Year
2024
Client
Garena
Category
Revenue Event
Role
Product Design
Overview
An in-game revenue event that is created from scratch. This is not a regular matching cards game. The code behind it allows the person in charge to control every possibility and determine, on average, how much a player needs to spend to win a reward.
Event Achievement
The event will be re-launched every year as an annual event.
Generates 42.6% Revenue (Compared with events in the same category).
Proud Story
During my internship at Garena, there was an ideas pool for new events that I was assigned to make, but I decided to propose my own idea. It was challenging because I had to ensure that I covered every single aspect of the event majority by myself: its appearance, functionality, expected revenue, maintenance of reward value, and more. However, with dedication, the company approved my event.
Events Details
In this game, players match cards with identical faces. Cards that have not been flipped will be labeled as "blank," allowing the system to determine their faces. However, once a player has flipped a card, it will retain the same face to make the player feel less randomness (gacha-like game) in the event. If a player unveils a non-matching card, it will return to a face-down position, and its face will not change when unveiled again.
Event Userflow
Problem & Solution = Impact
Problem:
The goal was to hook players with low initial prices and gradually increase them, while keeping players motivated to finish. The challenge was finding the point where players are still willing to pay to flip a card.
I looked at data from a similar event, but it didn’t fully answer the question, and there wasn’t enough time during my internship to run proper testing.
Solution:
When facing challenges like this, I prioritized setting up systems for long-term analysis and iteration. I designed a backup layout and ensured key variables—like pricing, card count, and replay rounds—were adjustable for future relaunches.
I also made sure the system tracked valuable player data, such as flip frequency, drop-off points, and replay behavior. This approach enables data-driven improvements and flexible updates based on real user interaction.
14 Cards Layout
12 Cards Layout
Impact:
Discovered Price Limits: I identified exactly when different types of users (from low to high spenders) stop paying because the cost feels too high. This helps the company set perfect prices for future events.
Provided Strategic Insights: By tracking how different user groups (A1–A4) behave, I provided the company with the data needed to balance player motivation with revenue for future events.
Created a Flexible System: I designed 3 different layout versions and adjustable settings. This allows the company to easily relaunch the event or change the difficulty without needing to start from scratch.
Note: User segments A1–A4 are categorized by spending habits and activity levels. Specific names have been anonymized to comply with confidentiality (NDA).
Problem & Solution = Impact
Problem:
I initially designed a vertical layout that looked fine on my phone and the company’s test device. However, on smaller screens, the content appeared too small, which could lead to a poor user experience.
Solution:
I chose to redesign the layout from scratch after realizing the original wouldn’t scale well. Reducing the number of cards wasn’t viable, as it would affect both revenue and perceived reward value. I applied a design thinking approach—reframing the problem around screen space and usability. Due to system-imposed “dead space,” I created a horizontal layout with four cards surrounding a central “flip” button. This not only preserved visual balance but also increased card size for easier tapping on smaller screens, resulting in a more accessible and user-friendly experience.
First Draft
Final Draft
Impact:
Universal Device Support: The event is now fully accessible across all Android and iOS devices, ensuring a high-quality experience regardless of screen size.
Enhanced Usability: By increasing the size of cards and buttons, I made the interface much easier to navigate, specifically for users on smaller mobile devices.
Inclusive Design: This redesign ensures that no player is excluded or frustrated by their hardware, creating a consistent and "fair" experience for everyone.