“As a passionate gamer, I couldn't resist the opportunity when it came my way to work on Taptrack. Designing a game for the first time was both challenging and exhilarating, making it an exciting adventure for me.”
project overview
Role
UI/UX Designer
Timeline
9 Apr - 15 Apr, 2020 (initial)
Tools
Figma, Photoshop, Adobe Illustrator
Scope of Work
Lean UX, Ideation, secondary research, wireframing,
UI designing and mockups
project requirements
When my client initially presented me with a basic game APK and a vision for the game, my primary responsibility was to gather as much information as possible by asking targeted questions. Through a series of discussions, I was able to extract the following requirements.
methodology
Due to the project's tight deadlines, I opted to implement the Lean UX methodology in my design process. This approach enabled me to concentrate on the essential aspects and streamline the design process, allowing me to deliver high-quality designs within the strict time frame while maintaining a great user experience.
secondary research
Given my lack of prior knowledge in this field, I began by conducting a literature review on the hypercasual game industry. This process involved consulting various sources and playing games to gain insights into the following:
Game Portfolio
Vodoo has a large portfolio of hypercasual games with a variety of themes such as puzzle, action and arcade. Lion Studios focuses on games with simple gameplay mechanics, such as tapping or swiping. Ketchapp has a portfolio of games with simple mechanics as well, but they are known for their visually appealing graphics.
User Acquisition
All three companies use various tactics for user acquisition, such as social media marketing, influencer partnerships, and app store optimization. However, Voodoo stands out for its unique approach to user acquisition by using mini-games within their games as a way to promote other games within their portfolio.
Monetization
All three companies primarily rely on in-game advertising as their main source of revenue. However, Voodoo also incorporates rewarded video ads that offer in-game currency or extra lives, providing a more engaging and satisfying experience for the user.
User Experience
Lion Studios and Ketchapp focus on creating visually appealing games with simple controls that are easy for users to pick up and play. Voodoo also focuses on creating games that are easy to learn, but also add a unique twist or challenge to keep the user engaged. Overall, the three companies have similar approaches to game development, with a focus on simplicity, addictive gameplay, and bright, colorful graphics.
Game updates
Voodoo frequently updates their games with new levels and challenges to keep users engaged and coming back. Lion Studios and Ketchapp also update their games, but not as frequently.
Weaknesses
Voodoo's games can sometimes feel repetitive, and the company has faced criticism for the sheer volume of ads in their games. Lion Studios' games can sometimes feel a bit too easy, while Ketchapp's games can be frustratingly difficult for some players.
Minimal Onboarding
Designed to be played in short intervals. Must allow quick start for all users.
Lightweight UI
User interface is generally minimalistic and has a modern appeal in them.
Rewarding gameplay
Designed in a way that users feel rewarded for their progress.
Simple gameplay mechanics
The controls of these games usually require little or no time for users to get accustomed to.
Personalization
Offering users personalized experiences can help them keep engaged & interested in the game.
Social elements
Helps in increasing user engagements with the game
In-app advertising
Displaying ads within game can generate revenue through impressions or clicks.
In-app purchases
Offering players the ability to purchase virtual goods, power-ups can generate revenue.
Sponsorship or brand integration
Partnering with a brand or sponsor to integrate their product or service into the game.
Data monetization
Collecting and analyzing user data can generate revenue by selling insights or using targeted advertising.
Premium app strategy
Charging players a one-time fee for downloading the game.
Teenagers
Busy professionals
Young adults
Casual gamers
Ideation & brainstorming
With the help of my secondary research and the knowledge I had acquired, I conducted a brainstorming session to ideate and design the game.
Wireframing
Following consultation with my client and presentation of my initial ideas, I integrated his feedback into a blueprint of the game's visual design through paper-based wireframes.
HI-FIDELITY wIREFRAMES
Once the wireframes were approved, it was time to bring them to life. To create high-quality design assets, I scoured the internet for free resources that would complement the design style of Taptrack. I then used Adobe Photoshop to modify and customize these resources to match the specific design requirements.
DESIGN HANDOFF
To ensure smooth handoff process with my client, I took following actions:
Organized all the design assets into a single, easy-to-use file format, which included all the necessary assets such as icons and images. I made sure that each asset was clearly labeled and easy to locate.
POST-LAUNCH
Before officially launching our game, we enabled beta testing to receive user feedback. Through discussions about their experiences, we identified several easily achievable improvements that could enhance our game.
Displaying user controls for first-time players
Daily login rewards to boost user engagement in the game
These are the crucial statistics we gathered from Google Play Console regarding TapTrack's performance.
re-design of taptrack
During my master's program, I opted to overhaul TapTrack ias part of an assignment of one of my courses, with the client's consent, for the following reasons:
Home screen
Settings
Shop
Game over
mockups
client-testimonial
Ishan delivered great work on this User Interface design of Hyper Casual Game project and I enjoyed working with him. His communication was top-notch, he met all deadlines, and his skills were reasonably strong.
He gave me better insight and suggestions for my game and it's gameplay that proved to be a great help for me. I enjoyed working with Ishan and will likely have additional jobs for him in the future, and I will suggest everyone to work with him.
