UX DESIGNER
Platform
Web and Mobile(iOS/Android)
Timeframe
2023
Overview
Increase user retention by 10% for baduk player
Role & Team
Lead UX/UI Designer Collaborating with Cross-Functional Teams: Software Engineer and Product manager, and CEO
THE BACKGROUND
Online Go Server Redesign
What is Go?
Go (also called Baduk 바둑 in Korea) is a two-player strategy board game where the goal is to control more territory than your opponent by placing stones on a grid.
Overview
Online Go Server (OGS) is a global platform for Go players to connect and compete. Despite its strong community, the platform struggled with usability challenges, outdated UI, and inconsistent experiences across devices. This project aimed to enhance user engagement, streamline navigation, and modernize the overall design.
THE PROBLEM
Problem Statement
How might we help beginner users onboarding online Go platforms smoothly?
Business: High drop-off rate during sign-up led to low activation and retention of new users.
User: Onboarding felt confusing and time-consuming, with too many unclear steps before playing a game.
Issues:
While it has a loyal user base, it was facing critical usability issues—particularly:
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Inconsistent visual design
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Confusing navigation structure
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Low user retention among beginners and mobile users
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Frustrations due to unmatched skill-level matchmaking
COMPETITIVE ANALYSIS
COMPETITIVE ANALYSIS
I analyzed more than 10+ platforms.
I will include 2 top competitors—KGS, Tygem
—focusing on:
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Lobby matchmaking UX
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Mobile accessibility
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Community feature integration
UX RESEARCH
Identified 3 Key Pain Point via Survey
Research Overview
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Methods:
Surveys (n=20), Usability Testing, Card Sorting -
Participant Profile:
20 active users (mix of beginners and intermediate players)
Survey conducted: 2-minute quantitative feedback -
Key Insights:
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60% of users were confused by the lobby entry/matchmaking process
40% found the iconography outdated and unintuitive
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90% preferred a simplified layout with cleaner typography
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Cluttered homepage with no clear call to action (Before Redesign)
INSIGHT
What wasn't working?
01 Complicated and fragmented workflow
02 Inconsistent visual design and icon language
03 Lack of clarity in onboarding and match start
04 Overwhelming homepage and dense information
GOAL
Business Goal
Business: Streamlined onboarding flow with clear progress indicators and simplified entry points to increase user activation.
User: Introduced intuitive sign-up flow and optional quick-start tutorial tailored to skill level to reduce friction.
POST DESIGN
Confusing Onboarding
Past Website confused global user to where to begin and play game(Befor redesign)
Visual Hierarchy is Unclear
It’s hard to tell what the user should read first or which takeaway is more important.
You're showing only the cluttered UI with annotations, but there's no side-by-side “After” UI screen to highlight the improvements you implemented.
Image Is Overwhelming Without Context
The image has a lot of red annotations (like “Clickable indicator”, “Quick links”, “System notification”), but it’s unclear whether this is the before or after state.
PROTOTYPE
How did it improve usability?
Revamp Information Architecture
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Restructured site navigation to highlight core features like “Play,” “Review,” and “Tournaments”
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Introduced intuitive labeling and hierarchy to reduce cognitive load
Improve Visual Design
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Implemented WCAG 2.1 AA accessibility standards across the platform, resulting in a 35% increase in usage from older users (age 50+) and visually impaired players.Delivered responsive designs for mobile and desktop
GUERILLA USABILITY TESTING
Post-Redesign Guerilla Usability Testing
Testing Type: 20 user Guerilla Usability Testing at starbucks
Goal: Validate design changes, identify remaining pain points, and compare experience before & after
User Love New Design!
" I love OGS and it's pretty easy to use. "
(Sunwoo Lee, OGS user and Chef)
BUSINESS IMPACT & RESULT
Sign up and user engagement time Increase
🧍 Monthly Active Users (MAU) +15% increased
👥 New User Registrations +20% increased
🎯 Matchmaking Completion Rate +25% increased
⏱️ Avg. Session Duration +28% increased
Bonus Insight
After the redesign, the platform received a 4.5⭐ average usability rating (up from 3.1⭐) from survey respondents.
Saw a 20% growth in new registrations from non-English-speaking regions after UX enhancements were implemented.
INQUIRIES
Get In Touch
For more work inquiries, or grab a coffee, email me at rachel.cho5257@gmail.com