VIP Program Update
To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not reflect the views of Big Fish Games.
PROBLEM
The Big Fish Casino VIP Program was designed to be a tiered incentive program for players who continue to purchase on a regular basis. As the app grew and the number of tiers expanded, the wealth disparity between the high and low tiers widened and the program's perks became harder for the majority of players to benefit from.
VIP members' monthly bonuses were calculated based on the number of chips bought. This resulted in increased purchased hangover as sale multipliers grew but package prices stayed the same.
GOALS
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Provide players another progression system by allowing VIP points to be earned by leveling up instead of just purchasing
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Narrow the economy gap between Tier 0 and Tier 16
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Change the monthly VIP bonus to be based on a player's amount of money spent instead of the number chips bought
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Short term increase in revenue by creating excitement around increased sale multipliers
RESEARCH
Quantitative metrics and key insights gathered from the VIP Program Concierge team – a team that regularly surveyed VIP members – shed light on many of the aforementioned problems.
An in-depth analysis of top-grossing competitors in the social casino genre helped establish best practices for VIP and loyalty programs.
UX ARTIFACTS
The existing VIP Program was incorporated into several features and surfaced in many different areas, so it was important to identify each of these instances so the updated design would be consistent across the app.
I created detailed flow charts and wireframes to illustrate updated player flows, program messaging and upsell moments, as well as align stakeholders.
EARLY ACCESS & VIP LOUNGE ACCESS
VIP Lounge locking and surfacing in the main lobby, plus upsells using Early Access slot content as a motivator for buying into the program.
NEW VIP TIER UP FLOW
Because more players would be leveling their way into the program, the initial tier-1 unlock sequence needed to feel special and exciting.
UPDATED PROGRAM UI & UPSELLS
The entire feature needed a facelift, so new layouts were created that emphasized player progress and program rewards. I also designed several upsell popups that highlighted different perks in hopes of hitting different player motivations.
UI DESIGN
Working in collaboration with graphic designers, a new visual brand was created that used rich purples and golds to convey luxury and opulence.
I was responsible for the initial layout of the program screens, which designers later applied branded elements to. I also handled generating interface assets for all of the supporting features of the VIP program–
the store banner and upsells, level up screen, and main lobby.
*VIP Program branding & design elements created by graphic design team.
