Overview
Daily Missions
In 2019, I worked on a new feature for GSN Games that provides personalised tasks to players on a daily basis.
Role
Worked as the Lead UX Designer for the project.
Deliverables
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Competitor research
-
Iterative design
-
User- experience design
-
User-interface recommendation
-
Wireframing
Team
Game designer
Director of Product
Product Manger
2 Tech(BE+FE)
1 QA
1 UI
1 Artist
1 Lead UX Designer (Me)
Solution
Daily task based mechanics do more than just offer rewards; they serve as an "appointment mechanic" that encourages habitual engagement.
Players log in not just out of habit, but because they anticipate specific rewards or challenges that are time-limited, creating a sense of urgency.
Impact 01
Conducted competitor research with the team, got the team on the same page with ideas and aligned UX in the right direction.
Impact 02
Design had to be quite fast as we our timeline was quite thin for the size of the project (1 month).
Impact 03
Reduced UI and Art changes, by providing clear and concise guidelines.
Impact 04
Increased DAU by 12%.
Competitor research
Who are our players?
Men
38%
Age
40>
Motivations?
Feeling lucky.
Want to break away from their routine.
People who can't go to Casino everyday.
Women
62%
Design and mockups
Why competitive review?
Focuses on analysing the competitors.
Doesn't require dedicated research time.
Doesn't require much time when compared to other research methods.
Snapshot from the review
Learnings
UX Flow needs to be contextual.
Show 2/3 tasks in one go to reduce anxiety.
Deep-links to the game are good for users.
Slight nudge from the first login is enough.
Component design + visual hierarchy
User Interface and Icon states
Final Art and UI
UX Flow Documentation for the feature with details of animation, messaging and edge cases.
Learning and outcomes
5%
Increase in revenue
Saved UI/Art time by
45hrs
UX Documentation helped accelerate work by a week.
12%
Increase in DAU
Learned how to work with a new and a big team of 10+ people.
This was my first project in the company, it helped me understand the team's pain points and issues, whilst I was able to address many of them, I knew what I had to do next in my project to make sure the production is much more smoother and aligned.
Introduced
UX process into development.
Gap/Opportunity
GSN Casino wanted to improve their DAU and decided to create a
personalised daily tasks for players, a psychological trigger, nudging players
to maintain a consistent engagement with the game, thus turning a
casual player into a regular one.