Overview
Bloxmetrics is an insights platform that provides comprehensive analytics and insights into Roblox games. It aims to help users view game statistics, analyze trends, and compare experiences.
Business goal
Drive lead generation for the company's Roblox agency by demonstrating the value and potential of Roblox as a platform for brand building and advertising
Time frame
2 months
Team
UI/UX designer
Product designer
Product Manager
Business Analyst
Front-end developers
Back-end developers
Roblox strategist
My Role
Lead UI/UX Designer, responsible for:
Visual design
Design systems
Information architecture
User research
Usability testing
Desirability testing
Developer handoff
UX writing
Communication with stakeholders
Understanding the product
Why Roblox?
Roblox is a popular online gaming platform and game creation system with social features, allowing users to design and play games. It offers various genres of games and is accessible across multiple devices.
With over 905 million downloads since 2016, including 56 million mobile downloads in Q2 2023, Roblox has a vast user base. Most games are free to play, making them accessible to a wide audience. Roblox's in-game currency, Robux, can be purchased or earned, adding to its appeal.
For brands, advertising in Roblox provides access to a large and engaged audience, especially among children and gaming enthusiasts, offering a unique opportunity to reach potential customers in an interactive and immersive environment.
How does Bloxmetrics help brands get into Roblox?
For innovative brands looking to engage with younger audiences, Roblox offers an exciting avenue for advertising. Whether by creating immersive experiences or seamlessly integrating their brands into existing ones, Roblox provides a unique platform for brand visibility.
However, to make the most of this opportunity, brands need to have a clear understanding of which experiences are popular and how they can align their brand with them. Bloxmetrics aims to provide this crucial data to brands in a seamless and user-friendly manner, empowering them to make informed decisions and maximize their impact on Roblox.
Discovery & Product Vision
In my role as the lead designer, I spearheaded the effort to transform the stakeholders' vision into a tangible product, while also ensuring clear communication of the roadmap and vision to the design team.
Our journey began with immersive brainstorming sessions, aimed at deeply understanding the Roblox ecosystem and how we could best serve brands seeking analytics for their Roblox ventures.
To differentiate ourselves, we extensively researched existing platforms offering Roblox analytics. This exploration revealed an opportunity for us to excel, as we found that while some products existed, they either lacked current information or were behind paywalls.
Armed with this insight, and in collaboration with stakeholders, business analysts, and the marketing team, we made a strategic decision to offer our analytics service for free in its early stages. We believed that this approach would not only allowed us to gain traction in the market but also ensure a seamless experience for our users.
User flows & Low fidelity designs
Branding
In crafting the brand identity for Bloxmetrics, our goal was to blend the essence of "Blox" and "Metrics" to convey that our platform offers profound insights into the world of Roblox. As we delved into the branding process, we took a close look at our competitors and noticed a trend—many were using similar colors, typography, and complex gaming logos. Determined to stand out, we opted for a different approach, one that would be both distinctive and effective.
We chose to incorporate blocks into our logo design, a nod to the foundational building blocks that define game creation in Roblox. Our color palette of green and black was selected not only to align with Roblox's branding but also to evoke feelings of "openness" and "friendliness," characteristics we believe define our brand in a unique and memorable way.
High-Fidelity UI & Handoff
After iiterating with stakeholders and making adjustments to the low-fidelity wireframes, we started the high-fidelity design phase complete with all branding elements, design components and animations.
During this phase, we built a design system, defining the design tokens, basic components, and animation guidelines for the interactions.
All handoff processes were aligned with the developers to ensure good communication and avoid major misunderstandings.
In the end, our handoff files always had a screen flow, to indicate and explain every step of the flow, an interactive prototype to showcase the overall experience, notes explaining business rules, and extra links for complementary documentation.
Product validation & launch
Given our business requirements and time constraints, conducting extensive tests for the final product was not feasible. However, we conducted internal tests and identified issues with navigation and loading times. Once these were addressed, we launched the product, emphasizing two key features: General Roblox stats and Roblox game rankings.
Outcomes & Learnings
I found leading this project incredibly rewarding because it enabled me to grow both professionally and personally. It was gratifying to see how my efforts in translating business requirements into practical designs had a direct impact on the project's success.
Additionally, playing a more strategic role in communication with stakeholders, developers, and product managers allowed me to broaden my skill set and enhance my ability to collaborate effectively across teams.
Runor Ekpagha.
