Revamping Vivo App Store’s Game Page: Strategies to Boost Engagement and Conversion

Project Background and Goals

The game page is a primary entry in the Vivo App Store, intended to provide a rich variety of games for light‑to‑moderate users. The redesign aims to enhance user experience by introducing richer game displays and related functionalities, thereby increasing page attractiveness and download efficiency.

Defining Requirements

Through user personas, feedback collection, competitive analysis, and pain‑point identification, four main user groups were defined: young users, high‑end white‑collar users, migrant workers, and older users. Their distinct needs highlighted two core keywords for the redesign: “explorable” (好逛) and “surprising” (惊喜).

Explorable : Young and white‑collar users desire a vast, high‑quality game library with detailed information, rankings, and related content.

Surprising : Users want fresh, varied content and engaging visual cues.

Design Strategy

Two main design focuses were established:

Framework & Information Layer : Reorganize dimensions to prioritize new and hot games, adjust ranking logic, and introduce decision‑factor prioritization.

Presentation Layer : Incorporate game‑specific visual elements to create an immersive atmosphere while maintaining efficiency.

Framework Redesign

A four‑type layout analysis identified a “four‑column split” structure that best supports user decision flow, featuring a prominent top banner, clear tab hierarchy, and a “golden” position for hot games.

Content Modules

Key modules were reinforced:

New Hot Boutique : Highlights curated premium games to convey a “good‑to‑browse” feel.

Hot Games : Combines real popularity data and platform‑curated recommendations.

New Games : Uses a timeline to showcase upcoming and newly released titles.

Communicating Newness and Hotness

Decision factors were extended with time‑based cues (e.g., reservation lists, release timelines) and enriched with metrics such as download counts or editorial picks to strengthen perceived freshness and popularity.

Visual Enhancements

Visual tactics include game‑themed effects, 3D/pseudo‑3D layouts, and dynamic animations to attract attention. Specific implementations:

Top boutique module uses negative space and depth cues to create a distinct game atmosphere.

“Good‑to‑Play First” module combines large images with list items for a balanced immersive and efficient experience.

Hot‑game section employs configurable animated icons and prominent ranking components.

Results

Post‑launch A/B testing showed that the redesign met its targets: increased page conversion, higher user satisfaction scores for attraction and novelty, and overall alignment with the predefined product goals.

Overall, the redesign demonstrates a systematic approach to product strategy, user‑centered design, and measurable impact on a mobile app’s core commerce experience.