Indipass
Reducing purchase anxiety for indie gamers
The Problem
"Reducing purchase anxiety linked to choosing a video game, helping users find titles truly aligned with their tastes, with a like-minded community and lasting value."
How might we transform game discovery from a risk into a rewarding experience?
Uncovering
User Needs
Desk Research
Market analysis and competitive landscape study
Benchmark
Analysis of Xbox, PlayStation, Nintendo subscription models
Interviews
9 in-depth interviews with indie game enthusiasts
Personas
User archetypes reflecting distinct gamer profiles
Experience Map
End-to-end user journey mapping with pain points
80% of gamers prefer subscribing rather than purchasing. Xbox, PlayStation and Nintendo offer similar services but only on their own platform.
Indipass focuses on indie games to stand out and foster introspective taste discovery.
7 out of 9 interviewees play exclusively with friends, highlighting the critical importance of community features.
Social connection is not a feature — it is the core experience.
The Platform
A unified platform that merges discovery, access and community into a single, clean experience. Modular interface design prioritizing usability with a gaming aesthetic that feels native to the audience.
Design Approach
Clean, modular interface prioritizing usability. Every component was designed to reduce cognitive load while maintaining the gaming personality.
Game Catalog
Streaming-style browsing experience with curated indie selections, personalized recommendations, and taste-based discovery.
Community Hub
Discord-integrated social features connecting like-minded gamers. 7 out of 9 interviewees play exclusively with friends.
Dev Portal
Streamlined submission pipeline for indie developers to publish and promote their games on the platform.
3-Tier Subscription
Flexible pricing tiers designed to reduce purchase anxiety — from casual explorer to dedicated indie connoisseur.
The Experience
Every screen designed to reduce friction and maximize discovery — from browsing to playing.
Moodboard
Typography & Palette
Home
Library
Play — Mobile & PC
Account & Submissions
Subscription Plans
Thank You & QR Code
Validating
the Design
Usability testing sessions revealed critical friction points and guided rapid iteration to improve the overall experience.
CTA Complexity Issue
Testing revealed that the initial subscription CTA flow was too complex, creating hesitation. Users expected a simpler, more direct path to starting their subscription.
Simplified Flow
Simplified the subscription onboarding to a 3-step flow with clear tier comparison. Reduced cognitive load by 60% and saw rapid improvement in task completion during follow-up tests.
Rapid Improvement
Through iterative testing and fast design cycles, the overall usability score improved significantly. The final design achieved high satisfaction ratings across all user segments.
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