This project was part of a larger product separation initiative, with the objective of positioning AccelByte Multiplayer Server (AMS) as an independent product, distinct from AccelByte Gaming Services, where it was previously offered as an add-on.
The redesign aimed to strengthen AMS’ product positioning and encourage game developers to engage with the Free Trial. Insights from client interviews conducted by the Customer Experience team revealed that developers sought greater transparency and more technical justification to try the product, rather than relying solely on marketing claims.
Although the redesign was initially intended as a quick improvement, it significantly outperformed the original version during A/B testing. The fact that it continues to be used today highlights the project’s lasting success.
Project Background
Before the redesign, AccelByte Multiplayer Server (AMS) was positioned as an add-on within AccelByte Gaming Services, making it less visible as a standalone solution. The goal of the initiative was to separate AMS into its own product with stronger positioning in the market.
To better understand developer needs, our team relied on client interviews conducted by the Customer Experience team. These interviews revealed that game developers often struggled to see a clear technical justification for trying AMS. Instead, the previous landing page leaned heavily on broad marketing claims, which did not resonate with the target audience.
CX Interview Insights
From the interview, we got these insights:
Lack of clear product positioning
AMS was overshadowed by AccelByte Gaming Services.Low developer trust
Messaging relied too much on “why choose us” marketing instead of showing transparent, technical value.Conversion challenge
Game developers were not motivated to hit the Free Trial button.
In summary,
Game developers need transparent and technically detailed information about AccelByte Multiplayer Server, so they can confidently decide to try the product through the Free Trial instead of relying on vague marketing claims.
Redesign Goal
The redesign process started with a shift in perspective: instead of treating AMS as a secondary feature under AccelByte Gaming Services, we reframed it as a dedicated product with its own unique value proposition. To achieve this, the design and content strategy needed to address developers directly, focusing less on persuasive marketing and more on practical, technical clarity.
Several key principles guided our ideation:
Transparency over buzzwords
Developers often distrust overly polished marketing claims. We emphasized technical details such as server architecture, scalability, and infrastructure reliability, which better aligned with their decision-making process.Contextual storytelling
Instead of abstract benefits, we structured the content around real developer use cases, showing how AMS could solve common multiplayer challenges.Clarity in hierarchy
By breaking down complex information into digestible sections, we made it easier for developers to scan, compare, and quickly understand how AMS fits into their workflow.Stronger visual separation
AMS was visually differentiated from the broader AccelByte suite, reinforcing its identity as a standalone product.
Finally, the Free Trial call-to-action was reintroduced not as a marketing push but as the natural next step after presenting transparent, developer-relevant information. The goal was to create a journey where developers arrive at the Free Trial button with confidence, supported by the evidence they need to justify their decision.
To strengthen AMS’ identity as a standalone product, we explored visual directions that balance technical transparency with approachability for developers.
The visual assets were designed around a system diagram metaphor — showing how servers, game clients, and fleets connect within AMS. This approach helped:
Clarify complex concepts: Instead of abstract marketing visuals, the diagram illustrates how AMS works in practice, making technical processes easier to grasp.
Highlight developer-centric features: Icons were introduced to represent key technical and business values such as scalability, reliability, cost efficiency, and global reach.
Create modular storytelling: Each visual element could be expanded into more detailed explanations, giving developers the freedom to dive deeper into the information that matters most to them.
The visual style combined clean gradients, rounded iconography, and a light background to maintain consistency with AccelByte’s overall branding while still giving AMS its own identity. The intention was to signal that AMS is both developer-trusted and enterprise-ready.
By grounding the redesign in visual clarity, the explorations aimed to bridge the gap between marketing appeal and technical trustworthiness — setting the stage for improved engagement and stronger product positioning.
Here is how the final redesigned page looks like:
A/B Testing
To validate whether the redesign truly addressed developer needs, we ran an A/B test comparing the original landing page with the new version.
Control (Original version): Relied heavily on marketing-driven messaging with limited technical transparency. The Free Trial button was present but not supported by enough developer-focused reasoning.
Variant (Redesigned version): Featured clearer product positioning, a stronger standalone AMS identity, transparent technical diagrams, and contextual CTAs that guided developers naturally toward the Free Trial.
The results were clear: the redesigned version outperformed the original across key engagement metrics, with a noticeable increase in Free Trial clicks. This confirmed that emphasizing transparency and technical clarity was more persuasive to developers than marketing claims alone.
Impact
The success of the redesign extended beyond short-term metrics:
Higher conversion rates: More developers initiated Free Trials, directly contributing to AMS adoption.
Improved product positioning: AMS gained recognition as an independent product rather than an add-on within AccelByte Gaming Services.
Lasting adoption: The redesigned version continues to be used as the live page, proving its effectiveness and long-term value.
Team learning: The project demonstrated the importance of combining developer insights with visual clarity to build trust in highly technical products.
What began as a quick improvement project ultimately became a long-term success story, strengthening AMS’ market presence and shaping how AccelByte communicates technical value to developers.
Key Takeaways
This project reinforced a few important lessons for me as a designer:
Design should amplify product truth — Developers are highly technical and skeptical of surface-level claims. By aligning design with their real needs (clarity, transparency, proof), the product story became more persuasive.
Quick wins can lead to lasting impact — What started as a “small improvement” project ended up outperforming the original and is still live today. Sometimes incremental changes can create outsized results.
Collaboration is essential — Partnering with the Customer Experience team gave us the insights we needed to focus on what actually mattered to users, proving the value of cross-functional research.
Positioning through design matters — By treating AMS as its own standalone product in both content and visuals, we helped shift how it is perceived in the market.
Overall, this case study reminded me that the best design work doesn’t just look better — it makes the product clearer, more trustworthy, and more actionable for the people who use it.
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