Role
Product Designer
Team
Product Design
Engineering
PM
Timeline
3 Months
Device
Mobile (iOS, Android) App
Web
Challenge
Engagement plateaued despite continuous feature expansion.
Conversations reset at every scene transition
Session duration remained short (~3 min)
Retention failed to improve
The issue wasn’t feature gaps, but a broken participation loop.
Goal
Enable continuous participation across real-time interactions.
Designed for conversations to persist across live moments, reduce reliance on power users, and support sustained participation.
Participation Loop
I reframed the problem from low engagement to a lack of conditions for participation to persist.
Drop-offs were driven by context loss and invisible activity — not user motivation. Engagement was a structural problem, not a behavioral one.
Impact
Improved participation continuity, leading to longer sessions and more sustained peer interactions.
+
Reaction per match
min
Session duration
x
Peer-to-peer interaction
Solution
Match Live
Unifying conversations across live scene transitions
Maintain continuous conversation threads without context reset.
Community Log
Making participation visible in real time
Surface real-time activity to reinforce ongoing participation.
Leaderboard
Turning actions into visible contribution
Transform one-off reactions into sustained, feedback-driven participation.
Design Journey
Weekly Design Sprint
Each live match served as a real-world testing environment to evaluate interactions and identify structural breaks in participation.
This enabled rapid iteration grounded in real user behavior.
Structural Diagnosis
Mapped user behavior across match live and community channels to identify participation breakpoints.
Participation consistently broke at structural transition points across both surfaces — where conversations reset, fragmented, or failed to continue.
These breakdowns occurred at key moments such as scene transitions and exit points, where users lost context or had no clear way to continue participation.
Participation drops were not feature-specific, but driven by structural breaks in continuity across surfaces.
Reflection
Designing the Structure Around Actions
This project reshaped how I approach design in complex systems. Rather than focusing on adding features, I focused on designing the conditions that enable behavior to emerge.
Even within fast-paced environments, establishing structural clarity proved essential to stabilizing and scaling user participation.
I now approach product problems by first identifying structural conditions, rather than surface-level feature gaps.
