Gameberry Labs Feature Design
Feature Design
Gameberry Labs
6 months
👀 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
Feature Owner
User Research
System Design
Brainstorming
User flows
Info Architecture
Wire framing
Visual Design
Team
2 Product Managers
1 Senior Game Design
1 Associate Game Designer
1 UI/UX Designer
Data Analytics Team
Art Team
Engineering Team
Time Line
2 months- Design
2 months- Art
2 month- Dev
📝 Context
I worked as a Game Experience Designer at Gameberry Labs on Ludo Star, where I designed features to improve retention, engagement or monetization and and conceptualized rewards based on user preferences and needs. I focused on creating innovative, strategic features that enhanced the user experience while achieving key business objectives, driving both player engagement and monetization.
The Company
Gameberry Labs is a bootstrapped game studio based in Bangalore, India which makes gamifies board games. They have various gamified board games with their games a global success in MENA regions, USA Canada and Europe.
The Product
Ludo Star is a Ludo board game hugely popular in the middle east. It has many play modes from classic to Arrow or Quick giving players the options. It has over 200k+ Daily Active users and 1.5M+ Downloads.
🎯 Objective
Enhance VIP tier communication to clearly convey the value of VIP subscriptions, motivating users to upgrade from their current tier and driving increased monetization.
📝 Scope of the Project
This feature spec includes introduction of a new VIP tier called “Sultan” meaning “Emperor” where we curated and conceptualized benefits which the target archetype would like, along with the revamp of the VIP benefits page to make readability and comparisons easier.
Introduction of New VIP tier
Part 1 of the scope included identifying pain points with current VIp tier and brainstorming rewards and benefits for the new VIP tier
Revamping the information Page
Part 2 of the scope included revamping the UX of the VIP comparison page to highlight how premium and better the ‘VIP Sultan’ is compared to other VIP tiers, as well as making the rewards more visual to make the information more digestible.
10+
Data points observed
20 +
Apps analyzed
500+
Responses to survey
15
Interviews conducted
15+
painpoints recognised
30+
VIP benefits ideas
💬 Interview Findings
“I find VIP confusing. I don’t understand what the benefits are”
“ I don’t like playing VIP games, you can’t even talk there. I prefer Private Games “
“I bought VIP so I can show off my badge to everyone else because only few people have it”
“I love the VIP badge, It shows everywhere on my picture. I feel like I’m different from others”
“I don’t think its worth buying, I feel the same. I don’t feel like a King”
“I’d rather play Ludo Star Clubs games, at least they have cool effects for my profile”
“Why should I buy King VIP when Knight VIP is also the same”
🔍 VIP Audit
Does not look tappable
Hard to compare in this layout
Repetition
Need to add renew policy-
(new regulation requirement)
No CTA, does not look tappable
King gets blended in the gold bg
no visible differentiation between Knight and King rooms
Inconsistency in showcasing individual vs team games
Overall colour plaetter is different from the revamped colour pallette
Not enough space to promote VIP subscriptions
Not alot of visual difference in the benefits
the elements do not look tappable
Information is nested making it difficult to communicate benefits
Text based
Wasted Space
Vague words
🛠️ Screen Breakdown
CTA added to motivate users
Increase real estate for VIP promotion
Increased visual benefits
visual depiction of renewal, upgrade and cancellation
Information regarding VIP subscription policies
Premium tag to show this is the best of all 3
Animated badge
Visually depicted rewards to make it scannable and easy to understand
Contrast to highlight the rewards more
Button to indicate that the reward has an effect or animation and can be previewed by the user
All the show off rewards are shown in rows of 2 to give them more real estate for prominence
Common rewards are shown in rows of 3
👈🏻 When player clicks on any show off reward
Name and Description
Sparkling animation to depict he premiumness
Profile picture to showcase the placement of the badge
Effect around the player’s profile picture for aspirational factor
Exclusive chat bubble branded with VIP elements
Depicted over a profile to show how it would look
Special Sultan room card in VIP room to differentiate it from other VIP rooms
Exclusive bets that only VIP Sultan can host
The effect moves as the player talks to depict the voice visually
Board depicting a game to replicate the actual experience
Room Background that completely changes the look of a VIP room
Special gifting power that only VIP Sultan has
Exclusive unreleased emojis for Sultan VIP
Depicted over a profile to show it would love
Close button to exit whenever the user wants to