Led the complete reimagining of a crypto-gaming platform from a betting-focused model to a tournament-based reward system, driven by deep user research and psychological insights. The transformation resulted in significant user growth and established a sustainable gaming ecosystem.
Role
Product Designer
Industry
Gaming / Web3
Duration
9 months
Team Size
4 members
Status
Successfully Pivoted
Context
When I joined GoodGame, the company was pursuing a vision of integrating cryptocurrency betting into casual gaming through 1v1 matches. The platform allowed players to challenge each other to matches with crypto stakes, either through direct challenges or a matchmaking system. This approach seemed logical on paper – leveraging the competitive nature of gaming with financial incentives.
However, the platform was struggling with user retention and engagement. The initial assumption that gamers would naturally embrace cryptocurrency betting in their gaming experience wasn't translating into actual user behavior. This disconnect between product vision and market reality required a deep dive into user psychology and gaming culture.
Opportunity
Through comprehensive user research, including interviews with gamers outside our platform, we uncovered crucial insights about gaming psychology. The research revealed that most gamers view gaming as an escape from real-world concerns, including financial ones. Furthermore, we discovered that while players might resist spending $10 on direct earnings, they would happily spend the same amount on in-game items like character skins.
This revelation presented an opportunity to pivot our platform in a way that aligned with gamer psychology. Rather than fighting against the escapist nature of gaming, we could work with it by reframing the entire value proposition. The challenge was to maintain the crypto foundation of our platform while making it more appealing to our target users.
Solution
We implemented a two-pronged approach to transformation. First, we addressed technical friction by simplifying the onboarding process with Gmail integration and custodial wallets, removing the barrier of crypto complexity. We supported this with comprehensive onboarding tools and user guidance systems developed in Figma and implemented through rapid iteration cycles.
The second, more fundamental change was reframing our entire reward structure. We pivoted from direct betting to a tournament system where players paid entry fees to compete for in-game rewards. While the underlying economics remained similar, the psychological framing shifted dramatically – from gambling to competition, from cash rewards to gaming achievements. This aligned perfectly with our research findings about gamer motivation and value perception.
Results
Achieved 350% increase in monthly active users
Drove 200% growth in company revenue
Doubled total user base
Successfully pivoted product strategy based on user psychology
Created sustainable tournament ecosystem
Key Takeaways
User psychology should drive product decisions, not technology
Sometimes the biggest obstacles are perceptual, not technical
Rapid prototyping and testing can quickly validate pivot strategies
Understanding user motivation is crucial for product-market fit
