Introduction
EraserBlast is a Match 3 game that has fun swipe-and-connect chains of characters to blast your way to high scores. Create powerful combos to complete bingo card puzzles. Solve bingo cards and level up your characters.
Redesigning: A Fresh Start
UI/UX redesign is not easy, but it is important for a product. It often results in a significantly different look, feel, and functionality. In this case, we need to improve several things: product goals, poor usability, and outdated visuals.
Feedback on old design:
Design Process
Story Telling: Bingo Card+Star System
The core loop game design is that players can choose any task on the bingo card to play and then earn the rewards and the character after finishing the whole card. I provided the new design in this UX flow, including a new tutorial, which is important for first-time users. I also updated the visual design by using the correct color and UI treatment to connect the story.
Data-Driven Insights: Pre-game+Boost
In Eraser Blast, players can select and swap their teams to play the next game. I came up with "Drag" or "Tap to Select," two cases for A/B tests. I also improved the flow to promote our boost system. For this task, I worked with data scientists and engineers to find the best solution.
Interaction and User Behavior: GamePlay
Like typical match-3 games, players can swipe and connect chains of characters to blast to high scores. I added a new update on this screen since there are multiple states on the character in-game boosts. We need players to understand how to use these boosts easily to engage in the core loop of the game. I also worked closely with the art team to refine the color identification to provide the best user experience for players' eye-tracking.
Generate Revenue: Monetization
As a free-to-play casual game, having good monetization is one of the facts to increase revenue. I worked with the project manager to come up with new ideas to encourage players to purchase items in the shop. A great visual element is part of the important keys to increasing user retention.
Gradual long-term planning: Add Features
Inputting new features can give the product tons of opportunities to grow. After I finished the primary changes, I started working on liveOps projects, which can help company revenue growth and user performance. Tournament events and social connections are the big insights we want to focus on. In these two features, I was responsible for the whole design process and worked closely with the game design team to achieve our goals.
Team-Ups: Limited-time Tournament
Community Event: Socialization
Outsourcing Management
I worked on the design and development guidelines for external teams, which included clear feedback, ongoing communication, and effective project tracking.
UI Icons
In the redesign phase, art direction plays a crucial role in shaping the overall look and feel of a product, as well as the way users interact with it. I worked on current icon enhancement to give users a special visual experience.
Conclusion
This redesign project prioritized user experience and approached the company's business objectives. The new UI/UX design evolved the landscape in terms of technology and user retention. We successfully created a unique and memorable brand identity.