BlueStacks is an Android emulator that allows users to run mobile apps and games on their PC. The primary user base consisted of mobile gamers who preferred the flexibility of playing Android games on a larger screen. As a Product Designer, one of my responsibilities was to improve user engagement within the desktop app. My work spanned from BlueStacks 2.0 to 4.0, focusing on revamping the App Center page and introducing a gamification system to encourage user engagement.
From the beginning, the design team (myself and two other designers) conducted extensive research to understand user behavior and industry best practices:
Competitive Analysis: We examined gaming apps, the Google Play Store, and other desktop Android emulators.
User Behavior Analysis: We collaborated with the data team to analyze how users interacted with the App Center.
Qualitative Research: I conducted user interviews to understand expectations for discovering new apps. The most common feedback highlighted that users wanted a more seamless browsing experience.
Our research showed that users spent a significant amount of time in the App Center and were eager to discover new apps. My responsibility was to improve engagement by making it easier for users to explore and try new apps.
I had two focuses:
Improving the App Center to enhance discoverability and usability
Introducing a rewards system (gamification) to incentivize engagement.
The existing App Center layout displayed apps in horizontal rows, with only five apps visible per category. Users had to click a "more" button to view additional apps, leading to low discoverability and engagement.
Iterations and testing
Starting with low-fidelity wireframes, I reviewed early iterations with my team. Once refined, we conducted usability tests on multiple designs. Users preferred the vertical scrolling layout, as it made app discovery more intuitive.
Updated features
Vertical scrolling: Replaced horizontal lists, allowing seamless browsing.
A rotating banner: Highlighted featured apps dynamically.
Popular section: Allowed users to browse popular.
Personalized recommendations: Apps shown based on users’ previous downloads.
As BlueStacks primarily catered to gamers, our research indicated that they were motivated by challenges, achievements, and competition. We introduced a rewards system where users could earn points by trying new apps and playing games with others.
This initiative was inspired by a previous project, Pika, which successfully created an interactive way for Twitch streamers and viewers to engage (see my Pika case study for more details). After observing its success, we adapted the same points system for BlueStacks.
The redesigned App Center improved app discoverability through a more intuitive interface, while the gamification system added an extra layer of engagement. These enhancements significantly boosted user engagement, making BlueStacks a more interactive and rewarding platform for mobile gamers on PC.
