Overhaul Style Guide & Social System
Joined in 2016 as UI/UX Designer. Redesigned core visual style system, overhauled information architecture, and built social guild features to drive retention and DAU. Identified core friction points in visual consistency and information hierarchy, establishing a unified design.
Styleguide Redesign
Improved the UI by defining the use of color language for different functions of the various buttons throughout the game UI.
Color Design →
Information Hierarchy
Redesigned UI for a cleaner layout and more consistent design style that is more palatable to Western players.
Redesign HUD →
Retention Features
Completely overhauled the guild system to emphasize member engagement and improve user retention.
Guild System →Goals of the Overhaul
As the main designer on the team, I first identified the problems with the visual style and consistency and designed a new style guide for the game. I updated all UI to follow the new standard. I also collaborated with the game designer to develop new social features such as friendly guild pvp which improved the Daily Active Users, Lifetime Value, and User Retention.
Color Language & Style Guide
Key Design Issue
Buttons lacked any consistency where the same color buttons were being used interchangeably for sorting, navigation, and purchases.
I defined clear color roles (Orange = Social, Blue = Item Progression, Gold = Premium Currency, Grey = Inactive).
Information Hierarchy & Home HUD
Streamlined the home screen by reducing navigation footprint, grouping event entries into a clean icon entry point, and clarifying primary actions.
Guild & Community Retention Features
Overhauled the guild hub to emphasize member engagement — adding friendly PvP, trade systems, and interactive leaderboards.
