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Playstudios · The Win Zone

Conversion

40%Purchases
85%iOS 1st purchase
Team
PM, UI/UX, Eng, Legal
Platform
Web

Problem

Incomplete purchases

70% of new purchasers would start, but not finish the transaction

Hypothesis

Sketchy and Laborious

Our players are skeptics before they are believers. The purchase flow used a non-branded, third-party iframe for completing transactions (via credit card and bank transfer). This created an experience that reduced our credibility, felt scammy, and was clunky to complete (corroborated by online reviews). Together, it meant only the most dedicated would complete a purchase.

Process

  1. 01

    Cohort analysis

    There was no technical “smoking gun”, but there was a common denominator: 90% of players using a mobile device.

  2. 02

    Opportunity analysis

    Working within our payment ecosystem, we had access to Apple Pay (Google Pay was available but not servicing our business sector)

  3. 03

    Player validation

    In a monthly player panel, we added a few questions about payment types to gauge interest. The option to use Apple Pay was met with an enthusiastic response.

  4. 04

    Scope and LOE analysis

    We had two options: get Apple Pay in quickly but live with the same clunky iframe integration, or retool the purchase system to allow one-click purchasing through a native UI. To maximize the feature's impact, I pushed for the native approach, even though it added a couple of weeks to development time.

[payment modal]
[payment modal]
[web + app]
[web + app]
[app only]
[app only]

Actions

  • Add a new “payment option” modal for selecting a payment type
  • Use this modal to direct players to the appropriate flow
  • Make the design flexible and extensible
  • Integrate a JS payment framework