Case 01
Re-Engaging Players Through a Global In-Game Rewards Campaign
Gaming
Project overview
Epic Games partnered with Clock to launch Most Wanted, a two-week Fortnite campaign designed to re-engage millions of lapsed players worldwide. I led the UX design for the web-based companion experience, turning Epic's complex requirements into a seamless journey that supported nearly half a million players across 13 languages and regions.
Problem Statement
Epic Games needed a web companion for their Most Wanted Fortnite campaign that could handle massive global participation while making complex reward mechanics feel simple and motivating for both new and returning players across 13 international markets.
My Role
UX UI DesignerI led the UX design for the campaign, shaping Epic’s requirements into a seamless experience that scaled across 13 languages and regions. My focus was on making it simple for players to log in, track progress, and understand rewards at a glance. I worked closely with developers and project managers to ensure designs translated reliably into a global product, balancing clarity for players with the technical demands of a high-traffic, two-week campaign.
01 User Insights & Strategy
Based on Epic's player data and campaign requirements, we identified three distinct user types that the Most Wanted experience needed to serve: lapsed players seeking reasons to return, new players discovering Fortnite for the first time, and active players looking for fresh challenges.
02 Key User Behaviour
Lapsed players needed immediate clarity on campaign value and effort required.
New players needed simplified onboarding without assumed Fortnite knowledge.
Active players wanted competitive features and social comparison beyond basic rewards.
03 Design Implications
The challenge was creating a single interface that could serve these different motivations without overwhelming newcomers or boring experienced players. This understanding informed our design decisions around onboarding flow and information hierarchy.
04 Design Approach
Epic needed one experience for three player types: lapsed players needing motivation, newcomers discovering Fortnite, and active players seeking challenges. We designed a unified dashboard with tailored entry points, newcomers got explanations, returning users accessed progress directly, leading to the same engagement-focused experience.
Persona
Marcus Chen
Lapsed Fornite Player
"I want to feel like my time gaming actually accomplishes something meaningful, not just endless grinding."
Age: 22
Gender: Male
Location: Ottowa, Canada
Last played 6 weeks ago
Key Behaviours
Plays in 1-2 hour sessions, usually evenings
Checks social media for gaming updates but rarely opens games
Values exclusive items that show skill/participation over generic rewards
Goal
Unwind after work/study without feeling like it's "wasted time
Frustrations
My friends moved on to other games and I'm playing solo now
I feel guilty spending hours gaming when I have other things to do
Games keep changing and I don't know what's new anymore
Frictionless entry, rewarding first steps.
The Challenge
Early drop-offs were the biggest threat to this two-week campaign. Every player who left at the first hurdle meant lost engagement, fewer leaderboard entries, and diminished buzz. This would make success a far reach.
The Constraint
Epic required existing authorisation (Epic ID, PlayStation, Xbox, Google, nintento etc). While this was outside of our control, familiar logins reduced friction and built trust.
The Design Decision
We paired sign-up with an instant onboarding reward. This small but meaningful win respected players like Marcus Chen with limited time, and gave them an immediate reason to keep exploring.
Insights into artefacts
With user research insights and flow architecture established, I moved into wireframing to translate abstract user needs into concrete interface solutions. This phase focused on rapid iteration and stakeholder alignmen, creating mid-fidelity layouts that could be quickly tested and refined before committing to high-fidelity design. Working closely with Epic's product team and Clock's developers, I prioritised clarity and functionality over aesthetics at this stage, ensuring every interface decision directly supported the user behaviors we'd identified previosuly during the project.
01 Responsive Framework
Created mobile-first wireframes that scaled seamlessly across device types, ensuring consistent functionality whether users accessed the campaign via mobile, desktop, or gaming console browsers.
02 Reward System Clarity
Organised reward information and milestone tracking to make campaign mechanics immediately understandable rather than buried in complex interfaces.
03 Progressive Information Display
Structured content hierarchy to reveal campaign complexity gradually, essential features immediately visible, advanced options accessible without cluttering the primary interface.
04 Stakeholder Alignment
Used wireframes to get early feedback from Epic's team on core user journeys, catching potential usability issues before moving to visual design.
Results & Impact
The Most Wanted campaign successfully engaged 473,000 players across 13 international markets, validating our design decisions around simplified onboarding, real-time progress tracking, and cross-platform accessibility. Most importantly, Epic integrated our campaign framework into their standard toolkit for future re-engagement initiatives, demonstrating the long-term value of user-centered design at global scale.
473,000 registered users across Epic's campaign period
Streamlined sign-up flow, reducing onboarding abandonment significantly
Campaign design framework adopted by Epic for future initiatives
What I Discovered
This project shifted my approach from designing interfaces to designing systems. At global scale, the connections between components matter as much as the components themselves.