EA Gun Club is a rewards program dedicated to loyal consumers of EA’s shooter games. The community-based platform offers rewards, challenges, badges, in-game content, unlocks early access to beta tests and demos, and more.

The challenge: Gun Club needed a website refresh and user registration flow, and my team was selected to deliver the platform’s user experience and visual design. With the primary goal of expanding its community, we were asked to provide a clear pathway for new registrations, excite gamers about the program’s benefits and improve the interface that connects EA’s action shooting gamers worldwide.

The solution: We kicked off the project with workshops and brainstorming sessions analyzing data about the first-person shooter gamers and UX best practices related to rewards programs. We translated the information collected in wireframes focusing on increasing user engagement, offering detailed information about the benefits and levels of exclusivity to the program in a tier-based ecosystem. From a visual standpoint, we recognized that the overall aesthetic of the experience needed to be better aligned with the dark and gritty atmosphere of the EA shooter game titles. We planned and designed the registration flow consolidating the number of steps and offering an interface that can be easily skinned according to the release to be promoted, in this case, Battlefield 3. The homepage displays challenges, rewards, badges, participating tiles, and there’s no shortage of metal textures and smoldering bullet holes on the project’s visual direction, giving it an immersive atmosphere. We also designed loyalty badges, from conceptional sketches to photoshop renders, and offered print design solutions to support the revamped Gun Club experience launch.