UX Optimization & LiveOps
Joined in 2019 as a UI/UX Designer to redefine visual language, develop monetization features, and optimize overall player retention and First Time User Experience (FTUE) for Tencent's premier battle royale title.
LiveOps & Monetization
Designed wireframes and UI systems for direct-purchase monetization touchpoints, starter bundles, and live seasonal events.
Monetization Strategy →
User Retention Features
Designed and redesigned features that help with user retention such as updating clan features, a selfie mode feature, and more.
Ideating New Features →
Localization
Localizing a game means more than just translating text. Common UI/UX practices in the west vs the east must also be considered.
UI/UX Feedback →Role & Game Overview
PUBG Mobile is one of the highest-grossing Battle Royale mobile titles worldwide, developed by Tencent LightSpeed & Quantum Studios under official license from Krafton. Our team was brought on to provide a western expertise to optimize player experience, reduce friction in core user flows, and identify engagement and revenue opportunities for the global launch of the game.
Core Objective
Drive player retention and lifetime value (LTV) by providing clear direct-purchase opportunities, designing new features to support organic user retention, and doing a comprehensive user flow review and update across all menus and HUD elements.
LiveOps & Monetization Features
Our team worked on a lot of liveops features both new and localizing exsting ones. We often test character designs, color explorations, and more to see what performs best.
I'll give an example of the money jar/piggy bank feature our team developed. My core contributions included designing the layouts for everything related to the feature including:
- Entry Point: Quick entry from the main lobby, usually an icon or a banner to open the modal with feature information
- Event & Progression Modal: Information on how to earn points towards the event and clear visual milestones.
- Storefront Tie-in: A tie-in image to the feature in the storefront.
User Retention
This is a very important metric which arguably is the lifeblood of your game. If you cannot retain your users, the money spent on acquisition is not going to provide any value. So we want to come up with features that will encourage users to spend their time in the game. A common feature you see for this are dailies or a more complicated one to get right- guilds, or in this case, clans.
This important feature needs to be easy to understand and interact with so I focused on removing unnecessary information and giving extra emphasis on the information and CTA that matter.
Picture above and below are screenshots of what existed in the game on the left and my updated versions on the right.
Another completely new idea for PUBG we pitched was a selfie mode in the game. Users love vanity items and by the same vein, a selfie taken during the game would be like the ultimate flex that users will naturally want to share outside of the game as well and thus additionally providing free marketing as well.
UI/UX Review
Much of my work for PUBG Mobile also involved reviewing the game and providing feedback for updating the UI/UX. I have decks where I worked with data analysts to identify churn points, define the problem and offer a solution.
🔒 Detailed UX Feedback Slides Available Upon Request
Please contact me if you are interested in reviewing the various decks.