FACEIT Missions

Faceit missions mockup

The project

With over 18 million users, FACEIT is one of the biggest names in the e-sport industry. It’s a third-party competitive gaming platform that allows its players to join competitions and leagues for virtual and real-world prizes through automated tournament management and matchmaking technology.

While working at Faceit I was asked to update the Faceit Missions experience, as we had identified user and business issues with the already existing version (pictured below). It was important that the new version allowed for both Premium and Freemium models, while improving the experience and achieving business KPIs.

Old FACEIT Missions UI

My role

My role in this project was to lead and drive the design function from end to end, while working closely together with the rest of the product team including PM and developers.

The Process

Stakeholder interviews

Initial conversations were held to identify business problems, goals and constraints.

Twitter, Reddit & Support tickets

By going through already existing resources, wishes and problems with the already existing missions could be uncovered and identified.

User comments from Twitter and reddit

Competitor analysis

A competitor analysis was carried out to identify and understand how competitors present challenges and missions.

Competitor matrix


Structured interviews were carried out with 12 participants to collect qualitative data and uncover different type of users behaviour, attitude, motivations, pain points, goals and preferences in regards to missions. We wanted to understand who completes and doesn't complete missions and why. The answers from the interviews were used as a starting point for creating a survey.


The survey was used to validate what was heard in the interviews and make out patterns of user behaviour. By collecting a vast amount (9200+) of responses, different types of users could be identified. The survey was sent out to free, premium and game subscription users.

Survey results


Based on all research we could identify two edge cases and attributes connected with those type of users. These learnings were translated into personas that were used throughout the remaining design process to align all team members involved, as well as give us all an overview of the audience we were designing this experience for.

At this point we were also able to agree on all the relevant business and user outcomes, and prioritise the ones that were most important.



An ideation workshop was carried out with members of the product team. We got sketching to solve some of the personas pain points and come up with ideas for the prioritised outcomes.


Sketch, wireframe, UI & prototype

There were many variations of design exploration, with all different stages and states going through several iterations.


Usability test, iterate, repeat

Several usability tests were carried out with click through prototypes. We tested different concepts, navigation, functionality, states and placements. This process was repeated until we were fairly sure of the designs before starting development.

A/B test

Several rounds of A/B test were carried out to determine if the updated design and experience achieved the set KPIs, the successful designs were then pushed live to all users.


Overall this was a successful project that was well received by Faceit's users, according to survey responses that were collected to gauge what our users thought of the new experience.

The project also successfully achieved the KPI's set out: increase conversion, increase retention and reduce costs for prizes to be won.

The new missions allow for different mission campaigns to run at the same time, giving the users the ability to select the specific campaigns and missions they are interested in. There’s also more room for the owner of the campaign to control their own timeframes, prizes and who has access to specific missions within the campaign.

Missions mockup UI Campaigns Missions mockup UI Missions within campaign