Crusaders of Light is a 3D Fantasy Open World MMORPG on both mobile and PC platforms. As a UI/UX designer, I designed new features' user flow, wireframe, UI assets and implemented UI modules to game engine. This page demonstrates three projects I worked on.

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• Perfecting purchasing experience - Dynamic Bundle

• Item info enhancement - Treasure Chest Preview

• Special events/holiday promotion - Store Decoration

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Purchasing Experience Improvement

Dynamic Bundle

Overview: Dynamic Bundle is a time-limited pop-up store that players can purchase either of two bundles.  I identified opportunities to improve this feature for better a conversion funnel.

Problem: Confusing reading order causes high cognition load and a low conversion rate.

Action: Revamped the information layout, making it easy to read and compare.

Result:  Increased new user conversion rate by 25%.

My Role: UX Research, layout, A/B Test, UI assets modification, UI animation and implementation 

Issue analysis on previous version

Issue fixing on the revamp version

Final Design

Item info enhancement

Treasure Chest Preview

Overview:  Treasure Chests has a complex reward pool and players don't know what they might get before purchasing/opening.

Problem: Lack of reward info to make a purchasing decision, failed to build up an expectation.

Actions: Designed a detailed expanded view that shows tiered rewards and a secondary tooltip

Result: Players love the Chest Preview (from the survey and social media) and purchase more (from metrics). 

My Role: Research, Flow, Layouts, UI assets, UI implementation  

Previous Version

• No information of what's in the chest

Revamped Version

• Clear info of what player may get.

• Secondary tooltips for hovered item.

In game look

Special events/holiday promotion 

Store Decoration

Overview: I designed the new seasonal appearance of Goblin Merchant (mascot of the in-game store) which changes based on events and holidays. The new design created the holiday atmosphere and resulted trended up monetization metrics. 

My Role: UI decoration assets, item icon, UI animation and implementation 

​Original Goblin Marchant

Halloween                                                 Thanksgiving                                        Christmas

Various pop-up store promotion reminders

Thanksgiving store UI design 

Halloween store UI design

Halloween Goblin Marchant with Pumpkin chest opening and glowing animation 

One Year Anniversary Chest 

Thank You