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Battle Pass Upgrade

Overview
Designing a Goal-Driven Feature for Both Light and VIP Users
My Role & Process

I served as a sole UX Designer, partnering with Product, Game Design, Engineering, and UI/Concept Art. I led the work end‑to‑end:​


Competitor & market research
UX strategy

User flows

Wireframing

Prototyping

Developer Hand-Off

Implementation Feedback

Company / Product

Zynga / Wizard of Oz Slots (WoZs)

Timeline

September 2024 - January 2025

Category

Mobile Application

Gaming​

UX Design​

Project Overview
Before & After BattlePass.png

Before & after the redesign

Battle Pass is a core goal-driven progression system that motivates users through structured tasks, rewards, and time-based goals.

While the original version worked well for casual users, high‑engagement users (VIPs) completed goals quickly and lacked incentives for deeper or longer sessions.​

To remain competitive in the market and better serve distinct player segments, I proposed a more robust, scalable Battle Pass—introducing deeper challenges and a two‑tier premium model.

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Outcome: The redesigned Battle Pass delivered a 7.5% increase in revenue per VIP user compared to the previous version.

Design Solutions

UX Design Solutions

Support both VIP and light players within a single, cohesive system
1. Organizing the Diversified Challenge Structure​
Challenge Architecture.png

Working with Game Design, I shaped a multi-depth challenge structure into a system players could navigate without feeling overwhelmed — defining the tier logic, surface hierarchy, and progression model. ​

2. Flexible Two-Tier Premium Model​
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To support different spending behaviors, the feature introduced a two‑tier premium structure. UX focused on value transparency—clearly communicating rewards earned over time and helping users make informed decisions rather than impulse purchases.

Sales Page.png

Key Screens & Prototypes

Designing Clear Visual Signals for Discovery, Progress, and Rewards
Screens & Prototypes

Prototypes

Interactive prototypes were used to validate:

  • Challenge discovery

  • Progress tracking

  • Reward collection flows

Key Screens

Daily Challenge Tab​
Daily Tab.png
Seasonal Challenge Tab (Expanded)
Seasonal Tab.png
Rewards Tab
Rewards Tab.png

Visual System & Hierarchy

I partnered closely with UI and Concept Artists to:

  • Define visual hierarchy across challenge cards

  • Differentiate challenge types through layout, scale, and states

  • Ensure premium content felt distinct without disrupting overall consistency

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This collaboration ensured the final experience balanced clarity, excitement, and monetization.

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Live Game UI - Challenge Card Visual Hierarchy

Live Game Interaction - Collecting Reward

Results & Impacts

Results & Impacts

Ranked #1 most beloved feature in player surveys​

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The redesigned Battle Pass was gradually released and fully ramped to 100% of players in early 2025. Since then:

 

  • Ranked #1 most beloved feature in player satisfaction surveys (September 2025)

  • Players actively centered daily gameplay goals around Battle Pass challenges

  • 7.5% increase in VIP revenue compared to the previous design

  • Created new opportunities to promote and cross‑link other in‑game features through challenges

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