Country Escape
UI/UX Designer | 2021-2024
Owned UX for live events, progression systems, and monetization flows in mobile farming game. Designed system-level interactions that influenced retention, engagement, and revenue.
UX Team Size
4-6 members
Active Users
400k+ DAU
Tools
Figma, Unity
Product and Constraints
- Senior-age majority player base required slower pacing and high-legibility UI.
- Aging tech stack limited layout flexibility and animation behavior.
- Diverse player motivations required reward pacing that worked for collectors, achievers, and grinders.
- Economy inflation and balance rules constrained progression and reward communication.
Battlepass
Built the Battle Pass, a progression based system that introduced structured goals, daily and long term tasks, and free and premium reward tracks. Designed task flows, reward communication, perk visibility, and the full player journey from entry to completion. Ensured the feature integrated cleanly with farming loops and communicated value without breaking balance.
Case Study →20% ↑
ARPU Uptick
7% ↑
Core Actions During the Season
60%
Completion Rate Across the Full Progression
Seasonal Sale
Built a limited time reward track that shifted value from upfront purchase to ongoing play. Unlocking the sale gave access to the track, but rewards required completing actions and reaching XP milestones.
10% ↑
Revenue Uplift Without Affecting Baseline Systems
12% ↑
Core Loop Actions for Purchasers
65%
Completion Rate for Purchasers
Web Store
Legislation allowed a standalone web store but blocked direct in-game promotion. I designed a compliant flow that routed players from a daily reward claim to the web shop. Players collected a free chest on the site, saw discounted currency prices, and could purchase there. Web store purchases avoided the 30 percent platform fee, so even discounted packs delivered higher net revenue than in-app sales.
25% ↑
Click Through From Daily Reward Flow
32% ↑
Web Store Purchase Conversion
15%
Higher Net Revenue Per Purchase
HUD Redesign
Solved the long term HUD space shortage by unifying icon sizes, removing redundant entry points, and simplifying event icon states. Preserved player muscle memory while freeing space for upcoming features. Reduced cognitive load by cutting information bloat.
Medium Article →+ 3 ↑
HUD Slots Created Without Adding a New Row
20% ↑
Reduction in Icon-State Complexity for Events
0
CS Tickets After Rollout
Experiments
Explored automating tooltip to take players directly to next action.
Hypothesis: Directing players to the next actionable step would reduce cognitive overhead in dense sessions.
8% ↓
Engagement Drop on Experiment Group
Outcome
Feature was paused as it reduced agency within the loop.
Insight
Removing cognitive burden must not remove the player's role in the loop
Design Philosophy
Every screen alters player state. I design for economy loops, reward pacing, and long horizon motivation. UX choices are evaluated by their effect on retention and resource flow.
Players skip forced tours. I use clarity, sequencing, and contextual cues so functions are learned through interaction, not explanation.
I design for progressive complexity: keep the entry path simple, reveal depth over time, and ensure new features do not add surface noise. This protects newcomers while giving long-term users room to grow.
Medium Article →
Designed two tier Figma system.
Multiple Legacy Systems created inconsistencies and rework.
A low fidelity set for quick layout exploration and a high fidelity set that replicated Unity assets with accurate slicing.
The high fidelity system let teams validate real in game behavior early and resolve issues in prototypes instead of after development.
Unity UI Integration and Pipeline Setup
Built a predictable import and prefab pipeline. Removed inconsistency in slicing, batching, and structuring.
Created reusable prefab archetypes so seasonal reskins dropped in with minimal rework.
80% ↓
Seasonal Reskin Time Reduced
User Interviews
Interviewed late stage players to map motivations and friction.
Identified behavioral clusters that refined personas.
Insights guided pacing, reward timing, and communication in major updates.