Player Account Management

Revitalising PAM

Upgrading Player Account Management for modern online gaming platforms.



  • Competitive analysis
  • User-interface design
  • Wireframing
  • Mobile design
  • Developer collaboration


  • A fully-detailed journey map
  • Wireframes
  • User-interface designs
  • High-fidelity prototype

The problem

Existing PAM which had outgrew its initial structure.

An existing player account management platform which had been fit for purpose while in startup form had outgrew its structure and user experience. The platform had struggled with bolt on products, user flows which required users to think, and an inconsistent look and feel. The client realised that they needed to strip the product back and rework from the ground up.  The first challenge was to map out the entire PAM platform and the products within.

Existing platform

Product analysis

We started by breaking down the product into the key pillars, this allowed us to understand the cross usage across the pillars, and to separate out the areas to the greatest effect.  We wanted to ensure the product would be a differentiator for future clients and for any future sale of the business.

User mapping

After breaking down the products, we went on several user journey discovery sessions, which ultimately allowed us to produce journeys which where optimum fo the user.

We also discovered at this stage that while the product is used, its not used as a daily product, only when a task needed completing. We wanted to ensure the product moving forward would be “sticky” for customers.

It was apparent early on that the existing platform had multiple levels of cross over between the product, which led into the customer account – this presented problems when we where looking at each individual pillar as a product. “What if a customer wants to purchase the platform for one product not all” was a question which required answering.

The Solution

An iterative and lean design approach

Map, simplify, and repeat

The customer journey map was one of the most essential items for this project, ensuring we spent ample time mapping each product, its required pages and how it could work independently was essential. It was hugely important to build a strong journey foundation before thinking about layout.


By having an updated strong brand it allowed us to focus on the wireframes to lead into the production of the UI. The wireframes where built with the view of independence from each product, but bringing in a level of cohesion for customers who would want to buy a full suite.

Silo’d but inclusive

With the main product being split into over 8 products, we wanted to ensure we had a joined up journey for something which was so large. A single customer view, which could over see anything up-to 10 products, was essential to ensure that users are able to segment and mine data as much as possible.

Digital service, not a website

We wanted to ensure that what we produced as effect in the real world, of course this is a digital product, however we wanted to ensure we thought of all aspects of the user and how this would effect their day.

“A service is something that helps people to do something. Our job is to uncover user needs, and build the service that meets those needs.”
UK Government Design Principles
View Principles

“A service is something that helps people to do something. Our job is to uncover user needs, and build the service that meets those needs.”

UK Government Design Principles


Journey Mapping


Responsive Design

“Paul has a knack of thinking about the details that the rest of us often overlook.”

Julian Bewley

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