Reimagine Steam
User Research, UI/UX Design (mobile app)
✦ OVERVIEW
Connecting the world of gamers at your fingertips.
Connecting the world of gamers at your fingertips.
An app prototype including the key user flows to illustrate the enhanced rebranding, storytelling and user experience.
YEAR
YEAR
6 Weeks, 2023
6 Weeks, 2023
ROLE
ROLE
Designer, Annabelle Phua
Mentor, Alistair Norris
Designer, Annabelle Phua
Mentor, Alistair Norris
SCOPE
SCOPE
User Research, UX Design
User Research, UX Design
An app prototype including the key user flows to illustrate the enhanced rebranding, storytelling and user experience.
Reimagine Steam
Games are doors to a new world of experiences for people to build a new life, relationships, and achievements...
Games are doors to a new world of experiences for people to build a new life, relationships, and achievements...
and Steam, is the ultimate platform the world uses for everything gaming-related.
and Steam, is the ultimate platform the world uses for everything gaming-related.
Established in 2003, the revolutionary platform sees millions of concurrent users worldwide.
Established in 2003, the revolutionary platform sees millions of concurrent users worldwide.
Taken from Statista
Taken from Statista
The platform has become a communal space for gamers to go beyond playing games.
The platform has become a communal space for gamers to go beyond playing games.
To share, discuss and engage.
To share, discuss and engage.
Various communal elements: Steam reviews, Steam Game Discussion, Steam Profile Comments, Steam Friends
Various communal elements:
Steam reviews, Steam Game Discussion, Steam Profile Comments, Steam Friends
(1/6) PROBLEM
(1/6) PROBLEM
Many has found the Steam Mobile App problematic and hard to use.
Many has found the Steam Mobile App problematic and hard to use.
(2/6) OBJECTIVE
(2/6) OBJECTIVE
How do we make Steam’s mobile app, a platform users will constantly go back to with it’s unique communal space?
How do we make Steam’s mobile app, a platform users will constantly go back to with it’s unique communal space?
(3/6) RESEARCH
(3/6) RESEARCH
User research was first done to understand why they used Steam’s mobile app & why they don’t.
User research was first done to understand why they used Steam’s mobile app & why they don’t.
"I mostly use the steam app for the authenticator and to browse sales"
on Steam App
"I only convince close friends i game with in person because i want to play with them"
on ‘Shilling’ games
"I like to talk about the game, story, characters, screenshots, everything. i just need more content"
on Discussion
"I mostly use the steam app for the authenticator and to browse sales"
on Steam App
"I only convince close friends i game with in person because i want to play with them"
on ‘Shilling’ games
"I like to talk about the game, story, characters, screenshots, everything. i just need more content"
on Discussion
"I mostly use the steam app for the authenticator and to browse sales"
on Steam App
"I only convince close friends i game with in person because i want to play with them"
on ‘Shilling’ games
"I like to talk about the game, story, characters, screenshots, everything. i just need more content"
on Discussion
"I mostly use the steam app for the authenticator and to browse sales"
on Steam App
"I only convince close friends i game with in person because i want to play with them"
on ‘Shilling’ games
"I like to talk about the game, story, characters, screenshots, everything. i just need more content"
on Discussion
"I mostly use the steam app for the authenticator and to browse sales"
on Steam App
"I only convince close friends i game with in person because i want to play with them"
on ‘Shilling’ games
"I like to talk about the game, story, characters, screenshots, everything. i just need more content"
on Discussion
"I mostly use the steam app for the authenticator and to browse sales"
on Steam App
"I only convince close friends i game with in person because i want to play with them"
on ‘Shilling’ games
"I like to talk about the game, story, characters, screenshots, everything. i just need more content"
on Discussion
"I mostly use the steam app for the authenticator and to browse sales"
on Steam App
"I only convince close friends i game with in person because i want to play with them"
on ‘Shilling’ games
"I like to talk about the game, story, characters, screenshots, everything. i just need more content"
on Discussion
"I mostly use the steam app for the authenticator and to browse sales"
on Steam App
"I only convince close friends i game with in person because i want to play with them"
on ‘Shilling’ games
"I like to talk about the game, story, characters, screenshots, everything. i just need more content"
on Discussion
(4/6) SOLUTION
(4/6) SOLUTION
The redesigned Steam Mobile experience puts the community at its core…
The redesigned Steam Mobile experience puts the community at its core…
Transforming the app from a purely functional tool into a space where people on the go can connect with their community, discover and share.
Transforming the app from a purely functional tool into a space where people on the go can connect with their community, discover and share.
(4.1) NAVIGATION AND VISUAL DESIGN
(4.1) NAVIGATION AND VISUAL DESIGN
Users found the app confusing and disconnected from the Steam they know.
Users found the app confusing and disconnected from the Steam they know.
SOLUTION
SOLUTION
A refreshed interface and improved navigation that reflects the immersive look and feel of gaming, making the app intuitive and engaging.
A refreshed interface and improved navigation that reflects the immersive look and feel of gaming, making the app intuitive and engaging.
(4.2) USABILITY AND INCENTIVES
(4.2) USABILITY AND INCENTIVES
Most people only used the app for authentication, with little reason to stay.
Most people only used the app for authentication, with little reason to stay.
SOLUTION
SOLUTION
Enhance usability of existing flows (e.g., login/auth) while introducing subtle calls-to-action that guide users toward community features — without disrupting their habits.
Enhance usability of existing flows (e.g., login/auth) while introducing subtle calls-to-action that guide users toward community features — without disrupting their habits.
(4.3) SOCIAL FEATURES
(4.3) SOCIAL FEATURES
Steam’s mobile app lacked meaningful ways to connect; users turned to Discord instead.
Steam’s mobile app lacked meaningful ways to connect; users turned to Discord instead.
SOLUTION
SOLUTION
Introduce personalised community spaces and social interactions, encouraging users to discover relevant content and engage directly within Steam.
Introduce personalised community spaces and social interactions, encouraging users to discover relevant content and engage directly within Steam.
(4.4) BRIDGING DESKTOP AND MOBILE
(4.4) BRIDGING DESKTOP AND MOBILE
Popular community features on desktop were missing on mobile.
Popular community features on desktop were missing on mobile.
SOLUTION
SOLUTION
Enable users and creators to host their own spaces, bringing the depth of Steam’s desktop community into an accessible mobile format.
Enable users and creators to host their own spaces, bringing the depth of Steam’s desktop community into an accessible mobile format.
(5/6) IMPACT
(5/6) IMPACT
To test the redesign, I ran small-scale trials with peers and gaming friends. Feedback highlighted stronger usability and a more engaging experience:
To test the redesign, I ran small-scale trials with peers and gaming friends. Feedback highlighted stronger usability and a more engaging experience:
QUOTES
QUOTES
“It looks sleek now — I’d actually browse the shop more.”
“Seeing what my friends are playing live, like stories, makes it fun to jump in or bother them.”
“It looks sleek now — I’d actually browse the shop more.”
“Seeing what my friends are playing live, like stories, makes it fun to jump in or bother them.”
METRICS
METRICS
+35% increase in browsing time compared to old flows.
2 out of 3 users said they would check community updates more often.
80% found navigation “clear and easy."
+35% increase in browsing time compared to old flows.
2 out of 3 users said they would check community updates more often.
80% found navigation “clear and easy."
TLDR;
TLDR;
🌍 Context
🌍 Context
Steam is the world’s go-to platform for gaming and community.
Steam is the world’s go-to platform for gaming and community.
⚠️ Problem
⚠️ Problem
Steam Mobile was clunky, confusing, and underused.
Steam Mobile was clunky, confusing, and underused.
🔧 Solution
🔧 Solution
A redesigned app — intuitive, social, and community-driven.
A redesigned app — intuitive, social, and community-driven.
✨ Impact
✨ Impact
+35% browsing time, 80% clearer navigation, stronger community use.
+35% browsing time, 80% clearer navigation, stronger community use.
(6/6) KEY TAKEAWAYS
(6/6) KEY TAKEAWAYS
Understanding why users engage (or don’t) with certain features is critical in aligning product design with brand identity.
Users need stronger reasons to use the app beyond basic functions. Adding community features should also feel connected to the Steam library, not just like another forum to make the app more engaging and uniquely “Steam.”
Understanding why users engage (or don’t) with certain features is critical in aligning product design with brand identity.
Users need stronger reasons to use the app beyond basic functions. Adding community features should also feel connected to the Steam library, not just like another forum to make the app more engaging and uniquely “Steam.”