Feature Design
👀 Overview
An end to end feature design case study with the goal of increasing monetization from the Super whales and Whales (high spenders) in the game using a highly engaging and competitive feature.
My Role
Game Design
User Research
Brainstorming
User flows
Info Architecture
Wire framing
User Flow
Team
2 Product Managers
1 Senior Game Design
1 Associate Game Designer
Data Analytics Team
Art Team
Engineering Team
🚨 Problem
In our current systems we don’t have enough avenues for the player to spend gems endlessly.
🎯 Solution
To design a super competitive feature for our highly engaged high paying players - Whales and Super Whales to increase gem sink
👤 User Persona
Ali Asaf
Ahmed
✨
Demographics
Age: 41 years old
🚀
Hometown: Mecca, SA
🚀
Occupation: Businessman
🚀
Education: Undergraduate
🚀
“I love challenging my friends in Ludo, I am the King of Ludo”
Motivations
📌
👍 Achievement
👍 Recognition
👍 exclusivity
Personality
😡
👍 Competitive
👍 Show Off
👍 Compulsive
Frustrations
🎉
needs interesting events like in other games
wants more types of rewards
wants people to notice him more
wants to present his profile differently
🖊️ Defining the feature
The core loop or main idea of the feature is as follows:
Win games consecutively
Win streak
Win trophy points
Win cosmetics
Added to leaderboard
Achieve Miletsones
Increase trophy points
Progress further
Ranks based on trophy points
announced every week
Maintain win streak
⚒️ Screen Breakdown
Feature Pop Up
Feature name
Close Button
Entry Effect
(most exclusive)
Dice Effect
Feature name
Feature button
Token Effect
Rank plate
Bet Screen
Leaderboard
Timer
Close Button
Current Milestone
Progress
Next Achievable Milestone
Grand Prize
Info Button
Game Modes
Play Button
Milestone Reward
Leaderboard Points from this streak level
Achieved Milestone
Leaderboard Screen
Last week’s results (player’s)
Rewards info screen
Rank
Podium of last week’s Winners
Info Button
Current Streak Level
Total Leaderboard Points
Player Stats
🥳 Feature Intro
Feature Intro pop up
Bet Screen
Gameplay Screen
🥳 Positive Feedback
Feature Intro pop up
Progress increases on Bet Screen
Win gratification animation
😡 Negative Feedback
Progress turns red
Save Streak pop up appears
Last chance pop up appears
When Streak is saved
When Streak is lost, progress goes back to zero/ nearest milestone
🙏🏻 Save Streak
When Streak is saved
When Streak is lost, progress goes back to zero/ nearest milestone
Reet Oberoi • 2023