Growing a classic quiz game

The Challenge

Issues noticed:

• accompanying headlines aren't readable at thumbnail size
• visuals look outdated & too similar to competitors

📸 Original Screens (Control)

Hypothesis

If users could grasp what the game offers within the first 2 seconds & easily differentiate against competitors, they’d be more inclined to install.

So I hypothesized that:

Redesign the visual language & rewriting headlines for scannability would improve install conversion

Design Approach

The redesign focused on visual rework & headline writing.

Key changes:

1. Readable Headlines: Trimmed & rephrased old headlines for quick scan.
2. Framing: Redesigned the visuals for a new look that immediately standout from the common design language of other competitors.

🎨 Redesigned Screens (Variant)

Results

After a 28-day A/B test on Google Play:

The new set achieved +6.5% more installs. This confirms that scannable headlines + differentiating visual language nudges viewers to download & try the game.

Key Learnings

• Scannable headlines. Readability matters for viewers to make decision faster. 
• Unique visual tone. Presenting the game in a way that's different from competitors makes the game standout better.

Impact & Next Steps

Following the success of this test:

• The winning set was rolled out for default listing

Summary

“When a game is in a very saturated market, a screenshot set that looks & feels unique is key to drive viewers to players.