WMU Esports is currently redesigning their website and as a class, we were assigned to help with website recommendations. My group included classmates Becca Briones, Jake Britt, Jeffrey Huang, Ashley Mahler, Na'Kiyya Spurlock, and Cameron Strand.

1. WMU Esports Arena Website
Recommendations
Jake Britt
Ashley Mahler
Jeffrey Huang
Na’Kiyya Spurlock
Olivia Jones
Cameron Strand
Becca Briones

2. • Attract students
• Bring awareness
• Increase website traffic and
retention
• Fill arena seats
• Differentiate WMU
• Increase social media followers
and engagement
Objectives
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3. • Optimize website for all E-Sport/College gaming related searches as well as
any games that are offered
• Possibly optimize searches for individual games.
• Rearrange the site to make it a quick and easy place to find information about
the program as well as future events.
• Offer additional suggestions on how to fill arena seats and get students
interested.
Strategy
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4. • 57% of gamers are under 35
years old
• 60% of gamers are male
• 36.7% of gamers are graduated
from college and 52% are
graduated from high school or
currently enrolled in college
MarketResearch
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5. • Lawrence Technological University (LTU)
• No website
• Partnered with Esports Michigan to give scholarships to high school participants
• Not updated since 2017
• Davenport University
• Not having a team until fall of 2019
• Esports website is not developed mixed in with other sports at Davenport
• Just a slideshow of head coach and one gaming setup
• Aquinas college- also adding esports in 2019-2020
• Not having a team until fall 2019
• Only offering 3 games ( League of Legends, Overwatch and Rocket League)
• No website at all
CompetitiveAnalysis
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6. CompetitorWebsite
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7. CompetitorWebsite
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8. • 16-25 year old adults
• Value gaming
• Need a place where they can game/watch and
support others
• Have school spirit and enjoy supporting peers
• Like to participate in school events
• Want to meet others with similar interests in
gaming
• Have Twitch accounts
• Follow other gamers/gaming organizations on
social media
Target Audience
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9. Daniel
• 19 years old
• Sophomore at WMU
• Avid gamer - Fortnite, League of Legends,
PlayerUnknown’s Battlegrounds, Call of Duty:
Black Ops 4
• Follows famous Twitch streamers - Ninja and
DrDisrespect
• Living in the dorms with his roommate Nathan
• Looking for more things to do around WMU
that align with his hobbies
• Has enough free time to jon RSOs, intramural
leagues, etc
Target Personas
IMAGE SOURCE - https://local.theonion.com/man-wasting-his-
life-playing-video-games-when-there-who-1833387233
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10. Joshua
• 17 years old
• Senior in high school
• Loves gaming with friends and watching
videos on Twitch
• Has participated in a few gaming competitions
• Needs to find a college within his desired
major - Computer Info Systems - and close to
his hometown of Holland, Michigan
• Wants to go to a college that has clubs or
organizations that involve his gaming hobbies
Target Personas
IMAGE SOURCE:
https://www.empoweringparents.com/article/
does-my-child-have-a-video-game-addiction-
how-to-set-limits-around-video-game-use/
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11. Usability TestTakeaways
Where can I find
available games?
Why is the logo
so large?
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12. Usability TestTakeaways
Too
many
words
Look like
native ads
Random/clunky
whitespace
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13. • Optimize for recruiting players and community engagement
• For recruiting players, focusing on keywords that would involve college Esports and
tournaments
• Higher volume for tournaments
• Game specific pages
• For community engagement, focusing on keywords that would involve team building and
nearby entertainment
SearchEngine Optimization
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14. Data Organization:
• Our strategy is compare desktop and mobile users
• Time Frame (last 3 months)
• Start of a new semester and year for incoming traffic to the site
• January 1st - April 14th 2019
Analytics
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15. • 75% of the users are male
• 25% are female
• 33.9% are 18-24 years of age
• 38% of users are 25-34 years of age
Analytics- Demographics
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16. Point to note: mostly new users are visiting the site via organic search
Analytics- Users
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17. • The top 5 pages with the most views are the home page, FAQs, Sponsorships, Events, and the
Directory.
• Key takeaway: try to incorporate FAQs and the Directory/Contact Info into the home page
Analytics–DesktopPageviews
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18. Our mobile users are looking for events that are happening such as the Super
Smash Bros tournament and camps
Analytics–MobilePageviews
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19. • Don’t be afraid to market out
of state
• Ashburn VA, has second
most users that visit the site
• Chicago at 3rd with 88 users
Analytics–Locations- Desktop
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20. Analytics–Locations- Mobile
Key takeaway: optimize mobile experience for in-state users
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21. • Use MailChimp
• Personalize messages
• Email subject lines that are personalized with a
recipient’s first name can increase open rates by 16%
higher open rates.
• Segment your database to target your audience.
• Off Campus, On Campus
• 3rd person shooters, 1st person shooters, Platform
games
• Make emails mobile friendly
• Make CTA big and obvious
• A/B testing
• Try different subject lines
Email Marketing
IMAGE SOURCE: https://mailchimp.com/design/
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22. • Add a section to homepage/individual page with Games available for play
• Adjustment of the use of the color scheme
• Mailing List Popup when first landing on Homepage or a link on the page with a CTA “Join
our mailing list for updates!”
• Add a Teams page
• Showcase teams and their achievements
• Ability to sign up for teams
• “Directory” changed to “Contact Us”
• Reword and reposition the introductory paragraph
• Reposition events
• Remove Twitch live stream video from the side as well as Twitter feed and replace with
icons
Changes inDesignElements
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23. https://xd.adobe.com/view/43ff66a4-d13a-4242-52d5-a09c7dc4a55c-35ce/
Wireframefor Desktop
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24. https://xd.adobe.com/view/b9dc09f7-9a09-4057-5b69-840b982095a3-cfed/
Wireframefor Mobile
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25. • Low bounce rate target: 26 - 40%
• Increased audience at the arena
• Increased participation in tournaments/leagues
• Increased conversion rate for email list sign-up
• Increased size of the email list
• Increased website traffic
• Increased social media following
Goalsand Measurements
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26. • Sign up for Bronco Bash during the
first week of school collect emails
and give out Esport shirts, candy,
chapsticks, lanyard, etc.
• Sign up for involvement zone in
June during orientation to provide
awareness to incoming freshman.
• Partner with eSports Michigan to
build awareness give scholarships to
winners of tournaments
Final Recommendations
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27. Thank you!