Revamping BlueStacks Website

Redesigned the website experience to increase the App player downloads and resulted in increased conversion to 32% . The goal was to create a more intuitive and efficient web experience for gamers and increase the number of downloads of BlueStacks app player.

Status

Live

Industry

Gaming

Goal

Redesign the website to increase downloads

Timeline

Jan 2020 - Aug 2022

Team

4 (1 Product Designer + 3 Developers + 1 Director of Marketing )

My Role

Research: Stakeholder interviews, User research, Analytics research, Competitor analysis.

UX design: User Flow, Wire-framing, Information architecture, Prototyping.

UI design: Interaction design, Iterations.

Results

Post-redesign, user engagement significantly increased with User satisfaction ratings improved from 3.2 to 4.2 stars. The streamlined workflows and modern interface resulted in a 32% increase in new downloads within the first six months of the launch.

32%

Increase in conversion

25%

Increase in user retention

84%

Increase in time spent on website

Problem statement

The current interface overwhelms users with excessive and poorly structured information, causing distraction, confusion, and disrupted decision-making. Key actions like the download CTA lose visibility, navigation elements lack clarity, and long unscannable content discourages engagement.

Insights

Reducing cognitive load by simplifying UI elements can make the experience less overwhelming.

A consistent design system will bring familiarity and improve aesthetics.
Clear communication of BlueStacks’ value through a tagline or explainer is essential.
The App Center needs its own dedicated space to avoid persistent clutter.
A persistent download CTA is critical for driving app adoption.
Content should be concise (3 lines + “Read More”) to match user scanning behavior.
Search must be clear and categorized to distinguish between apps, games, blogs, and features.

Business Goal

Deliver a seamless and enjoyable user experience that encourages users to easily download, install, and explore the app.

Increase the number of successful downloads.

Measure how easily users can find gaming apps on the website.

Track the most searched and accessed features.

Monitor user interaction with blogs and the type of content being consumed.

Process

Empathise (Research & Analysis): I analyzed web analytics to understand the pain points and user needs. I also studied competitors and industry trends to gather insights. It helped us to identify the user pain points and competitor analysis helped us to find the mental model that actually might be working for users. Stakeholders interviews helped us about triggering business goals on the website.

Define: I focussed on finding the problems and tried to define them in Human centred manner.
For users, need was to understand that the mobile games they love can be played on PC. For stakeholders, the deals and campaigns must be promoted on the website.

Ideate: I started to create Permutations of wireframes and design that can actually achieve both the user and stakeholders goals. I brainstormed with marketing team for their problems and for users I made sure that approach is human centred.

Prototype: I created the scaled down version of the website to investigate the key solutions generated in the ideation phase. These prototypes were shared and tested within the team itself, in marketing and with gamers outside the design team.

Visual Design & Style Guide: We developed a cohesive visual language, including color schemes, typography, and iconography, ensuring consistency throughout the app. We also created a style guide to maintain design consistency in future updates.

User Research

I used a combination of quantitative and qualitative research to identify the right audience for the platform—people who genuinely want to use the app player. To validate this, I conducted user interviews and observation sessions.

Quantitative Research – Demographics:
Using quantitative data, I identified the core user demographics, such as age groups and category segments, that are most likely to adopt the product. This helped in narrowing down the target audience.
Qualitative Research – Behavior & Motivation:
Through user interviews and observation sessions, I explored user needs, pain points, and motivations. This provided deeper insights into how gamers interact with emulators, what frustrates them, and what features they value most.

Competitor Analysis

The analysis provided valuable insights into industry trends and best practices within the emulator space. It revealed how competitors are positioning their products and serving the needs of gamers. My research focused on leading players in the market, including Nox, Memu, and LD Player.

Competitiors

Strength

Weakness

Nox website is clean and sports image in hero section and focuses on CTA.

Have dedicated app centre with its own search.

Nox website is clean and sports image in hero section and focuses on CTA.

Have dedicated app centre with its own search.

No clear distinction between game and app categories

Only strength Memu has its big CTA

No game centre

No blog

No features shared

LD Player has good UI and element placed are well defined

CTAs and other version are also hyperlinked.

Focusing on selling the features and not helping users to choose the game in hero section

User Persona

User personas were developed to represent the key audience segments of the emulator. They provide insights into users’ backgrounds, needs, and frustrations, ensuring the design aligns with their expectations and real-world motivations.

Mehek, 24

Popcorn Gamer

Faridabad, India

Biography 👨

Mehek is an IT student who plays games to relax and socialize with friends. She enjoys multiplayer titles like PUBG but often feels overwhelmed by too many options and cluttered information online. She wants a simple, trustworthy emulator that clearly communicates why it’s the best choice for her.

Needs & Goals 😍

Looking for best available Emulator.

Want to see why she should download BlueStack Emulator.

Pain Points 😖

So many choices, just came to look for Emulator but wave of games made it irritating.

So much information, looks like blog.

Nishant, 29

Pro Gamer

Delhi, India

Biography 👨

Nishant is a graphic designer and a serious PC gamer who values quality and premium tools. He prefers authentic products like Gameloop but is curious about alternatives. While exploring emulators, he gets frustrated when search doesn’t return relevant results (e.g., PUBG missing), which makes him doubt the platform’s usefulness.