Improving the Draftkings Reignmakers Onboarding Experience
At-A-Glance
Reignmakers is a game where players build collections of digital player cards through pack drops, auctions, and a marketplace, using them to draft lineups for year-round fantasy contests. For the second season, our goal was to enhance the onboarding flow, streamlining the experience with insights from RM Football’s first season and the successful launches of RM UFC and RM PGA.
Project Goals
Create a single, condensed onboarding experience that is easy for users to understand
Increase the # of users that complete the onboarding flow
Convert more first-time users into paid users
Research
There Were 3 Major Drop Off Points
Our analytics showed significant user drop-offs at three key steps. Each step disrupted the user experience by taking them to a different part of the product. Our goal was to seamlessly integrate these steps into a unified flow.
Users Were Reluctant to Try Reignmakers Because It Seemed Too Complex
Within the DraftKings product library, we cross-promote other offerings. However, banner ads in Daily Fantasy Sports and Sportsbook had a very low conversion rate once users entered Reignmakers. We needed to understand why.
Users Claimed a Pack but Couldn't Find It
After claiming a pack, it was added to the user's collection on the 'My Cards' page. However, users often didn't know where to go next within the product.
Assets Needed to Be Updated
Each season in Reignmakers, assets are updated for a fresh look. We still needed to create new pack opening assets for the upcoming football season.
First-Time Users Struggled to Draft Their Team
Testing the current onboarding flow revealed that first-time users struggled to draft their team for their initial contest.
They didn’t know where to tap or how to draft their lineup.
Ideate
Pack Open Animations Ended on Different Frames
I took a screenshot of the final frame of each pack opening animation by rarity and found they ended differently.
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Card Reveal Animations Were All the Same Tempo
All rarity tiers felt the same. We wanted to create excitement for revealing higher rarities.
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Updated Animations With Various Tempos
Different tempos for rarity tiers made opening rarer cards feel more exciting, and we wanted to convey that feeling to the user.
Users Were Reluctant to Try Reignmakers Because It Seemed Too Complex
Within the DraftKings product library, we cross-promote other offerings. However, banner ads in Daily Fantasy Sports and Sportsbook had a very low conversion rate once users entered Reignmakers. We needed to understand why.
Results
Added Assistance to the Drafting Experience
We added tooltips to guide users on drafting and implemented logic to automatically draft their first player, showing them a completed player slot and helping them fill in the blanks.
