Problem

Big Fish Casino is a top-30 highest grossing social casino mobile app. Despite the apps success, its age had begun to show. Customer feedback revealed that the store was confusing and created a hurdle for people who wanted to purchase. The feature needed to be tailored to an older audience in order to drive purchases and increase revenue.

How might we make purchasing chips/ gold in big fish casino easier?

Goals

  • Increase bookings and conversion rate

  • Bring a modern look and feel to make the store more reputable

  • Allow users to clearly understand the store logic

  • Promote sale multipliers, VIP multipliers, and the resulting total multiplier

  • Create a polished result that is fun and sparks user delight

To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of Big Fish.
 
 
 
 
 
 
Video capture from the user testing sessions (left video). Video of playable prototype I made in principle (right video)
 
 
 

+38.4%

Increase in sales

The new sleek, intuitive design presented information to the users concisely, making purchasing chips easier and more delightful than ever; this ultimately resulted in an increase to the company’s bottom line and a decrease in customer service tickets. When the modern store design launched it was well received by our users, generated 38.4% more revenue than the previous store design, and taught me a lot about user centered design principles.
Production tasks were distributed to the art team. This included specialty tasks, such as effects animation, art asset production, and more. I worked closely with the marketing team, effects animators, and illustrators to ensure that the product was visually polished and delivered on time.

Copyright © 2019 | All Rights Reserved by Mitchell Vizensky.   

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