Problem framing
Crash Bandicoot: On the Run! started as an experimental runner + resource-management hybrid and was later rebranded into a franchise title late in production
→
The accelerated rebrand timeline limited opportunities to validate the first iteration of the meta experience
→
After launch, research showed players were:
· Unclear about what to do next in the progression loop
· Blocked by crafting and ingredient dependencies
· Disengaging during early and mid-term sessions
→
I joined at the start of a full meta UX redesign plan delivered across three releases over six months
Key decisions
01
Improved focus and readability across menus and tutorials
Simplified lobby navigation by replacing 3D menu environments with clarity-first 2D layouts
Improved tutorial readability with adaptive positioning, HUD masking, arrows, expressive character feedback and higher contrast typography
Introduced a linear boss roadmap so players always understood the next progression objective
02
Making meta systems support gameplay progression
Visualized progression requirements directly when needed to unlock boss encounters
1 run button automated the navigation between gameplay and meta depending on what part of the loop players were in
03
Rebuilding FTUE around progression clarity
Consolidated legacy research insights and conducted targeted additional studies
Expanded onboarding across more sessions and aligned it with gameplay learning goals
Reduced tutorial hand-holding while ensuring economy systems would not block progression across sessions
04
Better gameplay readability
Worked with the art team to adjust visual readability of threats and hazards that players misread, improving usability of world objects such as mushrooms (previously avoided instead of used as jump triggers)
Clarified misunderstood legacy mechanics such as checkpoint boxes through replacement progression systems (ads)
Key decisions
Stronger early retention through better onboarding and meta improvements
→
KPI impact
↑10% Day-2 to Day-7 retention
↑13% session playtime
↑19% number of runs played
↑5% active users
↑15% ad revenue
→
Established stronger cross-discipline collaboration between design, UI and art teams during a critical live-service redesign phase
→
Introduced research-driven decision-making across the team, increasing adoption of UX insights beyond UI/UX disciplines and enabling designers, artists and gameplay teams to collaborate directly around player behavior evidence
