ARPU Lift +40.12%
SCB -
UX Case Study
Super Crystal Ball is a permanent feature of Zynga's game The Wizard of Oz Magic Match 3 on the App Store and Google Play.
UX Design
Dec 2023 - Jan 2024
My Role
I designed the experience of the streak-based feature where players have to do first-attempt wins to double the effect of the game booster Crystal Ball.
Team
Nitin Joseph (Game Designer)
Nandini Gupta (UX Designer)
Abhinav Gupta (Product Manager)
Varsha (Artist)
Vinay Acharya (Animator)
Vasanth Kumar (Technical Artist)
Rushali (Developer)
Feature Video
UX Process
The entire UX Process is broken down into various phases involving
1. Research
2. Analysis
3. Conceptualisation
4. Complete feature flow Overview
5. Edge cases and scenarios
6. Final UX Screens
UX Phase 1 - Research
I started the research by studying and analysing -
1. Feature goal - ARPU Lift of 10% by increasing Retention + Engagement
2. Our game's demographic - age of players, time spent on the game each day
3. Created a mood board before starting the conceptualisation
UX Phase 2 - Analysis
Did competitive analysis of similar features in games like Royal Match, Toon Blast etc.
Played these features from the start till finish to understand UX flow and priority points.
UX Phase 3 - Conceptualisation
Since the game style is a bit retro-ish and realistic, tried to work around a concept that fits the demographic, features a narrative with the movie with an interesting and clear focus on Feature indulgence and objective
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.
UX Phase 5 - Iterations, Feedbacks & Edge Cases
Showcasing of entire feature flow to the team, I gather feedbacks, notes and incorporate them based on the relevance and feature scope.
Post flow finalisation, I work on edge cases that might arise for player apart from the regular happy flow. These are thought through keeping myself in players' shoes and figuring out the scenarios.
UX Phase 6 - Final UX Screens with Concept Art
Main Feature
Help
Prelevel
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Desperate Buy
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