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2025

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Discord, Lobbies integration

Discord, Lobbies integration

B2B2C, Product Design, 2025

I designed an integrated solution that transforms how Discord users discover partner studio games, streamlines session coordination from 10+ minutes to under 30 seconds, and provides clear partnership ROI through gameplay conversion.

Leading end-to-end design as a solo contributor, I wore multiple hats: product designer, user researcher, and strategic thinking, to solve both sides of Discord's B2B2C ecosystem in a comprehensive design sprint.

Go to:

Go to:

Problem

Solution

Impact

Research

Define

Journey

Testing

Overview

Context & problem

Discord has become the primary social hub for gaming communities, with over 200M monthly active users, 90% of whom actively play games. With the release of Social SDK and Quests, game studio partnerships have become crucial to Discord's strategic evolution from communication platform to gaming distribution hub.


However, users are experiencing significant friction in game coordination and discovery, while game studios report challenges around game distribution and limited conversion analytics. This dual friction threatens Discord's platform transformation.

Goal

My goal was to improve player retention and engagement with partner studio games by:

  • Improving game discovery of partner studio games

  • Streamlining gaming coordination from 10+ minutes to under 30 seconds

  • Delivering gameplay conversion analytics to show community engagement ROI

Solution: Lobbies, One-click game coordination with integrated studio analytics

Lobbies transform Discord conversations into instant gaming sessions. Users create game Lobbies for partner studio titles that friends join with one click. Eliminating all manual coordination and time spent off-platform by automatically launching everyone into the same in-game lobby. All while providing studios with complete Discord-to-gameplay conversion analytics.

How it works: User creates a Lobby → Friends click "Join" in Discord → Everyone launches automatically into the same in-game lobby → Analytics track the entire Discord-to-game conversion.

Lobbies creation flow

Lobbies translate directly to the discovery and conversion metrics that partner studios are searching for, reinforcing Discord as the preferred developer platform.

Lobbies traffic drives gameplay conversions, displayed in studio analytics dashboard

Lobbies created with friends will appear automatically in a user's Direct Messages to encourage repeat engagement.

Lobbies in Direct Messages

Impact

  • Enhanced game discovery of partner studio games

  • Reduced coordination time from 10+ minutes to <30 seconds

  • Increased Discord-to-game conversion and analytics visibility

Process

Research and discovery

I conducted mixed-methods user needs analysis to understand Discord users and game studio developers. I interviewed players across gaming communities, as well as used surveys and secondary research to better understand the space.

Key findings include:

  • 83% of users experience over 10 minute coordination times

  • 83% cite "deciding which game to play" as primary source of friction

  • 67% have abandoned game session due to complexity

  • Studios are looking for more distribution and discovery

  • Studios are looking for more insights and analytics

I conducted mixed-methods user needs analysis to understand Discord users and game studio developers. I interviewed players across gaming communities, as well as used surveys and secondary research to better understand the space.

Key findings include:

  • 83% of users experience over 10 minute coordination times

  • 83% cite "deciding which game to play" as primary source of friction

  • 67% have abandoned game session due to complexity

  • Studios are looking for more distribution and discovery

  • Studios are looking for more insights and analytics

Interview snippets and survey data

Define and ideate

I conducted a problem definition workshop to create a cohesive problem statement that encompassed the needs of Discord's dual audience and its platform evolution goals. This guided ideation, helping me create a list of ideas to explore.

I conducted a problem definition workshop to create a cohesive problem statement that encompassed the needs of Discord's dual audience and its platform evolution goals. This guided ideation, helping me create a list of ideas to explore.

Brainstorming ideas and personas

User journey

I mapped out the user's journey through three of the most promising solutions. This helped me to identify Lobbies as the most effective for the goals of this sprint before delving into higher-fidelity wires and designs.

I mapped out the user's journey through three of the most promising solutions. This helped me to identify Lobbies as the most effective for the goals of this sprint before delving into higher-fidelity wires and designs.

User journeys mapped for various concepts

User testing and iteration

I drafted a research brief and conducted user tests with 5 players to understand how they interacted with these designs and if the solution truly resonated. A few learnings were:


  • Modal-based invitation system felt disruptive. I iterated to a simpler interaction that preserved existing patterns in the Apps menu.

  • Users struggled with complex lobby cards. I simplified to clean tile designs with prominent "Join Lobby" CTAs, to clarify the interaction.

  • Overall, users expressed interest in using Lobbies regularly, validating that Lobbies was solving for a real user need.

    • One tester noted, "you have no idea how long my friends and I have been waiting for something like this"

I drafted a research brief and conducted user tests with 5 players to understand how they interacted with these designs and if the solution truly resonated. A few learnings were:

  • Users felt natively-integrated Lobbies, in DMs and server chats, felt more intuitive than off-platform coordination tools or methods

  • Users preferred a simpler tile design, with a 'Join Lobby' CTA to clarify the action

  • Testing highlight "you have no idea how long my friends and I have been waiting for something like this"

I drafted a research brief and conducted user tests with 5 players to understand how they interacted with these designs and if the solution truly resonated. A few learnings were:

  • Users felt natively-integrated Lobbies, in DMs and server chats, felt more intuitive than off-platform coordination tools or methods

  • Users preferred a simpler tile design, with a 'Join Lobby' CTA to clarify the action

  • Testing highlight "you have no idea how long my friends and I have been waiting for something like this"

I drafted a research brief and conducted user tests with 5 players to understand how they interacted with these designs and if the solution truly resonated. A few learnings were:

  • Users felt natively-integrated Lobbies, in DMs and server chats, felt more intuitive than off-platform coordination tools or methods

  • Users preferred a simpler tile design, with a 'Join Lobby' CTA to clarify the action

  • Testing highlight "you have no idea how long my friends and I have been waiting for something like this"

I drafted a research brief and conducted user tests with 5 players to understand how they interacted with these designs and if the solution truly resonated. A few learnings were:

  • Users felt natively-integrated Lobbies, in DMs and server chats, felt more intuitive than off-platform coordination tools or methods

  • Users preferred a simpler tile design, with a 'Join Lobby' CTA to clarify the action

  • Testing highlight "you have no idea how long my friends and I have been waiting for something like this"

User testing brief and script

Early iterations exploring varying interaction and visual treatments

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Next: Redesigning the social-to-shop integration

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