Riot Games

Defining a New Web Experience for Europe

2 min read
Design Research
Service Design
situation & task

A European Perspective

Riot Games were interested in providing more European centred content for their fanbase in the EU, in the form of a new EU site. Riot wanted a research based approach to this design project, with particular attention to be given to the cultural differences and needs between the various target European markets. Due to our experience in international user research, as well as our design credentials and history of working with gaming clients, Riot asked Spotless to conduct the initial research and prototyping phases of the project.


Gaining initial insight

We conducted 12 initial remote interviews with esports fans across Europe,  aiming to hit a broad range of player and fan types. Participants were recruited based on their interest in esports, as well as their main language. Interviews were conducted over a 2 day period and focused on the existing behaviours of these fans around esports: the sites they use, the content they search for, and their existing experiences with Riot’s esports site. Participants were also asked to give their ideal esports fan experience, and to prioritise which content and features they would be interested in seeing.

Workshopping the product

Following this initial round of interviews, Spotless ran stakeholder workshops with the main Riot Games representatives and product owners involved. We used various techniques to build a picture of the final site, including Persona and Scenario Development, User Story writing and MoSCoW prioritisation (Must, Should, Could, Won’t). By the end of these workshops we have a very firm picture of what was in and out of scope for the design, as well as a wishlist of future improvements and developments.

at a glance


Remote interviews, personas, scenarios, MoSCoW prioritisation, wireframing, Axure prototyping, language testing, user story writing

European-centred content

Riot Games aimed to provide European-centric content for their EU fanbase by creating a new EU site

Cultural considerations

The project involved a research-based approach with a focus on understanding cultural differences and the needs of various European markets

Spotless package recommendation

Totally Understand Your Customer; Design Your Future; Set Your Strategic Direction; Elevate Your Existing Business


Iterative design

Based on this initial round of research, as well as the prioritised user stories from the stakeholder workshops, Spotless created first draft wireframes. These wireframes were then formed into an Axure prototype for testing with real world players. The prototype was translated into 4 languages for testing, in order to encourage real world behaviour, and to get feedback on language used. These sessions again took place remotely, and the feedback was worked into second and third draft designs. Spotless then created final handover files, with interaction annotation for Riot Games and their chosen build partner.


Direct insights from our valued partners, capturing the essence of Spotless collaborations.

"Spotless worked with us as our business partner, always going the extra mile to ensure our needs were met in a professional and timely manner."

Sharon Stinton, Learning and Development Leader
GE Money

"We required 'out of the box' thinking, meticulous attention to detail, an instinctive understanding of game design and a high-level of UX expertise. We got all of this and more."


"Spotless has been extremely professional and the team have worked closely with us to achieve our objectives and helped us frame our thinking in ensuring the outcome matched our initial scope."

Jennie Curran, Client Relationship Manager
BBDO Stoy Hayward

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