TruPlay games

Art Direction & UX/UI for TruPlay Games. [Kids Gaming Platform]

Art Direction and UX/UI for TruPlay Games. [Kids Gaming Plaform]

COMPANY

TruPlay Games

ROLE

Art Director & UX/UI

EXPERTISE

Digital Experience Design

TruPlay App [Game Platform]

Results: 400k+ Downloads at launch | 50K+ Subscriptions

Results: 400k+ Downloads at launch 50K+ Subscriptions

Collaborated with Product team to develop and launch theTruPlay app and website. TruPlay is one app with multiple games for kids ages 5-9yr - subscription-based experience.

TruPlay is one app with multiple games for kids ages 5-9yr. A unique subscription-based experience with multiple games integrated into one app experience, allowing up to 10 unique user profiles.

Multiple Games
Multiple Profiles
Onboarding [Design Iterations]
Multiple Games
Subscription Platform
App Lobby
Onboarding [Design Iterations]
Footer Nav Iteration
Multiple Games
Multiple Profiles
Onboarding [Design Iterations]
Multiple Games
Subscription Platform
App Lobby
Onboarding [Design Iterations]
Footer Nav Iteration
Multiple Games
Multiple Profiles
Onboarding [Design Iterations]
Multiple Games
Subscription Platform
App Lobby
Onboarding [Design Iterations]
Footer Nav Iteration
Multiple Games
Multiple Profiles
Onboarding [Design Iterations]
Multiple Games
Subscription Platform
App Lobby
Onboarding [Design Iterations]
Footer Nav Iteration

Multiple Games
Multiple Profiles
Onboarding [Design Iterations]
Multiple Games
Subscription Platform
App Lobby
Onboarding [Design Iterations]
Footer Nav Iteration
Multiple Games
Multiple Profiles
Onboarding [Design Iterations]
Multiple Games
Subscription Platform
App Lobby
Onboarding [Design Iterations]
Footer Nav Iteration
Multiple Games
Multiple Profiles
Onboarding [Design Iterations]
Multiple Games
Subscription Platform
App Lobby
Onboarding [Design Iterations]
Footer Nav Iteration
Multiple Games
Multiple Profiles
Onboarding [Design Iterations]
Multiple Games
Subscription Platform
App Lobby
Onboarding [Design Iterations]
Footer Nav Iteration

Art Direction

Lead Art Director for the TruPlay brand and app, guiding visual direction while driving the full UX process, including discovery, user research, wireframing, content strategy, prototyping, iterative design, UI development, and collaboration with developers and stakeholders to deliver intuitive, engaging digital experiences.

UX/UI Lead

Design Process: Discovery → Research → Wireframes → Prototypes → Testing → Handoff

Collaborated directly with developers, artists, and product directors to define and test user flows, create wireframes, and improve onboarding and first-time user experiences (FTUE), with a focus on increasing engagement and lifetime value (LTV). Also defined the flows between game lobby and games, mulitple user profiles, and connecting the in-app narrative games for a cohesive user experience.

TruPlay [App & Web]

On-Boarding [Web Experience]
Testing & Iterations

On-Boarding [Web Experience] Testing & Iterations

On-Boarding [App]
Testing & Iterations

Tested several screens for flow completion and signup. Used these early flows to test with users and refine onboarding before UI design. Collaborated closely with product leads to iterate quickly based on testing feedback.

[App] On-Boarding & Retention

Tested several screens for flow completion and subscription signup. The test informed that the version without the images had better performance and increased the subscription completion event by more that 30%. A second test was on in-app retention: By adding daily and weekly quests, user retention increased by an average of 70% in time spent in app.

A second test was on in-app retention: By adding daily and weekly quests, user retention increased by an average of 70% in time spent in app.

Wireframes

Created wireframes using tools like Miro and Figma to define User Flows and designs for FTUE for different user segments. Creating flows for child experiences, parent experiences, subscriptions, and continue as guest to test and validate before UI.

FTUE User Flow [7-day Free Trial]

FTU User Flow [Continue as guest]

[App] Established Consistent Content Screens

On-Boarding [Web Experience]
Testing & Iterations

Tested several screens for flow completion and signup. It was determined that the version without the images had better performance and increased the subscription completion event by more that 30%.

On-Boarding [App] Testing & Iterations

Tested several screens for flow completion and signup. It was determined that the version without the images had better performance and increased the subscription completion event by more that 30%.