STEAM case study
for Beginners
Lim Leesol
Hwang minyoung
Yu sebin
- User research (DRM)
- Design UI(especially for newbie)
- Prototype
- Usability test
- Figma
- Maze
May - Jun 2024
(a month)
Additional work
Related work
Overview
What is Steam?
Steam is a video game digital distribution service, which currently has 30-35 million concurrent users. Steam allows users to buy and install games and offers various features, like networking with other players, live-stream, offers various features, like networking with other players, live-stream, and more.
Steam can feel overwhelming for first-time users, with complex layouts, game-specific jargon, and advanced recommendations.
In this team project, I focused on improving the experience for newbie users through two prototype versions—one aligned with Steam’s existing desisystem and one with a new layout for faster navigation.
Usability testing with 8 participants revealed that novice users strongly preferred the redesigned flows.
Background
STEAM is a global video game platform with over 35 million concurrent users.
However, for those unfamiliar with the platform, STEAM’s interface can feel overwhelming—filled with dense information and difficult-to-locate features.
This is especially true for new or inexperienced players, who may struggle with:
- Specialised gaming terminology
- Unpersonalised Recommendations : High-priced or high-difficulty game recommendations
- A general mismatch between content and user expectations
Research
User Research (DRM Method)
To identify the pain points of the Steam user experience, we applied the Day Reconstruction Method (DRM)*—a qualitative research technique that involves evaluating emotional experiences tied to everyday activities.
*Day Reconstruction Method (DRM):
A qualitative technique where participants reconstruct their daily activities and assess the emotional experiences associated with each. This helps uncover deeper usability and emotional friction points.
Approach
① Over two weeks, three beginner-level users (including project team members) used Steam from the perspective of first-time users.
② All usability pain points were documented in real time, enabling us to generate user-driven VOC (Voice of Customer) insights without relying on external feedback.
we collected over 200 individual pain points. These were then categorised by level of urgency and frequency.
Through this process, we discovered that the majority of pain points were concentrated on the Store Page—indicating a critical area of friction for first-time users.
Problem
1. Game recommendations that ignore user characteristics
Steam often recommends games without considering the user’s experience level, preferences, or playing history—resulting in mismatched suggestions, especially for first-time users.
2. Low readability and poor information hierarchy
The interface presents large amounts of information with minimal visual hierarchy, making it difficult for users to focus or scan effectively.
3. Redundant content and unhelpful explanations
Information is often duplicated across screens, while descriptions tend to assume prior knowledge—making it hard for beginners to understand features or take action.
Goal
The goal was to redesign STEAM as a platform that offers clear guidance and tailored recommendations for first-time users.
To achieve this, I proposed two distinct design directions:
- A system-aligned version that improves the existing interface gradually, while maintaining consistency with Steam’s current design language
- A more transformative version that introduces a new layout and user flow, allowing users to find, purchase, and launch games more quickly and confidently
Both directions were aimed at reducing the onboarding barrier for newbie users, making their first experience with Steam more accessible and user-friendly.
Solution
Solutions for 43 of the identified pain points from the overall list were incorporated into each improvement proposal
1. A system-aligned version
2. A more transformative version
Result
Usability Testing: Existing vs Redesigns
We conducted usability testing with 8 participants, comparing three interfaces:
- The original Steam interface
- A system aligned version
- A more transformative version
Participants included both heavy gamers and Newbie users.
Findings
- All participants responded positively to the gradual redesign.
- Newbie users showed a clear preference for the more transformative version, finding it more accessible and easier to navigate than the original interface.
- Heavy users appreciated the A system aligned version’s familiarity and visual improvements, but were more neutral toward the more transformative version.
More...
1. This project focuses on improving the experience for first-time users.
To see a redesign case targeting more advanced gamers, check out whole project on Behance.
💻 View related work here
2. If you’re interested in how I addressed pain points beyond the store page, you can view additional examples at the following link:
👉 View adiitional painpoint & soloution here