CloudGG - Nvidia GeForce NOW

GeForce NOW instantly transforms nearly any laptop, desktop, Mac, Android or iOS mobile device into a high-end gaming PC using cloud technology. It allows users to instantly play the most demanding PC games across devices without the need for expensive hardware systems. With an extensive Australian waitlist and the service already seeing success overseas, this new entry into gaming offers gamers a new way to play their favourite PC games.

Challenge: We needed a strategic approach to deploying our cloud gaming infrastructure efficiently in Australia. This involved determining where to roll out infrastructure and how many GPUs to order. Key questions included:

• User Demographics: What types of gamers exist in Australia, and where are they located?

• Demand Analysis: What level of demand can we expect in various regions?

Our goal was to design an engaging and community-oriented experience that provided continuous data collection and feedback from gamers.

Solution: We launched CloudGG, which moved through phases from Expression of Interest (EOI) to BETA. Our strategy included:

• Gamification Elements: Quests, achievements, and prizes were created to encourage participation and gather essential data points.

• Data-Driven Engagement: We asked gamers about the types of games they played, peak playing times, their locations, and their internet speeds across different regions in Australia.

• Behavioural Insights: We sought to understand gamers’ price sensitivity and their overall sentiment toward a premium cloud gaming service.
  

Impact: Our gamified approach yielded remarkable engagement: during the beta phase, gamers completed 125,000 quests, producing millions of invaluable data points. This rich information allowed us to make well-justified, data-driven decisions about infrastructure deployment, laying the groundwork for a successful launch. Additionally, we used these insights to create distinct user segments, refine our marketing messaging, and develop optimised pricing tiers and upsell funnels. Leading the project from 0 to 300,000 users, I ensured every strategic decision was informed by comprehensive, user-centred research and analysis.

My responsibilities:

As Head of UX/UI, I led comprehensive user research and gamification design efforts, focusing on user segmentation and data-driven strategies to optimise marketing, pricing, and engagement across the platform. In addition to designing all UI for the website and all aspects of the portal, I maintained a cohesive design system and collaborated closely with cross-functional teams to ensure a seamless and consistent user experience that met both business goals and user needs.

Website: https://cloud.gg/