Building Trust Through Consistency for Gamers
WinZO, one of India's leading skill-based gaming platforms with over 100 million users, stood at a pivotal crossroads.
Fragmentation and Its Human Cost
Through three months of in-depth analytics and support data, we uncovered a clear pattern: nearly a quarter of new users dropped off during onboarding, and almost half of support tickets stemmed from "where is...?" confusion, rather than technical failure. It became apparent that inconsistent navigation schemes, conflicting colour palettes, and non-standardised components weren't just messy; they actively hindered our users' success. For many in Tier 2–4 cities, where WinZO served as a digital gateway, this translated to anxiety and uncertainty. The experience was breaking down exactly where empathy and delight should be strongest.
⭐️ Product Designer
Creative Direction
Interaction
Illustration
Identity
Experience
Interaction
UAT
App Downloads
50 Million
Market Size
40%
Revenue
188% Up
User Base
India, Brazil, USA
Storytelling with Design Systems
Instead of rushing into technical fixes, the approach was human-centred and research-driven. We set out to distil the very essence of user confidence by:
Unifying atomic components and patterns across the platform.
Creating clear, accessible visual hierarchies and colour tokens.
Simulating real-world constraints (3G speeds, low brightness, multi-language support) in every design decision.
Testing not just for error reduction, but for felt certainty in every key flow from wallet top-ups to tournament entries.
#EDBF01
#FFEA32
#FFF383
#FFDE30
#E08000
Bottom Navigation (Icons in Active State)
Ludo, World War, Refer, & Wallet Icon
WinZOMania
Tab selection text
#FF9602
#FF9602
#FFB802
Coin Selection
Highlight Text
#FFD800
Highlighting
#F6C401 - 55%
#F6C401 - 20%
#F6C401 - 0%
#F0BD06
Lorem Ipsum
Free
Play
₹5
₹10
₹15
₹50
₹2
15 Languages support
The audit revealed more than UI clutter. The core challenge was the lack of a unified, trustworthy system that could scale across 15 regional languages, support variable network speeds, and maintain recognisable brand energy through every new game, feature, and marketing touchpoint. Consistency was not a mere aesthetic preference; it was the foundation for user empowerment and trust.
Consistency for Confidence
Fixing the color Palette
Previous Inconsistent Palette
From Audit to Action
Further, began with a complete audit of WinZO's UI and journeys, cataloguing every component, colour, and navigation pattern. Working alongside developers and brand teams, I identified all recurring pain points, particularly those where users reported confusion or hesitation. Our goal was clear: create a design system that could be reused for every screen, scenario, and language.
I dove deep into industry benchmarks and gaming app experiences, drawing insights about clarity and progress indicators. Rather than copying features, I extracted the principles behind them, like limiting interactive elements, enforcing contrast ratios for readability, and creating trustworthy transaction flows. These informed the new set of WinZO components: simplified home screens, more transparent wallet display, unified icons, and a consistent typographic style, all tailored for variable device brightness or slower network conditions.
The team's collaboration was essential. We debated navigation logic, refined game icons for personality and clarity, and balanced the brand's high-energy visual language with usability. Our new arcade-inspired theme made the platform feel both fun and precise, and every design decision was informed by real user stories uncovered during my research.
Impact
By launch, the revamped system was rolled out across major screens, onboarding, and transaction flows. Real-time analytics tracked reduced drop-offs and improved onboarding rates. Continuous feedback and sprint-based usability labs helped refine core components, and everyone contributed to quarterly retrospectives, making the system a living framework.
After launching the unified design system, we tracked results using analytics and feedback. Results evidence that the user experience was now more inviting and trustworthy.
36%
Faster rollout for new game integration
30%
Decrease in confusion related support tickets
3,00,000
New downloads during the IPL season
Continuous Improvement
To keep momentum, I helped establish an ongoing process for collaboration and feedback. Every sprint, usability labs and retrospectives were held with product, engineering, and marketing, not just tracking KPIs, but refining system tokens and components based on real user stories and frontline feedback. Adopting Figma for live prototypes strengthened ties with engineering. Through quarterly workshops, the system evolved to meet new business needs while maintaining its core focus on user needs.
Brand consistency improved across digital campaigns, and marketing leveraged the new asset library to deliver unified experiences both in-app and across other platforms. The open feedback loop enabled design decisions to be updated quickly, keeping pace with the rapid growth of the product.
The Human Side of Growth
In 2023, As the platform expanded rapidly to meet the demands of a vibrant and diverse user base, a hidden challenge emerged: striking a delicate balance between ambitious growth and a seamless user experience. It wasn't just about visual quirks; it was about real people, like Priya from Indore, facing frustrating barriers that eroded trust, confidence, and the joy of gaming.
Collaborative and Real-World Testing
To ensure success, I conducted validation using actual devices in real-world conditions, specifically with low network speeds and minimum screen brightness. Automated checks confirmed component reuse, but my focus remained on hands-on scenario walkthroughs: could a first-time user join a tournament, check their wallet, or navigate fee screens without uncertainty?
We invited feedback from across the product, engineering, and marketing teams, running workshops and qualitative tests. The prototype was reviewed for technical soundness and emotional clarity. I analysed support tickets, tracked confidence ratings, and monitored whether confusion was truly dropping as we integrated the new design system.
Cross-functional validation, including marketing teams reviewing consistency in campaign materials and engineers stress-testing game integrations, made the system robust and ready for scale.
From Data to Empathy
Our journey began not with features, but with listening. Mining platform data pointed us to key friction points, but real insight came when we mapped user journeys and interviewed players across India. We heard shared stories of confusion during balance checks, hesitation at critical confirmations, and uncertainty when new games appeared with unfamiliar patterns. We didn't just see statistics; we met people navigating complexity alone and resolved to change that.
Copyright © 2025 Kamaljeet Singh. All rights reserved.
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