I led the narrative for Design Home's total NUF redesign aimed to improve the user experience of the NUF (new user flow) by better communicating the value proposition and reducing users’ cognitive load.
Introduced several complex concepts (voting, scoring, payouts, challenge structure) to new players, balancing elevated language you might find in a design magazine with fairly simple sentence structure and vocabulary. Our audience skews older, mostly women with little prior gaming experience. This made nailing the new user flow vital for players that might be initially intimidated.
Specifically, I wrote to improve the overall NUF completion rate, D1 retention by reducing churn, and deliveries of value proposition and player's expectation.
