Redesigning India's Largest Rummy Gaming App

Headquarters

Mumbai, India

Founded

2009

Industry

Online gaming

Revenue

$252 Million (2023)

Company size

1000

Challenge

The current RummyCircle lobby in landscape orientation leads to significant drop-offs, especially among new users, due to complex navigation, cluttered layout, and low visibility of key actions like Add Cash and Cash Games. This results in low LTP (6%) and suboptimal LTV (₹1800). A redesign is needed to simplify the user journey, improve engagement, and boost monetization.

Results

Post-redesign, LTP increased with a 16%, App time reduced to 30% That resulted in faster app . The streamlined & Modular layout resulted in 30% increase in meta discovery

Post-redesign, LTP increased with a +14%, App size reduced to 50% That resulted in faster app . The streamlined & Modular layout resulted in 30% increase in meta discovery

+14%

Increse in new player LTP

5%

Increase in average games played

20%

Increase in LTV for new players

Project Timeline

The redesign was completed over 14 weeks. The first phase focused on research, UI audit, and wireframing (Weeks 1-4). The mid-phase involved visual design, building the design system, and crafting key user flows (Weeks 5-8). In the final stretch, we created interactive prototypes, gathered stakeholder feedback, and completed handoff along with marketing assets (Weeks 9-14).

Design Process Adopted

We followed a user-centered, iterative design process starting with research and audits, moving through wireframes and visual exploration, and ending with prototyping, testing, and final handoff. Each phase prioritized usability, scalability, and business alignment..

User research

We conducted user interviews, surveys, and prototype tests with Rummy players to validate the concept. Users favored bite-sized, gamified reading tied to gameplay. Daily challenges and quick-read formats significantly boosted engagement. These insights shaped our UX and feature design.

Personas identified

“ Meri wife ko pata chal jata hai ki mai game khel raha hu, ab toh youtube bhi dono hatho se pakad kr nahi chala sakta. ”

Satbir chaudhary

Platinum elite club | 6+Years

Journey & Mood Mapping

User journeys were mapped againnst three key themes, game discovery, joining game/tournament/rumble & product exploration, Mood map was traced to give superimposition of curves, that resulted in identifying core oportunity areas

Defining Goals

Redesign RummyCircle to enhance user engagement, simplify navigation, and create a visually consistent, intuitive experience that caters to both new and existing players.

Ideation

Multiple working sessions & white-bord sessions were conducted along with the key stakeholders to ideate & comeup with the base layout for redesign

Market Study

To understand user expectations and industry standards, we analyzed leading real-money gaming platforms, both in India and globally. Key insights from this analysis helped us identify usability gaps, design opportunities, and unique differentiators for RummyCircle’s revamped experience.

User Journey Mapping

Mapped the current app structure to identify navigation issues, redundancies, and UX gaps—setting the stage for a cleaner, more intuitive redesign.

Design

Built a modular design system to ensure consistency and scalability. Applied it to craft high-fidelity screens, delivering a clean, intuitive, and engaging final UI.