Cherry Thieves Game
MLP Casual Game
This is a mobile casual game conceived by me and created through the collaborative efforts of a small team of three people, where I played a key role as the project leader in every aspect of development. The project combined my expertise in product design, UX/UI, game design, marketing, research and testing, 2D graphics, and various business aspects. It showcased my versatile skills in mastering various design software, critical and design thinking, as well as organizational abilities.
Client
Game Startup
My Role
Visual Design
UI & UX Design
Game Design
Animation & illustration
Team
Me with one Graphic Designer and one Devs
Duration
6 months
Below, you can find a detailed overview of the game user interface, showcasing the interactions that shape the player experience. To dive deeper into the gameplay and mechanics, please check the final sections, 'About Product,' where you will find the beta website and a link to the Figma prototype. 😛👇🏻
My Role
Visual Design
UI & UX Design
Game Design
Animation & illustration
Team
Me with one Graphic Designer and one Devs
Duration
6 months
Below, you can find a detailed overview of the game user interface, showcasing the interactions that shape the player experience. To dive deeper into the gameplay and mechanics, please check the final sections, 'About Product,' where you will find the beta website and a link to the Figma prototype. 😛👇🏻
This is a mobile casual game conceived by me and created through the collaborative efforts of a small team of three people, where I played a key role as the project leader in every aspect of development. The project combined my expertise in product design, UX/UI, game design, marketing, research and testing, 2D graphics, and various business aspects. It showcased my versatile skills in mastering various design software, critical and design thinking, as well as organizational abilities.
Cherry Thieves Game
MLP Casual Game
Double diamond model
Double diamond model
Discovery:
Conducted an analysis of the target audience and studied casual games in the market to
identify key mechanics and visual elements that would resonate with users;
Define:
Developed the core game mechanics and interfaces aligned with user expectations.
Key elements influencing engagement and retention were identified.
Develop:
Created high-quality interfaces and game mechanics, including unique superpowers and locations.
Prototyping and testing stages helped refine the details for an optimal user experience (UX);
Deliver:
The game underwent a successful preparation process for mobile platforms (Play Market, App Store),
including marketing materials and visualizations for app store listings.
Discovery: Conducted an analysis of the target audience and studied casual games in the market to
identify key mechanics and visual elements that would resonate with users;
Define: Developed the core game mechanics and interfaces aligned with user expectations.
Key elements influencing engagement and retention were identified.
Develop: Created high-quality interfaces and game mechanics, including unique superpowers and locations.
Prototyping and testing stages helped refine the details for an optimal user experience (UX);
Deliver: The game underwent a successful preparation process for mobile platforms (Play Market, App Store),
including marketing materials and visualizations for app store listings.
User persons
Hello, I am Emma
Age: 15 years old
Characteristics:
High school student with a busy schedule of classes and extracurricular activities.
Hobbies: playing casual mobile games, listening to music, and watching TikTok.
Device: family tablet or own budget Android smartphone.
Plays games during short breaks or while waiting (e.g., for friends or transportation).
Goals and Needs:
Entertaining gameplay with engaging, fast-paced action.
Simple, rewarding mechanics that are easy to pick up and play without prior experience.
Barriers:
Limited mobile storage; may delete games if they take up too much space or don’t feel engaging enough.
Short attention span; may lose interest quickly if the game doesn’t offer frequent rewards or exciting moments.
Parents might limit screen time if they find the game distracting from studies.
Age: 36 years old
Characteristics:
Works in an office, average income.
Hobbies: watching TV series, simple mobile games for relaxation.
Device: Android smartphone.
Plays games during breaks, while commuting, or before bedtime.
Goals and Needs:
Relaxing gameplay that helps to unwind.
Ability to play in short sessions.
Simple yet engaging mechanics with no complicated rules.
Barriers:
Reluctance to deal with complex mechanics.
May uninstall the game if the interface or gameplay is confusing.
Age: 17 years old
Characteristics:
High school student preparing for university admission.
Hobbies: social media, simple mobile games, memes.
Device: smartphone (an iPhone gifted by her parents).
Frequently plays games to relieve stress.
Goals and Needs:
Funny characters and humorous elements.
Ability to share results or achievements with friends on social media.
A game that doesn’t take much time to play.
Barriers:
High competition with other games available in app stores.
May quickly lose interest if the game doesn’t evoke an emotional response.
hi, I am Matt
I am Ms.Smitt
Age: 10 years old
Characteristics:
Elementary school student.
Hobbies: drawing, cartoons, simple mobile games.
Device: parent's tablet or smartphone.
Parents install games for her, ensuring they are safe.
Goals and Needs:
Easy and fun gameplay that doesn’t require lengthy learning.
Bright, colorful characters and intuitive mechanics.
Minimal text information and maximum visual cues.
Barriers:
Limited screen time.
Parents might delete the game if it seems too difficult or aggressive.
Hey, I am Katy
Hello, I am Jonn.
Hi, I am Mike.
Age: 55 years old
Characteristics:
Works in public service with a calm and steady job.
Hobbies: gardening, board games, reading.
Device: mid-range Android smartphone.
Looks for ways to relax after work.
Goals and Needs:
A simple game that’s easy to understand from the first minutes.
Features that train attention or memory.
A game with minimal text and a straightforward interface.
Barriers:
Lack of experience with complex applications.
Low tolerance for in-app advertisements.
Age: 67 years old
Characteristics:
Retired, living a quiet and relaxed lifestyle.
Hobbies: crossword puzzles, watching classic movies, taking walks in the park.
Device: an entry-level Android tablet gifted by family members.
Plays games occasionally to pass the time or stay mentally active.
Goals and Needs:
A calming game with a slow pace and no time pressure.
Features that stimulate the mind, such as puzzles or simple problem-solving elements.
Clear, readable fonts and intuitive controls suitable for less tech-savvy users.
Barriers:
Limited familiarity with mobile technology; may struggle with complicated setups or interfaces.
Avoids games with excessive ads or overly bright, chaotic visuals.
Player Journey Map
Player Journey Map
Awareness
Consideration & Acquisition
Engagement
Retention
Advocacy
Research
The player returns to the game in his free time.
The player shares the game with friends or leaves feedback.
Brag about your achievements, recommend the game.
A sense of success, beautiful visuals, fun.
No unique chips or engaging mechanics.
Relax and get distracted.
Interesting levels, the possibility of short sessions.
Monotony of levels, lack of variety.
The player tries out the gameplay, learns mechanics and superpowers.
The player tries out the gameplay, learns mechanics and superpowers.
Quick fun, minimal training.
Difficult elements or too long game sessions.
The player learns about your game through social networks, ads in app stores, or recommendations from friends.
To find a relaxing game.
Simple and unobtrusive game, bright visual style.
Skepticism towards new applications, overloaded store interface.
The player installs the game and goes through the first interaction with the interface.
Quickly figure out how to play.
Intuitive interface, minimal effort to start.
Non-obvious controls, complex tutorials.
Obstacles
Goals
Motives
Awareness
Acquisition
Engagement
Retention
Advocacy
At the initial stage
improving the player's path
During the first sessions
On a regular basis
When achieving success
curiosity
Use visual accents and short videos for social media.
A simple guide or first levels for learning through action.
Add mini-rewards or surprises to the gameplay.
Diversify the levels and add customization elements (for example, superpowers).
Implement a system for easy sharing of achievements on social networks.
interest
relaxation
pride
slight wariness.
pleasure
satisfaction
the desire to share
Attention! The game interface has gone through several rounds of testing to enhance usability and visual appeal.
Each bird has a unique ability, adding variety and strategic depth to the gameplay.
This allows players to choose different tactics for protecting the tree, making each game session engaging and unpredictable.
Each bird has a unique ability, adding variety and strategic depth to the gameplay.
This allows players to choose different tactics for protecting the tree,
making each game session engaging and unpredictable.
Accessories for the birds have been designed and illustrated to complement their unique abilities.
These elements introduce new gameplay mechanics, adding an extra layer of challenge for players.
Additionally, a system of superpowers has been developed, allowing players to effectively counter
enhanced enemy attacks.
The work included visual design, balancing, and testing of mechanics to maintain overall game balance.
Accessories for the birds have been designed and illustrated to complement their unique abilities.
These elements introduce new gameplay mechanics, adding an extra layer of challenge for players.
Additionally, a system of superpowers has been developed, allowing players to effectively counter
enhanced enemy attacks.
The work included visual design, balancing, and testing of mechanics to maintain overall game balance.
Sunglasses — A special accessory for birds that protects them from the "Sun Rays" superpower. With these glasses, birds can continue their mission without fear of being blinded or burned.
Helmet — A sturdy metal accessory that protects the bird’s head from attacks, making it more resistant to damage. It allows the bird to stay in battle longer. More taps or the use of superpowers will be required to take the bird down.
Santa Claus Hat — A festive hat that fills the bird with the Christmas spirit and grants it extra strength.
Gas Mask — A unique accessory for birds that allows them to resist the "Poisonous Gas" superpower.
Straw Hat — A lightweight and comfortable accessory, perfect for stealth attacks. It helps the bird blend into the surroundings, especially among plants, making it less visible to the defense systems.
Skull — This accessory is designed specifically to counter the "Skeleton" defender, rendering it a helpless observer. The skull completely neutralizes the effects of the "Skeleton," making the bird immune to its threats and attacks.
Cowboy Hat — This accessory is specially designed to neutralize cowboy-themed superpowers (such as the Lasso, Cowboy Boot, and Gun).
Turbo Boosters — A bird equipped with powerful boosters is a true sprinter among birds. They allow it to reach incredible speed and agility. This bird doesn’t just fly fast; it can instantly change direction and altitude, making it a real challenge to catch.
Roulette wheels have been designed and animated, adding an element of randomness
and strategic flexibility to the game.
Players can earn bonuses and superpowers, making the gameplay more varied and engaging.
The work included creating a unique visual style, animations, and developing the logic
for bonus distribution to maintain game balance.
Roulette wheels have been designed and animated, adding an element of randomness
and strategic flexibility to the game.
Players can earn bonuses and superpowers, making the gameplay more varied and engaging.
The work included creating a unique visual style, animations, and developing the logic
for bonus distribution to maintain game balance.
Every 5 levels, a special golden roulette appears. This is a rare opportunity to obtain especially powerful superpowers or unique defenders that are not available through the regular roulettes.
Every 5 levels, a special golden roulette appears. This is a rare opportunity to obtain especially powerful superpowers or unique defenders that are not available through the regular roulettes.
The work on the store included creating the interface, animations, working out the logic of updating cards and testing the user experience.
The work on the store included creating the interface, animations,
working out the logic of updating cards and testing the user experience.
The shop was designed with a focus on convenience, an appealing visual style, and functionality. Players can purchase superpowers and defenders, tailoring their gameplay style.
To enhance engagement, we ensured affordable pricing for items, allowing players to quickly try out all superpowers and choose the most suitable ones.
The shop was designed with a focus on convenience, an appealing visual style, and functionality. Players can purchase superpowers and defenders, tailoring their gameplay style.
To enhance engagement, we ensured affordable pricing for items, allowing players to quickly try out all superpowers and choose the most suitable ones.
Unique superpowers have been designed and animated for each game location ("Garden," "Winter," "Texas").
Each superpower is accompanied by detailed, hand-crafted effects and animations created in After Effects. Visual elements and effects were tailored to match the themes of the levels, adding depth to the gameplay.
The work included designing power-up cards, animating their activation,
and visualizing effects (such as lightning, fire, and more).
Unique superpowers have been designed and animated for each game location ("Garden," "Winter," "Texas").
Each superpower is accompanied by detailed, hand-crafted effects and animations created in After Effects. Visual elements and effects were tailored to match the themes of the levels, adding depth to the gameplay.
The work included designing power-up cards, animating their activation,
and visualizing effects (such as lightning, fire, and more).
Before the battle starts, choose the cards with which you will go into battle.
Before the battle starts, choose the cards with which you will go into battle.
Unique defenders were developed for each game location, adding tactical variety to the gameplay.
For example, plants in the "Garden" repel birds with ultrasound or consume them, while snowmen in the "Winter" location use special abilities to slow down and attack. All defenders were hand-drawn, animated, and integrated into the game while maintaining the overall style of each location. The work included creating visual effects, animations, and designing the logic for their interaction with the game mechanics.
Unique defenders were developed for each game location, adding tactical variety to the gameplay.
For example, plants in the "Garden" repel birds with ultrasound or consume them, while snowmen in the "Winter" location use special abilities to slow down and attack. All defenders were hand-drawn, animated, and integrated into the game while maintaining the overall style of each location. The work included creating visual effects, animations, and designing the logic for their interaction with the game mechanics.
Open and get even more powerful cards to counter your enemies.
Open and get even more powerful cards to counter your enemies.
Power-up cards are available in our project, which allow you to upgrade your snowmen,
turning them into more powerful versions.
Power-up cards are available in our project, which allow you to upgrade your snowmen,
turning them into more powerful versions.
A unique map was designed for each location, represented as feathers styled to match the theme of the level ("Garden," "Winter," "Texas"). The maps not only enhance the atmosphere but also provide players with hints about upcoming challenges and surprises. The work included concept development, design, and interface animation
to make navigation intuitive and visually appealing.
A unique map was designed for each location, represented as feathers styled to match the theme of the level ("Garden," "Winter," "Texas"). The maps not only enhance the atmosphere but also provide players with hints about upcoming challenges and surprises. The work included concept development, design, and interface animation
to make navigation intuitive and visually appealing.
A unique bonus level was developed to attract investors and support the game. This level was designed with a focus on exclusivity and showcasing the product's potential, including options for sponsor personalization.
The work included concept development, visual design, and an interactive script aimed at enhancing player engagement.
A unique bonus level was developed to attract investors and support the game. This level was designed with a focus on exclusivity and showcasing the product's potential, including options for sponsor personalization.
The work included concept development, visual design, and an interactive script aimed at enhancing player engagement.
The project included the creation of an interactive prototype in Figma, which demonstrates the entire user path and basic game mechanics. A promotional website for the presentation of the game was also developed, containing key design and marketing elements. To launch the product, we have prepared visual materials for the Play Market and Apple Store: covers, screensavers and advertising banners, fully adapted to the requirements of the platforms.
The project included the creation of an interactive prototype in Figma, which demonstrates the entire user path and basic game mechanics. A promotional website for the presentation of the game was also developed, containing key design and marketing elements. To launch the product, we have prepared visual materials for the Play Market and Apple Store: covers, screensavers and advertising banners, fully adapted to the requirements of the platforms.
The official representation of the game on Instagram has been created and designed, including a unique visual style that reflects the atmosphere of the product. A content marketing strategy has been developed aimed at engaging the target audience, increasing coverage and increasing the game's awareness. The analysis of the target audience and competitors was carried out, which made it possible to effectively build an SMM campaign and identify key promotion channels. The work included creating posts, stories, animations and promotional materials, as well as planning regular publications to maintain interest in the game.
The official representation of the game on Instagram has been created and designed, including a unique visual style that reflects the atmosphere of the product. A content marketing strategy has been developed aimed at engaging the target audience, increasing coverage and increasing the game's awareness. The analysis of the target audience and competitors was carried out, which made it possible to effectively build an SMM campaign and identify key promotion channels. The work included creating posts, stories, animations and promotional materials, as well as planning regular publications to maintain interest in the game.
A marketing strategy aimed at creating a unique value proposition was used, which highlighted the creative potential of the team and the possibilities of scaling the project. This approach demonstrates the skills
of critical thinking, business analysis and the ability to effectively interact with potential investors.
About Our Team We are a small, ambitious team passionate about creating impactful products. While working on this project, we collaborated closely with developers to ensure smooth execution and seamless integration of design and functionality. This experience not only strengthened my communication skills but also honed my ability to work effectively in a multidisciplinary environment. My focus on collaboration and attention to detail allowed us to deliver a product that met both user needs and technical requirements.
About Our Team We are a small, ambitious team passionate about creating impactful products. While working on this project, we collaborated closely with developers to ensure smooth execution and seamless integration of design and functionality. This experience not only strengthened my communication skills but also honed my ability to work effectively in a multidisciplinary environment. My focus on collaboration and attention to detail allowed us to deliver a product that met both user needs and technical requirements.
Thanks for your
attention!
A marketing strategy aimed at creating a unique value proposition was used, which highlighted the creative potential of the team and the possibilities of scaling the project. This approach demonstrates the skills
of critical thinking, business analysis and the ability to effectively interact with potential investors.
We are a small, ambitious team passionate about creating impactful products. While working on this project, we collaborated closely with developers to ensure smooth execution and seamless integration of design and functionality. This experience not only strengthened my communication skills but also honed my ability to work effectively in a multidisciplinary environment. My focus on collaboration and attention to detail allowed us to deliver a product that met both user needs and technical requirements.
Thanks for your attention!