✦ Impact:
Contributed to a 300% increase (+$600,000) in monthly revenue through key redesigns, including VIP sign-ups, navigation, and ad placements. These updates bolstered the platform’s appeal and supported valuable partnerships with Sony Pictures, Amazon, and EA Games.
✦ Info
Role
Senior Product Analyst (UI/UX Design)
Timeline
April 2021 – December 2023
Company
Enthusiast Gaming
Product
The Sims Resource
Team
Product Management, Software Developers, Analytics, Marketing, Key Stakeholders
Industry
Gaming, Creator Economy
Platform
Desktop, Tablet, Mobile
Tools
Confluence, Jira, Figma, UXPin, Hotjar, Unbounce, Google Analytics
Highlights of My Contributions
As Senior Product Analyst at Enthusiast Gaming, I drove key UX improvements for The Sims Resource, a 23-year-old legacy platform in the Creator Economy Space, serving a vibrant community of creators and players.
Starting with the 2021 rebrand, a key strategic initiative was implementing a design system to enhance visual consistency and improve the overall user experience. Along with ongoing improvements to the UI and content discovery, this work fostered a more engaging and inclusive environment. This blend of creativity, strategy, and user-centered design made it a privilege to contribute to such a dedicated community.
A Hub for Creativity and Community
Acquired by Enthusiast Gaming in 2019 and rebranded in 2021, The Sims Resource, founded in 1999, is a platform offering over 1 million custom content downloads. Players can enhance their gameplay with unique designs, from furniture to fashion, created by talented artists worldwide.
The platform fosters a vibrant, inclusive community, empowering creators to showcase their work and connect with fans, making it a key part of The Sims universe.
✦ The Design Challenge:
The platform’s design had been stagnant for 22 years, resulting in inconsistent pages and a disjointed user experience. I introduced a unified design system to bring consistency and cohesion, along with cohesive labels and modern elements. Additionally, I focused on mobile optimization to ensure a seamless experience across all devices.
✦ Implemented a Design System
Revamped the platform by introducing a comprehensive design system, establishing visual consistency, scalability, and streamlining collaboration across teams for greater efficiency.
✦ Strategic Product Design & Analysis
Helped analyze surveys revealing a 71% improvement in TSR’s reputation, providing insights that shaped the site’s redesign and reinforced TSR’s mission to be the premier destination for custom content.
✦ Optimized Subscription Pricing
Revamped subscription pricing models and pages, showcasing key features such as early access, unlimited downloads, and personalized recommendations. Created a clear, user-friendly layout to boost engagement and conversions.
✦ VIP Onboarding Simplification
Streamlined and mobile-optimized the VIP signup flow, enhancing the user experience for quicker and smoother onboarding.
✦ Login/Signup Page
- Optimized and streamlined user authentication process, mobile-friendly and takeover-ready.
✦ Navigation Bar Redesign
Revamped the navigation bar to enhance intuitiveness and accessibility, ensuring a seamless mobile experience.
✦ Download Details Page
Redesigned the Download Details page to enhance clarity and user interaction, improving the visibility of content above the fold. Added a lightbox feature and highlighted required items for better user engagement and accessibility.
✦ Free User Download Countdown Feature
I redesigned the free user download feature to address clarity issues that were causing users to leave the site. By making required items more visible and intuitive, I helped reduce drop-offs during the download process. I also added a “Did You Know?” section, allowing users to explore the website’s background while waiting for their downloads—enhancing the overall user experience and engagement.
✦ Streamlined Artists’ Submissions
I streamlined the upload and approval process for content, addressing user confusion around submissions. By consolidating two systems into one and enhancing content labelling, I improved searchability and boosted efficiency for both artists and staff. These updates made it easier for creators to upload their work and ensured a smoother approval process, improving overall content discoverability.
✦ Strategic Call-to-Actions for Non-VIP Members
Designed targeted CTAs for non-VIP members interacting with featured site sections, encouraging exploration of VIP benefits such as ad-free browsing, one-click downloads, and early access to premium content.
✦ Download Basket VIP Feature
Revamped The Sims Resource’s Download Basket to enhance user experience, including optimizing it for mobile users for seamless access on all devices.
✦ Improved My Profile and My Account
Transformed the My Account page by adding a more personalized profile feel, which was previously lacking, and optimized the layout for better clarity and responsiveness across all devices.
✦ Redesigned Advanced Search for Improved User Experience
Introduced and redesigned the advanced search filter, making content discovery faster and more intuitive. Prioritized usability and accessibility to ensure a seamless navigation experience for all users.
✦ Homepage Redesign for The Sims Resource
Redesigned the homepage to enhance content accessibility for both new users and VIP members by creating two distinct versions. For new users, the design emphasized guiding them through the platform’s features while incorporating ads for monetization. For VIP members, the layout was optimized to highlight exclusive content and benefits without interruptions. Key updates included clear labels, consistent buttons, and hover cards for improved content previews. These changes streamlined navigation, boosted user engagement, and created a more intuitive, cohesive visual experience for both user groups.
✦ Redesigning Artist Profiles for Engagement and Support
Revamped the artist profile page by integrating a donation feature, allowing users to support their favourite artists directly, this was a concept idea.
