A magical bubble shooting game from the makers of Candy Crush Saga. 2M+ downloads
*This is a case study from a test task given during the interview process. I made it to the final round of the interview and was given a lot of praise for my work and attention to detail on this task. While in the end I didn't get the job due to visa issues, I am proud to showcase my work and process.*
Bubble Witch Saga 3 is a widely-downloaded mobile game with millions of players. The first levels need to teach mechanics, motivate progress, and encourage sign-ups, all without confusing or frustrating the user.
Initial problem:
Players dropped off early due to confusing tutorials.
Terminology was inconsistent, causing hesitation in decision making.
Error messages blocked progress without recovery options.
Rewards were abstract and didn’t clearly motivate users.
about the project
The Problem
Issues
1. Tutorial Text - Piled mechanics too face without context.
Impact ---> Users drop off before finishing learning the game
2. Terminology - Varied terms for the same concept (power bubble, special bubbles, booster)
Impact ---> Cognitive friction & slower comprehension.
3. Error Messaging - No connection! Got it!
Impact ---> Users exit and don't understand their next step.
4. Reward Text - Generic positive feedback ("You found 3 new medals!")
Impact ---> No drive to continue or understand purpose
About the project
Goals & Success Criteria
About the project
- Completion rate of initial tutorial levels
Key Success Indicator:
- Make the onboarding experience clear, motivating, and friction-free from Levels 1-5.
Primary Goal:
Role & Process
1) Progressive onboarding
Before: All mechanics were introduced at once
After: One mechanic per level
Result: Users could focus and internalize each interaction before moving on.
2) Standardized terminology
Before: Multiple names for the same tool/feature
After: One consistent term (“Booster”) with a concise tooltip
Result: Reduced hesitation and improved decision speed.
3) Actionable error copy
Before: “No connection! Got it!”
After: “You’re offline, reconnect now to save progress and rewards.”
Result: Emphasized benefit and reduced exit.
4) Motivational reward language
Before: Neutral feedback "
After: Forward-looking, goal-oriented text. “Nice work! You earned 3 Medals. Keep going to unlock new adventures!”
Result: Ties reward to future value, not just acknowledgement.
About the project
- Full UX audit of Levels 1-5 copy
- Mapping friction points in the user journey
- Writing new copy for tutorial prompts, tooltips, errors, and rewards
- Systematizing terminology
Outcome & Learnings
About the project
- UX writing plays a massive role in removing friction just as much as interface design
- Terminology consistency is not an aesthetic and is necessary for users' cognitive functioning.
- Motivational framing changes behavior without UI redesign
Learnings:
Outcomes:
N/A
"Ryen got to work. She noticed details
that we all missed.”
- Leandro, King
