“Add Cash” feature enhancement for RummyCulture app: A product design case study
Get ready to shuffle your way through our Add Cash feature redesign — it’s about to be a full house of fun! 🃏✨
This case study illustrates our comprehensive initiative aimed at enhancing the user experience when adding cash to the RummyCulture app. Our goal was to adapt to our new RummyCulture brand identity, focusing on visual appeal with intuitive navigation resulting in a more simplified Add Cash flow.
What is ‘Add Cash’?
The term ‘Add Cash’ within the RummyCulture context pertains to the action of depositing money from your bank accounts into the app in order to play games of a particular ‘Buy-In’ with that money.
New GST Rule — 28% GST on online gaming
Earlier last year, the GST Council announced its decision to impose a 28% GST to be levied on the deposit made by a user for online gaming. It came into effect on October 1, 2023 in line with the notification issued by the finance ministry.
In order to comply with it, design updates were made. Along with this, we also revamped our whole Add Cash flow in our new brand style to make the navigation easier for our users.
One more change which came was regarding the reward currencies. With the new changes our old game currencies ‘GameCash’ and ‘FreeCash’ became ineffective so we introduced ‘Discount Credits’. ✨
Primary research
Primary research is like a treasure hunt in the world of customer experience! It’s the thrilling journey of directly engaging with users, uncovering their needs, and challenges. It helped us get insights to shape better experiences.
- We talked to over 50 of our esteemed players, listened to their problems to get the insights.
- Additionally, we analysed more than 200 customer support calls received, identifying and documenting the primary challenges faced by users.
Later we segregated the problems and went ahead with analyzing the existing flow.
Secondary research: Competitive analysis
Thorough competitor analysis was conducted and here are our findings.
Experience related
- Use of dark patterns: Auto-selecting the highest amount makes the selection process less transparent, especially with a vague association to the ‘continue’ call-to-action.
- Lack of minimum and maximum value indicators alongside a cluttered interface with excessive colours, font sizes, and non-tappable areas diminishes user experience.
- Unclear value propositions upon adding amounts, terms like “+100” and “+250” are confusing.
- Users should be informed of the selected amount before reaching the payment mode selection.
Interface related
- Improving readability by including ‘,’ in numbers, optimizing space utilization, and enlarging tap areas for calls-to-action can enhance usability.
Implementation related
- The placement of elements appears disjointed, contributing to a less intuitive user interface, exacerbated by a glitchy transition from landscape to portrait orientation.
Defining problem statement
How do we simplify the Add Cash experience so that the users can navigate intuitively without friction leading to improved forward movement and success rate?
Design ideation
Now, onto the fun part — design ideation! I rolled up my sleeves, grabbed my lucky rabbits’ feet, and dived headfirst into a sea of sketches, wireframes, and prototypes. I experimented with more variations than a magician with a deck of cards — and let’s just say, the results were magic!
➡️ Hypothesis 1: Enhancing offer visibility and highlighting rewards on pack screen to increase forward movement for non-converted players.
➡️ Hypothesis 2 : Improving the custom amount selection experience one to drive forward movement for non-converted players.
➡️ Hypothesis 3: Experimenting with defaulting to ₹50 for new users and adjusting pack recommendation logic to boost forward movement.
Add Cash pack screen explorations
I started exploring with the pack screen as its the key page then stacked the deck in favour of simplicity, clarity, and user delight.
Improvement points
😵 Is there a way we can reduce the clutter and help the user focus on the ‘most relevant’ fields?
🤯 Can we avoid having multiple numbers to prevent users from getting overwhelmed, potentially distracting from the main action?
🤔 Do we need so many cards? According to Hick’s law more choices mean more delays — keep it concise for satisfied users!
😍 Rewards info can be omnipresent. This will help the users to complete the flow faster
👀 Do we need all those vibrant game variant tiles taking up the focus on the success screen?
Aligned points
✅ The CTA can have the selected pack amount to make the informed decision
✅ Offers should be on top as we had seen increased transactions by 3% during an experiment
✅ Instead of having full page for transaction failed, we can have bottom sheet for it. Smoother redirection when choosing a different mode
I also tried thinking from a new angle where quick pills can be used to enter amount instead of packs where we give custom amount high priority. This approach later translated into a further defined version.
Final designs
And now, after countless rounds of testing, tweaking, and refining, I present to you… the final designs!
With the change in value proposition, we decided to go ahead with below version. To create user awareness for the new GST change, we gave temporary area to the video banner as well.
- The similar changes were done in the payment mode and success/retry screen to maintain consistency.
👁️ Insight: While we were redesigning the flow. Our creative team was revamping the mascots to make them resonate more with our current players.
Numbers and Problems
As the redesign consisted of compliance change, we had to roll out the feature to 100% of our users on 30th September, 2023.
Our major focus areas was to make the navigation easier for the users so that forward movement and transactional success rate increases. As of October 2023, these are the numbers:
- With the new flow, we quickly started observing jump in rate of successful transactions by 11%. 🤩
- We wanted to eliminate friction caused by poor visibility of CTAs and unwanted cognitive load. Our new custom amount’s adoption increased from 39% to 78%. 📈🎉
Area of concern
Since, we removed the auto-selected packs, the clicks for amount selection by players dropped in new flow to 66.1% from 89.4%. 📉
How did we solve it in design?
To tackle the problems identified in the previous version. I made some changes in the pack screen.
To make the experience better, I put the packs in the area of thumb region for easy selection while holding phone in landscape mode.
Here’s the prototype, giving you a sneak peek into how the flow works 🎉
The result
😍 Forward movement on pack screen improved by 34% which was a major focus area and concern.
😁 Overall we saw a 3% improvement in successful Add Cash transaction for new registrations.
🥰 Successful Add Cash also increased by 7%
😄 We also saw increment in new user acquisitions.
😊 For existing players, there was no negative impact. Movement remained similar.
Conclusion
Embarking on this UX design journey has been a rollercoaster of creativity and insights. From wireframes to user testing, we’ve sculpted experiences that blend functionality with delight.
As I bid adieu to this project, let’s carry forward the lessons learned:
- Understanding user evolution on the platform
Users are the king of any product. Understanding the target user group is crucial to create designs which truly address their concerns.
For example, one insight that we got is our new users go ahead with auto-selected packs. However, over the time, our repeat users choose custom amount selection which is whopping 90%. Hence, it became vital for us to improve this experience for our valued players. - Comparison helps getting value for money
In real life when we buy a commodity, for example, when someone buys rice, they tend to compare price and weight to see what fits their needs the best. Similarly, our users compare different packs and its offerings to make an informed decision hence, showing them upfront helps in faster decision making. - Rewards drive gaming; embracing the feeling they bring is essential.
In the gaming industry, rewards are the heartbeat. They not only amplify the gaming experience but also entice players to hone their skills. So, whenever the user gets a reward, gratification factor drives better overall experience.
Thanks for reading! So, until next time, keep shuffling, keep dealing, and keep spreading the RummyCulture love!
Wrapping things up, while my drive steered these initiatives forward, it wouldn’t have been possible without the guidance offered by Shuchita Baranwal VP of Design, K Mohit AD of Design alongside my talented product counterparts. Their collaborative efforts and timely feedback not only refined the design but also infused the product with a fresh perspective from a business standpoint. Together, their contributions were instrumental in realising these accomplishments.
