Senior Designer
within 2024
From 5 to 15 over time
Bingo Club was created as a way for Zynga's admins to easily point player engagement to specific areas of the game.
Key outcomes
Provided a fleshed out vision for a feature with high user foot traffic (one of a handful of rotating events)
Built and tested a prototype for stakeholder and vision alignment
Designed a flexible game event with a focus on the real needs of Zynga games admins
Resulted in a isolated 17% uplift in revenue across all users
I led design, firstly as the only product designer on the team, and then later joined by a UI designer. We focused our efforts on creating a modular system that allows game admins at Zynga to easily personalize the Bingo Blitz game event to each user (or subset of users).
I identified and ran workshops with 10+ project stakeholders to identify their needs, which helped me create thorough user-stores (30+) and specialized artifacts for key stakeholders. I was able to identify three pillars to focus on: clarity, customization, celebration. I then prototyped the feature to align with the team on the vision.
During testing, the team ran segmented user tests to validate the feature with users. After 3 months of Bayesian model testing, the feature resulted in a 17% uplift in revenue across all user groups.
This project demonstrated what both proactive collaboration and design due-diligence can do: help shape a feature that works as well for the user as it does for the team building it.
Project facilitators
Bought buy-in from stakeholders early with collaborative workshops
Created clear alignment of the feature and it's jobs-to-be-done with specialized artifacts for key stakeholders
Used prototypes to gather feedback quickly from stakeholders
Validated vision with segmented user testing
