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.
User Stereotypes
Study on Understanding Rummy circle Users
Driven by insights from our dedicated research team, this project was developed in direct response to qualitative studies with RummyCircle users.
Driven by insights from our dedicated research team, this project was developed in direct response to qualitative studies with RummyCircle users.
PROCESS HIGHLIGHTS
Work overview
Work overview
The goal was to give this raw data meaningful direction and context. Design played a critical role in organising the information, transforming complex data into a clear, structured, and user friendly format.
Objective
Psychographic and behavioral profiling of online Rummy players.
Psychographic and behavioral profiling of online Rummy players.
Timelines
May 2022 - July 2022
May 2022 - July 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
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
Figma,
Photoshop,
Illustrator, Miro,
Procreate, After effects
Team
1 Designer (Me)
1 Manager/Mentor
1 Designer (Me)
1 Manager/Mentor
Beginner
Beginner
Advance
Advance
Expert
Expert
Initially, we assumed there were only three distinct Rummy player personas. However, deeper data analysis revealed new behavioral parameters, allowing us to segment users on a much more granular level.
Initially, we assumed there were only three distinct Rummy player personas. However, deeper data analysis revealed new behavioral parameters, allowing us to segment users on a much more granular level.
Research Background
Psychographic and behavioral profiling of online Rummy players.
Target Sample Size
35-40 interviews (3-4 interviews per city/town)
evenly distributed among the suggested geographies.
Candidate Selection Criteria
Geographies (Cities & Towns)
2 Cities per state; 1 city/town in each tier (first and second )
Gujarat- Ahmedabad/Surat/Bhavnagar/Vadodara
Maharashtra- Mumbai/Kolhapur/Sangli
West Bengal- Kolkata/ Asansol/Durgapur
Kerala- Kochi/Palakkad
HR- Gurgaon/Panipat/Sonipat
Average Age
25- 35 Yrs- 50%
35- 45 yrs- 50%
Average Mobile Use
Between 1 hr-3 hrs- 30%
3hrs and above- 70%
Earning Status
Earning : Dependent Ratio - 90:10
Popular Apps
Entertainment Consumption Apps (YouTube, ShareChat, News Apps)
Social Connectivity & Expression Apps (Facebook, Instagram)
Stocks and Trading
Earning Status
Earning : Dependent Ratio - 90:10
Employer Type
(Among Employed)
Salaried : Self-Employed - 50:50
Online Rummy Platform
RC : Non-RC - 50:50 , (RC : RummyCircle)
Research Methodology
In-depth Qualitative Study
Deliverables
1. All material captured. Videos, Photos, Notes.
2. Interview recordings.
3. Interview Transcripts.
4. Full Report
Why ?
This qualitative study was conducted to map the deep psychological drivers of real money rummy players. The primary goal was to move beyond basic demographics and shift toward psychology driven product design understanding exactly why users play, what keeps them engaged, and what triggers long-term platform loyalty.
Hypothesis
To design a compelling gaming experience, we must understand the player's deep psychological needs from social validation to self-esteem and how their cultural background shapes their choices.
By understanding the emotional drivers behind key user actions (like adding funds or continuing to play), we can design targeted UI interventions that increase player satisfaction, drive long-term loyalty, and boost revenue.
Understanding the behaviour
of an online Rummy player
Understanding the behaviour
of an online Rummy player
Player Profile: What is the user's preferred platform, game variant, and overall playing style?
Skill Assessment: What is their current experience and proficiency level in Rummy?
User Motivations: What are their primary expectations and goals when engaging with the game?
Engagement Metrics: How much time & money do they typically invest per session or on a weekly basis?
Player Profile: What is the user's preferred platform, game variant, and overall playing style?
Skill Assessment: What is their current experience and proficiency level in Rummy?
User Motivations: What are their primary expectations and goals when engaging with the game?
Engagement Metrics: How much time & money do they typically invest per session or on a weekly basis?
What are the key psychological and behavioral attitudes exhibited by online rummy players?
How do these attitudes vary as they transition from enthusiasts to matured players?
Do they develop additional attitudes as they transition, or the key traits remain the same and there is only a change in proportion?
Can we expect loyalty for a particular platform?
Is it possible to develop a habit, if yes how?
What are the key expectations of sincere players from an online rummy platform
What are the key psychological and behavioral attitudes exhibited by online rummy players?
How do these attitudes vary as they transition from enthusiasts to matured players?
Do they develop additional attitudes as they transition, or the key traits remain the same and there is only a change in proportion?
Can we expect loyalty for a particular platform?
Is it possible to develop a habit, if yes how?
What are the key expectations of sincere players from an online rummy platform
What are the key psychological and behavioral attitudes exhibited by online rummy players?
How do these attitudes vary as they transition from enthusiasts to matured players?
Do they develop additional attitudes as they transition, or the key traits remain the same and there is only a change in proportion?
Can we expect loyalty for a particular platform?
Is it possible to develop a habit, if yes how?
What are the key expectations of sincere players from an online rummy platform
Psychographic & Behavioral Profiling
Psychographic & Behavioral Profiling
These final parameters are the result of rigorous research and multiple rounds of team deliberation.
These final parameters are the result of rigorous research and multiple rounds of team deliberation.
Gambler's
Delight
Gambler's
Delight
Though these players are very pragmatic, they inherently need to maximise their return in a relatively smaller time frame.
They demonstrate the gambler psyche of a short and intense attention span and urge to take chances ( ‘one last time...’ ).
Though these players are very pragmatic, they inherently need to maximise their return in a relatively smaller time frame.
They demonstrate the gambler psyche of a short and intense attention span and urge to take chances ( ‘one last time...’ ).
Commitment
& Focus
Commitment
& Focus
These players size up the opportunity by playing smaller bets before taking more significant plunges.
They demonstrate a high level of focus and commitment to secure the desired results.
These players size up the opportunity by playing smaller bets before taking more significant plunges.
They demonstrate a high level of focus and commitment to secure the desired results.
Passive
Aggression
Passive
Aggression
People who tend to be less successful in deriving gratification from other social interactions and competition find the arena of Real Money game as an even playing field.
They tend to harbour a ‘hidden gem’ feeling. They strongly believe that their true worth and potential has not been socially acknowledged and work hard to acquire social validation by acing the cash game.
People who tend to be less successful in deriving gratification from other social interactions and competition find the arena of Real Money game as an even playing field.
They tend to harbour a ‘hidden gem’ feeling. They strongly believe that their true worth and potential has not been socially acknowledged and work hard to acquire social validation by acing the cash game.
Utilitarian
Outlook
Utilitarian
Outlook
They have a good idea about their physical & mental capabilities (and limitations). They carefully select the game and play only those games where they are confident they can win.
They measure their self worth in exact terms of the reward they win.
They are not opposed to social embellishments
They have a good idea about their physical & mental capabilities (and limitations). They carefully select the game and play only those games where they are confident they can win.
They measure their self worth in exact terms of the reward they win.
They are not opposed to social embellishments
Visual Scales for User Profiling
Visual Scales for User Profiling
Utilarian
Outlook
Passive
Aggression
Commitment
& Focus
Gamblers
Delight
Rummy Traits Scale
LOW
MEDIUM
HIGH
Rummy Love Metre
Types of Finalised stereotypes
Types of Finalised stereotypes
Reluctant
Reluctant
Onlooker
Onlooker
Unsure
Unsure
Upstarter
Upstarter
Confident
Confident
Beginner
Beginner
Master
Master
Player
Player
Joker
Joker
Player
Player
For our first draft, the goal was to synthesize all essential data points into an easy to read format. This established the baseline for our iterative design process.
For our first draft, the goal was to synthesize all essential data points into an easy to read format. This established the baseline for our iterative design process.
Refining Visual : Narrative-Driven concepts
Refining Visual : Narrative-Driven concepts
With the research data synthesized, the next step was to translate these insights into a compelling visual narrative. Here are the initial design concepts explored during this phase.
With the research data synthesized, the next step was to translate these insights into a compelling visual narrative. Here are the initial design concepts explored during this phase.
Concept 1 : The Kings Court
The King (Master) : Sitting upon his throne with a commanding, boss-like presence.
The Jester (Joker) : Performing in the center, actively making a fool of himself for the court's entertainment.
The Ambitious Minister (Confident) : The King's most trusted advisor, sitting calmly but eyeing the monarch with hidden aspirations to usurp the throne.
The Curious Soldier (Onlooker) : A guard stationed next to the King, secretly peeking at the royal documents out of sheer curiosity to understand a ruler's duties.
The Young Prince (Unsure) : Playing nearby with a wooden sword, scared but pretending to be a mighty ruler.
Concept 2 : Race
The Master: The expert player who has already crossed the finish line and claimed the winning ribbon.
The Confident Beginner: A highly capable contender who finished incredibly close to first place.
The Unsure Upstarter: Lost and confused, this player is walking instead of running as they try to figure out the route.
The Joker: A disqualified participant who completely ignores the rules to do their own thing.
The Bystander (Onlooker): Completely disengaged from the competition, choosing instead to stand around and watch the crowd.
Concept 3 : Casino Table
A top-down view of a casino table scattered with various playing cards. Futuristic, holographic lights and text project directly onto the table's surface, providing digital explanations for each specific card.
The Master Card: Illustrated as a formidable sorcerer who is effortlessly levitating their cards using magical energy.
The Confident Player: Depicted as a muscular, capable human casually rolling up their sleeves while holding their hand of cards, ready for action.
The Unsure Player: Shown visibly sweating and nervously fumbling, accidentally holding some of their cards upside down.
The Onlooker: A non-participant standing in the background, subtly peeking over another player’s shoulder to look at their hand.
The Joker: A classic, traditional casino jester character.
Some Refined Concepts
Some Refined Concepts
Conclusion
Conclusion
The project concluded on a highly successful note, delivering insights that were quickly adopted by multiple cross-functional teams. The final deliverables including visual posters and comprehensive PDF reports were circulated company wide and now also serve as a foundational onboarding resource for new team members.
The project concluded on a highly successful note, delivering insights that were quickly adopted by multiple cross-functional teams. The final deliverables including visual posters and comprehensive PDF reports were circulated company wide and now also serve as a foundational onboarding resource for new team members.
Great details need a bigger canvas.
This portfolio features in-depth case studies and intricate UI mockups that are best experienced on a larger screen. For the optimal viewing experience, please open this link on your desktop or laptop.
