Role
Product Designer
Product Designer
Duration
1 Years
1 Years
Tools
Figma, Illustrator, After Effects, Miro
Figma, Illustrator, After Effects, Miro
Team
RummyCircle Product Team
RummyCircle Product Team
Associate Product Designer
RummyCircle Product Team
2022-2023
RummyCircle is India’s premier real-money online rummy platform. With a massive user base of over 50 million players and 5 billion games facilitated in 2023 alone, it stands as the country’s largest and most trusted rummy gaming app.
RummyCircle is India’s premier real-money online rummy platform. With a massive user base of over 50 million players and 5 billion games facilitated in 2023 alone, it stands as the country’s largest and most trusted rummy gaming app.
Starting my career at RummyCircle provided an invaluable foundation. Working alongside a talented team and experienced mentors, I successfully contributed to important projects that drove measurable value, making it a deeply rewarding experience for my early growth as a product designer.
Starting my career at RummyCircle provided an invaluable foundation. Working alongside a talented team and experienced mentors, I successfully contributed to important projects that drove measurable value, making it a deeply rewarding experience for my early growth as a product designer.
FTUE
FIRST TIME USER EXPERIENCE
for Rummy Circle players
PROCESS HIGHLIGHTS
Work overview
Work overview
The primary goal of this project was to design a seamless First Time User Experience (FTUE). By simplifying early gameplay and building immediate platform trust, we aimed to empower new players, significantly reduce early-stage drop-offs, and drive higher overall retention rates.
Timelines
July 2022 - Nov 2022
My Role
As the sole product designer, I spearheaded this project from 0 to 1, owning the end-to-end experience
Research, Analysis, Graphics, Motion, interaction, Prototyping, Testing
Tools
Figma, Photoshop,
Illustrator, Miro,
Procreate, After effects
Team
1 Designer (Me)
1 Manager/Mentor
1 Motion Designer
Understanding Problem
Understanding Problem
Frequent
Drop-offs
Users were churning at an alarming rate during their initial gameplay session.
Interface
Unfamiliarity
New users reported feeling overwhelmed by a steep learning curve and a UI that was difficult to parse.
Digital
Learning Curve
Players who were comfortable playing real world Rummy lacked the necessary onboarding to bridge their skills to the online environment.
Competitive Analysis
Competitive Analysis
Evaluated direct and indirect competitors to understand their approaches to similar user problems. This research provided clear insights into industry best practices and identified key design pitfalls to avoid.
Evaluated direct and indirect competitors to understand their approaches to similar user problems. This research provided clear insights into industry best practices and identified key design pitfalls to avoid.
Real-World Scenario: User journeys mapped from primary survey data on the first-time Rummy experience.
Real-World Scenario: User journeys mapped from primary survey data on the first-time Rummy experience.
How to make set ?
How to make set ?
How to make a Pure Sequence ?
How to make a Pure Sequence ?
What is a Wild card ?
What is a Wild card ?
How to use Joker card ?
How to use Joker card ?
How to make Proper Declaration ?
How to make Proper Declaration ?
How to make early drop ?
How to make early drop ?
Is there a time limit ?
Is there a time limit ?
How to make early drop ?
How to make early drop ?
Is Ace bigger than King in points ?
Is Ace bigger than King in points ?
What is a open pile and discard pile ?
What is a open pile and discard pile ?
Can two same suit cards be used to make set ?
Can two same suit cards be used to make set ?
How to make Proper Declaration ?
How to make Proper Declaration ?
How to win a game ?
How to win a game ?
Can i use joker to make Pure sequence ?
Can i use joker to make Pure sequence ?
How to group cards ?
How to group cards ?
Can i make a hand with all sets ?
Can i make a hand with all sets ?
What are the points ?
What are the points ?
How to keep my points low ?
How to keep my points low ?
Here are the primary questions and areas of friction encountered by new users during their First Time User Experience (FTUE).
Here are the primary questions and areas of friction encountered by new users during their First Time User Experience (FTUE).
A quick Exercise : How can we teach complex game like rummy in simplest way possible for a 5 year old kid.
A quick Exercise : How can we teach complex game like rummy in simplest way possible for a 5 year old kid.
Possible types of FTUE approaches
Hand Holding
Where users are provided help for every step of task
Nudge based
Where users are provided nudges on where it is needed
Reward based
Where users gets small rewards for completing each task
Learning by doing
Where users are provided a demo game, learning in safe environment
Progressive
Where users are introduced to one rule at a time and revealing the game slowly
Video Tutorial
Where users are given a walk through of the game with a video
Concept 1 :
Concept 1 :
Video Tutorial
Video Tutorial
Our initial concept leveraged the popularity of short-form video content, like Instagram Reels and YouTube Shorts. The goal was to minimize cognitive load by providing a quick, engaging tutorial that users could effortlessly absorb just by watching. To maximize retention and immediately hook the audience, we centered the visual narrative around RummyCircle’s brand ambassador, Hrithik Roshan.
Our initial concept leveraged the popularity of short-form video content, like Instagram Reels and YouTube Shorts. The goal was to minimize cognitive load by providing a quick, engaging tutorial that users could effortlessly absorb just by watching. To maximize retention and immediately hook the audience, we centered the visual narrative around RummyCircle’s brand ambassador, Hrithik Roshan.
Story Boarding ideas
Explored iterative UI concepts for the onboarding video, carefully aligning the script with the visual elements.
Finalising The Screens & Script
The final look and feel were strategically designed around brand ambassador Hrithik Roshan to maximize brand resonance and user trust.
Concept 2 :
Concept 2 :
Interactive Tutorial
Interactive Tutorial
Built on a proven industry framework, this concept featured an interactive, step-by-step practice game. It allowed users to learn through guided observation and immediate action, ensuring a rapid onboarding process that empowered them to confidently start playing real matches faster.
Built on a proven industry framework, this concept featured an interactive, step-by-step practice game. It allowed users to learn through guided observation and immediate action, ensuring a rapid onboarding process that empowered them to confidently start playing real matches faster.
Visual explorations
Conclusion
Interactive Tutorial
Interactive Tutorial
The project concluded successfully, with the interactive video concept receiving highly positive feedback during internal testing. Having completed this initial 0-to-1 phase, It was handed over to the core RummyCircle design team for continuous iteration and scaling, while I transitioned to a new team to take on my next challenge.
The project concluded successfully, with the interactive video concept receiving highly positive feedback during internal testing. Having completed this initial 0-to-1 phase, It was handed over to the core RummyCircle design team for continuous iteration and scaling, while I transitioned to a new team to take on my next challenge.
Video Tutorial
Video Tutorial
The project concluded as a success. The video tutorial concept was highly praised by cross-functional teams and executive leadership, ultimately being adopted by the Marketing department. They seamlessly built upon my foundational designs, iterating on the concept and conducting further rounds of testing with both internal stakeholders and end-users to finalize the launch.
The project concluded as a success. The video tutorial concept was highly praised by cross-functional teams and executive leadership, ultimately being adopted by the Marketing department. They seamlessly built upon my foundational designs, iterating on the concept and conducting further rounds of testing with both internal stakeholders and end-users to finalize the launch.
Expected Results
Increase in User Conversion
Increase in Platform Trust
Reduction in user complaints
Great details need a bigger canvas.
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