HoYoverse
University of Huddersfield
Analytics / Product / UI/UX / Design
Developed by MiHoYo (or known as HoYoverse for publishing outside of China), Genshin Impact is a free-to-play, open-world, fantasy, anime-style RPG for mobile, PC and Console. The player, “The Traveller,” embarks on a journey across a land called Teyvat to find their missing sister. Players fight monsters, meet new characters, upgrade weapons and get stronger to progress through the game’s narrative and unlock new areas.
I started my research project into tackling areas of Genshin's underperformance as part of my degree. This research consisted of competitor analysis, deconstructs, design, backlogging epics and prioritisation. This research formed my final project: a data-driven redesign of Genshin's battle pass and commissions system to focus on seasonal events and new, varied rewards.
The project shaped the Bountiful Blessings campaign, a public, physical exhibition of the new update in line with the 2026 Lantern Rite event with new merchandise - keychains and standees - as well as innovative new ways to physically market digital content.
You can find a short summary of the research and analysis for this project on my blog here.
