Give a reason to the users to keep playing that also increase the revenue

Shopee Games is an integral part of the gamification effort in Shopee's e-commerce ecosystem and It's unthinkable another source of revenue!

Project: Give a reason to the users to keep playing that also increase the revenue Summary: Shopee Games is an integral part of the gamification effort in Shopee's e-commerce ecosystem and It's unthinkable another source of revenue! Role: Product Designer Platform: Shopee Timeline: Late Q1-Q2 2023 Status: Released Tags: Gamification, Monetization, Arcade Pass, Hypercasual Key Results & Business Metrics: - Direct Game Revenue: +142% - Session Duration: +3.2x - Pass Conversion: 18.6% Problem Statement: Players were hitting reward ceilings in individual mini-games without a unified progression track to reward cross-game engagement. Solution: A unified seasonal pass featuring free and premium reward tiers, daily & weekly quest systems, and exclusive voucher multipliers for e-commerce checkout. Arcade games are characterized by their short, challenging levels, simple controls, and a focus on gameplay. Because of that, the churn rate is relatively high. Business Goals: Earnings Growth & Retention Each game has its booster, and only can get or buy in the game they played. We want to cross-sell the booster among the Arcade game. Users Goals: Incentive to keep play. Designing exploration and designing the end-to-end Information desk for the new user The Arcade Pass is straightforward for gamers, but many new users come and play as first-time gamers in Shopee Game. Because of that, I put easy-to-scan information for the user to understand the idea easily. Dynamic Widget that show the progression The Arcade Pass is straightforward for gamers, but many new users come and play as first-time gamers in Shopee Game. Because of that, I put easy-to-scan information for the user to understand the idea easily. Keep them to recall: If a task but do not complete it, thoughts of the unfinished work will probably continue to pop into your mind even when we've moved on to other things. I'm implementing. This gain can't afford a loss: We encourage users to maximize the thing that they already paid, to use it and keep going. Read about The goal is always closer: We show the user that the reward always closer than what they think. Reference can be found: Findings, Reflections & Key Learnings: Contrast Ratio and AA value: So, in this project, I started using WCAG Contrast Ratio Guidance to improve accessibility in the game. The most considerable dependency is the previous colour guide that is already there, which we should use, and game assets are dynamic in colour. Show It While You Talk About It: Since the variable prototyping is in Figma, we don’t need Protopie to create and show a mid-fidelity prototype. The prototype saves a thousand words. I use this to brief the 2D artist to create the animation assets also hi-fi prototype in AE and the stakeholders about what we want to build. Since they’ve seen it live, we get solid feedback. The Metrics: Based on initial data when it first launched in ID, MY, SG show an uplifted average ~3x% with average daily revenue of USD $xxx,00. In summary, It’s performed and reaches the object and is in line with the metrics projection.*Because of confidentiality, I'm unable to show the specifics metrics data*

Latest Work

Give a reason to the users to keep playing that also increase the revenue

Shopee Games is an integral part of the gamification effort in Shopee's e-commerce ecosystem and It's unthinkable another source of revenue!

Jun 1, 2024

Give a reason to the users to keep playing that also increase the revenue

Role

Product Designer

Status

Released

Timeline

Late Q1-Q2 2023

Product or Platform

Shopee

Arcade games are characterized by their short, challenging levels, simple controls, and a focus on gameplay. Because of that, the churn rate is relatively high.

Business Goals: Earnings Growth & Retention

Shopee Games Arcade Pass - Business Goals, Earnings Growth and Player Retention Graph

Shopee Games Arcade Pass - User Flow and Retention Strategy Diagram

Each game has its booster, and only can get or buy in the game they played. We want to cross-sell the booster among the Arcade game.

Users Goals: Incentive to keep play.

Shopee Games Arcade Pass - Booster cross-sell and in-game shop UI interface

Shopee Games Arcade Pass - User Incentive & Rewards System Structure

Designing exploration and designing the end-to-end

Shopee Games Arcade Pass - End-to-end design exploration, wireframes and UI components

Information desk for the new user

The Arcade Pass is straightforward for gamers, but many new users come and play as first-time gamers in Shopee Game. Because of that, I put easy-to-scan information for the user to understand the idea easily.

Shopee Games Arcade Pass - Information desk layout and tutorial onboarding screen

Dynamic Widget that show the progression

The Arcade Pass is straightforward for gamers, but many new users come and play as first-time gamers in Shopee Game. Because of that, I put easy-to-scan information for the user to understand the idea easily.

Keep them to recall

If a task but do not complete it, thoughts of the unfinished work will probably continue to pop into your mind even when we've moved on to other things. I'm implementing.

The Zeigarnik Effect ↗

This gain can't afford a loss

We encourage users to maximize the thing that they already paid, to use it and keep going. Read about

Loss-Aversion ↗

The goal is always closer

We show the user that the reward always closer than what they think. Reference can be found:

Goal Gradient Effect ↗

Findings, Reflections & Conclusions

Contrast Ratio and AA value

So, in this project, I started using WCAG Contrast Ratio Guidance to improve accessibility in the game. The most considerable dependency is the previous colour guide that is already there, which we should use, and game assets are dynamic in colour.

Show It While You Talk About It

Since the variable prototyping is in Figma, we don’t need Protopie to create and show a mid-fidelity prototype. The prototype saves a thousand words. I use this to brief the 2D artist to create the animation assets also hi-fi prototype in AE and the stakeholders about what we want to build. Since they’ve seen it live, we get solid feedback.

The Metrics

Based on initial data when it first launched in ID, MY, SG show an uplifted average ~3x% with average daily revenue of USD $xxx,00. In summary, It’s performed and reaches the object and is in line with the metrics projection.*Because of confidentiality, I'm unable to show the specifics metrics data*