Collaborated with my brother to design and develop 10Score Startup, a fantasy sports platform focused on enhancing user engagement through gamified experiences.

Led the UX design process, crafting intuitive user flows and interfaces that promote responsible spending and interactive decision-making.
Designed and implemented features like in-app currency (coins), level progression, daily spending limits, and strategic gameplay, making the platform both rewarding and user-friendly.

Focused on user research to ensure the platform meets user needs while balancing fun with responsible engagement.

Designed a mobile-first UX/UI for Croply, an agri-tech marketplace that connects farmers with mini-stores to streamline the cattle feed trade.

Focused on usability and accessibility, ensuring a smooth and intuitive experience for users with varying technical skills.

Led the design process from concept to MVP launch, delivering a user-friendly platform that supports seamless transactions.

Collaborated with stakeholders to align user needs with business objectives, enhancing product efficiency and user satisfaction.

This case study details the design and implementation of an integrated coin system within a fantasy sports platform to boost user engagement, promote responsible spending, and foster a sustainable in-app economy.  I, as a key member of the design team, played a crucial role in shaping the user experience and ensuring the system's effectiveness.

Our research revealed that users of similar fantasy sports platforms often struggled with overspending and emotional attachment to losses, leading to high churn rates.  Many felt a lack of control over their spending, while others became disengaged due to perceived high entry costs.  We also noted inconsistent user engagement, with significant drop-offs after initial signup.

Our primary objectives were to increase user engagement by 25%, improve user retention by 15%, and increase the Average Revenue Per User (ARPU) by 10% while simultaneously decreasing the instances of overspending.  Success would be measured using these Key Performance Indicators (KPIs) tracked through Google Analytics.

Our research involved user interviews, surveys, and analysis of existing user data from similar platforms. We identified key user personas: the casual player, the strategic player, and the high-roller.  Competitive analysis highlighted successful gamification techniques used in other platforms.

Key findings revealed a strong desire for greater control over spending, a need for more engaging gameplay features, and a preference for a more intuitive and user-friendly platform.  Many users reported frustration with the lack of perceived value for their money and the high emotional stakes of traditional entry systems.

Through brainstorming sessions and design sprints, we explored several concepts. We eventually settled on an integrated coin system where 1 rupee equals 10 coins.  This allowed users to manage smaller amounts, creating a perception of greater value and reducing the impact of smaller wins and losses. We incorporated gamification elements like daily login bonuses, achievement rewards, and progress bars to incentivize consistent use.

We created low-fidelity wireframes to map out the user flow and screen layouts for the new coin system.  This was followed by high-fidelity prototyping in Figma to test usability and gather user feedback.  Multiple iterations were made based on user testing insights.

The visual design focused on a clean, modern aesthetic with a color palette that evoked excitement and energy.  Intuitive icons and clear typography were used to enhance ease of use.  The in-app coin representation was designed to be visually appealing and engaging.

User testing involved A/B testing different aspects of the coin system and overall flow. Feedback from these tests guided further iterations and refinements to the design, ensuring a user-friendly and enjoyable experience.

The main challenge was balancing user spending control with engagement.  We overcame this by implementing a customizable daily spending limit, giving users a sense of control and preventing impulsive overspending.

Post-launch data showed a 22% increase in user engagement, a 12% increase in user retention, and a 9% increase in ARPU.  Importantly, the instances of overspending significantly decreased. The redesigned platform significantly enhanced user experience and fostered responsible spending, proving the success of the integrated coin system and gamification strategy.

This project reinforced the importance of user-centered design and iterative development.  The success of the integrated coin system highlights the power of gamification and responsible spending measures in fostering long-term user engagement and satisfaction.  The ability to balance user autonomy and a sustainable in-app economy proved particularly crucial.  In future projects, I would emphasize even more rigorous user research at the earlier stages of design.

The redesigned fantasy sports platform, with its innovative coin system and gamification features, successfully addressed the problem of overspending and low engagement.  The positive results demonstrate the effectiveness of a user-centered design approach that prioritizes both player enjoyment and responsible spending.  Future development will focus on expanding the gamification features and introducing more advanced analytics to personalize the user experience further.

Improving user engagement and responsible spending in a fantasy sports platform using a unique coin system and gaming experience.

Ramsai Velaga – Artist & UI Designer

Featured Projects

10Score-Fantasy sports platform

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Work Experience

UI Designer

Freelancing UI Designer