ARPU Lift +13.56%

MP -
UX Case Study

Munchkin Party is a timed feature of Zynga's game The Wizard of Oz Magic Match 3 on the App Store and Google Play.

UX Design
May 2023 - June 2023

My Role
I designed the experience of the task-based feature where players have to complete few tasks to decorate each cake layer and win rewards associated with it.

Team
Aman Singh(Game Designer)
Nandini Gupta (UX Designer)
Ravi Bingi (Product Manager)
Shahad (Artist)
Vinay Acharya (Animator)
Rajath (Technical Artist)
Anand Raj (Developer)

UX Process

The entire UX Process is broken down into various phases:

Phase 1

Requirement gathering

Moodboard

Phase 2

User Stories

Task Flows

Phase 3

Paper Wireframing

Flow design

Phase 4

Architecture

Team-wide testing

Phase 5

Extra scenarios

Hand-off to team

Competitive Analysis

User Challenges

UX Phase 1 - Research

I started the research by studying and analysing -
1. Feature goal - ARPU Lift of 10% by increasing Retention + Engagement
2. I understood the feature vision from PMs & Game Designers
3. Did a thorough understanding of the initial feature spec and had doubts cleared from the team before jumping onto the feature!
4. Worked on the moodboard by looking at various creative game concepts.

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UX Phase 2 - Analysis

Worked on user stories to understand as a player what major components of the screens/UI would help in creating a better UX of the feature.

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UX Phase 3 - Conceptualisation

After getting a complete understanding of the Research and Analysis, I worked on the rough compositional variations of major screens to shape the feature according to the metrics and demographics.

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UX Phase 4 - Feature Flow Architecture

Post discussions with team regarding the layout composition, finalisation of elements and UX, I design the entire feature flow from scratch till end.

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UX Phase 5 - Iterations, Feedbacks & Edge Cases

After the Team-wide UX review, I collated feedback and incorporated it into the flow based on the relevance and scope.

Post flow finalisation, I worked on edge cases that might arise for players. These are thought through keeping myself in players' shoes and figuring out the scenarios.