Slot Game UI Redesign: From User Research to A/B Testing
Year
April 2024 to present
What I did
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Defined visual direction
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Collaborated on UI/UX design
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Planned and led user testing
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Managed milestones across teams
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Plan & Ran UI A/B test
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Tracked UI usage metrics to evaluate design
Strengthening Brand Recognition Through UI Redesign
To align with Microgaming’s new brand direction, this slot game UI redesign integrated key branding elements—color, typography, iconography, and motion—into the in-game experience. The goal was to enhance brand recognition and ensure a consistent, cohesive look across game products.
Design Process
Moonboard
Brand Recognition
Brand Integration
Mockup
Mockup Prototype
Mockup Testing
Evaluation
Research
Ideation
Mockups
Wireframing
Game User Journey Map
Game Competitor Analysis
Function map
User Story map
Wireframe
Wireframe Prototype
Wireframe Testing
AB Testing
Data Tracking
Enhancement
Research
Built from observing live streamer behavior, this journey map highlights user actions, emotions, and friction points to identify key design opportunities.
A structured comparison of visual styles, UI patterns, and gameplay flows across competing titles—identifying industry trends, differentiation points, and insights to inform strategic design decisions.
A visual overview of current functions and user flows—used to validate task alignment, identify gaps, and ensure that features support user goals throughout the gameplay experience.
Ideation
A visual reference of key colors, keywords, and design cues—used to align visual direction and brand tone with stakeholders during early-stage concept discussions.
Focused on strengthening MG’s brand recognition by integrating brand elements into gameplay visuals—such as applying the MG spin icon and branded loaders across projects to enhance brand recall and visual consistency.
3D Virtual Fitting Design
Applying MG’s brand identity across in-game features by defining distinct visual treatments—for example, customizing the look of the Buy button or the Leaderboard icon to reinforce brand presence within gameplay.
Wireframing
Wireframe Testing
Conducted testing using wireframe prototypes to quickly gather user feedback and validate early design assumptions.
Mockup
Mockup Testing
Tested high-fidelity mockup prototypes to quickly gather user feedback and validate visual direction and UI flow.
Final UI Mockup & Prototype
Delivered UI design and interactive prototype to validate the final user experience before development.
Final UI Flow
Defined the complete user journey and screen transitions to ensure a seamless and intuitive gameplay experience before development.
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Evaluation
Cross-Studio Evaluation & Application
Collaborated with multiple studios to implement and evaluate the design across different game environments, ensuring visual consistency and adaptability.
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AB Testing & Data Tracking
Ran A/B tests on the purchase UI and tracked Autoplay UI usage metrics to assess design impact on player behavior and revenue.