Smart Shop
Smart Shop is an in-game store designed to drive purchases through bundled offers, combining gems and boosts to support continued puzzle gameplay. My role focused on UX optimization and visual design, building upon an existing prototype to improve clarity, engagement, and conversion.
Experimentation & Testing
After collecting sufficient data, we designed and tested two key variants to identify the highest-performing approach:
Experiment 1: A long, side-scrolling layout featuring progressively higher-value and higher-priced bundles
Experiment 2: An “anchored pricing” layout designed to guide users’ perception of value
Both variants were structured to encourage players to choose bundle packs over standalone gem purchases. A two-tier system was implemented, featuring a curated selection on the first screen and a full list accessible via “More Offers.” Bundle packs were intentionally positioned as the best-value option, while gem-only packs were deprioritized.
The item order dynamically adjusts after the first purchase, shifting from highest to lowest price. Featured items before “More Offers” are determined by a minimum price threshold configured on the server.
User Experience & Pricing Psychology
We recognized that pricing presentation plays a critical role in purchase decisions. To maximize perceived value:
• Discounts were emphasized with larger font sizes to increase visibility
• Red pricing was used strategically to draw attention and signal savings
• Visual hierarchy was designed to highlight the most compelling offers first
These choices leverage common user associations with discount cues, encouraging faster evaluation and decision-making.
Shaping the Product Visually
After refining the pricing and value proposition, we used visual design to clearly communicate the product’s value. I created distinct bundle pack visuals tailored to each content type, helping users quickly recognize and associate visual elements with item value. This approach strengthened memory recall and made the offers more intuitive and appealing.
Efficient Layout Design
During Unity implementation, I structured bundle pack containers with modular layouts and clear organization to support engineering integration. Each boost item was designed with a flexible horizontal layout to accommodate varying quantities.
To enhance visual engagement, I introduced animated starburst elements combined with particle effects, creating a sense of excitement and urgency around promotional offers.
+10%
Takeaways & Results
This project reinforced the importance of presenting pricing information clearly and intuitively. By simplifying structure and emphasizing value, we were able to create a more compelling shopping experience.
Smart Shop has delivered a 10% revenue uplift in Home Design Makeover, with continued positive performance.