A23 · Real-Money Gaming

Rummy — Multi-Format Lobby Redesign

Simplifying decision complexity, eliminating costly bet misclicks, and boosting long-term player retention in a high-stakes competitive card ecosystem.

Real-Money Gaming Lobby Architecture Retention UX FinTech Trust

Led the end-to-end redesign of critical player journeys within A23 Rummy. We solved acute cognitive overload in game selection, removed accidental high-stakes wagering traps, streamlined compliance requirements, and created a personalized lobby layout that served both fast VIP grinders and cautious first-timers.

Role Lead UX Designer

Timeline 5 Months (Dec '22 - Apr '23)

Platforms Android & iOS Native Apps

Audience 45M+ Registered Players

75% D1 Player Retention

+20% Games Played per Session

+40% New User Conversion

A23 Rummy was suffering from high drop-offs prior to table joins caused by three core systemic issues:

Information Overload

Too many game formats (Points, Pool, Deals) and overlapping stake tiers caused choice paralysis.

Costly Misclicks

Accidental taps on high-stakes tables generated immediate financial regret and eroded player trust.

Bloated Regulatory Steps

Multiple interim patches had cluttered the pre-game deposit and location check flows.

VIP vs. Casual Conflict

Casuals wanted clear rules and safety; VIPs needed instant one-tap entry without interruptions.

Figure 1.0: User flow friction points and stake selection drop-off points.

We balanced progressive disclosure with muscle-memory interactions for our three key user segments:

High Roller

Plays high stakes continuously. Requires lightning-fast table re-buys and uninterrupted UI.

Casual Player

Plays mid-stakes on weekends. Needs transparent bonus calculations and easy navigation.

New Comer

First-time card player. Needs risk-free practice tables and clear stake confirmation guards.

Figure 2.0: Information hierarchy and stake tier progressive disclosure.

Figure 3.0: High-fidelity final lobby with clean stake filters and quick-match cards.

Figure 3.1: Table entry modal with clear bonus deduction breakdown and confirmation safeguard.

Figure 3.2: Multi-table switcher for concurrent tournament play.

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