How motivation helps with install growth

The Challenge

Issues noticed:

• not touching on social aspect of the game the users love most about -- users are motivated to play the game through socializing aspect
• accompanying headlines aren't readable at thumbnail size
• visuals look outdated & too similar to competitors

📸 Original Screens (Control)

Hypothesis

If the screenshots highlights how this game could spark a conversation, they’d be more inclined to install because it aligns with their core motivation to play the game.

So I hypothesized that:

Redesign the visual language & rewriting headlines that shows how this game sparks convo would improve install conversion

Design Approach

The redesign focused on visual retouch & headline writing.

Key changes:

1. Readable Headlines: Rewritten the headlines in a storyteller format -- emphasizing on "starting debate" concept.
2. Visual language: Redesigned the visuals for a new look & added visual elements that support the message of each shot

🎨 Redesigned Screens (Variant)

Results

After a 31-day A/B test on App Store:

The new set achieved +7.11% conversion rate improvement. This confirms that touching on social aspect (user motivation) resonates better with viewers & turn them into players.

📈 Bar chart or visual comparing performance of Control vs. Variant.

Key Learnings

• Scannable headlines. Readability matters for viewers to make decision faster. 
• Unique visual tone. Presenting the game in a way that looks dated & polished matters for trust.
• User motivation spotlight. Highlighting social benefits of the game resonates with what drives players to play.

Impact & Next Steps

Following the success of this test:

• The winning set was rolled out for default listing
• The winning set becomes a base for localized listings

Summary

Speaking to benefits that drives users to play is crucial to get similar potential viewers to download the game