How a dormant game grew installs

The Challenge

The game isn't in active development anymore and risks gradual decline on installs. The original screenshots struggled to communicate what makes it different to other direct competitors & what makes it unique. From user reviews & visual audits, I noticed:

• Gameplay shots felt repetitive without clear focus
• Lengthy screenshot sequence with linear progression story
• Best features of the game aren't highlighted
• Doesn't align with player motivation "Relaxation & Calming"

These issues likely made visitors scroll past without engaging — a critical loss point in the install funnel.

📸 Original Screens (Control)

Hypothesis

If users could understand the app’s value and how progression looks within the first few seconds, they’d be more inclined to install.

So I hypothesized that:

Simplifying the sequence & telling a clearer story would improve install conversion

Design Approach

The redesign focused on clarity and visual rhythm.

Key changes:

• Gameplay Focus: Cropped tighter & zoomed around key moments to capture game essence instantly.
• Readable Headlines: Added short, high-contrast text for better storytelling.
• Framing: Adjusted composition to look clean & calming at both full and thumbnail size.

🎨 Redesigned Screens (Variant)

Results

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

The new set achieved +27.7% more retained installs & +27.1% more first time installers. This confirmed that better storytelling made the core experience clearer to players.

📈 Bar chart comparing performance of Control vs. Variant.

Retained first time installers

First time installers

Key Learnings

1. Clear storytelling wins first impressions. Players engage faster when they instantly “get” the gameplay.
2. Gameplay crops & zooms matter. Readability matters more than overwhelming UI clutters
3. Aligning visual tone with audience motivations matter. Players engage with what resonate with their intentions.
   

Impact & Next Steps

Following the success of this test:

• The winning set was used as base for localized listing.
• Insights from this case are now part of my baseline checklist for all future ASO redesigns.
  

Summary

A screenshot redesign isn’t just about new visuals — it’s about telling a story that converts curiosity into action.