Shop revamp
Duration
Appx. 6 months
Role
1 game designer, 1 UX designer, 1 UI artist, 2 UI programmers, 1 QA
Tools
XD, Photoshop, Excel, Illustrator
Background
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The in-game shop is one of the most prominent features players associate with revenue generation in free-to-play online games. Beyond driving profitability, it helps players understand the structure and function of in-game items and set clear acquisition goals.
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For Rainbow Six Mobile, monetization KPIs, including ARPU, were underperforming and required improvement.
Challenges
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User test revealed that players struggled to differentiate between product categories.
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Navigation used a tab-style layout functioning as a navigation bar, which structurally limited the number of items that could be displayed—restricting monetization specialists from experimenting with diverse sales strategies.
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Showcase view for detailed product inspection had structural limitations, making it difficult to present all item types clearly.
HOW MIGHT WE make navigation clearer for players
while giving monetization specialists more flexibility to experiment?
Solutions
Redesigned the layout to a mobile-friendly vertical format
considering mobile human factors, to allow monetization specialists greater flexibility in displaying diverse offers.
(Refe — Vertical layout guideline based on Mobile human factors)
Aligned tab distinctions with players’ perceived information hierarchy
and incorporated sub-tabs and filters.Info hierarchy players perceive is tied to how they search for items, linking naturally to the filter system. It was planned as a related topic.
Visually differentiated size for each item type
and organized information based on content hierarchy within each component.
In particular, using pack (lootbox) images allows for a clear distinction between bundles and packs.
(*Term "pack" is a legacy from R6S and cannot be changed.)
Leveraged the landing screen to clearly separate
costumes, packs (loot boxes), and progression items
… And
A potential solution that was deprioritized due to resource and scheduling constraints.
Filter, and Segmented offer display
Outcomes
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Usability testing with the UR team confirmed that both product category comprehension and overall navigation issues were resolved
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Increased the number of items displayed from 10 to over 20, enabling monetization specialists to freely test and iterate on sales strategies. This flexibility has helped drive gradual growth in ARPU (and other KPI)