PS APP REDESIGN

The PlayStation App was struggling with low ratings (1.5 stars) and limited functionality, leading to low user engagement and major usability issues. The challenge was to uncover the core problems, realign the app’s UX with user needs, and ensure a seamless integration with the PlayStation

Project Overview

In 2015 I joined PlayStation’s social team. Through a research and data-driven process, we reimagined and completely rebuilt the PlayStation mobile app to serve as a companion to our customers’ gaming experience. 

I kicked off the design for this project with 3 engineers during a hackathon. Our leaders were impressed by the scrappy proof of concept, and greenlit the full redesign of both our Android and iOS apps, using React Native. I led the design team throughout the entire project.

Key Goals

  • Improve app usability and user satisfaction.

  • Increase monthly active users and app ratings.

  • Streamline key features like game purchases, PS+ free games, and social interactions.

Team

3 PMs, 2 scrum teams (one in SF and one in Tokyo) with 12 engineers each, 6 designers, 3 researchers

Research

  • Conducted a workshop with stakeholders to align on goals and user scenarios.

  • Identified user pain points: fragmented app functionality and lack of engaging social features.

  • Advocated for monthly user research cycles, securing a dedicated UXR resource to enable rapid testing.

Ideation

  • Created design tenets to update the app’s look and feel, aligning it with PlayStation’s broader web ecosystem.

  • Generated personas and stories to guide design choices, ensuring the app met the diverse needs of its users.

  • Explored how mobile could seamlessly fit into the PS4 experience.

Iteration

  • Developed and tested prototypes, iterating based on user feedback from research cycles.

  • Facilitated collaboration between U.S. and Tokyo development teams, incorporating feedback on design feasibility and performance.

  • Overcame cultural challenges, blending collaborative U.S. design practices with Japan’s formal decision-making processes.

Business Outcomes

  • Doubled monthly active users and maintained a 4.7+ star rating on app stores.

  • Streamlined social features, allowing users to see friends' statuses, messages, and updates more intuitively.

  • Improved access to the PlayStation Store, enhancing purchase experiences.

Key Learnings

  • Proved the value of hackathons to demonstrate leadership buy-in and secure project funding.

  • Validated the effectiveness of iterative research cycles in improving user satisfaction.

  • Highlighted the importance of cross-cultural collaboration in a global team.

We launched in time for the 2017 holiday season. Post-launch I continued to serve in a consulting role to the app team. The app maintains a 4.7+ rating on both app stores, with a sustained increase in engagement—our monthly active users have doubled compared to the old version. The app is also more stable and easier to update.

 

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