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Game design and development for female and male demographic between 12 - 40 years old.
Art Direction / Game Design and Development / Digital Illustrations / UX / UI
After years of being the leader in the online bingo business, it was apparent Parlay wanted to enter into the free social bingo sector. My role was to lead a team to layout and design a social bingo product that could be used on its own or as a gamification mechanism.
How I approached the design challenges, was taking the time for user research and define the player persona, which eventually would dictate the style and set of UI and visual graphics that articulated essential attributes that drove the overall aesthetic, look, feel of the game.
Next steps to the design would include wireframing, storyboarding, and prototyping each section and level. Once completed we involved real users in commenting, test and discuss their pain points. Having these sessions as part of the Iterative design cycle, made sure we could back up, fix and explain the process of how a player would navigate through each section and layer of the game efficiently. And allow us to develop better experiences as the player journeys further and further into the game.
It was also critical to establish a common set of visual assets and design patterns that could be carried throughout the site, apps and promotional material. This ultimately gave players a consistent experience across all of the product touchpoints.