Big Fish Casino is a top-30 highest grossing social casino mobile app. Despite the apps success, its age had begun to show with the outdated design. User testing revealed that the old store was confusing and created a hurdle for people that wanted to purchase. Big Fish Casino’s store needed a UI/UX redesign to help bring it into the 21st century. The challenge with designing this store was that it had to be tailored towards an audience that is typically 50+ years old with a very low knowledge of and limited experience with complicated human to computer interactions. The feature needed to be tailored to an older audience in order to drive purchases and increase revenue.
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)
in store packages
Monetization is of the utmost importance, so it was a privilege to be given the opportunity to design the feature that is the main funnel of revenue for such a successful game. When I was presented with the problem statement, the solution seemed straightforward visually. The challenge was determining which UX decisions would best serve the end user. The new sleek, intuitive design presented information to the players 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 players, generated 38.4% more revenue than the previous store design, and taught me a lot about user centered design principles.