Background
Tanbii is a resource management and battle based mobile game with emphasis on global sustainability. Featuring game mechanics in which player progression can contribute to real world tree planting services in places of need.
My position as a Game UX/UI Design Intern required me to work in a team of three and collaborate on a variety projects. Though our final project required our team titled The Breadworkers, to create a in-game shop prototype and create monetization practices.
Identifying Pain Points
User Confusion
There's surprising little change in the UI/UX experience for returning players and newcomers. That’s not to say it's a bad thing; the original interface was functionally strong and minimal. However, some enhancements or modern inclusions, especially compared to competing platforms, seem to have been left out even with more features available.
Weak Monetization Foundation
I wanted to improved contrast in the base light mode, without the high-contrast setting is enabled. While accessibility isn’t entirely compromised due to the always-visible colored borders, I still believe contrast would enhance visibility and comfort. I’m also surprised there are still no ability for users to personalize with themes, that would go a long way in making the experience feel more unique.
Lack of UX Growth
The previous version of the menu bar felt streamlined, but more additions to me created a more clutter. A particularly noticeable change is the removal of the All Software button, now tucked away into the menu bar in favor of Game Cards. Accessing the game library of owned software for me felt hidden especially when the Game Cards icon doesn't appropriately represent non-gaming applications.
Initial Solution & Goals
How could we as a team create a efficient in-game shop with clear direction, alignment, and improvement to the current gameplay systems that prompts positive spending and fulfillment towards organization goals?
Goals
Create an overall engaging user experience
Help users advance their experience
Develop a monetization scheme
Reduce clutter and confusion for the user
Competitive Analysis
Cats & Soup
As a player myself I broke down Cats & Soup for its in-game shop and in-depth events. Going through their user experience to decide which was a good forward direction for Tanbii.
Clash of Clans
I took Clash of Clans and analyzed its resource management mechanics as the game presents itself as a base building game, similar to Tanbii! Going through progression flows and found much inspiration.
Sketching & Wireframes
In order to be efficient in creating the project I wanted to work with design sprints. Going based on my class schedule I broken down what sprints to be completed before hand throughout iterating on game portions towards completion.
Low Fidelity Wireframes
High Fidelity Mockups
After creating the competitive analysis we decided to stick with the current design of Tanbii, while presenting new design choices to keep consistency. Our goals forward was deciding ways to present the in-game shop effectively to communicate the flow and practices of the in-game shop.
In-Game Currency
In order to start creating the in-game shop the team found an existing issue in the current player currencies available to the player. That was ultimately causing confusion the the player and the team, so we adjusted the way the in-game currency could be handled in a new way.
Gold Coins
The new Friends menu enhances visibility of your friends' activity with indicators to their Game Chat status and if in docked or portable mode.
Gems
Chats are now available on the, featuring a new design that enables full text messaging with a friend or in group conversations.
Earth Coins
Game Chat now includes quick-access functionality within its social menu, separating itself during exisiting overlay during gameplay.
Roadblock: Top Interface
Lack of Growth
An initial roadblock to implement the new resources was the constrains the current UI had in its main interface. Specifically the top portion, taking more space than it should, but also lacked a needed improvement to balance.
Top Bar (Original)
Top Bar (Redesign)
The Solution: Reduce & Add
We decided to focus on the main resources allowing space for Gems, create space by reducing the player info. Introducing a circular progression bar and removal of the nameplate. Keeping all of the required information and having new possibilities for more.
Monetization Practices
To showcase how the reworks of the in-game resources and future implementation of shop use, the team have presented three ways the in-game shop could introduce monetization practices efficiently that is inspired from other titles.
The Exchange Shop
The exchange shop is a way to introduce the premium currency purpose to incentivize real world currency purchases within Tanbii. Players purchasing Gems gives them the use to exchange their currency for in-game resources (i.e. gold, metal, wood, etc.) to rapidly progress.
Limited-Time Incentives
To engage users in purchases introduce limited time incentives based on seasonal content, introductory rewards, or in-game events. Players will be rewarded for purchasing limited time bundles by being more cost and driving need.
Tanbii In-Game Shop Slide Showcase
Learnings
Navigating Scope Creep
During the initial brainstorming the team had many ideas in mind that expanded outside the scope of an in-game shop. This project taught me ways to navigate organizational goals and proper scoping necessity, only after completing the necessary goals we implemented and polished more features.
Effective Communication
Ineffective communication comes at a great cost on the project and the people involved, so aligning proper communication helped all of us. Creating grounds of understanding, keeping consistent updates, and regulating each other's frustrations as we all help each other achieve success.
Staying User Focus
Even though this project was in focus on organizational goals with monetization, the team and I always thought of the user first. As all of us being players we navigated through what a user may want in Tanbii that also aligned with the organizational needs. By understanding possible frustrations and flaws in the current designs we did not hesitate to give a proper experience.
