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Playstudios · The Win Zone

Onboarding

3.1xRegistration completion
4xKYC approval rate
Team
PM, UI/UX, Eng, Legal
Platform
Web

Problem

Registration abandonment

Somewhere in the account creation flow (email + password, validation, and KYC information), players would leave or could end up in an incomplete state.

Hypothesis

Blocked by a bug and motivation

Based on customer service reports, we knew some players wanted accounts that were being blocked, but the flow also asked too much before they understood the product.

Process

  1. 01

    Technical investigation

    Crawling through the logs, the dev team discovered that discrete steps of the registration process were not truly discrete. In actuality, “creating an account” with an email and password, even after confirming the account via an emailed link, required the player to complete the Know Your Customer flow in that session, or they would be stuck in an unrecoverable state.

  2. 02

    Opportunity analysis

    Explored how the changes could impact the system and whether they could be exploited to improve the player journey. This led to a complete remapping of the player journey, allowing visitors to see the site without an account and a truly progressive funnel.

    Opportunity analysis
  3. 03

    WSJF and Roadmapping

    The analysis produced an exhaustive list of improvements that were then run through a modified-WSJF (Weighted Shortest Job First) framework. WSJF scores were used as a starting point, but their place in the roadmap was determined by a number of additional GTM factors.

Actions

  • Removed unused cookies
  • Revised cookie configuration to accurately reflect essential and non-essential data
  • Reduced cookie modal to a single button
  • Created a public view of the product for non-registered viewers to see the games and live ops events
  • Leveraged multi-step registration for all non-KYC’d players to play games
  • Added SSO account creation to streamline onboarding of players from sister products
  • Created a carveout for these same players to play restricted currency without the full KYC approval
  • Legal Approvals and Marketing buy-in
  • Stakeholder Approvals