Dusen Dusen Memory Game

Role

Role

Role

UX/UI Design

UX/UI Design

UX/UI Design

Project Type

Project Type

Project Type

Native game app

Native game app

Native game app

Date

Date

Date

August 2024

August 2024

August 2024

Overview

Cozy games are charming, comforting, and not stressful–and they are popular right now! This app design transforms a classic card game into a cozy game app and infuses it with the playful aesthetic of the well-loved Dusen Dusen brand.

What is Dusen Dusen? A textile and home goods brand that is easily recognized and loved for its vibrant patterns and bold, colorful product aesthetic.

This was a student project based on a brief requiring a native app design for both iOS and Android. For the purpose of this case study, I will present Dusen Dusen as the client, though this is a hypothetical scenario.

Cozy games are charming, comforting, and not stressful–and they are popular right now! This app design transforms a classic card game into a cozy game app and infuses it with the playful aesthetic of the well-loved Dusen Dusen brand.

What is Dusen Dusen? A textile and home goods brand that is easily recognized and loved for its vibrant patterns and bold, colorful product aesthetic.

This was a student project based on a brief requiring a native app design for both iOS and Android. For the purpose of this case study, I will present Dusen Dusen as the client, though this is a hypothetical scenario.

Challenge

Dusen Dusen wanted to expand their product offering by introducing a digital experience. The target audience was a combination of: existing customers who already adore the brand, as well as new customers who find the brand through app discovery, such as cozy gamers.

Customers of Dusen Dusen products want new ways to infuse their style into their living space, which goes beyond the home and into the omnipresent virtual space of mobile devices. The second target audience, cozy gamers, want new ways to play classic games without the stress of ads, cluttered and ugly designs, and ultimately unsatisfying user experiences.

Dusen Dusen wanted to expand their product offering by introducing a digital experience. The target audience was a combination of: existing customers who already adore the brand, as well as new customers who find the brand through app discovery, such as cozy gamers.

Customers of Dusen Dusen products want new ways to infuse their style into their living space, which goes beyond the home and into the omnipresent virtual space of mobile devices. The second target audience, cozy gamers, want new ways to play classic games without the stress of ads, cluttered and ugly designs, and ultimately unsatisfying user experiences.

Process

Market Research

Market Research

Market Research

Competitor SWOT Analysis

Competitor SWOT Analysis

Ideation

User flow diagram, wireframe sketches

Wireframes

Mid- and high-fidelity wireframes with platform differences for iOS and Android

Prototyping

Interactive prototype with tappable buttons, overlays, and animations

User Testing

Feedback from 5 participants after interacting with live prototype

Iterations

User driven visual improvements, animations, and button placement

Final Designs

game play

Above demo shows a user clicks to turn over two cards with Dusen Dusen patterns that don't match, then trying again to flip two that do match. A successful match animates to join and then leave the card table. When all matches are paired, a dialog appears to allow the user to play again or return to home.

Above demo shows a user clicks to turn over two cards with Dusen Dusen patterns that don't match, then trying again to flip two that do match. A successful match animates to join and then leave the card table. When all matches are paired, a dialog appears to allow the user to play again or return to home.

Achievements and shop

The Achievements and Shop sections can be accessed by the home screen or bottom navigation tab bar. In Achievements, users can check their progress toward preset goals. Achieving goals allows users to unlock more designs in the design chest. The app statistics are tracked automatically, but without the user needing to create an account. In the Shop, users can browse the Dusen Dusen store and purchase products.

The Achievements and Shop sections can be accessed by the home screen or bottom navigation tab bar. In Achievements, users can check their progress toward preset goals. Achieving goals allows users to unlock more designs in the design chest. The app statistics are tracked automatically, but without the user needing to create an account. In the Shop, users can browse the Dusen Dusen store and purchase products.

iOS Screens

Android Screens

Impact

Current key metrics in the game industry were researched. After launch, these metrics can be tracked and benchmarked against the following industry standards. These metrics, as well as global averages and metrics in other categories can be found in a report published by GameAnalytics.

I created a user flow diagram to outline the steps a customer would take in the shopping experience to browse, select items, and checkout easily and intuitively. Low fidelity wireframe sketches were required to demonstrate how the steps would look on a simplified screen. These progressed into a more fleshed-out set of mid-fidelity wireframes.

Current key metrics in the game industry were researched. After launch, these metrics can be tracked and benchmarked against the following industry standards. These metrics, as well as global averages and metrics in other categories can be found in a report published by GameAnalytics.

Retention

The Q1 2024 retention rate for card games in North America was 28.57% on day 1, 13.18% on day 7, and 5.95% on day 28.

Session Length

The majority of genre medians fall within the range of 4 to 9 minutes.

Session Count

In North America, mobile games across genres typically initiate between 3 to 5 daily sessions on average.

Reflection

What went well?

  • I chose an appealing design aesthetic and applied it consistently, with really positive user feedback!

  • I created two versions of the app, which are immediately recognizable as Android or iOS.

What could be improved?

The purpose of the shop was confusing to some users. Different possibilities emerge from this issue:

  • The products that are offered in the shop could have a more explicit tie to the game.

  • Prizes could tie more directly to shopping rewards.

  • The shop could be reduced to a link to browser, or eliminated from the app.

What I learned:

  • Collecting user feedback is critical to knowing where to make improvements.

  • Users want to know exactly what the purpose of the app is, and not be confused.

  • Fun graphics and design succeed in inviting user engagement.

…Check out this case study:

Home Cooking is a source for recipes that inspire dinner at home. In this project, I designed a responsive web app that helps cook solve the everyday problem of what to cook for dinner.

…Check out this case study:

Home Cooking is a source for recipes that inspire dinner at home. In this project, I designed a responsive web app that helps cook solve the everyday problem of what to cook for dinner.