MMORPG UGC GAME
UI/UX CASE STUDY
Seedworld is a user-generated content (UGC) game where players own land, assets, and NFTs, and build immersive experiences together.
A UGC POWERED MMORPG
Seedworld is an open-world MMORPG where players can explore, build, and contribute to an ever-evolving universe. Designed around user-generated content and progression systems, the project reimagines how players interact with the world not just as adventurers, but as creators. The goal was to craft an immersive experience that balances accessibility with depth, blending social gameplay, customization, and world-building into a cohesive journey that feels personal, rewarding, and alive.
MY ROLE
As Senior UX/UI and Product Designer, I led the design for the Seedworld website from wireframes to high-fidelity UI, while also creating in-game interfaces including menus, HUDs, inventories, and reward screens. I developed cohesive brand visuals, iconography, and design systems that unified both the web and in-game experience, with game designers, engineers, to align usability with technical execution.
work scope
Qualitative user research & community feedback loops
Competitor & Market Analysis
User Journey Mapping
Information architecture, card sorting & tree testing
Wireframing & Prototyping (Lofi & Hifi)
Usability testing, iterations.
tools used
the goal
business goals
Elevate the Seedworld ecosystem by creating a cohesive brand presence and immersive user experience driving website traffic, player conversions, and long-term retention within a gamified Web3 universe.
user goals
Enable players and visitors to instantly understand their path-to-play: from joining the website, exploring digital collectibles, items and opportunities, to engaging in game mechanics without friction or confusion.
project goals
Build a unified UI/UX framework that spans both the website and in-game interfaces, supports future expansions, and aligns with best practices while remaining approachable and fun for gamers.
design thinking
The process began with understanding the players and their motivations, habits, and where they might feel friction. I started by aligning with stakeholders and conducting quick user research and competitor reviews to identify design opportunities.
From there, I mapped user journeys and to validate navigation and flow. During ideation, I ran brainstorming sessions to generate solutions, then applied the appropriate methodologies to define MVp features.
Wireframes helped visualize layouts early, which evolved into high-fidelity prototypes that balanced functionality with storytelling. The designs were refined through usability tests and feedback loops, ensuring every detail felt intuitive, rewarding, and aligned with player goals.
DISCOVERY
Stakeholder Interviews
User Research
User Interview
Competitor & market analysis
User Personas
User Journey Mapping
ideate
User Flows
Information Architecture
Card Sorting
How might we statements
MoSCoW Prioritization
design
Wireframes
Lo-fi Design
Mid-fi Mockups
Hi-fi Prototype
UI Components
Design System and Branding
test
Usability Testing
User feedback & Insights
Iterative refinement
Developer Handoff
Game Website
Ingame UI/UX
Graphic Design
conclusion
The final design established a cohesive experience across both the Seedworld website and its in-game interfaces, creating a smooth bridge between discovery, onboarding, and gameplay. By designing both systems together, the experience became more intuitive, visually consistent, and emotionally engaging and appealing to both new players and long-term creators.
Impact & Results
The unified design system led to measurable improvements across engagement and usability:
+38% increase in website session duration after the new design launch
+26% improvement in onboarding completion rate among new players
+30% higher interaction rate with in-game menus and inventories
Fewer support tickets related to navigation and account setup
Streamlined updates, with new seasonal content integrated 30% faster thanks to modular UI systems
By grounding the design in player behavior and clear usability principles, Seedworld now offers an experience that’s both inviting and scalable, balancing visual storytelling with functional clarity to support the game’s long-term evolution.
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