COSMIC REWARDS
Cosmic Rewards is a play-to-earn android app that rewards users for playtime and engaging with mobile games.
YEAR
2023
ROLE
UI & UX
PROBLEM
This app was in beta version and needed a major update to streamline the user experince, modernize the interface, and optimize our engagement and conversion rates.
TEAM
Project Manager - Kemper Ramsey
Jr. Product Designer - Maria Duran
TOOLS
Figma
Adobe Illustrator
PROJECT GOALS
I focused intently on usability and modern aesthetics to increase the trustworthness and usability. For business metrics we focused on Customer Churn Rate, Downloads Per User, Average Revenue Per User (ARPU), and Customer Lifetime Value.
RESEARCH
I started this project by researching our competetors and identifying our target audience. Leveraging surveys and user interviews we created user personas. I then began to conceptualize userflows referencing user pain points, personas, and UI/UX best practices.
USER GOALS
- Browse and find games
- Identify goals and rewards
- Find highest + easiest offers
- Get started earning quickly
- Get support when needed
BUSINESS GOALS
- Increase conversion rate
- Decrease bounce rate
- Identify FAQ to reduce support load
- Increase click-through rate
- Promote exclusive offers
FEELINGS TO EVOKE
- Trustworthy
- Exciting
- Easy to Use
- Fun
- Satisfying
QUESTIONS TO ANSWER
- What is this?
- How do I use this?
- Where do I find..?
- What do I do if I am having issues?
- What are the highest or easiest offers?
I collected screenshots and made notes on competitor products, focusing on UX best practices, user behaviors to encourage, and common design patterns. This research provided us with valuable insights into the market and helped guide our understanding of successful design approaches.
As a design team, we conducted numerous user interviews via Google Meet, using userinterviews.com to facilitate the process. During these interviews, we asked participants a range of in-depth questions and recorded their responses. This approach allowed us to gather demographic information and gain insights into our target audience, their pain points, and key user goals.
We analyzed the interview findings to develop a persona affinity map (shown above), which then informed the creation of our user personas.
IDEATION
Following the research phase, I began creating wireframes and rapid prototypes to explore different concepts and user flows. I reviewed these designs with the Project Manager, engineers, and stakeholders to determine an initial direction.
I began wireframing by sketching general concepts and screen ideas. Our team also held a session where we collaborated on Crazy Eights for rapid ideation.
After sketching various concepts and user flows, I recreated the wireframes in Figma, designing modular components for flexibility in building and testing.
REVIEW
After wireframing, I incorporated graphics and content into select screens. I then shared prototypes with stakeholders to review the user flow and gather UX feedback.
VERSION 1
After multiple reviews, we refined the design into a solid V1 ready for development and testing. Our goal was to establish baseline analytics and compare conversion rates, engagement, and average downloads per user between the old and new designs.
A/B TESTING
After collecting data on the new design for a couple months we started a/b testing. We focused on improving our cost per install metetrics, day 1 - day 7 user retention, and engagement rates. We did this by incetizing user behaviours such as installations, in-app purchases, and completing deep milestones with a easy to earn $5 bonus.
VERSION 2
After we started a/b testing we started updating components that performed well and eventually started streamlining components between our other in house products so everything was cohesive.
CREATING THE DESIGN SYSTEM
Throughout the design process I created a style guide, components, and design system to establish a consistent visual experience. The developers created a library of components to rapidly develop new features which saved an estimated 30% vs normal development time.
OUTCOMES
Overall this project was a success and helped us meet all of our initial goals. Designing an entire app from the ground up was a valuable experience. I learned to collaborate early and often with developers, the constraints of Android framework, and how to build a scalable, user-focused product.
Revenue Increased
+160%
MoM Installs Increased
+ 300%
Downloads
575K+
Google Play Store