MPL — Ludo Win Playstore

Product Designer on

Design Note

A Free-to-Play port to the classic Indian board-game LUDO, for Google Play-store

UX Design

Visual Design

Gaming

Client

Mobile Premier League

Industry

Gaming
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What is Ludo?

Ludo is a classic strategy board game that 2-4 players play individually or in partnership. Ludo originates in the Indian game, Pachisi, played around the 6th century. It is a viral game played widely across the globe.

Development Team

1 Designer
1 Illustrator
1 Product Manager
2 React Devs
1 QA

Primary Responsibilities

• Complete UX & UI revamp of the Ludo F2P Play Store App, keeping in line with the MPL branding
• Experience Design for new player onboarding

Challenges

1. User conversion of F2P users to MPL Pro
2. Discoverability & surfacing of new modes and formats for players

Project Impact

20%

Increase in player conversion to MPL Pro

‍• Higher User Trust – Improved trust signals & a seamless transition from free-to-play encouraged more players to join MPL Pro, enhancing monetization.

‍• Flexible Experimentation – The optimized UI allowed the team to test different lobbies & pot sizes, leading to better player participation & retention.

11K+

Daily Active Users from 7K

• Enhanced Visual Appeal: Player feedback indicated higher satisfaction with the updated intuitive interface design.
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• Increased Player Trust: An increase in repeat sessions & longer playtime per player due to clearer navigation, improved game states, & consistent design patterns.

Key Takeaways

• Ludo F2P Experiments Informed RMG Strategy – Insights from Ludo’s free-to-play (F2P) experiments provided valuable learnings for refining user engagement and conversion strategies in Rummy and Fantasy real-money gaming (RMG) apps on the Play Store.

• Visual Design Drives Trust & Engagement– A well-crafted visual experience isn’t just aesthetic; it enhances usability, fosters player trust, and encourages deeper engagement, directly impacting retention and monetization.

• Data-Driven Lobby Design for Player Segmentation – Experimenting with different cash entry points helped us gauge player risk appetite, enabling data-backed segmentation into soft and hard currency users, leading to better personalization and monetization strategies.

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