Project overview
Goalden League is a high-octane mobile experience where arcade football converges with the world of digital collectibles. By utilizing intuitive "flick-to-shoot" mechanics and a vibrant, high-energy aesthetic, the game delivers a fast-paced competitive arena tailored for the modern mobile gamer.
To elevate the player experience from a casual pastime to a competitive obsession, this project focused on a comprehensive UI/UX overhaul. My objective was to marry a sleek, premium interface with deeper gameplay layers and engagement loops. This transformation redefines how players interact with the pitch, ensuring that every flick, every save, and every hard-fought win feels more impactful than the last.
Objectives
Modernize Visual Identity:
Establish a dynamic, trend-conscious design system using slanted geometry, neon accents, and high-fidelity 3D assets to captivate new users.
Goalkeeper Integration:
Integrate the Goalkeeper as a primary playable character, introducing a tactical layer through Reaction, Agility, and Stamina attributes and gear-based progression.
Behavioral Hooks:
Implement a high-stakes Win-Streak mechanic designed around loss aversion to drive daily active usage and session intensity.
Growth via A/B Testing:
Design and test multiple App
Icon variants to optimize Store Conversion Rates (CVR) and identify the most effective visual hooks for the target demographic.
Company
Games & Leaves
My Role
Senior UX/UI Designer
My Responsibilities
Redesign visual identity for player acquisition and implement high-stakes mechanics for long-term retention.
Last Iteration
January 2026
Tools
Figma, Photoshop, Illustrator, After effects, Unity 3D
Feature Spotlight:
The Win-Streak (Progressive Stacking)
The core retention mechanic centers on a high-stakes "All-or-Nothing" progression. My task was to design a UI that balances reward gratification with the psychological weight of the risk.
The Mechanic:
Consecutive wins fill three distinct Bonus Pots. A single loss shatters the streak, resulting in the total loss of all uncollected bonuses.
Visual Slot System:
Designed a 3-tier "Streak Tracker" that fills with high-fidelity icons upon each victory, providing immediate feedback on progress.
Loss Aversion HUD:
A persistent counter aggregates the total value of all pots. By making the potential loss highly visible, I increased the perceived "cost" of losing, driving higher session intensity.
The Loss Moment:
Created a high-impact "Shatter" animation for the pots during a loss, emphasizing the stakes and triggering a "Revenge" re-engagement loop.
Feature Spotlight:
The "Duo" System & Goalkeeper Interaction
I evolved the gameplay from a single-player flick game into a tactical character-management experience by integrating the Goalkeeper as a playable partner.
Attribute Triad:
Managed the UI for three extra critical stats: Reaction, Agility, and Stamina.
Synergy UI:
Developed a "Duo Power" overview chart to visualize how Striker and Goalkeeper attributes and gear work in tandem to boost team performance.
Interaction Model Options:
Primary (Rapid-Tap): A centralized button where tap speed dictates performance.
Alternative Interaction Model (Swipe-to-Save): A gesture-based alternative for high-precision directional saves.
Challenges & Solutions
Win-Streak
Feature Menu and FTUE Hi-fi Prototype
Key Mockups
Goalkeeper
Feature Hi-fi Prototype
Key Mockups
Character Overview Redesign
Key Mockups
Complete visual overhaul of character screens: now featuring sleek, modern UI layouts and updated high-quality assets.
Attribute Icons Modernization
Redesigned attribute icons to align with our modern aesthetic and provide a clearer visual representation of character stats.
Assets
Goalkeeper Gloves and Drinks
I developed a vibrant new icon set for goalkeeper-specific gear, meticulously styled to ensure visual parity with the existing in-game aesthetic.
Conversion Optimization (A/B Testing)
To optimize store conversion, I designed a series of high-impact icons to test different value propositions and visual hooks
Next Steps & Future Iteration
The next phase focuses on environmental feedback to make the attribute system feel more visceral.
Visualizing "Fatigue State":
Implementing screen vignetting and desaturation as stamina depletes. The "Rapid-Tap" button will dim and become less responsive, providing a "glanceable" cue of physical exhaustion.
Reimagining Goalkeeper Graphics:
Enhancing the defensive phase with Impact Frames and motion-blur trails. Visual intensity will scale based on Agility and Reaction stats to make every save feel physically earned.
Conclusion
By aligning the visual aesthetic with the behavioral mechanics of Goalden League, I transformed the game into a high-stakes competitive arena. The integration of the Stacked Win-Streak and the Duo-Attribute System provides the long-term engagement necessary for success in the modern mobile market. This approach ensures that the design serves both the player's need for excitement and the product's need for sustainable growth.
LET'S CONNECT!
Thank you for your interest in my work! Should you have any inquiries or wish to share some thoughts, please don't hesitate to reach out.
