The Challenge
80%
Player Churn Rate
of mobile game users churn within the first 3 days
Having unclear and un-compelling character unlock pathways lead to a weak initial hook, hampering gameplay progression.
Researching Archetypes
Through user interviews, competitive analysis, and early prototype testing, we identified four key player archetypes that are typical of Hungry Shark Franchise. The Character Select interface is designed to fulfill these key archetypes.
| Archetype | Motivation | Gameplay Preference | Target Experience |
|---|---|---|---|
Completionists | Collection Mastery | Methodical Exploration | Moderate, targeted spending |
Competitors | Skill Demonstration | Fast-paced action | Low performance boosters |
Explorers | Content exclusivity | Varied, premium content | High Collection Acceleration |
Competitor Examples
Brawl Stars
Clean cartoon aesthetic with balanced hierarchy makes upgrade buttons and power indicators instantly readable perfect monetization clarity.
Marvel Contest of Champions
Clean grid layout with clear power ratings, star rarity indicators, and class-type icons that support strategic roster decisions, plus obvious upgrade indicators and multiple currency tracking.
Asphalt Legends
Blueprint collection system with upgrade-ready indicators (green arrows) and prominent shop placement creates clear spending friction through progression scarcity.
Format Exploration
Design Iterations
Horizontally scrollable character collection
Pick-3 Tag Team Design
Vertically scrollable Grid with single character preview
Unlock Metaphor
The fossil discovery narrative transforms character acquisition from simple currency exchange into archaeological exploration.
Fossil-based Progression System
Character cards display evolutionary progression from basic reef sharks to mechanical hybrids, with each unlock requiring specific bone collection rather than generic currency.
Anatomical Skeleton Reveal
The anatomical skeleton reveals body parts as bones are collected - each shard unlocks a visible piece until the complete fossil emerges.
This visual progression transforms shard collection into satisfying paleontological reconstruction rather than abstract character shard accumulation.
Design Outcome
Character Rarity Classes
Character rarity tiers create clear value hierarchy and aspirational collection goals. Visual differentiation through color coding and particle effects instantly communicates each character's prestige level, driving engagement through the desire to unlock increasingly rare and powerful sharks.
Enhanced Visual Storytelling
Transformed basic character cards into an immersive paleontological reconstruction experience. The satisfying fossil-to-life transformation encouraged players to pursue additional unlocks.
Clear Progression Feedback
Interface evolves from silhouetted locked state → fossil with bone progress (3/3) → glowing transformation → fully unlocked creature.
Validation & Iteration
User Testing
We tested with 80 participants spanning general mobile casual arcade game players and veteran Hungry Shark players.
What users responded well to
- Fossil transformation animation and visual metaphor
- Character rarity tiers and collection depth
- Clear visual progression from locked to unlocked states
Areas needing improvement
- Unclear fossil-to-unlock connection
- Tedious collection browsing
- Weak Trophy Road motivation
Further Design Improvements
- Intuitive Filtering and sorting tools
- Ability and power level gauges
- Enhanced reward visibility through milestone celebrations
Key Learnings
Strong visual metaphors (fossil-to-character transformation) eliminated tutorial needs with 94% intuitive comprehension, enabling more efficient resource allocation.
Thematic integration significantly outperformed generic mechanics, driving higher engagement and retention through emotional investment.
User testing revealed critical friction points invisible to internal teams, while high meta-game engagement (89%) and continued progression interest (81%) validated that narrative-driven systems reduce churn and deliver better development ROI.