PROJECT OVERVIEW
What is Tanbii?
Tanbii is an eco-friendly mobile app and gamified platform developed by a startup based in Nashville, Tennessee, founded in 2022. The app uses blockchain and artificial intelligence to promote sustainability by encouraging users to reduce their carbon footprint through interactive gameplay. Players complete challenges like walking instead of biking and earn in-game currency, which can be used to plant virtual trees that correspond to real-life tree planting initiatives. Users can track their carbon emissions, earn Tanbii tokens for sustainable actions, and redeem rewards such as discounts, free products, or support for reforestation projects.
Tanbii’s mission is to bridge the real and virtual worlds by combining gaming with environmental activism. Through engaging gameplay, the app aims to make sustainability accessible and enjoyable while empowering individuals to contribute positively to the environment.
How Might We redesign Tanbii’s gameplay mechanics and user interface to enhance user control, improve engagement, and optimize overall gameplay experience without disrupting the core gameplay flow?
I was tasked with redesigning key gameplay mechanics for Tanbii, focusing on improving joystick-based movement, item collection systems, and battle mechanics to enhance overall user experience. The goal was to create more intuitive controls, give players greater autonomy over resource management, and simplify the battle system, all while maintaining the core gameplay flow. The redesign aimed to boost user engagement, reduce frustration, and provide a smoother, more enjoyable experience without compromising the game’s original concept.
Process: Research, Design Proposal, Prototyping, Reflection
Role: UX/UI Researcher, Project Lead, UX/UI Design Intern
Time Frame: 3 Months (October 2024 - December 2024)
SOLUTION
Key Features Overview:
• Intuitive Joystick Movement
• Resource Management Control
• Redesigned Battle Mechanics
• User-Centered Design
• Enhanced UI Flow
• Increased Player Control
OVERVIEW/ PROJECT CHALLENGE
At the start of the project, there was no clear direction after Sky Xiang's (manager) departure, leaving the team uncertain about the next steps. During a meeting with COO Robert Grajewski, the topic of user frustration came up, and I proposed redesigning Tanbii's UX to tackle the major gameplay challenges. Robert welcomed the idea, and we got to work.
CTO Kent Chen pointed out a significant drop-off in players during the first 15 minutes of gameplay. I recognized that this could be due to poor first impressions, as the beginning of the game sets the tone for the entire experience. If players aren’t hooked early on, they’re less likely to continue engaging with the game.
The redesign project aimed to improve user engagement, gameplay mechanics, and design consistency to create a more enjoyable and captivating experience from the start, ultimately leading to higher player retention.
Key Stakeholders:
• CEO, Robert Luo
• COO, Robert Grajewski
• Tech Lead, Kent Chen
• CEO, Robert Luo
• COO, Robert Grajewski
• Tech Lead, Kent Chen
RESEARCH & COMPETITIVE ANALYSIS
Research | Joystick Movement
Problem: Universal Joystick Control
The current joystick-based movement is universal and unintuitive across different gameplay scenarios.
It can cause issues such as difficulty in controlling the character during specific interactions or switching between actions.
“Given the lack of physical feedback, it’s difficult to control characters with precision on mobile devices, especially when the control scheme doesn’t adapt to varied gameplay scenarios” (Seo & Kang, 2016).
"Touch-based control schemes that lack adaptability often frustrate users, leading to disengagement” (Lim, 2014).
Works Cited
• Seo, S., & Kang, S. (2016). A Comparison Study of the Smartphone Gaming Control. Journal of Usability Studies, pp. 201-223.
• Lim, J. (2014). An Opinion on Mobile Gaming Control Schemes. Thoughts on Gaming.
Demo of Universal Joystick in Tanbii + Automatic Proximity-based Triggers
Insight/Key Takeaways
Users expect controls that adapt to different contexts within the game.
When joystick controls are too broad, they fail to offer precision, leading to potential player frustration.
Addressing these challenges improves overall user satisfaction, engagement, and retention.
Addressing these challenges improves overall user satisfaction, engagement, and retention.
“Players prefer controls that adapt to the gameplay context, as lack of precision diminishes their experience” (Seo & Kang, 2016).
"In games like Football Heroes, controls that try to do too much without adapting to the context create confusion and frustration” (Lim, 2014).
Works Cited
• Seo, S., & Kang, S. (2016). A Comparison Study of the Smartphone Gaming Control. Journal of Usability Studies.
• Seo, S., & Kang, S. (2016). A Comparison Study of the Smartphone Gaming Control. Journal of Usability Studies.
• Lim, J. (2014). An Opinion on Mobile Gaming Control Schemes.
Universal Joystick in Tanbii
Research | Item Collection Mechanic
Problem: Proximity-Based Collection and Spending
Proximity-based interactions in Tanbii can lead to accidental collection and resource depletion, frustrating users by forcing unintended actions and poor resource management.
It’s like Apple Pay charging a user simply because they walked past an NFC terminal.
“Touch interfaces often lead to unintended actions, causing issues like accidental item collection and resource management difficulties” (Lim, 2014).
Works Cited
• Lim, J. (2014). An Opinion on Mobile Gaming Control Schemes.
Insight/Key Takeaways
Users need more control over both item collection and resource spending to prevent accidental actions.
Consent-based interactions are crucial to enhance user satisfaction and improve resource management.
Proximity-based interactions are more risky because they lack control and transparency.
Consent-based interactions are crucial to enhance user satisfaction and improve resource management.
Proximity-based interactions are more risky because they lack control and transparency.
Works Cited
• "Users expect control and confirmation for actions, particularly in systems where resources are valuable” (Seo & Kang, 2016).
• “Effective user experience includes a sense of agency and control, which proximity-based collection lacks” (Telfer, 2012).Research | Battle UX Challenges
Problem: Unclear Battle Objective Sumary
Unclear Battle Objective: Players are unsure of when the battle ends, who to defeat, or what to protect.
Initial Static Screens: Players are thrown into the game without guidance or a tutorial, making it hard to understand mechanics.
Battling Limitations: Limited number of bullets with a timed reload forces players to wait while enemies continue attacking.
Labelling: Enemies are not labelled, making it difficult to identify them, and the distracting red circle below enemies adds visual clutter.
Attacking Mechanic: Inconsistent controls—players can attack either by pressing a button or clicking on the enemy, leading to confusion.
Enemy Attack Range: Large attack range makes it hard to dodge enemy attacks, or at least creates the perception of this.
Vertical Screen: The vertical layout limits touch space and makes controlling movement and attacking awkward.
Health Status: Low UI feedback regarding health status—health bars are barely visible, and there’s no indication of whether attacks land or if the player was injured.
Unclear Battle Objective: Players are unsure of when the battle ends, who to defeat, or what to protect.
Initial Static Screens: Players are thrown into the game without guidance or a tutorial, making it hard to understand mechanics.
Battling Limitations: Limited number of bullets with a timed reload forces players to wait while enemies continue attacking.
Labelling: Enemies are not labelled, making it difficult to identify them, and the distracting red circle below enemies adds visual clutter.
Attacking Mechanic: Inconsistent controls—players can attack either by pressing a button or clicking on the enemy, leading to confusion.
Enemy Attack Range: Large attack range makes it hard to dodge enemy attacks, or at least creates the perception of this.
Vertical Screen: The vertical layout limits touch space and makes controlling movement and attacking awkward.
Health Status: Low UI feedback regarding health status—health bars are barely visible, and there’s no indication of whether attacks land or if the player was injured.
Initial Tanbii Battle Gameplay
Insight/Key Takeaways
Players need clearer instructions and prompts, especially during battles.
Define the battle objectives so players can easily reference and understand their goals.
Highlight, name, and label enemies, including power levels, to improve clarity and strategic decisions.
Highlight, name, and label enemies, including power levels, to improve clarity and strategic decisions.
Battle Tutorials: Implement a static walkthrough or "tips" feature accessible via the pause screen to guide players during battles.
Combat Flexibility: Allow more freedom in combat, such as unlimited basic attacks, to reduce player frustration.
