobe XD, Photoshop

Project Prompt

Breakthrough in the Payment System of Games

In MMOs, FPSs, and card games, select one category to explore how to take the payment-related systems to the next level and bring players a completely new experience.

The 3 genre we could choose from...

MMO

FPS

Card Game

KNIVES OUT - FPS

"I picked Knives Out as my target game, because I used to play mobile battle royale games heavily."

Knives Out is an adventure shooting game published by NetEase Games. This adventure game takes you into a game environment where you fight with other players.

Narrowing down...

Research : Payment in Mobile Games

In-Game Currency

in-game currency obtained through recharging

Unlock New Characters

For games that has unlockable characters, especially the ones with special perks

DLC - New Gameplay Content

For games that constantly updates new stories or maps

Unlock New Weapons/Attachments

For games that updates weapons with different perks and ability

Unlock New Outfit/Skin

For games where character/weapons appearances are visible, could have perks added to outfit

KNIVES OUT - Unlock New Outfit

Why are we updating the design of the payment system for Outfit/Appearence/Skin in Knives Out?

COMPANY

PLAYER

80% of the Knives Out players are female → more attracted to outfits

The outfit of their characters can be seen everywhere in game

Outfits are where current players spending the most on

NetEase Games are known for their character's outfit designs → People play the game for pretty outfit

The implemented system doesn't change the base of current outfit system, easy for implementation

Case Study: Knives Out

Current In-game outfit system that encourages in-app purchases

In Store Outfit CGI

Pretty CG display of new outfit

Outfit Collecting System

Excitement and Fulfilment while collecting a set of outfit

In Lobby

The Vanity psychology when admiring their outfit in Lobby

Friends Wishlist

Using Socializing and Interaction between friends to encourage gifting

In Store Try-On

Allowing users to try on the items. Spurs purchases through simulating the ideal result

Limited On-Sale Item

Limited Edition/ Limited Price spurs users opportunistic mindset

Evaluation

Current Knives Out outfit system that encourage purchases

PROS

CONS

Outfit has sufficient exposure

Social relevance of the outfit system is weak (Something that arouses players' competitive or greedy mentality)

Displaying of Outfit (CG, Modeling) is attractive

There is hardly any other ways to encourage fashion item purchases other than the aesthetic design of these items

Lottery and collection systems motivate players to purchase

Creating Flow

The competition is organized in cycles of seven days, with a change of theme after every seven days

Influencers receive commissions of varying value in the form of in-game items (e.g. game currency, in-game items, trial cards, etc.), based on the different values of the purchased order

Feature 1: Voting

Low Fidelity

Version 1

Final Version

- Make the foreground elements more prominent

- Arrange the page elements (username, avatar) more compactly

- Unify the typography style

Feature 2: Leaderboard

Low Fidelity

Version 1

Final Version

- Remove the left-side directory and make Fashion Contest a standalone section. The voting channel and Influencer Outfit Page can be directly accessed on this section's homepage

- Place My Commission and Warehouse pages as secondary functions at the top of the interface

Feature 3: Influencer's Outfit Page

Low Fidelity

Version 1

Final Version

- Opens up another page instead of pop-up window for more comfortable try-on interaction

- Add six function keys that allow players to switch between character states to observe the fashion items in different character states

Feature 4: Influencer Promotional Card

Low Fidelity

Final Version

- Influencer Promotional Card feature allows fashion influencers to share their game outfits to other social media platforms, promoting themselves as well as the game

Post Project Evaluation

Fashion Influencer

Turns players into influencers in game

Creates free promotion for game

Increases publicity of game

[Competitive and Greedy Mentality]

[Spread of Influencer Promotional Card]

If I have more time...

- Develop a higher fidelity, interactive prototype

- Quantifying effectiveness of Influencer Fashion system through user-testing

Summary

- Narrow down areas for improvement in payment system in mobile games

- Researched and identified existing problems in current outfit system in Knives Out

- Designed Fashion Influencer system to improve overall engagement in outfit system

- Designed and prototyped low-fidelity and high-fidelity versions for Fashion Influencer, iterated on designs according to feedback provided by senior UX designers

Fashion Influencer

MMO