Multi-team experience on Dream11

Dream11 is a fantasy sports platform where users create virtual teams, get points and compete with other users. The current flow is designed for single team creation, the challenge was to create experience for users creating multiple users.

Industry

Industry

RMG

Team

Team

Game experience

Team size

Team size

2 Designers

Role

Role

Product Designer (IC)

Responsibilities

Responsibilities

Strategy & Goal-setting,

Defining problems,

Data informed design, Collaboration with Product, analytics and Dev

Detailed user flows and high-fidelity screens

Brief

A multi team creation journey for users where users can create, edit and manage multiple teams with ease using different assistive tools

Challenges

  • Aligning multiple stakeholders from different teams.

  • Habitual users resisting new workflows.

  • Multi-step team creation = higher cognitive load.

  • Integrating single-screen flow without disturbing 1-team users.

  • Managing complex interactions and transitions.

  • Aligning multiple stakeholders from different teams.

  • Habitual users resisting new workflows.

  • Multi-step team creation = higher cognitive load.

  • Integrating single-screen flow without disturbing 1-team users.

  • Managing complex interactions and transitions.

  • Aligning multiple stakeholders from different teams.

  • Habitual users resisting new workflows.

  • Multi-step team creation = higher cognitive load.

  • Integrating single-screen flow without disturbing 1-team users.

  • Managing complex interactions and transitions.

Learnings

  • Prototypes speed up stakeholder alignment.

  • Gradual UX changes work better than forcing habits.

  • Early user testing reveals hidden issues.

  • Collaboration with copy/dev ensures clarity.

  • Focus on core 20% features for 80% value.

  • Behavioral insights help balance familiarity & efficiency.

+0.87%

+0.87%

+0.87%

PCJ (Paid Contest Join) → direct revenue impact.

>40%

>40%

>40%

users adopted the feature

+8%

+8%

+8%

Increase in Player info adoption

>30%

>30%

never switched tabs → strong engagement.

≥7

≥7

players added by 60% users, All 11 by 55%. of those users

Understanding the context first

Understanding the context

Dream11 User Archetypes

Dream11 User Archetypes

*Grand Leagues: Contests with large number of entries and short entry amount. Users can play with up to 40 teams in these leagues.

*Lineups: It is a list of players in their batting order which usually released 30 mins prior to a match start. It tells which players will play in the match and in what order, which is very crucial for fantasy sport points.

*Grand Leagues: Contests with large number of entries and short entry amount. Users can play with up to 40 teams in these leagues.

*Lineups: It is a list of players in their batting order which usually released 30 mins prior to a match start. It tells which players will play in the match and in what order, which is very crucial for fantasy sport points.

Process followed

Process followed

  1. Analysing pertinent data and previous research studies

  1. Analysing pertinent data and previous research studies

*STAL: It stands for Sir Thinks A Lot, Its a custom GPT made by feeding data from various research studies at Dream11. It helped save time and lots of meetings by generating useful insights in brainstorming sessions.

*STAL: It stands for Sir Thinks A Lot, Its a custom GPT made by feeding data from various research studies at Dream11. It helped save time and lots of meetings by generating useful insights in brainstorming sessions.

  1. Defining problems

  1. Defining problems

How do above problems tie with business?

How do above problems tie with business?

  1. Ideation and conducting brainstorming workshops

  1. Ideation and conducting brainstorming workshops

  1. High level concept flow

  1. High level concept flow

  1. Stakeholder alignments using prototypes


  1. Stakeholder alignments using prototypes


“I remember an incident when the team had prepared a full-day deck for a stakeholder meeting. I just showed the prototype first, and the meeting, scheduled for an hour, ended in 15 minutes—the deck remained untouched. That’s the power of prototyping.”

I built high-fidelity prototypes in Protopie to test complex gameplay flows early, since low-fidelity versions couldn’t capture the required logic. This helped align stakeholders quickly and get accurate feedback, reducing iterations.

  1. User Testing and Iterations

  1. User Testing and Iterations

UT was conducted on a mix of users both in offline and online setup to observe how users interact with the design prototypes:

This helped us in two aspects:

  • How users are comprehending the designs

  • Any loopholes in the experience

  • Ideas on making it better

“Detailed insights will be shared in the design section.”

  1. Concept refinement and handoff

  1. Concept refinement and handoff

After multiple feedback rounds, the design was handed to developers. Over 90% of the original design was implemented, with minor compromises pushed to later releases due to timelines. Collaboration between design and tech ensured smooth execution.

Next Project

Next Project

Next Project