01.26 - 04.26
01.26 - 04.26
ROBLOX
ROBLOX
UI Design | Gaming Industry | Mobile/ Desktop Dashboard
UI Design | Gaming Industry | Mobile/ Desktop Dashboard
Introduction
Introduction
Introduction
New forms of Connection and Entertainment.
New forms of Connection and Entertainment.
New forms of Connection and Entertainment.
Client
Client
Client
Roblox is a global platform with 100M+ daily active users where players explore, socialize, and create immersive experiences built by a community of independent developers. As a fast-growing, identity-driven platform, Roblox is looking for the future of gaming platforms.
Roblox is a global platform with 100M+ daily active users where players explore, socialize, and create immersive experiences built by a community of independent developers. As a fast-growing, identity-driven platform, Roblox is looking for the future of gaming platforms.
Roblox is a global platform with 100M+ daily active users where players explore, socialize, and create immersive experiences built by a community of independent developers. As a fast-growing, identity-driven platform, Roblox is looking for the future of gaming platforms.
My Role
My Role
My Role
Product Designer: Conducted user research to uncover gaps in the gaming platform industry, defining design criteria that shaped the design of core features and product strategy.
Product Designer: Conducted user research to uncover gaps in the gaming platform industry, defining design criteria that shaped the design of core features and product strategy.
Product Designer: Conducted user research to uncover gaps in the gaming platform industry, defining design criteria that shaped the design of core features and product strategy.
Impact
Impact
Impact
The hub is projected to reduce early drop-off by 20%, tracked through the percentage of new non-gamer users still active (in line with Roblox's D1/D7 and first-session retention benchmarks). It also drove a projected 12% increase in satisfaction, as the solution provided a more relevant entry point into the platform than a gameplay-first experience could offer.
The hub is projected to reduce early drop-off by 20%, tracked through the percentage of new non-gamer users still active (in line with Roblox's D1/D7 and first-session retention benchmarks). It also drove a projected 12% increase in satisfaction, as the solution provided a more relevant entry point into the platform than a gameplay-first experience could offer.
The hub is projected to reduce early drop-off by 20%, tracked through the percentage of new non-gamer users still active (in line with Roblox's D1/D7 and first-session retention benchmarks). It also drove a projected 12% increase in satisfaction, as the solution provided a more relevant entry point into the platform than a gameplay-first experience could offer.
Peak into the solution
Peak into the solution
Introduction
Introduction
Introduction
The Brief
The Brief
The Brief
Explore how future technologies and cultural trends could expand platform into new forms of connection and entertainment.
Explore how future technologies and cultural trends could expand platform into new forms of connection and entertainment.
Explore how future technologies and cultural trends could expand platform into new forms of connection and entertainment.
Objective
Objective
Objective
Ensure users feel seen, secure, and continually inspired through a digital experience that supports individual growth and interpersonal connection.
Ensure users feel seen, secure, and continually inspired through a digital experience that supports individual growth and interpersonal connection.
Ensure users feel seen, secure, and continually inspired through a digital experience that supports individual growth and interpersonal connection.
What Users Need?
What Users Need?
Users expect platforms to support connection, identity, and meaningful interaction.
Users expect platforms to support connection, identity, and meaningful interaction.
What Creators Need?
What Creators Need?
Creators rely on platforms to support growth, creativity, and community.
Creators rely on platforms to support growth, creativity, and community.
What Platforms Need?
What Platforms Need?
Platforms must balance connection, creativity, and safety to support both users and creators.
Platforms must balance connection, creativity, and safety to support both users and creators.
Primary Research
Primary Research
Primary Research
Research Insights
Research Insights
Research Insights
Survey divided into 1. Games, 2. Non Gamers, both of which gave very different outlooking to the growth of the platform. Th orginial brief was to expand the user base to a wide variety of audience and this survey helped pin point that out.
Survey divided into 1. Games, 2. Non Gamers, both of which gave very different outlooking to the growth of the platform. Th orginial brief was to expand the user base to a wide variety of audience and this survey helped pin point that out.
Survey divided into 1. Games, 2. Non Gamers, both of which gave very different outlooking to the growth of the platform. Th orginial brief was to expand the user base to a wide variety of audience and this survey helped pin point that out.
250+
250+
250+
Survey responses.
Survey responses.
30+
30+
30+
Interview Participants
Interview Participants
Age Demographic split
Age Demographic split
Who has the responsibility for Safety Moderation?
Who has the responsibility for Safety Moderation?
Company
Company
Company
Creator
Creator
Creator
User
User
User
KEY INSIGHT
Users expect platforms to evolve with them, staying trend-relevant, while delivering personal growth, creative connection without judgment, strong moderation, and clear monetization paths (especially through video).
KEY INSIGHT
Users expect platforms to evolve with them, staying trend-relevant, while delivering personal growth, creative connection without judgment, strong moderation, and clear monetization paths (especially through video).
Reducing Churn
Reducing Churn
Reducing Churn
Outgrowing platform, social influences are main reasons for platform abandonment.
Outgrowing platform, social influences are main reasons for platform abandonment.
Outgrowing platform, social influences are main reasons for platform abandonment.
Monetization
Monetization
Monetization
A need for users to be able to have a clear monetization path.
A need for users to be able to have a clear monetization path.
A need for users to be able to have a clear monetization path.
Learning
Learning
Learning
Gaming platforms with real-life application of learned skills was desired.
Gaming platforms with real-life application of learned skills was desired.
Gaming platforms with real-life application of learned skills was desired.
A cultural hub
A cultural hub
A cultural hub
UGC platforms can serve as a bridge between the digital and real world.
UGC platforms can serve as a bridge between the digital and real world.
UGC platforms can serve as a bridge between the digital and real world.
Design
Design
Design
Concept - The Hub
Concept - The Hub
Concept - The Hub
A fully customizable hub where users
A fully customizable hub where users
A fully customizable hub where users
shape their own digital identity in a single
shape their own digital identity in a single
shape their own digital identity in a single
space that grows with them personally
space that grows with them personally
space that grows with them personally
and professionally.
and professionally.
and professionally.
Prioritize personal relevance when expanding on features and adapting with users, rather than growing for growth’s sake.
Prioritize personal relevance when expanding on features and adapting with users, rather than growing for growth’s sake.
Safety should be built into the infrastructure of the design to prevent negative experiences before they happen. Let users curate their own safe spaces.
Safety should be built into the infrastructure of the design to prevent negative experiences before they happen. Let users curate their own safe spaces.
Implement growth pathways for creators in the system itself, instead of an individual feature that pushes that responsibility onto the creators themselves.
Implement growth pathways for creators in the system itself, instead of an individual feature that pushes that responsibility onto the creators themselves.
Designed features should tie back to potential for real-world meaning and growth, building skills and a sense of belonging that can exist long-term.
Designed features should tie back to potential for real-world meaning and growth, building skills and a sense of belonging that can exist long-term.
Click through the hub
Click through the hub
Click through the hub
Central
Hub
Marketplace
Explore
Event Space
Games
Social
Library
Central
Hub
Marketplace
Explore
Event Space
Games
Social
Library
Central
Hub
Marketplace
Explore
Event Space
Games
Social
Library
Branding
Branding
Designed navigation for the platform to create a cohesive brand experience that guides users seamlessly from gaming to learning to monetization.
Designed navigation for the platform to create a cohesive brand experience that guides users seamlessly from gaming to learning to monetization.
Designed navigation for the platform to create a cohesive brand experience that guides users seamlessly from gaming to learning to monetization.
Mobile / Desktop Navigation
Mobile / Desktop Navigation
Designed navigation for the platform to create a cohesive brand experience that guides users seamlessly from gaming to learning to monetization.
Designed navigation for the platform to create a cohesive brand experience that guides users seamlessly from gaming to learning to monetization.
Designed navigation for the platform to create a cohesive brand experience that guides users seamlessly from gaming to learning to monetization.
Central Hub
Central Hub
Central Hub
Maximum Customization
Maximum Customization
Maximum Customization
This central hub instead of a regular home page will be a place where users can explore and engage with different aspects of the platform. This increased user engagement in the form of customization and personalization helps reduce the churn rate mainly for first time users.
This central hub instead of a regular home page will be a place where users can explore and engage with different aspects of the platform. This increased user engagement in the form of customization and personalization helps reduce the churn rate mainly for first time users.
This central hub instead of a regular home page will be a place where users can explore and engage with different aspects of the platform. This increased user engagement in the form of customization and personalization helps reduce the churn rate mainly for first time users.
Personalized Content Feed
Personalized Content Feed
Personalized Content Feed
Flow of potential user interests through posts, videos, art, streams, etc. There is a need to 'Explore' by Category
Flow of potential user interests through posts, videos, art, streams, etc. There is a need to 'Explore' by Category
Flow of potential user interests through posts, videos, art, streams, etc. There is a need to 'Explore' by Category
60%
60%
60%
of survey participants say current trends have an influence on what they engage with.
of survey participants say current trends have an influence on what they engage with.
of survey participants say current trends have an influence on what they engage with.
“I think naturally seeing more motivates you to continue.”
“I think naturally seeing more motivates you to continue.”
“I think naturally seeing more motivates you to continue.”
Different environments for different users specifically exploring VR, and immersive experiences.
Different environments for different users specifically exploring VR, and immersive experiences.
Different environments for different users specifically exploring VR, and immersive experiences.
These environments will help the users to create their own digital identity and connect with others.
These environments will help the users to create their own digital identity and connect with others.
These environments will help the users to create their own
digital identity and connect with others.
Design
Design
Design
Library
Library
Library
Directly supports individual growth.
Directly supports individual growth.
Directly supports individual growth.
Tutorials, lessons and full courses on a variety of creative tools. Collaborative tutorials- learn and create with your friends. Creates new path for creators
Tutorials, lessons and full courses on a variety of creative tools. Collaborative tutorials- learn and create with your friends. Creates new path for creators
Tutorials, lessons and full courses on a variety of creative tools. Collaborative tutorials- learn and create with your friends. Creates new path for creators
41.2%
41.2%
41.2%
of non-gamers want more Education & Learning.
of non-gamers want more Education & Learning.
of non-gamers want more Education & Learning.
"Anything I can learn to help me excel or become a better designer, I’m all for it.”
"Anything I can learn to help me excel or become a better designer, I’m all for it.”
"Anything I can learn to help me excel or become a better designer, I’m all for it.”
Design
Design
Design
Market Place
Market Place
Market Place
Monetization and a bridge to the real world.
Monetization and a bridge to the real world.
Monetization and a bridge to the real world.
Buy, sell, and trade creative assets. A general hub for e-commerce. Groups and categories for interests
Buy, sell, and trade creative assets. A general hub for e-commerce. Groups and categories for interests
Buy, sell, and trade creative assets. A general hub for e-commerce. Groups and categories for interests
43.1%
43.1%
43.1%
Non-gamers want to make money off of their creations.
Non-gamers want to make money off of their creations.
Non-gamers want to make money off of their creations.
“In-game stores create a fun shopping experience, away from the stress of having to worry about real-world dollars everytime.”
“In-game stores create a fun shopping experience, away from the stress of having to worry about real-world dollars everytime.”
“In-game stores create a fun shopping experience, away from the stress of having to worry about real-world dollars everytime.”
Design
Design
Events
Events
Serves as a cultural hub
Serves as a cultural hub
The Events page acts as a central destination for discovering what’s happening across Roblox, bringing together virtual experiences, communities, entertainment, and cultural moments in one place.
The Events page acts as a central destination for discovering what’s happening across Roblox, bringing together virtual experiences, communities, entertainment, and cultural moments in one place.
The Events page acts as a central destination for discovering what’s happening across Roblox, bringing together virtual experiences, communities, entertainment, and cultural moments in one place.
Real life trends bleed into virtual spaces.
Real life trends bleed into virtual spaces.
Brand collaborations, entertainment launches, and real-world events increasingly extend into Roblox, blurring the line between physical and virtual culture. These partnerships allow users to participate in cultural moments through immersive experiences, turning Roblox into another space where real-world trends are discovered, shared, and reinterpreted.
Brand collaborations, entertainment launches, and real-world events increasingly extend into Roblox, blurring the line between physical and virtual culture. These partnerships allow users to participate in cultural moments through immersive experiences, turning Roblox into another space where real-world trends are discovered, shared, and reinterpreted.
Brand collaborations, entertainment launches, and real-world events increasingly extend into Roblox, blurring the line between physical and virtual culture. These partnerships allow users to participate in cultural moments through immersive experiences, turning Roblox into another space where real-world trends are discovered, shared, and reinterpreted.
Wrapping Up
Wrapping Up
Wrapping Up
Impact
Impact
Impact
Successful proposal to ROBLOX
Successful proposal to ROBLOX
Presented the central hub concept as a unified solution to fragmented user experience to Roblox Chief Design Officer, Tagu Kato. The proposal received a positive response validating the hub model as a viable future alternative direction for the platform.
Presented the central hub concept as a unified solution to fragmented user experience to Roblox Chief Design Officer, Tagu Kato. The proposal received a positive response validating the hub model as a viable future alternative direction for the platform.
Reduced platform abandonment
Reduced platform abandonment
Roblox tracks new-user drop-off primarily through D1/D7 retention and first-session retention. Because the hub gives new users an immediate, personalized space to land in (rather than a generic landing page), it's projected to improve first-session retention and reduce early abandonment, based on Roblox's own benchmark.
Roblox tracks new-user drop-off primarily through D1/D7 retention and first-session retention. Because the hub gives new users an immediate, personalized space to land in (rather than a generic landing page), it's projected to improve first-session retention and reduce early abandonment, based on Roblox's own benchmark.
20%
20%
reduced drop off of new users (non gamers specifically).
reduced drop off of new users (non gamers specifically).
Increased satisfaction
Increased satisfaction
By centralizing customization, learning, and marketplace access into one hub, the concept is projected to increase satisfaction by driving higher customization engagement and marketplace interaction rates.
By centralizing customization, learning, and marketplace access into one hub, the concept is projected to increase satisfaction by driving higher customization engagement and marketplace interaction rates.
12%
12%
increase in the same behaviors Roblox already uses internally as proxies for user satisfaction.
increase in the same behaviors Roblox already uses internally as proxies for user satisfaction.
Wrapping Up
Wrapping Up
Personal Reflection
Personal Reflection
Balance buisness goals and user needs
Balance buisness goals and user needs
Balance buisness goals and user needs
Designing for Roblox meant constantly reminding myself that the majority of users aren't adults making informed choices, they're kids and teens still learning what boundaries and safety even look like online. It was a real lesson in designing responsibly for a user base that can't always advocate for itself.
Designing for Roblox meant constantly reminding myself that the majority of users aren't adults making informed choices, they're kids and teens still learning what boundaries and safety even look like online. It was a real lesson in designing responsibly for a user base that can't always advocate for itself.
Designing with a world class team
Designing with a world class team
Designing with a world class team
Working alongside Roblox's design and product teams meant designing at a level where every decision had to hold up to platform-scale scrutiny, millions of users, zero room for assumptions. It sharpened how I collaborate, asking sharper questions earlier, and treating feedback as a shortcut to better.
Working alongside Roblox's design and product teams meant designing at a level where every decision had to hold up to platform-scale scrutiny, millions of users, zero room for assumptions. It sharpened how I collaborate, asking sharper questions earlier, and treating feedback as a shortcut to better.
Love this project as much as I do?
Shivali Meenakshi Murali © 2026
Shivali Meenakshi Murali © 2026
Shivali MM © 2025