Fanclash
Fixing the Team Creation Funnel to Improve Tournament Participation
Listen as podcast
0:00/1:34
UX Research
Prototyping
Usability Testing
A/B Testing
Mobile Design
Introduction
FanClash lets users build fantasy esports teams and compete for rewards
Select five real players
Enter fantasy tournament
Earn points based on real-time player performance.
Problem
Participation dropped significantly after the first tournament
Users eagerly joined their first onboarding tournament using promo coins, but engagement sharply declined in subsequent contests, when users had to pay.
Situation
Returning users began the tournament funnel but abandoned the process before payment
Investigation
Something in the team creation step was confusing the users
Data showed that 87% of users reached the ‘Create Team’ page, but only 19% moved forward to payment—a massive drop.
Complication
Heat Map Analysis
Task Analysis
User behavior revealed hesitation, confusion, and abandoned interactions
Through recorded sessions and usability tests, we observed:
Users repeatedly tapping on disabled player options
Uncertainty in selecting the required five players
Some users quitting the app entirely at this step
Narrowing the Problem
Follow up interviews revealed that the game rule was unclear, causing frustration
Users are only allowed to select maximum of 3 players from one team. However, users kept tapping the 4th player after selecting the 3rd player in the same team, with no noticeable visual feedback - leading to confusion.
Resolution
Learning from interviews, we not only simplified the player selection process, but also revamped the entire design system with better typography, colors, and visibility.
Exploration
To achieve this, we explored multiple mockups with improved layouts
Re-branded design system led to consistent colors and improved contrast
Bringing "My Team" section closer to the CTA for improved context
60-30-10 rule of color to improve visual scanning and pop-out critical information
Explored single column view, assuming that it could reduce cognitive load
Usability Testing
Selective usability testing helped us narrow down to one design
Reduced load on eyes due to balanced contrast and visual hierarchy. Less distracting CTA. Reduced scroll depth.
A/B Testing
We tested new design with wider audience using A/B Testing
Variant A
Variant B
Results
We used Clevertap to track and test the worklfows
Users completing the entire Create Team funnel
✦ Users paying through the Create Team funnel increased from 56% to 67%
Impact
11% increase in Payment flow is a big achievement in a Pay to Play model
Change in conversion rate from Create Team to Pay & Confirm
Other Notable Improvements
Team Completion Rate
+21%
Engagement with 'Expert Opinion' feature
+19%
Engagement with 'Player Stats' page
+28%
Takeaway
Data should inspire designs decisions.
If you have metrics, it really helps to compare enhancements in numbers, it works as a standardized goal for the entire team to achieve a quantified improvement.
Mixed - research methods give fascinating results.
Analytics revealed the drop in numbers, but interviews and engagement analysis revealed the actual behavior.