Tricky Tiles

Tricky Tiles is a personal project where I served as the solo UX designer, collaborating with my brother, who handled the development. Built on Unity for cross-platform accessibility, Tricky Tiles targets puzzle game enthusiasts, offering an engaging and monetizable experience. This project was driven by our shared love for puzzle games and the high eCPM potential within the puzzle game market.

Early concept / ideation phase

We set out to design a puzzle game that could captivate a broad audience, appealing to casual players seeking a quick, fun distraction, as well as puzzle enthusiasts looking for a real mental challenge. Our goal was to create a game that was intuitive, yet layered with depth, offering an experience that was both accessible and engaging. Monetization was carefully considered to enhance gameplay rather than interrupt it.

Beyond the game itself, this project became a creative playground. A space to experiment, expand our skills, and explore new ideas outside our day to day work. It allowed us to push the boundaries of design and development, turning curiosity and play into a polished, enjoyable experience that resonates with a wide range of players.

To tackle this, we began with extensive research on successful puzzle games to identify key elements that make them engaging and profitable. We chose Unity as our development platform to ensure cross-platform availability and targeted the puzzle market for its high eCPM. In designing the game, we looked at popular apps such as Candy Crush and Two Dots, incorporating similar interaction patterns and gameplay mechanics that have proven successful.

I created wireframes, prototypes, and all game visuals using Figma, Adobe Illustrator, and Adobe After Effects to visualize mechanics and user interactions, focusing on intuitive controls, clear visual cues, and a cohesive aesthetic.

Showcasing iOS download statistics

We prioritized accessibility by designing the game to be usable by those with vision impairments, incorporating color accessibility with high contrast options. Testing the game with friends and family, we used Google Analytics to track user behavior and feedback. This iterative process allowed us to constantly reorder levels to perfect the difficulty progression, balancing challenge and enjoyment.

Enabling accessibility mode in settings

For monetization, we integrated in-app purchases, interstitial rewarded ads, and banner ads to ensure the game could generate revenue without compromising user experience. Additionally, we localized the game for six countries to broaden its appeal, with plans for further localization. I also created all the music and marketing materials to support the game's launch and ongoing promotion.

Despite facing multiple submission rejections by Apple, we successfully launched the app on both Android and iOS, ensuring the game was free to maximize user reach. To help users get started, we included a tutorial at the beginning of the game, teaching them how to play before diving into the main levels.

Gameplay screenshots showing high contrast and monitization tactics

To date, approximately 400 users have played the game, providing valuable data on player behavior and level progression. The feedback received has been enthusiastic, highlighting the game’s fun factor, intuitive design, and accessibility features. This project allowed me to gain significant experience in game design, user testing, and iterative development processes, enhancing my skills in visual design, accessibility, and user-centric design principles.

Showcasing iOS download statistics

One of the most exciting outcomes was being almost selected as a finalist for the 2024 Google Indie Games Accelerator program, which indicates the project's potential and quality.

Showcasing iOS download statistics

Tricky Tiles was a rewarding personal project that allowed me to explore new design techniques and understand the intricacies of game UX design. It provided a fun and engaging puzzle game for users while significantly contributing to my growth as a UX designer.

The project reinforced the importance of user feedback, accessibility, and iterative design in creating enjoyable and intuitive experiences. The app is now available on both Android and iOS platforms, ready to entertain puzzle enthusiasts worldwide.

Showcasing iOS download statistics