Willy Wonka Slots - UX Optimization
I led the UX optimization for Willy Wonka Slots, enabling the business to run multiple concurrent LiveOps features. The project focused on decluttering the interface, introducing uniform UI semantics, and tailoring the design to the needs of an elderly audience aged 45+. The process was data-informed, rooted in player objectives, and aligned with industry best practices. This resulted in higher ARPU, stronger engagement, and improved overall revenue performance.
CONTEXT
DAU: ~33000 | Abg.Age: 45 years | Daily Revenue: $23000 | Top Region: USA🇺🇸
A free-to-play casino-style slot game that brings the Las Vegas experience to life, featuring the iconic Willy Wonka & the Chocolate Factory movie and its unforgettable cast.
Focus is on balancing coin sinks with RTP/rewards to sustain the game economy, while pacing engagement so players feel rewarded and guided toward retention and monetization.
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Over 20 click points on the lobby & machine, Overwhelmed or ignored by players
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Limitations in running CRM events, no approach laid out for feature prioritization
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Revenue opportunity loss due to a lack of live-ops flexibility, leading to long-term growth stagnation
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HUDs are blocking the machine reels! [iPad users >30% of our player base]
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Poor Visibility and Cluttered Interface leading to accessibility issues
Problem Definition:
Research, strategize and introduce scalable, unified UI semantics, with accessibility enhancements for our elderly player base, to empower the business in running more events and ultimately boost retention and revenue through a cleaner, more engaging gameplay experience.
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We transformed inconsistent feature HUDs into a uniform, scalable system.
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The redesign follows industry best practices, anchored on progress indicators, clear branding, and information panels.
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This created a consistent player experience, improving readability and discoverability across LiveOps features.
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DEMO
With the new tooltip logic, we designed a queue system that ensures no more than two tooltips appear on the gameplay screen at any time, preserving gameplay immersion. Tooltips are prioritized and displayed in sequence based on their assigned importance.
