Category:
Mobile Gaming
Client:
Machine Zone
This role-playing game from Game of War creator Machine Zone is a big, beautiful buffet: squad-based strategy, hero collector, and massively multiplayer world wrapped into one. — Apple Editors
Goals
Build out the next franchise game for Machine Zone. Focus on developing a seamless experience while optimizing engagement, revenue, retention, and other key metrics.
Lead UX Designer, 0→1
Work with product owners and lead stakeholders to build new systems and experiences
• Conceptualize new features
• Research competitive products
• Design core flows, wireframes and prototypes
• Test and work with partner teams to build and iterate (game designers, front-end developers, and engineering)
Affinity Mapping and Brainstorming
• Conducted user research and started conversations with product owners, and discussed insights
• Recorded feedback and mapped to features to surface and align on opportunity areas
Create IA Maps and framework
• Map out and build core features based on primary use cases
• Begin with high level blocks
• Ideate and shop around to teams and internal designers
Turn sketches into flows and wireframes
• Focus on seamless experiences
• Create delight
• Improve on past products
Define Interactions
• Build expectation, continuity, narrative, and relationships to help guide user understanding and decision making
• Support overall user experience and usability
Build core features
• Work with product managers to map out scalable design systems
• Focus on seamless experiences and key metrics
• Collaborate with multi-disciplinary teams in fast-paced design-build cycles
• Design for multiple devices with responsive readiness in mind
Results and Impact
• Positive reviews from the target audience and new users
• One MILLION downloads in less than a week – #1 trending mobile game
• Reached top ten in both Strategy and RPG categories
