UX Manager | UI Design | User Research | Information Architecture
PokerCircle - Mobile App
Objective
To create a seamless, engaging, and intuitive poker experience for both novice and seasoned players.
Challenge
• Poker is not widely popular in India
• Need to educate users about the game while keeping them engaged
• Overcome potential cultural barriers and misconceptions about poker
To tackle these pain points head-on, my team and I took a proactive approach. We carefully analyzed the user’s needs and requirements and proceeded to redesign the app’s flows accordingly, ensuring a smoother and more user-friendly experience.
Solution
The app took a thoughtful approach to navigating the legal landscape around poker in India. Marketing emphasized the skill-based nature of the game to align with regulations. To address concerns about gambling, the app offered free-to-play options using virtual currency only.
The UI incorporated familiar Indian cultural elements to build trust and a sense of familiarity. A clean, intuitive interface with clear labeling of poker terms made the app accessible to new players. Novice players were supported by a color-coded hand strength indicator, and a glossary of poker terms was available throughout the app.
To encourage growth, the app implemented a referral system with rewards for inviting others. Finally, multiplayer tournaments with low stakes were designed to promote community engagement among players.
My Role
UX/UI Manager and Researcher
• Team of 5 designers
• 1 developer
• 1 Project Manager
Process
Project kick-off
Discovery & research
Ideation
Design
Testing
Redesign
Final Takeaway
Tools
Figma/Figjam
Slack
Zoom
Google workspace
Duration
18 months
Project Kick-off
During the project’s initial phase, stakeholders shared the project brief and MVP requirements with us. As a team, we convened to discuss our initial impressions of the project, drawing from the information presented in the document.
I took the opportunity to assign tasks to each designer, leveraging their individual strengths and areas of expertise.
Ideation
Discovery & Research
User Research
- Conducted interviews with 20 Indian users aged 18-45
- Created surveys to understand perceptions of card games and gambling
- Analyzed competitor apps in the Indian market
Survey Questions
To identify Game Habits:
- What types of mobile games do you enjoy the most?
- How much time do you typically spend playing games in a day?
- Do you prefer single-player or multiplayer games?
Poker Knowledge:
- What types of mobile games do you enjoy the most?
- How much time do you typically spend playing games in a day?
- Do you prefer single-player or multiplayer games?
Attitudes Towards Gambling:
- Are you aware of the legal status of poker in India?
- Would you be comfortable playing a game that involves virtual currency betting?
- What concerns, if any, do you have about playing poker online?
Competition Analysis
- Analyzed competitor apps in the Indian market
Key Findings:
70% of participants were unfamiliar with poker rules
85% expressed interest in learning new card games
60% had concerns about the legality of poker in India
Design Process
User Personas
We created three distinct user personas to represent the diverse audience we expected to attract. Each persona embodies specific needs, goals, and behaviors, helping us tailor the app’s design and features to meet their unique requirements.
User Journey Mapping
We mapped out the user journey from the point of app discovery to becoming a regular player. This helped us identify critical touchpoints, potential pain points, and opportunities for engagement.
App Discovery:
Users learn about PokerCircle through app stores, social media, or word-of-mouth. Clear and compelling descriptions and visuals are crucial here.
Onboarding:
Users download the app and go through the initial setup process. The onboarding should be smooth and engaging, with immediate value propositions and guidance.
Learning Phase:
Users interact with tutorials, practice modes, and other educational content to learn the basics of poker. This phase should be intuitive, interactive, and not overwhelming.
Initial Gameplay:
Users start playing low-stakes games or practice rounds. This phase should be supportive and encouraging, driving continued engagement.
Competitive Play:
As users gain confidence, they start participating in tournaments and higher-stakes games. The app should provide seamless transitions and clear guidance for these advanced features.
Regular Engagement: Users become regular players, participating in daily games, and possibly socializing within the app. Social features and rewards help maintain long-term engagement.
Sketches
We created low-fidelity sketches for the key screens of the app to visualize the layout and functionality. These sketches helped us iterate quickly and gather initial feedback from stakeholders and users before committing to detailed designs.
Home Screen:
Featured easy navigation to Learn, Practice, and Play sections, along with user-specific information like profile and notifications.
Learn Screen:
Included a structured curriculum with modules on poker basics, advanced strategies, and quizzes.
Practice Screen:
Offered various practice games, including AI opponents and step-by-step guidance during play.
Play Screen:
Showcased different game modes, tournaments, and social features, with clear instructions and easy-to-navigate interfaces.
Wireframing
After carefully reviewing and selecting the most effective versions of the sketches, I moved on to creating a greyscale wireframe in Figma to demonstrate the intended user experience and interactions within the app.
These wireframes gave us a solid foundation for figuring out how to convey the intended log-in flow. To increase efficiency and ensure a smooth wireframing process, our team divided the wireframing task into four distinct parts.
Each team member was tasked with designing specific screens based on the Userflows that were previously created. This method allowed us to work simultaneously, reducing the time required for the overall wireframing process while maintaining a high level of quality and consistency.
Prototyping
Once the wireframes were finalized, we developed an interactive prototype. This prototype focused on the onboarding and learning experience, allowing users to navigate through the app and test critical features.
Onboarding Flow:
Smooth and engaging setup process that introduced users to the app’s main features and benefits.
Tutorial Modules:
Interactive lessons with visual and auditory cues, ensuring users understood key concepts before moving onto real games.
Practice Modes:
Simple, guided practice games that helped users apply what they had learned without the pressure of competition.
Initial Gameplay:
Transition from practice to low-stakes games, with clear instructions and feedback to build confidence.
By following this structured design process, we ensured that PokerCircle met the diverse needs of its user base, providing an engaging and educational experience that encourages long-term engagement.
Outcomes and Impact
App downloads exceeded target by 40% in the first stage release
User retention rate of 65% after 30 days
Positive user feedback, with an average rating of 3.9 stars
Lessons Learned
Balancing Complexity with User-Friendly Design
Intuitive Navigation:
We designed a clean and intuitive interface to prevent overwhelming users, especially beginners.
Visual Hierarchy:
We used clear visual cues, color coding, and consistent layout to guide users through the app’s features and information.
Accessibility:
We considered users with varying levels of technical expertise, ensuring the app was accessible and enjoyable for a wide range of players.
Continuous Improvement:
We didn’t stop at the initial launch. We actively tracked user behavior, gathered feedback, and analyzed data to identify areas for improvement.
Iterative Design: Based on the data, we made iterative changes to the app’s UI, gameplay, and features to enhance user experience and address pain points.
