UNIFIED

Unified is a tournament organizer and broadcast production company, aiming to bring together gamers in the Midwest. They offer structured competitions across collegiate and amateur online leagues, and provide a physical tournament experience catered to both esports enthusiasts and casual gamers alike.

Overall, the goal of the website was to strengthen our existing pipeline for growth that reaches from youth and hobbyist players to semi-professionals. To support that growth, we wanted to highlight our commerical services so that we could continue to host more events accross North America and be able to build communities wherever we land.

AUDIENCE AND USER RESEARCH

To begin, I specified what our target audience should be, reviewed current demographics for our current website users using Google Analytics, and connected those demographics to our target audience. I then created user personas to help understand the goals, motivation, and knowledge of each user group to help guide what the website should be. The two groups we’re targeting are venues or organizations that are looking to buy into our services so that they can expand into the gaming space or make an event happen, and aspiring champions-- players who are looking for tournaments and others to play with or against.

With our users in mind, we can look at pain points and difficulties, and state what the problem users are trying to have solved is. For Unified, users were mainly looking for a more accessible site experience accross the board-- whether that was signing up for tournaments or seeing what tournament organization and production services the company offered.

User problem and value proposition

I then created a map for how the proposed goals feed into one another. Each goal is directly linked to a KPI: number of commercial services sold, ticket sale conversion rate, and total audience size. These three KPIs are reflective of things central to the company, such as building communities and instilling path to pro pipelines. I also wanted to highlight some relevant competitors in the space, to showcase what they do well, what we have in common, and also where we differientate and have a competitive advantage.