The Road to GOAT @NetEase Games
The Road to GOAT @NetEase Games
The Road to GOAT @NetEase Games
Project Name
Project Name
Project Name
Feature UX Design @NetEase Games
Designer
Designer
Designer
Sherin Chen
Sherin Chen
Sherin Chen
Project Nature
Project Nature
Personal Project(Internship)
Personal Project(Internship)
Project Type
Project Type
Project Type
UX design
UX design
UX design
Duration
Duration
Duration
03.2024—06.2024
03.2024—06.2024
03.2024—06.2024
Abstract
Abstract
Abstract
From March to June 2024, I worked as a UX Design Intern at NetEase Games, contributing to the user experience design of three games: eFootball Mobile, eFootball Online, and Vive le football. During this period, I was responsible for the UX design and delivery of 8 features, which included analyzing players and business needs, creating user experience design prototypes, writing interaction documentation, coordinated with GUI designers and developers, and followed up on project execution to ensure successful delivery.
From March to June 2024, I worked as a UX Design Intern at NetEase Games, contributing to the user experience design of three games: eFootball Mobile, eFootball Online, and Vive le football. During this period, I was responsible for the UX design and delivery of 8 features, which included analyzing players and business needs, creating user experience design prototypes, writing interaction documentation, coordinated with GUI designers and developers, and followed up on project execution to ensure successful delivery.
Due to the volume of work and portfolio limitations, I will showcase three of the most representative projects below, highlighting my ability to create user-centered solutions that align with both player needs and business goals. One of the project is The Road to GOAT - New Player Onboarding Design for eFootball Online.
Due to the volume of work and portfolio limitations, I will showcase three of the most representative projects below, highlighting my ability to create user-centered solutions that align with both player needs and business goals. One of the project is The Road to GOAT - New Player Onboarding Design for eFootball Online.
Menu
Menu
Menu
Project Overview
Project Overview
Project Overview
Project Name
Project Name
Project Name
The Road to GOAT – New Player Onboarding Design for eFootball Online.
The Road to GOAT – New Player Onboarding Design for eFootball Online.
About the Game
About the Game
About the Game
This project is part of a PC-based football simulation game - eFootball Online, where players control their team in matches, recruit footballers, manage team formations, and compete in tournaments.
This project is part of a PC-based football simulation game - eFootball Online, where players control their team in matches, recruit footballers, manage team formations, and compete in tournaments.
"Road to the GOAT" is the game's onboarding system designed to help new players quickly familiarize themselves with core gameplay mechanics, reduce early-stage player drop-off, and increase user engagement.
"Road to the GOAT" is the game's onboarding system designed to help new players quickly familiarize themselves with core gameplay mechanics, reduce early-stage player drop-off, and increase user engagement.
UX Workflow
UX Workflow
UX Workflow
Kickoff Meeting
UX Design
Handoff Meeting
Design QA
Key Objectives
📌 Optimize the onboarding flow to ensure a smoother transition between tutorial stages, preventing information overload.
📌 Improve interaction intuitiveness: Make the tutorial's visual guidance more prominent, helping players understand the purpose of each step.
📌 Enhance tutorial rewards and frequency: Increase the value and frequency of rewards during the tutorial to improve retention.
Data Analysis
Tutorial Completion Rate:
Only 73% of new players complete the full tutorial, with a 18% drop-off occurring after the first squad setup step.
Reward Sensitivity:
Players who receive a high-value reward (e.g., a 5-star player) within the first 15 minutes have a 21% higher Day 1 retention than those who do not.
PVP/PVE Engagement:
Only 56% of players participate in their first PVE match immediately after the tutorial.
Player retention drops by 21% after the first PVP match, likely due to negative experiences from a tough first match
Key Drop-Off Points:
Skill Training → 12% exit rate (Some players prefer learning by doing rather than structured training)
Squad Setup → 15% exit rate (Players may feel overwhelmed by lineup customization)
Kickoff Meeting
UX Design
Handoff Meeting
Design QA
Key Objectives
📌 Optimize the onboarding flow to ensure a smoother transition between tutorial stages, preventing information overload.
📌 Improve interaction intuitiveness: Make the tutorial's visual guidance more prominent, helping players understand the purpose of each step.
📌 Enhance tutorial rewards and frequency: Increase the value and frequency of rewards during the tutorial to improve retention.
Data Analysis
Tutorial Completion Rate:
Only 73% of new players complete the full tutorial, with a 18% drop-off occurring after the first squad setup step.
Reward Sensitivity:
Players who receive a high-value reward (e.g., a 5-star player) within the first 15 minutes have a 21% higher Day 1 retention than those who do not.
PVP/PVE Engagement:
Only 56% of players participate in their first PVE match immediately after the tutorial.
Player retention drops by 21% after the first PVP match, likely due to negative experiences from a tough first match
Key Drop-Off Points:
Skill Training → 12% exit rate (Some players prefer learning by doing rather than structured training)
Squad Setup → 15% exit rate (Players may feel overwhelmed by lineup customization)
Kickoff Meeting
UX Design
Handoff Meeting
Design QA
Key Objectives
📌 Optimize the onboarding flow to ensure a smoother transition between tutorial stages, preventing information overload.
📌 Improve interaction intuitiveness: Make the tutorial's visual guidance more prominent, helping players understand the purpose of each step.
📌 Enhance tutorial rewards and frequency: Increase the value and frequency of rewards during the tutorial to improve retention.
Data Analysis
Tutorial Completion Rate:
Only 73% of new players complete the full tutorial, with a 18% drop-off occurring after the first squad setup step.
Reward Sensitivity:
Players who receive a high-value reward (e.g., a 5-star player) within the first 15 minutes have a 21% higher Day 1 retention than those who do not.
PVP/PVE Engagement:
Only 56% of players participate in their first PVE match immediately after the tutorial.
Player retention drops by 21% after the first PVP match, likely due to negative experiences from a tough first match
Key Drop-Off Points:
Skill Training → 12% exit rate (Some players prefer learning by doing rather than structured training)
Squad Setup → 15% exit rate (Players may feel overwhelmed by lineup customization)
Design Showcase
Design Showcase
Design Showcase
Try the prototype!
Try the prototype!
Try the prototype!
Reflection
Reflection
Reflection
Writing the UX Document
Writing the UX Document
Writing the UX Document
Creating a UX document requires meticulous attention to detail, ensuring every interaction state is clearly defined. Designers may overlook minor details, but for GUI and programming teams, missing steps can cause confusion and inconsistencies. Initially, I missed some small interface states, but I quickly realized completeness was essential—from onboarding flows to reward animations, everything needed precise definitions. For instance, since this PC game uses controller-based navigation, each card component had multiple states—selected, unselected, disabled, and completed—all requiring clear UX guidelines.
Creating a UX document requires meticulous attention to detail, ensuring every interaction state is clearly defined. Designers may overlook minor details, but for GUI and programming teams, missing steps can cause confusion and inconsistencies. Initially, I missed some small interface states, but I quickly realized completeness was essential—from onboarding flows to reward animations, everything needed precise definitions. For instance, since this PC game uses controller-based navigation, each card component had multiple states—selected, unselected, disabled, and completed—all requiring clear UX guidelines.
Anticipating the needs of other departments improved collaboration. Beyond UX specifications, I included technical and visual considerations, highlighting GUI dependencies and technical notes. This cross-functional approach enhanced clarity, ensuring smoother implementation.
Anticipating the needs of other departments improved collaboration. Beyond UX specifications, I included technical and visual considerations, highlighting GUI dependencies and technical notes. This cross-functional approach enhanced clarity, ensuring smoother implementation.
Cross-Department Collaboration
Cross-Department Collaboration
Cross-Department Collaboration
Collaborating with GUI, programming, and game design teams underscored the need for clear communication. While UX logic was well-defined, aligning design intent, mechanics, and technical feasibility required ongoing discussions.
Collaborating with GUI, programming, and game design teams underscored the need for clear communication. While UX logic was well-defined, aligning design intent, mechanics, and technical feasibility required ongoing discussions.
The programming team faced animation and responsiveness constraints, leading to interaction adjustments. The GUI team balanced visual consistency with clear onboarding flows, while game designers ensured UX improvements aligned with pacing, challenge, and rewards. Flexibility and trade-offs were crucial to maintaining a high-quality user experience.
The programming team faced animation and responsiveness constraints, leading to interaction adjustments. The GUI team balanced visual consistency with clear onboarding flows, while game designers ensured UX improvements aligned with pacing, challenge, and rewards. Flexibility and trade-offs were crucial to maintaining a high-quality user experience.
Data-Driven Design Decisions
Data-Driven Design Decisions
Data-Driven Design Decisions
Player behavior data guided our design choices. Onboarding flows were restructured to reduce player drop-off, and the reward system was optimized for motivation while preventing exploitation. This reinforced the importance of validating design with data, ensuring a more user-centric and effective implementation.
Player behavior data guided our design choices. Onboarding flows were restructured to reduce player drop-off, and the reward system was optimized for motivation while preventing exploitation. This reinforced the importance of validating design with data, ensuring a more user-centric and effective implementation.
Get in touch
Get in touch
Get in touch
Feel free to reach out if you're interested in collaboration or have recruitment opportunities. I'd be happy to connect!
Feel free to reach out if you're interested in collaboration or have recruitment opportunities. I'd be happy to connect!
Feel free to reach out if you're interested in collaboration or have recruitment opportunities. I'd be happy to connect!
Email: xuanlinchen86@gmail.com
Email: xuanlinchen86@gmail.com
Email: xuanlinchen86@gmail.com
More Information:
More Information:
More Information:
© 2025 Sherin Chen
© 2025 Sherin Chen
© 2025 Sherin Chen