A Bold New Way to Onboard into FIDE Online Arena

A smarter onboarding that matched the platform’s new identity with better visuals, clearer flow and a more purposeful first step.


Mar 2024 – Jun 2024

PERIOD

COMPANY


FIDE Online Arena

TAGS


#UserAcquisition #OnboardingUX #Chess

A 3D geometric pattern background in black and blue with the neon green text 'Welcome to Chess' diagonally across the image.

About this project

As World Chess grew and started to redefine itself, we wanted the platform to make a stronger first impression. Since a user’s connection with the brand begins at sign-up, we treated that moment with more care. The goal was to make it easier to start, more engaging to explore, and smarter behind the scenes, helping us understand who was joining and what they needed.

Login screen with black background and blue geometric patterns on the left, bright green 'Welcome Back' text, and login fields for email and password on the right. Several social media login icons are displayed below.
Login screen with a red and brown geometric background on the left, with bright yellow text saying "WELCOME BACK." On the right side, there are fields for email and password, a green login button, and options to continue with Google, Facebook, Apple, or X.

Any challenges?

I worked on the full onboarding flow, from how it’s structured to how it looks and works. This wasn’t just a set of welcome screens — it was the start of a better, more intentional user acquisition process. We brought in the new branding with bold colours, isometric layouts, and a sharper tone overall. We also rethought the structure of the sign-up process itself — not just to make it faster, but to help us segment new users and guide smarter content and feature targeting, so players would see things that actually match their interests and needs from the very start. It helped the support team solve issues faster and gave marketing a clearer view of who to reach and how. It was a first step toward something bigger, meant to help people find what they care about while giving us a better sense of who we’re building for.

Online registration form titled 'Introduce Yourself' with steps indicator showing step 1 of 4. Blue background with a geometric black and blue cube design on the left. Yellow text overlay says 'Your First Move.' Form fields include name, surname, country, and date of birth, with a 'Next' button.
A digital chess platform homepage with four main sections: Play, Learn, Compete, and Elevate, each with a brief description and a green or yellow button for action.
Sequence of four mobile app screens showing login process for FIDE Online Arena, including login page, error message for incorrect email, email entry step, and code verification step.
Screenshots of a mobile app with three steps for creating a chess player profile, including entering personal information and choosing options, and a final screen inviting the user to play, compete, learn, or elevate.

Highlights

This new flow was designed as more than just a form. It was the entry point into a new version of World Chess. From the first screen, we wanted people to feel the change — something more open, more expressive, and more personal than they might expect from a chess platform. It wasn’t just about collecting data. It was about giving people a moment to introduce themselves and feel where they were heading.