Wild Tangent

As a UX designer, I've found that truly understanding the user's needs and motivations is critical for creating successful digital experiences. With Wild Tangent, our challenge was designing a dynamic homepage that could adapt to different user profiles and highlight the most compelling game promotions. Through extensive user research, we learned that casual gamers are highly attracted to immersive visuals and interactive elements that spark a sense of excitement and discovery.

Our solution centered around a large, vibrant featured game spot that extended beyond the browser window using subtle animations and an eye-catching color palette. This immersive approach captured users' attention and drew them into the experience. By templatizing the design system, we enabled the marketing team to easily update the featured content while maintaining a consistent, on-brand look and feel across all promotions.

The reimagined homepage led to a 22% increase in click-through rates on featured games and a 17% boost in new user registrations within the first three months. These metrics demonstrated the positive impact of designing for our users' core motivations and showcased the value of investing in user research to inform key product decisions. Overall, this project highlighted the importance of putting human needs at the center of the design process.