Transforming India's #1 real money gaming platform - an 18-year legacy app - through a complete lobby redesign that redefined user experience for 70M+ players.
🎯 Impact & Results
20% +
New user LTV
increase in lifetime value
15% +
New user LTP
boost in lifetime play
80%
Faster GTM
reduction in time-to-market
25%
Less App size
smaller, faster app
Case Study-Rummy Revamp
Context — Challenge & Objectives
Challenges
- 18-year legacy app with Old codebase
- Heavy landscape-first design, poor content discoverability
- Multiple touchpoints lacked consistency & scalability
- Limited personalization for different player cohorts
Objectives
- UX- Modernize the app with a portrait-first, modular experience
- Business- Drive measurable impact on LTV, deposits, and engagement
- GTM velocity- Build a scalable design system to speed up GTM
- Personalization → Serve user cohorts differently (Pre-FTD, D0–D7, Old). Create dynamic, configurable templates
Critical Risk: Loyal long-term players showed resistance to interface changes, requiring careful balance between innovation and familiarity.
Case Study-Rummy Revamp
User study 1 – Discovery
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
Case Study-Rummy Revamp
How study was conducted?
20-30 minute one-on-one sessions in 4 testing zones.
Warm-up (5 mins)
Casual conversation to build rapport and collect demographic data.
Phase 1 - Free Flow (10 mins)
Participants explore the app on the testing device freely, without guidance.
Phase 2 Task Based (10-15 mins)
Completion of specific tasks (e.g., add cash, play games, join tournaments) followed by a brief questionnaire.
Case Study-Rummy Revamp
User study 1 — Key personas
Enthusiastic Adopter (23)
Traits: Excited about new features, easily adapts to changes, appreciates modern design and interfaces.
Cautious Observer (6)
Traits: takes time to form an opinion, prefers a balance between old and new; concerned about functionality over style.
Traditionalist (4)
Traits: Prefers older, simpler interfaces; resistant to change; values familiarity and simplicity
Case Study-Rummy Revamp
Data Analysis from Study
Case Study-Rummy Revamp
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.
Case Study-Rummy Revamp
Ideations & Whiteboarding
Multiple working sessions & white-board sessions were conducted along with the key stakeholders to ideate & comeup with the base layout for redesign
Case Study-Rummy Revamp
Market Study:
Studied over 20 real money Apps: 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
Case Study-Rummy Revamp
Competitor Benchmarking/Scoring:
Case Study-Rummy Revamp
Design Directions
Case Study-Rummy Revamp
Design- Anatomy:
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
Case Study-Rummy Revamp
Design- 50+ Explorations
Case Study-Rummy Revamp
Content Created
Case Study-Rummy Revamp
Final Designs- New Player
Case Study-Rummy Revamp
Final Designs- Old Player
Case Study-Rummy Revamp
Design System:
An Essential Step for Efficiency and Consistency!
Case Study-Rummy Revamp
Sneak Peak of the Design System
Case Study-Rummy Revamp
App Personalization Framework
New app infra allows for assembling the app through various building blocks in real-time. Configurable blocks can be turned on and off, allowing app to take any shape and form as per customer and business needs.
Old Rummy experience
- Generic Experience served to all users
- Limited Space to add new Meta/features
- Horizontal Scroll / Design doesn't scale
- Almost all changes require app release
Re-imagined app infra
Dynamic Building Blocks:
Configurable cards (e.g., 1x1, 2x2) adaptable to current and future use cases.
Real-time assembly enables layout flexibility for user and business needs.
Personalization at Scale:
Targeted templates for user cohorts with minimal dev effort.
Dynamic landing pages built with the same modular approach for seamless scalability.
Faster GTM & Easier Experimentation:
Many updates require no app release, ensuring faster go-to-market.
Case Study-Rummy Revamp
80% Faster GTM with minimal app release dependency.
Each such configuration (template) can be targeted to a specific user cohort (enabling personalization) and can be independently A/B tested through existing experimentation engine, many times not needing any incremental dev effort and sometimes not even an app release
Case Study-Rummy Revamp
What All We Achieved
Case Study-Rummy Revamp
Design Validations
Conducted two in-depth user workshops to showcase the new Rummy designs, gather feedback, and validate usability improvements with real players.
Case Study-Rummy Revamp
4.5 Ratings (overall test ratings)
Case Study-Rummy Revamp
System Usability Scale (SUS) Analysis
For the RummyCircle revamp, we leveraged the System Usability Scale (SUS) to get a clear, quantitative read on our redesigned experience. This proven tool helped us distill user feedback into a single, comparative score (0-100), crucial for understanding how well we improved user engagement and simplified navigation throughout our 18-week development timeline.
SUS Questions: Gathering User Perceptions
Participants responded to the following 10 questions on a 5-point Likert scale (1=Strongly Disagree, 5=Strongly Agree):
- I think that I would like to use this system frequently.
- I found the system unnecessarily complex.
- I thought the system was easy to use.
- I think that I would need the support of a technical person to be able to use this system.
- I found the various functions in this system were well integrated.
- I thought there was too much inconsistency in this system.
- I would imagine that most people would learn to use this system very quickly.
- I found the system very cumbersome to use.
- I felt very confident using the system.
- I needed to learn a lot of things before I could get going with this system.
SUS Scoring Example: From Response to Score
Here’s an example of how a single participant's score is calculated, followed by a visualization of the process:
Individual SUS Score: Total Sum (34) x 2.5 = 85
The final average SUS score of 75.5 was derived by averaging the individual SUS scores of all 50 participants. For instance, if this example participant scored 85, other participants scored higher or lower, resulting in the overall average of 75.5.
SUS Score & Interpretation: Our Achievement
Achieved SUS Score
The revamp achieved an average System Usability Scale score of 75.5, indicating a strong positive user perception and a significant improvement in usability.
RummyCircle Revamp