Herdcatz is a scheduler for people who love tabletop games. It’s a hassle-free solution that allows you to coordinate game nights with groups of all sizes.
Role
UX Design + Research and Product Management
Tools
Figma, Figjam, Illustrator, UsabilityHub, Jira
Timeframe
9 months
Problem
Coordinating game nights can be difficult. Where will you play? What nights? Who’s bringing what? Figuring it out through text messages or e-mail isn’t always easy.
Goal
Design a web based app that gives users a hassle-free way to plan their game nights.Allow users to make, plan and RSVP to events without an account/ sign-up.
Small Team, Big Goal.
Herdcatz operated as a start-up within a start-up, so the team was small but had big goals for the MVP. I was hired to come on as the sole designer for this project.
Design Sprint Mentality
The stakeholders had a clear goal in mind: to launch the app at an upcoming event just nine months away. To make this happen, the team adopted a design sprint approach, which involved conducting research, designing, building, testing, and launching a minimum viable product within the set timeframe.
Design Quick, Fail Fast
The purpose of the MVP was to demonstrate the proof of concept to attract additional investment. With the CEO defining the main feature, we approached the project with a mindset of building quickly and embracing a "fail fast" approach.
Research
We lacked an understanding of game coordinators & attendees' wants, needs, and expectations when planning an event. We wanted to learn about frustrations and pain points users face, what they currently use to plan events, and if those tools meet their needs.After working with the team on the goals and timeline I dove into user surveys and interviews to help us define the users’ needs, wants, pain points, and motivations.
Survey & Interviews
We surveyed over 300 gamers to better understand how potential users schedule events and to gather feedback on their current methods. To get a more detailed understanding of specific points, we held 11 user interviews to discuss event planning, tools used to plan, frustrations, etc.
Affinity Mapping
After analyzing the data I put together an affinity map, and I identified over 140 data points and 3 main insights. A small sample of the affinity map can be seen below.
60% of users find it difficult to coordinate due to the schedules of their playgroups
80% of users feel their current method of setting up game nights is inefficient
40% of users mentioned wanting a social online hub for the game community
Defined Direction
After being briefed on the product and the team’s goals. After reviewing the findings we decided to focus on creating an efficient tool for coordinating and planning events. Since the existing web-based site was already working towards solving planning issues, we decided to focus on these two identified themes for the MVP.
Journey Map
To help guide our MVP wireframes and prototypes I built a journey map showing users current step-by-step process for planning a game night, and two personas of users who would be going through this journey.
Journey Scenario: Our user wants to plan a game event with a large group of friends.
UX Audit
Once we had a design strategy worked out, I turned my attention to the current design and noted all the improvements that could be made to the current design. Below are some of the main features we reviewed during the audit.
Prototyping
After gathering valuable insights from user surveys, competitor analysis, and additional research, I began sketching out low-fidelity screens for the two primary features of the MVP: event creation and guest RSVP. Together with the team, we brainstormed layouts for each page. Once we selected layouts for each page, I created mid-fidelity mock-ups (shown below), which formed the basis of our initial prototype for user testing.
01.00
Event Info
To streamline the event creation process and minimize user frustration, I simplified the current five-page workflow into a concise three-step process: event information, date/time selection, and inviting friends. By reducing potential pain points, we aim to increase user engagement and completion rates.
02.00
Date Select
After conducting a UX audit of the current site and brainstorming with the team, we decided to switch from a confusing drag & drop weekly view to a simplified monthly view. To ensure guests wernt’t overwhelmed, we limited the number of dates coordinators could pick to three, with the option to add more later if necessary.
03.00
RSVP
To increase guest engagement and simplify the RSVP process, we designed a one-page invitation that eliminates confusion and reduces drop-off rates. The coordinator can track RSVPs in real-time on their event dashboard and select a final date once enough guests have responded.
User Testing
After receiving the team's approval of the layouts, I developed a prototype to test with a small group. Our goal was to verify that the features we incorporated aligned with the users' needs.
Findings
We received some fantastic feedback from our users during testing, and it allowed us to identify key areas for improvement. We realized that we missed some important details and features that could enhance the overall user experience. Below are the two main features we adjusted after testing.
01.00
Custom Input Field
On the event info page, we were using an drop-down form that pulled from a large database of games. Users requested the ability to input custom names for games that were not on our list. To meet their needs, we decided to enable users to add custom names that would be saved for future events (using browser cookies), and change the drop down to a auto-fill form.
02.00
Recurring Events
We saw that users had the need for a recurring event option. While this posed a significant design and engineering challenge, we were determined to find a solution that would satisfy user needs while being feasible for the dev team to code. After careful consideration and collaboration, we arrived at a solution that the team could implement and one that was easy for users to quickly understand.
We created swatches over the overlapping dates. This allows both organizers and guests to understand the calendar view better.
Refining The Design
With the first round of user testing complete we moved into creating task flows, and prototypes to continue our testing. At this point we switched to mobile for our prototyping since that’s what most of the tested users proffered.
Task Flows
With the new feature checklist, we completed a user task flow to help us build the new prototype and help the dev team rebuild the side in the future.
Mobile Prototype Testing
Our user research revealed that a significant number of users were planning events on their mobile devices. In response, we developed a mobile prototype to test with a small group. The results were encouraging, with 86% of users navigating the prototype unassisted. The feedback we received also provided valuable insights into how we could refine the user flow.
A usability test report for this round of testing can be viewed here.
Design System
During our user testing sessions with the mid-fidelity prototypes, we began to establish a design system aimed at refining the aesthetic and functionality of our app.
Final Design
After researching and interviewing potential users I sketched out the two main features.
01.00
Quick Setup
We noticed that most users would drop if the process of setting up an event took too long. We tried to make the process as simple as possible. The host must only go through three screens to set up an event.
02.00
Simple Calendar
The calendar was kept as simple as possible, without sacrificing features. You can select up to 3 different date options, choose from multiple recurring options and ask your guests to suggest dates.
03.00
One Page RSVP
No matter the options are chosen, the guests receive a simple one-page RSVP. Here they can select dates that work best for them, leave comments, and make their hosting availability if the event creator has asked guests to host.
Please note: the prototype shown here is from the user testing prototype
Launch + Retrospective
In an ambitious nine-month start-to-finish project, our team aimed to launch at Gen Con 2022, the world's largest board game convention.
Launch
We strategically chose this event for our soft launch, knowing that attendees would be engaged in games and coordinating sessions all week long. Despite having a small marketing budget, we managed to get users' attention with some eye-catching floor graphics that featured a QR code linking to the app. The initial response during the convention was promising, and we were thrilled with the engagement.
Following the event we experienced a drop in usage, but thanks for our design strategy we were able to react quickly, and gauge the market’s reaction to the product and be ready for a pivot if needed.
Retrospective
The soft launch was a great opportunity for us to showcase our product to the world's largest game convention attendees.
Looking ahead, if the team had continued with the project, I would have been excited to explore new features that we had discussed during our brainstorming and strategy sessions. While the majority of users still prefer in-person gameplay, we recognized the potential for growth in the online community and the need for a social hub. This was an area I would have loved to dive into next.
Want to see more?
Herdcatz is a scheduler for people who love tabletop games. It’s a hassle-free solution that allows you to coordinate game nights with groups of all sizes.
Role
UX Design + Research and Product Management
Tools
Figma, Figjam, Illustrator, UsabilityHub, Jira
Timeframe
9 months
Problem
Coordinating game nights can be difficult. Where will you play? What nights? Who’s bringing what? Figuring it out through text messages or e-mail isn’t always easy.
Goal
Design a web based app that gives users a hassle-free way to plan their game nights.Allow users to make, plan and RSVP to events without an account/ sign-up.
Small Team, Big Goal.
Herdcatz operated as a start-up within a start-up, so the team was small but had big goals for the MVP. I was hired to come on as the sole designer for this project.
Design Sprint Mentality
The stakeholders had a clear goal in mind: to launch the app at an upcoming event just nine months away. To make this happen, the team adopted a design sprint approach, which involved conducting research, designing, building, testing, and launching a minimum viable product within the set timeframe.
Design Quick, Fail Fast
The purpose of the MVP was to demonstrate the proof of concept to attract additional investment. With the CEO defining the main feature, we approached the project with a mindset of building quickly and embracing a "fail fast" approach.
Research
We lacked an understanding of game coordinators & attendees' wants, needs, and expectations when planning an event. We wanted to learn about frustrations and pain points users face, what they currently use to plan events, and if those tools meet their needs.After working with the team on the goals and timeline I dove into user surveys and interviews to help us define the users’ needs, wants, pain points, and motivations.
Survey & Interviews
We surveyed over 300 gamers to better understand how potential users schedule events and to gather feedback on their current methods. To get a more detailed understanding of specific points, we held 11 user interviews to discuss event planning, tools used to plan, frustrations, etc.
Affinity Mapping
After analyzing the data I put together an affinity map, and I identified over 140 data points and 3 main insights. A small sample of the affinity map can be seen below.
60% of users find it difficult to coordinate due to the schedules of their playgroups
80% of users feel their current method of setting up game nights is inefficient
40% of users mentioned wanting a social online hub for the game community
Defined Direction
After being briefed on the product and the team’s goals. After reviewing the findings we decided to focus on creating an efficient tool for coordinating and planning events. Since the existing web-based site was already working towards solving planning issues, we decided to focus on these two identified themes for the MVP.
Journey Map
To help guide our MVP wireframes and prototypes I built a journey map showing users current step-by-step process for planning a game night, and two personas of users who would be going through this journey.
Journey Scenario: Our user wants to plan a game event with a large group of friends.
UX Audit
Once we had a design strategy worked out, I turned my attention to the current design and noted all the improvements that could be made to the current design. Below are some of the main features we reviewed during the audit.
Prototyping
After gathering valuable insights from user surveys, competitor analysis, and additional research, I began sketching out low-fidelity screens for the two primary features of the MVP: event creation and guest RSVP. Together with the team, we brainstormed layouts for each page. Once we selected layouts for each page, I created mid-fidelity mock-ups (shown below), which formed the basis of our initial prototype for user testing.
01.00
Event Info
To streamline the event creation process and minimize user frustration, I simplified the current five-page workflow into a concise three-step process: event information, date/time selection, and inviting friends. By reducing potential pain points, we aim to increase user engagement and completion rates.
02.00
Date Select
After conducting a UX audit of the current site and brainstorming with the team, we decided to switch from a confusing drag & drop weekly view to a simplified monthly view. To ensure guests wernt’t overwhelmed, we limited the number of dates coordinators could pick to three, with the option to add more later if necessary.
03.00
RSVP
To increase guest engagement and simplify the RSVP process, we designed a one-page invitation that eliminates confusion and reduces drop-off rates. The coordinator can track RSVPs in real-time on their event dashboard and select a final date once enough guests have responded.
User Testing
After receiving the team's approval of the layouts, I developed a prototype to test with a small group. Our goal was to verify that the features we incorporated aligned with the users' needs.
Findings
We received some fantastic feedback from our users during testing, and it allowed us to identify key areas for improvement. We realized that we missed some important details and features that could enhance the overall user experience. Below are the two main features we adjusted after testing.
01.00
Custom Input Field
On the event info page, we were using an drop-down form that pulled from a large database of games. Users requested the ability to input custom names for games that were not on our list. To meet their needs, we decided to enable users to add custom names that would be saved for future events (using browser cookies), and change the drop down to a auto-fill form.
02.00
Recurring Events
We saw that users had the need for a recurring event option. While this posed a significant design and engineering challenge, we were determined to find a solution that would satisfy user needs while being feasible for the dev team to code. After careful consideration and collaboration, we arrived at a solution that the team could implement and one that was easy for users to quickly understand.
We created swatches over the overlapping dates. This allows both organizers and guests to understand the calendar view better.
Refining The Design
With the first round of user testing complete we moved into creating task flows, and prototypes to continue our testing. At this point we switched to mobile for our prototyping since that’s what most of the tested users proffered.
Task Flows
With the new feature checklist, we completed a user task flow to help us build the new prototype and help the dev team rebuild the side in the future.
Mobile Prototype Testing
Our user research revealed that a significant number of users were planning events on their mobile devices. In response, we developed a mobile prototype to test with a small group. The results were encouraging, with 86% of users navigating the prototype unassisted. The feedback we received also provided valuable insights into how we could refine the user flow.
A usability test report for this round of testing can be viewed here.
Design System
During our user testing sessions with the mid-fidelity prototypes, we began to establish a design system aimed at refining the aesthetic and functionality of our app.
Final Design
After researching and interviewing potential users I sketched out the two main features.
01.00
Quick Setup
We noticed that most users would drop if the process of setting up an event took too long. We tried to make the process as simple as possible. The host must only go through three screens to set up an event.
02.00
Simple Calendar
The calendar was kept as simple as possible, without sacrificing features. You can select up to 3 different date options, choose from multiple recurring options and ask your guests to suggest dates.
03.00
One Page RSVP
No matter the options are chosen, the guests receive a simple one-page RSVP. Here they can select dates that work best for them, leave comments, and make their hosting availability if the event creator has asked guests to host.
Please note: the prototype shown here is from the user testing prototype
Launch + Retrospective
In an ambitious nine-month start-to-finish project, our team aimed to launch at Gen Con 2022, the world's largest board game convention.
Launch
We strategically chose this event for our soft launch, knowing that attendees would be engaged in games and coordinating sessions all week long. Despite having a small marketing budget, we managed to get users' attention with some eye-catching floor graphics that featured a QR code linking to the app. The initial response during the convention was promising, and we were thrilled with the engagement.
Following the event we experienced a drop in usage, but thanks for our design strategy we were able to react quickly, and gauge the market’s reaction to the product and be ready for a pivot if needed.
Retrospective
The soft launch was a great opportunity for us to showcase our product to the world's largest game convention attendees.
Looking ahead, if the team had continued with the project, I would have been excited to explore new features that we had discussed during our brainstorming and strategy sessions. While the majority of users still prefer in-person gameplay, we recognized the potential for growth in the online community and the need for a social hub. This was an area I would have loved to dive into next.
Want to see more?
Herdcatz is a scheduler for people who love tabletop games. It’s a hassle-free solution that allows you to coordinate game nights with groups of all sizes.
Role
UX Design + Research and Product Management
Tools
Figma, Figjam, Illustrator, UsabilityHub, Jira
Timeframe
9 months
Problem
Coordinating game nights can be difficult. Where will you play? What nights? Who’s bringing what? Figuring it out through text messages or e-mail isn’t always easy.
Goal
Design a web based app that gives users a hassle-free way to plan their game nights.Allow users to make, plan and RSVP to events without an account/ sign-up.
Small Team, Big Goal.
Herdcatz operated as a start-up within a start-up, so the team was small but had big goals for the MVP. I was hired to come on as the sole designer for this project.
Design Sprint Mentality
The stakeholders had a clear goal in mind: to launch the app at an upcoming event just nine months away. To make this happen, the team adopted a design sprint approach, which involved conducting research, designing, building, testing, and launching a minimum viable product within the set timeframe.
Design Quick, Fail Fast
The purpose of the MVP was to demonstrate the proof of concept to attract additional investment. With the CEO defining the main feature, we approached the project with a mindset of building quickly and embracing a "fail fast" approach.
Research
We lacked an understanding of game coordinators & attendees' wants, needs, and expectations when planning an event. We wanted to learn about frustrations and pain points users face, what they currently use to plan events, and if those tools meet their needs.After working with the team on the goals and timeline I dove into user surveys and interviews to help us define the users’ needs, wants, pain points, and motivations.
Survey & Interviews
We surveyed over 300 gamers to better understand how potential users schedule events and to gather feedback on their current methods. To get a more detailed understanding of specific points, we held 11 user interviews to discuss event planning, tools used to plan, frustrations, etc.
Affinity Mapping
After analyzing the data I put together an affinity map, and I identified over 140 data points and 3 main insights. A small sample of the affinity map can be seen below.
60% of users find it difficult to coordinate due to the schedules of their playgroups
80% of users feel their current method of setting up game nights is inefficient
40% of users mentioned wanting a social online hub for the game community
Defined Direction
After being briefed on the product and the team’s goals. After reviewing the findings we decided to focus on creating an efficient tool for coordinating and planning events. Since the existing web-based site was already working towards solving planning issues, we decided to focus on these two identified themes for the MVP.
Journey Map
To help guide our MVP wireframes and prototypes I built a journey map showing users current step-by-step process for planning a game night, and two personas of users who would be going through this journey.
Journey Scenario: Our user wants to plan a game event with a large group of friends.
UX Audit
Once we had a design strategy worked out, I turned my attention to the current design and noted all the improvements that could be made to the current design. Below are some of the main features we reviewed during the audit.
Prototyping
After gathering valuable insights from user surveys, competitor analysis, and additional research, I began sketching out low-fidelity screens for the two primary features of the MVP: event creation and guest RSVP. Together with the team, we brainstormed layouts for each page. Once we selected layouts for each page, I created mid-fidelity mock-ups (shown below), which formed the basis of our initial prototype for user testing.
01.00
Event Info
To streamline the event creation process and minimize user frustration, I simplified the current five-page workflow into a concise three-step process: event information, date/time selection, and inviting friends. By reducing potential pain points, we aim to increase user engagement and completion rates.
02.00
Date Select
After conducting a UX audit of the current site and brainstorming with the team, we decided to switch from a confusing drag & drop weekly view to a simplified monthly view. To ensure guests wernt’t overwhelmed, we limited the number of dates coordinators could pick to three, with the option to add more later if necessary.
03.00
RSVP
To increase guest engagement and simplify the RSVP process, we designed a one-page invitation that eliminates confusion and reduces drop-off rates. The coordinator can track RSVPs in real-time on their event dashboard and select a final date once enough guests have responded.
User Testing
After receiving the team's approval of the layouts, I developed a prototype to test with a small group. Our goal was to verify that the features we incorporated aligned with the users' needs.
Findings
We received some fantastic feedback from our users during testing, and it allowed us to identify key areas for improvement. We realized that we missed some important details and features that could enhance the overall user experience. Below are the two main features we adjusted after testing.
01.00
Custom Input Field
On the event info page, we were using an drop-down form that pulled from a large database of games. Users requested the ability to input custom names for games that were not on our list. To meet their needs, we decided to enable users to add custom names that would be saved for future events (using browser cookies), and change the drop down to a auto-fill form.
02.00
Recurring Events
We saw that users had the need for a recurring event option. While this posed a significant design and engineering challenge, we were determined to find a solution that would satisfy user needs while being feasible for the dev team to code. After careful consideration and collaboration, we arrived at a solution that the team could implement and one that was easy for users to quickly understand.
We created swatches over the overlapping dates. This allows both organizers and guests to understand the calendar view better.
Refining The Design
With the first round of user testing complete we moved into creating task flows, and prototypes to continue our testing. At this point we switched to mobile for our prototyping since that’s what most of the tested users proffered.
Task Flows
With the new feature checklist, we completed a user task flow to help us build the new prototype and help the dev team rebuild the side in the future.
Mobile Prototype Testing
Our user research revealed that a significant number of users were planning events on their mobile devices. In response, we developed a mobile prototype to test with a small group. The results were encouraging, with 86% of users navigating the prototype unassisted. The feedback we received also provided valuable insights into how we could refine the user flow.
A usability test report for this round of testing can be viewed here.
Design System
During our user testing sessions with the mid-fidelity prototypes, we began to establish a design system aimed at refining the aesthetic and functionality of our app.
Final Design
After researching and interviewing potential users I sketched out the two main features.
01.00
Quick Setup
We noticed that most users would drop if the process of setting up an event took too long. We tried to make the process as simple as possible. The host must only go through three screens to set up an event.
02.00
Simple Calendar
The calendar was kept as simple as possible, without sacrificing features. You can select up to 3 different date options, choose from multiple recurring options and ask your guests to suggest dates.
03.00
One Page RSVP
No matter the options are chosen, the guests receive a simple one-page RSVP. Here they can select dates that work best for them, leave comments, and make their hosting availability if the event creator has asked guests to host.
Please note: the prototype shown here is from the user testing prototype
Launch + Retrospective
In an ambitious nine-month start-to-finish project, our team aimed to launch at Gen Con 2022, the world's largest board game convention.
Launch
We strategically chose this event for our soft launch, knowing that attendees would be engaged in games and coordinating sessions all week long. Despite having a small marketing budget, we managed to get users' attention with some eye-catching floor graphics that featured a QR code linking to the app. The initial response during the convention was promising, and we were thrilled with the engagement.
Following the event we experienced a drop in usage, but thanks for our design strategy we were able to react quickly, and gauge the market’s reaction to the product and be ready for a pivot if needed.
Retrospective
The soft launch was a great opportunity for us to showcase our product to the world's largest game convention attendees.
Looking ahead, if the team had continued with the project, I would have been excited to explore new features that we had discussed during our brainstorming and strategy sessions. While the majority of users still prefer in-person gameplay, we recognized the potential for growth in the online community and the need for a social hub. This was an area I would have loved to dive into next.
Want to see more?
Herdcatz is a scheduler for people who love tabletop games. It’s a hassle-free solution that allows you to coordinate game nights with groups of all sizes.
Role
UX Design + Research and Product Management
Tools
Figma, Figjam, Illustrator, UsabilityHub, Jira
Timeframe
9 months
Problem
Coordinating game nights can be difficult. Where will you play? What nights? Who’s bringing what? Figuring it out through text messages or e-mail isn’t always easy.
Goal
Design a web based app that gives users a hassle-free way to plan their game nights.Allow users to make, plan and RSVP to events without an account/ sign-up.
Small Team, Big Goal.
Herdcatz operated as a start-up within a start-up, so the team was small but had big goals for the MVP. I was hired to come on as the sole designer for this project.
Design Sprint Mentality
The stakeholders had a clear goal in mind: to launch the app at an upcoming event just nine months away. To make this happen, the team adopted a design sprint approach, which involved conducting research, designing, building, testing, and launching a minimum viable product within the set timeframe.
Design Quick, Fail Fast
The purpose of the MVP was to demonstrate the proof of concept to attract additional investment. With the CEO defining the main feature, we approached the project with a mindset of building quickly and embracing a "fail fast" approach.
Research
We lacked an understanding of game coordinators & attendees' wants, needs, and expectations when planning an event. We wanted to learn about frustrations and pain points users face, what they currently use to plan events, and if those tools meet their needs.After working with the team on the goals and timeline I dove into user surveys and interviews to help us define the users’ needs, wants, pain points, and motivations.
Survey & Interviews
We surveyed over 300 gamers to better understand how potential users schedule events and to gather feedback on their current methods. To get a more detailed understanding of specific points, we held 11 user interviews to discuss event planning, tools used to plan, frustrations, etc.
Affinity Mapping
After analyzing the data I put together an affinity map, and I identified over 140 data points and 3 main insights. A small sample of the affinity map can be seen below.
60% of users find it difficult to coordinate due to the schedules of their playgroups
80% of users feel their current method of setting up game nights is inefficient
40% of users mentioned wanting a social online hub for the game community
Defined Direction
After being briefed on the product and the team’s goals. After reviewing the findings we decided to focus on creating an efficient tool for coordinating and planning events. Since the existing web-based site was already working towards solving planning issues, we decided to focus on these two identified themes for the MVP.
Journey Map
To help guide our MVP wireframes and prototypes I built a journey map showing users current step-by-step process for planning a game night, and two personas of users who would be going through this journey.
Journey Scenario: Our user wants to plan a game event with a large group of friends.
UX Audit
Once we had a design strategy worked out, I turned my attention to the current design and noted all the improvements that could be made to the current design. Below are some of the main features we reviewed during the audit.
After gathering valuable insights from user surveys, competitor analysis, and additional research, I began sketching out low-fidelity screens for the two primary features of the MVP: event creation and guest RSVP. Together with the team, we brainstormed layouts for each page. Once we selected layouts for each page, I created mid-fidelity mock-ups (shown below), which formed the basis of our initial prototype for user testing.
01.00
Event Info
To streamline the event creation process and minimize user frustration, I simplified the current five-page workflow into a concise three-step process: event information, date/time selection, and inviting friends. By reducing potential pain points, we aim to increase user engagement and completion rates.
02.00
Date Select
After conducting a UX audit of the current site and brainstorming with the team, we decided to switch from a confusing drag & drop weekly view to a simplified monthly view. To ensure guests wernt’t overwhelmed, we limited the number of dates coordinators could pick to three, with the option to add more later if necessary.
03.00
RSVP
To increase guest engagement and simplify the RSVP process, we designed a one-page invitation that eliminates confusion and reduces drop-off rates. The coordinator can track RSVPs in real-time on their event dashboard and select a final date once enough guests have responded.
User Testing
After receiving the team's approval of the layouts, I developed a prototype to test with a small group. Our goal was to verify that the features we incorporated aligned with the users' needs.
Findings
We received some fantastic feedback from our users during testing, and it allowed us to identify key areas for improvement. We realized that we missed some important details and features that could enhance the overall user experience. Below are the two main features we adjusted after testing.
01.00
Custom Input Field
On the event info page, we were using an drop-down form that pulled from a large database of games. Users requested the ability to input custom names for games that were not on our list. To meet their needs, we decided to enable users to add custom names that would be saved for future events (using browser cookies), and change the drop down to a auto-fill form.
02.00
Recurring Events
We saw that users had the need for a recurring event option. While this posed a significant design and engineering challenge, we were determined to find a solution that would satisfy user needs while being feasible for the dev team to code. After careful consideration and collaboration, we arrived at a solution that the team could implement and one that was easy for users to quickly understand.
We created swatches over the overlapping dates. This allows both organizers and guests to understand the calendar view better.
Refining
The Design
With the first round of user testing complete we moved into creating task flows, and prototypes to continue our testing. At this point we switched to mobile for our prototyping since that’s what most of the tested users proffered.
Task Flows
With the new feature checklist, we completed a user task flow to help us build the new prototype and help the dev team rebuild the side in the future.
Mobile Prototype Testing
Our user research revealed that a significant number of users were planning events on their mobile devices. In response, we developed a mobile prototype to test with a small group. The results were encouraging, with 86% of users navigating the prototype unassisted. The feedback we received also provided valuable insights into how we could refine the user flow.
A usability test report for this round of testing can be viewed here.
Design System
During our user testing sessions with the mid-fidelity prototypes, we began to establish a design system aimed at refining the aesthetic and functionality of our app.
Final Design
After researching and interviewing potential users I sketched out the two main features.
01.00
Quick Setup
We noticed that most users would drop if the process of setting up an event took too long. We tried to make the process as simple as possible. The host must only go through three screens to set up an event.
02.00
Simple Calendar
The calendar was kept as simple as possible, without sacrificing features. You can select up to 3 different date options, choose from multiple recurring options and ask your guests to suggest dates.
03.00
One Page RSVP
No matter the options are chosen, the guests receive a simple one-page RSVP. Here they can select dates that work best for them, leave comments, and make their hosting availability if the event creator has asked guests to host.
Please note: the prototype shown here is from the user testing prototype
Launch + Retrospective
In an ambitious nine-month start-to-finish project, our team aimed to launch at Gen Con 2022, the world's largest board game convention.
Launch
We strategically chose this event for our soft launch, knowing that attendees would be engaged in games and coordinating sessions all week long. Despite having a small marketing budget, we managed to get users' attention with some eye-catching floor graphics that featured a QR code linking to the app. The initial response during the convention was promising, and we were thrilled with the engagement.
Following the event we experienced a drop in usage, but thanks for our design strategy we were able to react quickly, and gauge the market’s reaction to the product and be ready for a pivot if needed.
Retrospective
The soft launch was a great opportunity for us to showcase our product to the world's largest game convention attendees.
Looking ahead, if the team had continued with the project, I would have been excited to explore new features that we had discussed during our brainstorming and strategy sessions. While the majority of users still prefer in-person gameplay, we recognized the potential for growth in the online community and the need for a social hub. This was an area I would have loved to dive into next.
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Herdcatz is a scheduler for people who love tabletop games. It’s a hassle-free solution that allows you to coordinate game nights with groups of all sizes.
Role
UX Design + Research and Product Management
Tools
Figma, Figjam, Illustrator, UsabilityHub, Jira
Timeframe
9 months
Problem
Coordinating game nights can be difficult. Where will you play? What nights? Who’s bringing what? Figuring it out through text messages or e-mail isn’t always easy.
Goal
Design a web based app that gives users a hassle-free way to plan their game nights.Allow users to make, plan and RSVP to events without an account/ sign-up.
Small Team, Big Goal.
Herdcatz operated as a start-up within a start-up, so the team was small but had big goals for the MVP. I was hired to come on as the sole designer for this project.
Design Sprint Mentality
The stakeholders had a clear goal in mind: to launch the app at an upcoming event just nine months away. To make this happen, the team adopted a design sprint approach, which involved conducting research, designing, building, testing, and launching a minimum viable product within the set timeframe.
Design Quick, Fail Fast
The purpose of the MVP was to demonstrate the proof of concept to attract additional investment. With the CEO defining the main feature, we approached the project with a mindset of building quickly and embracing a "fail fast" approach.
Research
We lacked an understanding of game coordinators & attendees' wants, needs, and expectations when planning an event. We wanted to learn about frustrations and pain points users face, what they currently use to plan events, and if those tools meet their needs.After working with the team on the goals and timeline I dove into user surveys and interviews to help us define the users’ needs, wants, pain points, and motivations.
Survey & Interviews
We surveyed over 300 gamers to better understand how potential users schedule events and to gather feedback on their current methods. To get a more detailed understanding of specific points, we held 11 user interviews to discuss event planning, tools used to plan, frustrations, etc.
Affinity Mapping
After analyzing the data I put together an affinity map, and I identified over 140 data points and 3 main insights. A small sample of the affinity map can be seen below.
60% of users find it difficult to coordinate due to the schedules of their playgroups
80% of users feel their current method of setting up game nights is inefficient
40% of users mentioned wanting a social online hub for the game community
Defined Direction
After being briefed on the product and the team’s goals. After reviewing the findings we decided to focus on creating an efficient tool for coordinating and planning events. Since the existing web-based site was already working towards solving planning issues, we decided to focus on these two identified themes for the MVP.
Journey Map
To help guide our MVP wireframes and prototypes I built a journey map showing users current step-by-step process for planning a game night, and two personas of users who would be going through this journey.
Journey Scenario: Our user wants to plan a game event with a large group of friends.
UX Audit
Once we had a design strategy worked out, I turned my attention to the current design and noted all the improvements that could be made to the current design. Below are some of the main features we reviewed during the audit.
Prototyping
After gathering valuable insights from user surveys, competitor analysis, and additional research, I began sketching out low-fidelity screens for the two primary features of the MVP: event creation and guest RSVP. Together with the team, we brainstormed layouts for each page. Once we selected layouts for each page, I created mid-fidelity mock-ups (shown below), which formed the basis of our initial prototype for user testing.
01.00
Event Info
To streamline the event creation process and minimize user frustration, I simplified the current five-page workflow into a concise three-step process: event information, date/time selection, and inviting friends. By reducing potential pain points, we aim to increase user engagement and completion rates.
02.00
Date Select
After conducting a UX audit of the current site and brainstorming with the team, we decided to switch from a confusing drag & drop weekly view to a simplified monthly view. To ensure guests wernt’t overwhelmed, we limited the number of dates coordinators could pick to three, with the option to add more later if necessary.
03.00
RSVP
To increase guest engagement and simplify the RSVP process, we designed a one-page invitation that eliminates confusion and reduces drop-off rates. The coordinator can track RSVPs in real-time on their event dashboard and select a final date once enough guests have responded.
User Testing
After receiving the team's approval of the layouts, I developed a prototype to test with a small group. Our goal was to verify that the features we incorporated aligned with the users' needs.
Findings
We received some fantastic feedback from our users during testing, and it allowed us to identify key areas for improvement. We realized that we missed some important details and features that could enhance the overall user experience. Below are the two main features we adjusted after testing.
01.00
Custom Input Field
On the event info page, we were using an drop-down form that pulled from a large database of games. Users requested the ability to input custom names for games that were not on our list. To meet their needs, we decided to enable users to add custom names that would be saved for future events (using browser cookies), and change the drop down to a auto-fill form.
02.00
Recurring Events
We saw that users had the need for a recurring event option. While this posed a significant design and engineering challenge, we were determined to find a solution that would satisfy user needs while being feasible for the dev team to code. After careful consideration and collaboration, we arrived at a solution that the team could implement and one that was easy for users to quickly understand.
We created swatches over the overlapping dates. This allows both organizers and guests to understand the calendar view better.
Refining The Design
With the first round of user testing complete we moved into creating task flows, and prototypes to continue our testing. At this point we switched to mobile for our prototyping since that’s what most of the tested users proffered.
Task Flows
With the new feature checklist, we completed a user task flow to help us build the new prototype and help the dev team rebuild the side in the future.
Mobile Prototype Testing
Our user research revealed that a significant number of users were planning events on their mobile devices. In response, we developed a mobile prototype to test with a small group. The results were encouraging, with 86% of users navigating the prototype unassisted. The feedback we received also provided valuable insights into how we could refine the user flow.
A usability test report for this round of testing can be viewed here.
Design System
During our user testing sessions with the mid-fidelity prototypes, we began to establish a design system aimed at refining the aesthetic and functionality of our app.
Final Design
After researching and interviewing potential users I sketched out the two main features.
01.00
Quick Setup
We noticed that most users would drop if the process of setting up an event took too long. We tried to make the process as simple as possible. The host must only go through three screens to set up an event.
02.00
Simple Calendar
The calendar was kept as simple as possible, without sacrificing features. You can select up to 3 different date options, choose from multiple recurring options and ask your guests to suggest dates.
03.00
One Page RSVP
No matter the options are chosen, the guests receive a simple one-page RSVP. Here they can select dates that work best for them, leave comments, and make their hosting availability if the event creator has asked guests to host.
Please note: the prototype shown here is from the user testing prototype
Launch + Retrospective
In an ambitious nine-month start-to-finish project, our team aimed to launch at Gen Con 2022, the world's largest board game convention.
Launch
We strategically chose this event for our soft launch, knowing that attendees would be engaged in games and coordinating sessions all week long. Despite having a small marketing budget, we managed to get users' attention with some eye-catching floor graphics that featured a QR code linking to the app. The initial response during the convention was promising, and we were thrilled with the engagement.
Following the event we experienced a drop in usage, but thanks for our design strategy we were able to react quickly, and gauge the market’s reaction to the product and be ready for a pivot if needed.
Retrospective
The soft launch was a great opportunity for us to showcase our product to the world's largest game convention attendees.
Looking ahead, if the team had continued with the project, I would have been excited to explore new features that we had discussed during our brainstorming and strategy sessions. While the majority of users still prefer in-person gameplay, we recognized the potential for growth in the online community and the need for a social hub. This was an area I would have loved to dive into next.
Want to see more?
Want to chat? Email me at
Made with love <3 . ©2024 Mike Tonkinson
Want to chat? Email me at
Made with love <3 . ©2024 Mike Tonkinson
Want to chat? Email me at
Made with love <3 . ©2024 Mike Tonkinson
Want to chat? Email me at
Made with love <3 . ©2024 Mike Tonkinson
Want to chat? Email me at
Made with love <3 . ©2024 Mike Tonkinson