Eliminating indecisiveness and letting gamers feel confident with short-form content
Eliminating indecisiveness and letting gamers feel confident with short-form content
Eliminating indecisiveness and letting gamers feel confident with short-form content
Team
Me, myself, and I
Timeline
March 2025
Toolkit
Figma
Context
Context
Context
Steam is the largest digital distribution for PC gaming, offering thousands of titles across a variety of genres. However, its massive library of games makes it difficult for users to decide what game to play next, especially when money is being spent!
Gaming is a big part of my life, and this was also an issue that hit home, so I was inspired to design a solution that tackles this problem.
Steam is the largest digital distribution for PC gaming, offering thousands of titles across a variety of genres. However, its massive library of games makes it difficult for users to decide what game to play next, especially when money is being spent!
Gaming is a big part of my life, and this was also an issue that hit home, so I was inspired to design a solution that tackles this problem.
Steam is the largest digital distribution for PC gaming, offering thousands of titles across a variety of genres. However, its massive library of games makes it difficult for users to decide what game to play next, especially when money is being spent!
Gaming is a big part of my life, and this was also an issue that hit home, so I was inspired to design a solution that tackles this problem.
The Problem - Gamers struggle to make confident game purchasing decisions on Steam.
The Problem - Gamers struggle to make confident game purchasing decisions on Steam.
The Problem - Gamers struggle to make confident game purchasing decisions on Steam.
I interviewed 15 gamers and Steam users to understand their challenges on the digital platform. Game indecisiveness -> drop-off was an emerging pattern with all the interviewees, and I dove deeper to investigate why.
I interviewed 15 gamers and Steam users to understand their challenges on the digital platform. Game indecisiveness -> drop-off was an emerging pattern with all the interviewees, and I dove deeper to investigate why.
I interviewed 15 gamers and Steam users to understand their challenges on the digital platform. Game indecisiveness -> drop-off was an emerging pattern with all the interviewees, and I dove deeper to investigate why.
Pain point 1: Getting to the game page is not a problem. It's the struggle of keeping users there.
Pain point 1: Getting to the game page is not a problem. It's the struggle of keeping users there.
Pain point 1: Getting to the game page is not a problem. It's the struggle of keeping users there.
I asked users what made them inclined to click on a game in the Steam store. The top answers were:
I asked users what made them inclined to click on a game in the Steam store. The top answers were:
I asked users what made them inclined to click on a game in the Steam store. The top answers were:
Engaging thumbnails and images
Engaging thumbnails and images
Engaging thumbnails and images
Users stated that engaging thumbnails and images made them more likely to click on a game.
Users stated that engaging thumbnails and images made them more likely to click on a game.
Users stated that engaging thumbnails and images made them more likely to click on a game.
Community Recommendations
Community Recommendations
Community Recommendations
Word of mouth and recommendations from other people influence decisions.
Word of mouth and recommendations from other people influence decisions.
Word of mouth and recommendations from other people influence decisions.
Low costs or discounted prices
Low costs or discounted prices
Low costs or discounted prices
Lower prices and discounts were key motivators for users to explore other games.
Lower prices and discounts were key motivators for users to explore other games.
Lower prices and discounts were key motivators for users to explore other games.
Games with discounted prices
Games with discounted prices
Games with discounted prices
A users typical game discovery experience
A users typical game discovery experience
A users typical game discovery experience
I also asked each interviewee to explain their typical game discovery journey, from their initial interest to landing n the game's page. By doing so, I was able to better understand what elements draw attention and influence engagement on the storefront.
I also asked each interviewee to explain their typical game discovery journey, from their initial interest to landing n the game's page. By doing so, I was able to better understand what elements draw attention and influence engagement on the storefront.
I also asked each interviewee to explain their typical game discovery journey, from their initial interest to landing n the game's page. By doing so, I was able to better understand what elements draw attention and influence engagement on the storefront.
Two different ways users discover games
Two different ways users discover games
Two different ways users discover games
Research insights have shown me that users had no problems clicking into a game page. However, majority have said they drop off the page shortly after because they were unsure about wanting to commit money and time to a game they won't know they'll enjoy.
The current content on the game page on Steam is limited to a couple of screenshots and a trailer, so users don’t get a full sense of the gameplay experience, making it difficult to feel confident in their decisions.
Research insights have shown me that users had no problems clicking into a game page. However, majority have said they drop off the page shortly after because they were unsure about wanting to commit money and time to a game they won't know they'll enjoy.
The current content on the game page on Steam is limited to a couple of screenshots and a trailer, so users don’t get a full sense of the gameplay experience, making it difficult to feel confident in their decisions.
Research insights have shown me that users had no problems clicking into a game page. However, majority have said they drop off the page shortly after because they were unsure about wanting to commit money and time to a game they won't know they'll enjoy.
The current content on the game page on Steam is limited to a couple of screenshots and a trailer, so users don’t get a full sense of the gameplay experience, making it difficult to feel confident in their decisions.
MapleStory game page on Steam
MapleStory game page on Steam
MapleStory game page on Steam
Pain point 2: Browsing is hectic.. but it's no biggie!
Pain point 2: Browsing is hectic.. but it's no biggie!
Pain point 2: Browsing is hectic.. but it's no biggie!
Although Steam offers a large number of game genres and categories, my research revealed that the core issue doesn't actually lie within the browsing or filtering processes. Instead, the challenge arises after users click into a game page, where they feel uncertain about a game, leading to hesitation and ultimately, drop off.
Although Steam offers a large number of game genres and categories, my research revealed that the core issue doesn't actually lie within the browsing or filtering processes. Instead, the challenge arises after users click into a game page, where they feel uncertain about a game, leading to hesitation and ultimately, drop off.
Although Steam offers a large number of game genres and categories, my research revealed that the core issue doesn't actually lie within the browsing or filtering processes. Instead, the challenge arises after users click into a game page, where they feel uncertain about a game, leading to hesitation and ultimately, drop off.
Browsing games and categories on Steam
Browsing games and categories on Steam
Browsing games and categories on Steam
Users also shared that while browsing for games, they are not always looking for a game to play within a specific genre. Instead, they are open to play any type of games that offers engaging gameplay and matches their personal play styles. This highlights that the challenge isn't about narrowing down to a genre, but in helping users quickly recognize whether a game aligns with their interest.
Users also shared that while browsing for games, they are not always looking for a game to play within a specific genre. Instead, they are open to play any type of games that offers engaging gameplay and matches their personal play styles. This highlights that the challenge isn't about narrowing down to a genre, but in helping users quickly recognize whether a game aligns with their interest.
Users also shared that while browsing for games, they are not always looking for a game to play within a specific genre. Instead, they are open to play any type of games that offers engaging gameplay and matches their personal play styles. This highlights that the challenge isn't about narrowing down to a genre, but in helping users quickly recognize whether a game aligns with their interest.
…But how will these users know these games are aligned with their styles?
…But how will these users know these games are aligned with their styles?
…But how will these users know these games are aligned with their styles?
Good question! That is definitely something I need to consider while designing.
Good question! That is definitely something I need to consider while designing.
Re-visiting the user's typical game discovery experience
Re-visiting the user's typical game discovery experience
Re-visiting the user's typical game discovery experience
After identifying and pinpointing the users painpoints, needs, and wants, I re-visited the game discovery flow. The problem didn't lie within the game discovery experience, despite the wide variety of genres and filters, but instead what happened after. That's where my solution will come into play!
After identifying and pinpointing the users painpoints, needs, and wants, I re-visited the game discovery flow. The problem didn't lie within the game discovery experience, despite the wide variety of genres and filters, but instead what happened after. That's where my solution will come into play!
After identifying and pinpointing the users painpoints, needs, and wants, I re-visited the game discovery flow. The problem didn't lie within the game discovery experience, despite the wide variety of genres and filters, but instead what happened after. That's where my solution will come into play!
Ideations - Graphics and discounts weren’t going to cut it for Steam users, but a deeper connection might!
Ideations - Graphics and discounts weren’t going to cut it for Steam users, but a deeper connection might!
Ideations - Graphics and discounts weren’t going to cut it for Steam users, but a deeper connection might!
While engaging graphics and appealing discounts effectively lure users in to click into a game, interviewees shared that a deeper emotional connection would get them to stay on the game's page. After analyzing and conducting competitive analysis on similar websites and apps and how they keep users interested, I concluded that short-form content was an effective way to maintain user engagement.
So with this in mind, my main design goal was to design a solution that allows gamers to view funny, engaging, or any clips that showcase gameplay of those specific games.
While engaging graphics and appealing discounts effectively lure users in to click into a game, interviewees shared that a deeper emotional connection would get them to stay on the game's page. After analyzing and conducting competitive analysis on similar websites and apps and how they keep users interested, I concluded that short-form content was an effective way to maintain user engagement.
So with this in mind, my main design goal was to design a solution that allows gamers to view funny, engaging, or any clips that showcase gameplay of those specific games.
While engaging graphics and appealing discounts effectively lure users in to click into a game, interviewees shared that a deeper emotional connection would get them to stay on the game's page. After analyzing and conducting competitive analysis on similar websites and apps and how they keep users interested, I concluded that short-form content was an effective way to maintain user engagement.
So with this in mind, my main design goal was to design a solution that allows gamers to view funny, engaging, or any clips that showcase gameplay of those specific games.
How would users discover Clips?
How would users discover Clips?
How would users discover Clips?
Before designing, I made sure to create low-fi mockups and explored different design decisions on how clips could be intuitively showcased to influence purchasing decisions.
Before designing, I made sure to create low-fi mockups and explored different design decisions on how clips could be intuitively showcased to influence purchasing decisions.
Before designing, I made sure to create low-fi mockups and explored different design decisions on how clips could be intuitively showcased to influence purchasing decisions.
Design Concept #1
Design Concept #1
Design Concept #1
Having "Clips" as a section within the game page. Users could easily find and browse clips.
Having "Clips" as a section within the game page. Users could easily find and browse clips.
Having "Clips" as a section within the game page. Users could easily find and browse clips.
Design Concept #2
Design Concept #2
Design Concept #2
A button on the game's page leading to a redesigned version of Steam's Community page (with clips as the main focus).
A button on the game's page leading to a redesigned version of Steam's Community page (with clips as the main focus).
A button on the game's page leading to a redesigned version of Steam's Community page (with clips as the main focus).
Design Concept #3
Design Concept #3
Design Concept #3
A "Clips" tab on the Steam home page, linking to a general page of gameplay clips. Scrolling down on the home page would also present a "Clips" section.
A "Clips" tab on the Steam home page, linking to a general page of gameplay clips. Scrolling down on the home page would also present a "Clips" section.
A "Clips" tab on the Steam home page, linking to a general page of gameplay clips. Scrolling down on the home page would also present a "Clips" section.
Steam home page and tabs
Steam home page and tabs
Steam home page and tabs
In the end, I went with the Design Concept #1, as it made the most sense to present relevant clips on each game's designated page.
In the end, I went with the Design Concept #1, as it made the most sense to present relevant clips on each game's designated page.
In the end, I went with the Design Concept #1, as it made the most sense to present relevant clips on each game's designated page.
Taking a step back in my design process
Taking a step back in my design process
Taking a step back in my design process
While designing the first concept, I realized my original plan of adding a sidebar of paused videos that weren't going to be automatically playing, was impractical. Without motion or interactions, this section felt inactive, leading to valuable space wasted and underutilized. Although having a preview of other clips is a nice idea, the layout ended up feeling more cluttered than useful.
I took a step back and re-evaluated how I wanted to present game clips in a way that felt naturally integrated.
While designing the first concept, I realized my original plan of adding a sidebar of paused videos that weren't going to be automatically playing, was impractical. Without motion or interactions, this section felt inactive, leading to valuable space wasted and underutilized. Although having a preview of other clips is a nice idea, the layout ended up feeling more cluttered than useful.
I took a step back and re-evaluated how I wanted to present game clips in a way that felt naturally integrated.
While designing the first concept, I realized my original plan of adding a sidebar of paused videos that weren't going to be automatically playing, was impractical. Without motion or interactions, this section felt inactive, leading to valuable space wasted and underutilized. Although having a preview of other clips is a nice idea, the layout ended up feeling more cluttered than useful.
I took a step back and re-evaluated how I wanted to present game clips in a way that felt naturally integrated.
A designated area for Clips
A designated area for Clips
A designated area for Clips
Top Rated Clips
Top Rated Clips
Top Rated Clips
Dedicated section to show a few top-rated clips. Clips are presented in a grid format, allowing users to focus on the main clip, and are able to select the other clips on the mini sidebar.
Dedicated section to show a few top-rated clips. Clips are presented in a grid format, allowing users to focus on the main clip, and are able to select the other clips on the mini sidebar.
Dedicated section to show a few top-rated clips. Clips are presented in a grid format, allowing users to focus on the main clip, and are able to select the other clips on the mini sidebar.
Autoplaying Clip Carousel
Autoplaying Clip Carousel
Autoplaying Clip Carousel
Clips are presented in a horizontally scrollable carousel, continuously playing top-rated clips.
Clips are presented in a horizontally scrollable carousel, continuously playing top-rated clips.
Clips are presented in a horizontally scrollable carousel, continuously playing top-rated clips.
Autoplaying Vertical Feed
Autoplaying Vertical Feed
Autoplaying Vertical Feed
Clips are automatically played in a vertical feed, similar to YouTube Shorts and TikTok. Users can scroll to the next Clip by clicking the arrow button or scrolling.
Clips are automatically played in a vertical feed, similar to YouTube Shorts and TikTok. Users can scroll to the next Clip by clicking the arrow button or scrolling.
Clips are automatically played in a vertical feed, similar to YouTube Shorts and TikTok. Users can scroll to the next Clip by clicking the arrow button or scrolling.
After evaluating the different design concepts and layouts for the "Clips" section, I landed on the third design concept, an autoplaying vertical feed, as it aligned well with familiar user behaviours from other popular social apps, encourages continuous viewing, and makes the experience engaging, allowing users to be confident in purchasing decisions. This concept addressed key pain points around the lack of viewing meaningful gameplay and using short-form content to build bonds.
After evaluating the different design concepts and layouts for the "Clips" section, I landed on the third design concept, an autoplaying vertical feed, as it aligned well with familiar user behaviours from other popular social apps, encourages continuous viewing, and makes the experience engaging, allowing users to be confident in purchasing decisions. This concept addressed key pain points around the lack of viewing meaningful gameplay and using short-form content to build bonds.
After evaluating the different design concepts and layouts for the "Clips" section, I landed on the third design concept, an autoplaying vertical feed, as it aligned well with familiar user behaviours from other popular social apps, encourages continuous viewing, and makes the experience engaging, allowing users to be confident in purchasing decisions. This concept addressed key pain points around the lack of viewing meaningful gameplay and using short-form content to build bonds.
The solution
The solution
A compact, yet impactful feature to help users feel confident in their purchasing decisions.
A compact, yet impactful feature to help users feel confident in their purchasing decisions.
A compact, yet impactful feature to help users feel confident in their purchasing decisions.
Introducing a new section on every game page — Top Rated Clips!
A continuous, autoplaying vertical scroll feed to easily watch infinite clips
Top rated clips are shown to influence purchases
Expanded views of all the clips in a pop-up, allowing users to continue exploring new content without losing context
Interactive clip actions (like, dislike, comment, favourite), fostering engagement
Introducing a new section on every game page — Top Rated Clips!
A continuous, autoplaying vertical scroll feed to easily watch infinite clips
Top rated clips are shown to influence purchases
Expanded views of all the clips in a pop-up, allowing users to continue exploring new content without losing context
Interactive clip actions (like, dislike, comment, favourite), fostering engagement
Introducing a new section on every game page — Top Rated Clips!
A continuous, autoplaying vertical scroll feed to easily watch infinite clips
Top rated clips are shown to influence purchases
Expanded views of all the clips in a pop-up, allowing users to continue exploring new content without losing context
Interactive clip actions (like, dislike, comment, favourite), fostering engagement
Things for the Future!
Things for the Future!
Things for the Future!
Creating a section dedicated to gameplay clips was one step to enhancing a users experience on Steam. But it doesn't just stop here! For future iterations, I would definitely explore these things:
Designing Clips on a mobile view
Social features, like sharing
Conduct usability testing with the old and new designs to gather more feedback. Specifically on the vertical feed experience and learn if short-form content would influence their purchasing decisions
Creating a section dedicated to gameplay clips was one step to enhancing a users experience on Steam. But it doesn't just stop here! For future iterations, I would definitely explore these things:
Designing Clips on a mobile view
Social features, like sharing
Conduct usability testing with the old and new designs to gather more feedback. Specifically on the vertical feed experience and learn if short-form content would influence their purchasing decisions
Creating a section dedicated to gameplay clips was one step to enhancing a users experience on Steam. But it doesn't just stop here! For future iterations, I would definitely explore these things:
Designing Clips on a mobile view
Social features, like sharing
Conduct usability testing with the old and new designs to gather more feedback. Specifically on the vertical feed experience and learn if short-form content would influence their purchasing decisions