The New York Times Games division has launched an overhauled version of its app, aiming to vastly improve user experience in discovering and enjoying its broad assortment of games. This major update follows the rebranding of the app from “NYT Crosswords” to “NYT Games,” signifying a shift from a single-game focus to a diverse gaming platform.
Transforming into a comprehensive gaming hub
Jennifer Scheerer, the Product Design Director at NYT Games, elaborated in a conversation with TechCrunch on the necessity of the redesign. Initially created for crossword enthusiasts, the app had expanded to include various games, outgrowing its original design. The team has now reimagined the app as a full-fledged gaming hub. This shift in design philosophy aims to make the app more inviting and technologically advanced, catering to its loyal player base and new users.
Lian Chang, the Principal Product Designer at NYT Games, stressed the redesign's dual focus: to showcase the app's gaming variety to new players and to enhance functionality for existing users. “We've introduced vibrant colours, clearer brand icons, and streamlined typography. This makes game discovery effortless for new players. For our seasoned players, the redesigned game cards in the feed aid in discovering unplayed games while reflecting their progress in games they've already started,” Chang explained.
Streamlining navigation and personalising the experience
One of the redesign's critical aspects is the simplified navigation. The app consolidates all games, archives, and packs in one central location. “Our previous design was heavily crossword-centric, inadvertently obscuring other games. We've changed that, offering an easily navigable list of all our games,” Scheerer noted. The new design reduces the app's tabs from five to three: “Games,” “Stats,” and “Leaderboard,” following thorough testing to determine the most user-friendly layout.
Additionally, the app introduces personalised greetings that change throughout the day. This feature is designed to create a warm, welcoming atmosphere for players, whether opening a game first thing in the morning or returning in the evening.
Future enhancements based on user feedback
Chang and Scheerer emphasised their commitment to continuous improvement based on user feedback. While the redesign is a significant milestone, it is seen as the beginning of an ongoing evolution of the NYT Games app. They are dedicated to listening to the community and implementing suggestions to make the app more engaging and user-friendly.
This latest update to the NYT Games app signifies a substantial evolution in the company's approach to its gaming offerings. With a focus on user experience, the app offers a more intuitive, enjoyable, and seamless gaming journey for a wide range of players, from crossword aficionados to casual gamers. As the app continues to grow and evolve, user feedback and ease of navigation remain central to its design ethos.
