The ultimate family entertainment destination.

GameTime is an arcade franchise based in Florida. The large majority of clientele are parents and their young children, followed closely by teens. The bar-restaurant portions of the facility cater to a more adult audience while the rest of the arcade attracts a younger demographic of young children to teens.

The original website was in need of visual redesign due to its outdated look and lack of usability.

There was little ease in navigating through the site, as there were redundant and repetitive menus, non-functional buttons, poor and inconsistent layouts, and visuals that lacked cohesiveness. The goal was to simplify and streamline many aspects of the website like the navigation and party planning function and update the visuals to reflect the modern, sleek, and playful style of the actual arcade locations.

Areas of Focus
Issues to Resolve

Redundant and Repetitive Menus

Navigating the site is made a challenge with menus repeating in the top navigation bar and below the hero image.

Inconsistent Layouts

Many elements in the page do not align with one another or have odd spacing.

Lack of Visual Identity

The visuals of the website do not convey "fun" or the atmosphere of an arcade setting, especially in comparison to websites from competitors.

Analyzing Customer Reviews

I began my research by looking at Yelp and Google reviews to understand the customers' needs. I learned of aspects praised about the arcade that I could highlight on their website and frustrations that I could potentially address through my design.​

‣ Bar-restaurant is very popular with adults, especially during sport events

‣ Flexible Play Card options

‣ Promotions are popular with customers

Wireframes

Using Figma, I translated my first sketches into mid-fidelity wireframes. To get them ready for user feedback, I added a few relevant images from the GameTime social media accounts and copy resembling the tone of the content from their existing website.

At this phase, the wireframes were defined enough for some user testing. I made adjustments based on three tests; I condensed some elements to take less visual focus, and I changed the language of some features to make their function more apparent. Finally, I moved on to creating high-fidelity prototypes in preparation for further testing.

UI Design

For the visual design, my goal was to align the website more closely to the playful and fun atmosphere promoted in their arcades. Looking at similar websites and social media posts for inspiration, I decided on a dark style with pops of bright color to resemble the setting of arcades.

I began with a redesign of the logo. I intended to make it easier to read and incorporate the play button image prevalent in the brand.
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Next, I considered a color palette and typography. Regarding the colors, I kept the red and black from the original logo as the primary hues, with blue and yellow for an added pop. The type for the headers and subheaders was chosen for its bold, impactful, and sharp style, with a rounder type for the body paragraphs to add balance and playfulness while staying readable.

Usability Testing

Takeaways

This project helped me develop a system of research that involved mood boarding, collecting references and inspiration, exploring color palettes and accessible color combinations, and constructing a style guide. I had the opportunity to develop my graphic design skills and develop pleasing yet functional compositions.

If I could take further steps beyond what I have accomplished, I would continue to pass the designs through usability tests and add more screens like a complete game catalog and an events page. I would add more features to the mobile app, namely a point system frequent visitors to the arcade could use to keep track of their play credits and earned tickets and save up for prizes..
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