Streak Stars
UX Design
Feature Design
Gameberry Labs
Feb 2023
6 months
Overview
About
An end-to-end case study for a social competitive feature with the objective to improve monetization.
My Role
User Experience Design
Product Strategy
User Research
Team
Product Managers
Game Designer
UI/UX Designer
Data Analyst
Artist
Developer
Objective
Design a feature for the high-spending users of the product to increase the monetization
Make High Spenders Feel Special
Foster Pride and Recognition
Solution
Add a competitive weekly leaderboard where players can prove who is the best player in the game.
A new feature to make the game more exciting by introducing competitive play and offering exclusive rewards.
How It Works:
Compete to Climb the Ranks
Save Your Streak
Earn Exclusive Rewards
Context
The Company
Gameberry Labs is a bootstrapped game studio which makes gamified board games.
The Product
Ludo Star has over 200k+ Daily Active users and 1.5M+ Downloads, catering to Middle Easter users
Meet the user
Our users want a
differentiating factor
Meet Ahmed
He is a 40 year old business man from Saudi Arabia
I love collecting Dice and token skins
umm Honestly, I just like the attention it gets me
However, I have a complaint
I spend 8-10 hours daily on the game playing 15+ games, way more than others
I have 200M Gems, yet there’s
no difference
between me and them
I want to compete with players of my own league, and prove them all that
I’m the best
Paying capacity
Players love to
compete and win cosmetic rewards.
…..And
If that means they have to pay,
they can and they will
How does it work
Win games to build streak
earn points, hit milestones, and climb the
leaderboard for exclusive weekly rewards.
How do we know it will work?
The Clubs Leaderboard in Ludo Star boosted engagement and
revenue
by
leveraging competition, personalization, and player recognition.
What is clubs leaderboard?
Launched the Clubs Leaderboard, where players could send gifts to earn leaderboard points.
The top gifter of the week received a special badge as a reward.
😤 Competition Drives Spending
Players were eager to spend in-game currency to climb the leaderboard and secure the top spot.
🎭 Cosmetics Matter
Unique, flashy items were a huge hit, especially when they could be displayed on player profiles.
🏆 Recognition Motivates
Badges and rare items became significant sources of pride, encouraging players to keep participating.
Design Direction
Design a clear, dynamic system to track streak progress, milestones, rewards, and leaderboard access, with fallback and streak-saving options after losses.
Competitive Analysis
Create loss aversion
by emphasizing advancement and prizes,and show rewards
to motivate users.
Why I Did It
To identify ideas and patterns that could be adapted or improved for our design.
To understand how to balance player engagement with monetization opportunities in a seamless and rewarding way.
🎉 Celebrate Progress
🎁 Highlight Rewards
😥 Create Doubt
📈 Loss Aversion
Iterations
Used
rapid brainstorming and market research
to shape the main screen
design, while the
existing design system
helped keep things consistent
Layouts
Version 1 Hi Fi
Improvements
Main feature
screen improvements
Once smaller internal usability tests were conducted, they had a lot of communication nd interpretation issues. The main screen went through mainly 4 versions. We would design, test, observe, design, test, observe and repeat .
INTRODUCING STREAK STARS
Screen breakdown
Feature Pop Up
Feature name
Close Button
Entry Effect
(most exclusive)
Dice Effect
Feature name
Feature button
Token Effect
Rank plate
Bet Screen
Leaderboard
Timer
Close Button
Current Milestone
Progress
Next Achievable Milestone
Grand Prize
Info Button
Game Modes
Play Button
Milestone Reward
Leaderboard Points from this streak level
Achieved Milestone
Leaderboard Screen
Last week’s results (player’s)
Rewards info screen
Rank
Podium of last week’s Winners
Info Button
Current Streak Level
Total Leaderboard Points
Player Stats
User Flows
All the final
userflows
Feature Intro pop up
Bet Screen
Feature Intro
Win Result Screen
Progress increases on Bet Screen Screen
Win gratification animation
Win Streak
Progress turns red
Save Streak pop up appears
Last chance pop up appears
When Streak is saved
When Streak is lost, progress goes back to zero/ nearest milestone
Streak loss
On the Bet Screen, upon clicking the Leaderboard Icon
Leaderboard screen opens
Last week’s result screen
Leaderboard
On clicking the Milestone reward in the Bet Screen
When Milestone reward is achieved
Milestone reward
Final Result Screen
Entry Effect
Dice Aura
Token Trail
Rank Plate
Result Announcement
Result
The project achieved a revenue uptick
~$60k per month.
The project aimed for an expected revenue of $15k per month, and while we achieved an average of $11.5k per month, it was still considered a success. It was decided to make slight tweaks to the logic to further entice users and maximize engagement. Unfortunately, I couldn’t be part of the revisions, as I had left the company.
Lesson Learnt