ComplexLand 2.0

Re-imaging and re-fining the future of e-commerce through a two day virtual event.

CONTEXT.

ComplexLand is a 3D e-commerce-enabled video game where users can shop from over 60 brands. The free, immersive virtual experience featured exclusive drops, shopping, music, food, concerts and the full Complex Networks community.

OBJECTIVE.

Build upon Complex’s digital event/web app ‘Complexland’ by exploring, validating, and building new user-centric product features through a multi-month mixed method research study.

Preview of Game play

Methodology

  • Heuristic Evaluation / UX audit workshop

  • Social listening & Benchmarking

  • Stakeholder interviews

  • A/B concept testing of rapid prototypes

  • 12 x moderated user tests

Supporting Business Unit

UX Design, Development, Creative, Strategy, QA, Production, COMPLEX’s internal team.

Timeline

6 months

Role & Responsibilities

 Lead UX Researcher

  • Led initial heuristic evaluation / ux audit workshop with cross functional partners.

  • Led cross functional research updates & communications. 

  • Led all UX research operations (participant matrixes, NDA & consent form creation, schedule planning, incentive management, data management).

  • Led initial A/B testing of rough prototypes. (unmoderated testing, survey based)

  • Led 12 user testing sessions across USA & Canada (crafted discussion guides and testing plans, documented all research, annotated screens, and mentored junior researchers who supported). 

  • Supported strategy in conducting social listening.

  • Led synthesis & analysis workshops to identify user needs, then translate those into validated / user backed UX / UI revisions and new features.

Key Learnings

  1. Users want to be able to craft their own Complexland 2.0 experience. They want control over the music, what they’re wearing, and how their avatar communicates with others.

  2. Users want to be able to experience the event with their friends and be able to invite them to a private party. They want this interaction to be seamless, meaning, they want to be able to send a quick personalized invite to friends via text or social media DM. 

  3. Users want to be able to pre-plan their experience to meet their drop needs. The feeling of missing a drop (getting sought after product) is a giant pain point for users. 

Client

Complex Networks

Product Impact

  • Private Party Rooms

  • Dashboard UI

  • Log in & CTA

  • Photo Mode

Impact & Awards

💻 174 different countries + 725,000 visitor sessions throughout the week.

📱 $1+ Million USD sold, which translated to a increased sponsorship revenue by 60%

🥇Won a Gold ADCC Website Award

🏅Nominated for a 2021 Webby Award