New feature: Interactive Scratch card
2020-21 | ISLE OF MAN
Brief
Business need to generate more revenue and attract new and existing players to a new Interactive Scratch Card feature for bonuses
Product team along with Art came up with a scratch card concept that could increase engagement.
My Role
UI/UX (Product) Designer
I delivered initial concepts to final mock-ups and prototypes of Scratch cards feature.
Other team members:
1 Graphic Designer
1 3D Artist
Final Designs
Scratch Card engagement metrics
New feature increased engagement by 40% with new players downloaded and played our game to interact with Scratch cards.
Scratch card concept sketches
The scratch card feature was a new implementation and idea which had to be perfect for the product. That meant, putting the thoughts down on paper as initial ideas and concepts. That becomes the first step towards a feature that goes through many iterations.
Scratch card wireframe and Information Architecture
The original concept of the scratch card was crafted into a user journey. By this stage, the format of the scratch card had been determined, incorporating paytables and a specific scratchable area designed for user interaction.
Scratch card initial mock ups
I created numerous animations of the user interface, produced to guide the developers in translating to code.
Problems
Initial idea of 9 cards on a card slot was difficult to implement.
There were 9 different square scratch elements to be separately animated and to be in sync while finger drag happens over the card.
The payline was too small and win amounts were not legible.
Scratch card UI refined mock ups implemented with UX solutions
Multiple peer reviews and play tests got us to think about implementing Free and Premium scratchers together in a single UI.
My Solutions
9 cards were combined to form one scratch UI in the card.
Just one square needed to be animated and scratched.
Payline was either formatted to appear in 2 columns or the amounts were abbreviated so that it can be clearly visible.
Scratch card UI animations
I created numerous animations of the user interface, produced to guide the developers in translating to code.
Scratch card UI final mock ups
The right-side paywall acquired extra room, larger buttons, and additional scope for expanding rows when there's a bonus deal. There is introduction by NPC character Lisa and there are also intermittent notifications or messages through her so that it appeals to the players personally.
New Feature UI/UX Learnings
Scratch card was innovative new concept with many different iterations due to development hurdles and technical challenges for user interaction. As a UX role, I problem solved quickly with the Product and Tech and made this a successful feature.