Improving the Draftkings Reignmakers Onboarding Experience

My Role

Product Desiger

My Role

Product Desiger

My Role

Product Desiger

Deliverables

User Flows

Prototypes

User Testing

Deliverables

User Flows

Prototypes

User Testing

Deliverables

User Flows

Prototypes

User Testing

Tools

Figma

After Effects

Tools

Figma

After Effects

Tools

Figma

After Effects

Team

Chris Johnson - PM

Fern Murais - PM

Annah Todd - PM

AJ Liskiewicz - Motion Designer

Jordan Sparks - Motion Designer

Team

Chris Johnson - PM

Fern Murais - PM

Annah Todd - PM

AJ Liskiewicz - Motion Designer

Jordan Sparks - Motion Designer

Team

Chris Johnson - PM

Fern Murais - PM

Annah Todd - PM

AJ Liskiewicz - Motion Designer

Jordan Sparks - Motion Designer

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

Idle Pack

Idle Pack

Pack Open

Pack Open

Card Reveal

Card Reveal

Idle Revealed Card

Idle Revealed Card

For Pack Opening We Created Four Different Animations

For Pack Opening We Created Four Different Animations

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.

C

Core

Core

R

Rare

Rare

E

Elite

Elite

L

Legendary

Legendary

RM

Reignmakers

Reignmakers

Card Reveal Animations Were All the Same Tempo

All rarity tiers felt the same. We wanted to create excitement for revealing higher rarities.

C

Core

Core

R

Rare

Rare

E

Elite

Elite

L

Legendary

Legendary

RM

Reignmakers

Reignmakers

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.

Step 1 of 3

Open Pack

Step 2 of 3

Enter First Contest

Step 3 of 3

Submit Lineup

Step 1 of 3

Open Pack

Step 2 of 3

Enter First Contest

Step 3 of 3

Submit Lineup

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

Allowing Users to Open a Pack Immediately After Claiming

Allowing Users to Open a Pack Immediately After Claiming

Instead of having users search for their claimed pack, we prompt them to open it directly, removing unnecessary steps.

Instead of having users search for their claimed pack, we prompt them to open it directly, removing unnecessary steps.

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.

The Final Onboarding Flow

Pack Claim to Pack Open Rate

Before

43%

After

95%

Pack Open to Contest Entry

Before

12%

After

60%

Pack Open to Paid Rate

Before

3%

After

16%

Pack Claim to Pack Open Rate

Before

43%

After

95%

Pack Open to Contest Entry

Before

12%

After

60%

Pack Open to Paid Rate

Before

3%

After

16%

Post Release & Restrospect

This data was captured a few months after the release of the new onboarding flow.

One of the biggest challenges was coordinating efforts across multiple teams:

Analytics: Identified friction points early and monitored the new flow’s success to confirm our assumptions.


Creative: Provided requirements and art direction for new assets to ensure a cohesive experience.


Product Managers: Maintained scope, organization, and progress, keeping everyone updated.


Engineers: Addressed technical constraints like transparent video formats, smooth transitions, and fast load times.

We couldn’t have completed this project without everyone’s help, and I’m proud of the improvements we made!

This data was captured a few months after the release of the new onboarding flow.

One of the biggest challenges was coordinating efforts across multiple teams:

Analytics: Identified friction points early and monitored the new flow’s success to confirm our assumptions.

Creative: Provided requirements and art direction for new assets to ensure a cohesive experience.

Product Managers: Maintained scope, organization, and progress, keeping everyone updated.

Engineers: Addressed technical constraints like transparent video formats, smooth transitions, and fast load times.

We couldn’t have completed this project without everyone’s help, and I’m proud of the improvements we made!

🖤

🖤

🖤

Thanks!