Product Designer on
MPL — Ludo Win Play Store
Design Note
Ludo Win on MPL Pro was already a hit, but we wanted to take it further without losing player engagement. That’s where LudoWin Free-to-Play on Google Play Store came in—a fun, accessible way to bring in more casual players while creating a natural path for them to transition into the Pro app 🤑
UX Design
Visual Design
Gaming
Client
Mobile Premier League
Industry
Mobile Gaming
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Primary Responsibilities 💪🏽
• Complete UX & UI revamp of the Ludo F2P Play Store App, keeping in line with the MPL branding
• F2P casual players to Pro player conversion
• A cohesive wallet Integration between Play Store F2P App & MPL Pro App
Target Users🤼
Casual Gamers
F2P Players
Team🫡
1 Designer
1 Illustrator
1 Product Manager
1 React Dev
1 QA
Sketches
• Before 🤮
The previous design did not understand the casual gamer’s mindset. Instead of drawing players straight into the game, the interface felt isolated and heavy, with marketing banners & MPL Pro promotions taking center stage, this made the hierarchy unclear.

For a player looking for a quick & engaging game, the dark & enclosed layout didn’t convey the excitement of a fast-paced competitive game. Even essential elements like balance & available battles weren’t immediately visible, adding unnecessary friction to the experience.
• After 👽
Here, the goal was to design a dynamic, structured, & visually inviting, showcasing the lobbies up-front, with a clear distinction between different game formats, ensuring players can quickly scan & choose their preferred battle type.
Project Impact
20%
boost in player conversions to MPL Pro
• The new experience made the jump from free-to-play to Pro feel seamless, unlocking higher monetization.

• The flexible UI gave us room to not only experiment with different lobbies and pot sizes but also helped us surface exclusive MPL Pro live events non-intrusively.
11K +
Jump in daily active users from 7K
• An increase in repeat sessions & longer playtime per player indicated that the visually engaging and instinctive interface resonated well with casual gamers
Home Screen Options
Initially, I followed the existing hierarchy 🫠, but as I delved deeper, I realized something was missing—the familiarity of a real Ludo board. Bringing that visual metaphor into the digital space created instant recognition and made navigation feel more intuitive.
Home Screen & Lobby Selection
Since this was a game-first experience, lobbies took center stage over ad banners. Within these lobbies, we strategically surfaced a high-stakes real-money option, encouraging players to use their login bonus cash💰💰💰. The withdrawal limit acted as a natural bridge to MPL Pro, introducing players to higher-stake lobbies and expanding engagement.
Wallet Integration
The wallet initially focused only on withdrawals, but we expanded its role by adding a login bonus and a withdrawal limit, creating a more engaging loop. We also relocated MPL Pro banners away from the lobby, keeping the focus on gameplay 🕺🏽. The wallet now synced seamlessly with MPL Pro, making it more rewarding—players could collect log-in bonuses, use winnings, and reinvest in more games. This not only helped players reach the withdrawal limit faster but also softened losses, as they were often playing with bonus cash rather than their own money. In this process, a casual gamer naturally learned the RMG loop.
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 other games.

• 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.
Challenges 🧗🏽
• Prioritizing Gameplay Over Distractions:
Persuading the team to reduce reliance on ads and promotional banners, & shifting the focus back to gameplay entry points and lobbies.
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• Encouraging Free-to-Play Players to pay:
The wallet only supported withdrawals, making it a dead-end feature. We wanted to reduce the time taken for a player to reach the withdrawal limit & nudge the player to transition over to the Pro App.

• Creating a Cohesive RMG Learning Curve:
The new design needed to ensure casual gamers could learn organically—earning bonuses, playing, reaching the withdrawal threshold, & eventually transitioning into higher-stakes games—all without feeling overwhelmed.
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