Overview

Riot Games is making a mobile- based 5v5 MOBA called League of Legends: Wild Rift. We’re making this game because we believe that players should be able to experience the thrill of League in a way that fits their ever-changing lives.

In order to drive understanding and awareness of our next game, we created a mobile-first distilled web experience that communicates our key messages and captured players’ intent to trial through pre-registration and email subscription. It can then be updated as the product publishing campaign moves from phase to phase.

As part of the team, I was the sole UX designer for the promo site and involved in product decision making across many disciplines, including publishing, visual design, and communications. I was also directly responsible for creating, testing, and iterating on designs globally (Riot Regions and Tencent) to hit our product and experiential goals. 

Target Audience

• League of Legends Fans; Main opportunity is to convince lapsed LoL players that they can experience the same League Moments on new platforms.

• Mobile Core Gamers; Extend an invitation to the universe of League and equip them with the information they need.

Product Goals

1. Players can understand what type of game League of Legends: Wild Rift is.

2. Players can pre-register to the Wild Rift beta. - Tencent / China Region 

3. Players can subscribe to email notifications for game development and future beta registration. - Riot Regions 

LoFi Wireframes

A combination of competitive analysis, sketching, and wireframing helped us align on a direction that would best serve the goals for this project.

We created a site that’s modular and section-based so it’s easy to maintain and continue to build upon. We utilized a minimal UI approach and instead focused on content, typography, and interactions. Additionally, we created a premium feeling web experience through playful and memorable interactions that foster exploration and excitement for the new game and brand.

Final Product

We created a site that’s modular and section-based so it’s easy to maintain and continue to build upon. We utilized a minimal UI approach and instead focused on content, typography, and interactions. Additionally, we created a premium feeling web experience through playful and memorable interactions that foster exploration and excitement for the new game and brand.

You can interact with the final product by visiting the promo site!