User Experience and Interface Designing of newly introduced Feature in Empires and Allies Mobile Game
Zynga Games Network
Vivek Sunil Mhatre
Guide Dr Bibhudutta Baral
‘Empires and Allies’ is a real-time strategy game ready to go worldwide on mobiles, iPad and desktop applications. User engagement is important to drive revenue hence the game floats events on weekly basis. Vivek’s role was to design an end to end event to derive higher engagement and monetization. Understanding the principles of game experience, target audience, hooks and similar games available in market were some of his responsibilities. The research insights of new features, creating an event structure and getting the game play approved were also a part of his brief.
The design process followed by Vivek was iterative in which he enhanced the game experience and interface based on testing and feedbacks. Prototypes and dummy mockups were also prepared before getting the concepts validated. The outcome of the project was the longest new event feature with a storyline of its own, enhancing user engagement and monetization. The feature is live and played worldwide.