David Leen's Portfolio

David Leen

Home

About Me

Resume

UX/UI Design

Diablo Immortal – Introducing a character customization & social engagement feature

Details

Course Instructor

UX/UI Director at Blizzard Entertainment

Role

UX Designer

Timeline

3 Weeks

Project Overview

A new character customization feature proposal to enhance player self-expression and social identity. By expanding visual personalization and integrating social display elements, players are empowered to express individuality & social cohesion.

Project Goal

Develop a new customization and social identity feature that deepens player attachment, fosters community engagement, & supports long-term retention.

The Magic of Identity in Role-Playing Games

Character customization and social identity create the potential for players to engage further as they develop their own story.

Current-state UX shortcomings of social identity & customization.

Pain Point #1

Class selection – low usability and desirability.

The class selection experience struggles to both inform and excite, decreasing player drive to develop their character’s narrative.

Pain Point #2

Character cosmetics are
hidden behind a paywall.

While various in-game cosmetics are available, the engagement model relies too heavily on payment for many players to enjoy them.

Pain Point #3

Social features for character customization are minimal.

Limited features to encourage players to “put on display” or “show-off” their own character’s uniqueness and visual identity hinders social engagement.

Insight

Engagement resources rely too heavily on “money”.

Players must either purchase eternal orbs or subscribe to the premium battle pass to have access to exclusive cosmetics.

How might we provide alternative pathways (time + social) for players to engage and earn cosmetic rewards?

Opportunity

Social identity & customization provides more opportunities for players to engage.

While there are social options available in-game such as chat, warbands & clans, there are limited features to display your character’s unique style.

How might we include social features for players to display their own character’s social identity & unique style?

Experience Visions

A proposal to increase player engagement.

UX Recommendation #1

A redesigned class selection screen.

Desirability

Players can toggle between dynamic class animations and visuals
Players can view video examples of class gameplay before selection

Usability

Players can match their preferred play-style with the correct class
Players can view general information about class abilities and basic gameplay

UX Recommendation #2

Character cosmetics are
hidden behind a paywall.

Usability

Players can keep track of their reward progress and understand how to complete them
Players can redeem rewards to obtain eternal orbs through time played or social engagement

Desirability

Players can use their newly-obtained eternal orbs to purchase cosmetics in the shop

UX Recommendation #3

A social character display to “show-off”

Desirability

Players can develop their own social identity and “show-off” their own character
Players can purchase cosmetics, animations & backgrounds in the shop to enhance display

Scalability

Players can like other players displays and add new friends as they continue to engage

Defining the Proposed

Player Journey

Step 1 | Choose your class to begin your unique journey

Step 2 | Redeem rewards to earn free customization currency

Step 3 | Display your character’s identity and engage socially with others

Defining Success Metrics

Potential KPIs to monitor new feature effectiveness

CPI

Lower CPI due to to increased downloads prompted by rewards and social display features

Higher Day 7 retention rate as an effect of daily rewards system for non-paying players

DAU

Increased DAU as a result of more engaging social features and daily rewards

David Leen

Home

About

David Leen

UX/UI Design

Diablo Immortal – Introducing a character customization & social engagement feature

Details

Course Instructor

UX/UI Director at Blizzard Entertainment

Role

UX Designer

Timeline

3 Weeks

Project Overview

Project Goal

Develop a new customization and social identity feature that deepens player attachment, fosters community engagement, & supports long-term retention.

The Magic of Identity in Role-Playing Games

Character customization and social identity create the potential for players to engage further as they develop their own story.

Current-state UX shortcomings of social identity & customization.

Pain Point #1

Class selection – low usability and desirability.

The class selection experience struggles to both inform and excite, decreasing player drive to develop their character’s narrative.

Pain Point #2

Character cosmetics are hidden behind a paywall.

While various in-game cosmetics are available, the engagement model relies too heavily on payment for many players to enjoy them.

Pain Point #3

Social features for character customization are minimal.

Limited features to encourage players to “put on display” or “show-off” their own character’s uniqueness and visual identity hinders social engagement.

Insight

Engagement resources rely too heavily on “money”.

Players must either purchase eternal orbs or subscribe to the premium battle pass to have access to exclusive cosmetics.

How might we provide alternative pathways (time + social) for players to engage and earn cosmetic rewards?

Opportunity

Social identity & customization provides more opportunities for players to engage.

While there are social options available in-game such as chat, warbands & clans, there are limited features to display your character’s unique style.

How might we include social features for players to display their own character’s social identity & unique style?

Experience Visions

A proposal to increase player engagement.

UX Recommendation #1

A redesigned class selection screen.

Desirability

Players can toggle between dynamic class animations and visuals
Players can view video examples of class gameplay before selection

Usability

Players can match their preferred play-style with the correct class
Players can view general information about class abilities and basic gameplay

UX Recommendation #2

Character cosmetics are hidden behind a paywall.

Usability

Players can keep track of their reward progress and understand how to complete them
Players can redeem rewards to obtain eternal orbs through time played or social engagement

Desirability

Players can use their newly-obtained eternal orbs to purchase cosmetics in the shop

UX Recommendation #3

A social character display to “show-off”

Desirability

Players can develop their own social identity and “show-off” their own character
Players can purchase cosmetics, animations & backgrounds in the shop to enhance display

Scalability

Players can like other players displays and add new friends as they continue to engage

Defining the Proposed

Player Journey

Step 1 | Choose your class to begin your unique journey

Step 2 | Redeem rewards to earn free customization currency

Step 3 | Display your character’s identity and engage socially with others

Defining Success Metrics

Potential KPIs to monitor new feature effectiveness

CPI

Lower CPI due to to increased downloads prompted by rewards and social display features

Higher Day 7 retention rate as an effect of daily rewards system for non-paying players

DAU

Increased DAU as a result of more engaging social features and daily rewards

David Leen

David Leen

UX/UI Design

Diablo Immortal – Introducing a character customization & social engagement feature

Details

Course Instructor

UX/UI Director at Blizzard Entertainment

Role

UX Designer

Timeline

3 Weeks

Project Overview

Project Goal

Develop a new customization and social identity feature that deepens player attachment, fosters community engagement, & supports long-term retention.

The Magic of Identity in Role-Playing Games

Character customization and social identity create the potential for players to engage further as they develop their own story.

Current-state UX shortcomings of social identity & customization.

Pain Point #1

Class selection – low usability and desirability.

The class selection experience struggles to both inform and excite, decreasing player drive to develop their character’s narrative.

Pain Point #2

Character cosmetics are
hidden behind a paywall.

While various in-game cosmetics are available, the engagement model relies too heavily on payment for many players to enjoy them.

Pain Point #3

Social features for character customization are minimal.

Limited features to encourage players to “put on display” or “show-off” their own character’s uniqueness and visual identity hinders social engagement.

Insight

Engagement resources rely too heavily on “money”.

Players must either purchase eternal orbs or subscribe to the premium battle pass to have access to exclusive cosmetics.

How might we provide alternative pathways (time + social) for players to engage and earn cosmetic rewards?

Opportunity

Social identity & customization provides more opportunities for players to engage.

While there are social options available in-game such as chat, warbands & clans, there are limited features to display your character’s unique style.

How might we include social features for players to display their own character’s social identity & unique style?

Experience Visions

A proposal to increase player engagement.

UX Recommendation #1

A redesigned class selection screen.

UX Recommendation #2

A reward system for free cosmetic currency.

UX Recommendation #3

A social character display to “show-off”

Desirability

Players can toggle between dynamic class animations and visuals
Players can view video examples of class gameplay before selection

Usability

Players can match their preferred play-style with the correct class
Players can view general information about class abilities and basic gameplay

Usability

Players can keep track of their reward progress and understand how to complete them
Players can redeem rewards to obtain eternal orbs through time played or social engagement

Desirability

Players can use their newly-obtained eternal orbs to purchase cosmetics in the shop

Desirability

Players can develop their own social identity and “show-off” their own character
Players can purchase cosmetics, animations & backgrounds in the shop to enhance display

Scalability

Players can like other players displays and add new friends as they continue to engage

Defining the Proposed

Player Journey

Step 1 | Choose your class to begin your unique journey

Step 2 | Redeem rewards to earn free customization currency

Step 3 | Display your character’s identity and engage socially with others

Defining Success Metrics

Potential KPIs to monitor new feature effectiveness

CPI

Lower CPI due to to increased downloads prompted by rewards and social display features

Higher Day 7 retention rate as an effect of daily rewards system for non-paying players

DAU

Increased DAU as a result of more engaging social features and daily rewards