TokyoCatch – Enhancing the Online Crane Game Experience
TokyoCatch – Enhancing the Online Crane Game Experience
Overview of the Project
TokyoCatch is an online crane game app that brings real Japanese arcade claw machines to a global audience. Unlike traditional Japanese apps, which can be cluttered and difficult to navigate, we focused on a simple, intuitive, and engaging experience.
Within the first month, TokyoCatch generated $100,000 in revenue, proving the high demand for accessible crane games. Our efforts led to strong adoption in the US and Europe, where players were eager to access authentic Japanese prizes.
Overview of the Project
TokyoTreat, Yumetwins, Sakuraco, and NoMakeNoLife are subscription-based services offering curated Japanese snack and lifestyle boxes. One of the key challenges we faced was a high churn rate of 7% for our monthly subscriptions. A significant reason for this was that customers felt they were not getting enough value for what they were paying. To address this, we introduced a gamified streak and loyalty program designed to enhance customer engagement and retention.
Overview of the Project
TokyoTreat, Yumetwins, Sakuraco, and NoMakeNoLife are subscription-based services offering curated Japanese snack and lifestyle boxes. One of the key challenges we faced was a high churn rate of 7% for our monthly subscriptions. A significant reason for this was that customers felt they were not getting enough value for what they were paying. To address this, we introduced a gamified streak and loyalty program designed to enhance customer engagement and retention.
Sole Product Designer responsible for the entire product design and Branding
Tools used: Adobe XD, Figma, Photoshop, Illustrator, Lottie, AfterEffects
Sole Product Designer responsible for the entire product design and Branding
Tools used: Adobe XD, Figma, Photoshop, Illustrator, Lottie, AfterEffects
Key outcomes & impact
Key outcomes & impact
$100,000 revenue in the first month, confirming strong demand.
$100,000 revenue in the first month, confirming strong demand.
$100,000 revenue in the first month, confirming strong demand.
Increased daily engagement through leaderboards, daily quests, and monthly events.
Increased daily engagement through leaderboards, daily quests, and monthly events.
Increased daily engagement through leaderboards, daily quests, and monthly events.
Improved usability by simplifying UI/UX compared to traditional Japanese apps.
Improved usability by simplifying UI/UX compared to traditional Japanese apps.
Improved usability by simplifying UI/UX compared to traditional Japanese apps.
Strong adoption in the US and Europe, proving the appeal of an accessible crane game experience for international players.
Strong adoption in the US and Europe, proving the appeal of an accessible crane game experience for international players.
Strong adoption in the US and Europe, proving the appeal of an accessible crane game experience for international players.
Process
Research & Insights
Analyzed existing crane game apps and identified pain points in UI/UX.
Studied user behavior to understand how they interact with crane machines.
Conducted interviews and surveys to determine what features users wanted.
Process
Research & Insights
Conducted customer surveys post-cancellation to identify pain points.
Analyzed customer feedback and reviews to understand perceived value gaps.
Collaborated with business stakeholders, directors, and the CEO to align the loyalty program with business goals.
Research
& Discovery
Analysis & Solution
Development
Collaboration &
Alignment
Validation &
Feedback
Research
& Discovery
Analysis & Solution
Development
Collaboration &
Alignment
Validation &
Feedback
Strategy & Solution
Enhancing the Player Experience
Replaced standard in-game currency with gems and diamonds to enhance the sense of reward.
Designed a fun and engaging mascot inspired by the Toy Story alien crane machine to add personality to the app.
Improved User Onboarding & Accessibility
Created a Practice Crane Mode so users could learn how different machines work before spending real currency.
Added real-time tips and tricks to improve player success rates and engagement.
Ensured the UI was intuitive and easy to navigate for international players, addressing issues with traditional Japanese crane game apps.
Retention & Engagement Features
Leaderboards to foster competition and community involvement.
Daily quests and monthly events to encourage repeat play and increase user retention.
Special limited-time prizes to drive engagement and spending.
Strategy & Solution
Enhancing the Player Experience
Replaced standard in-game currency with gems and diamonds to enhance the sense of reward.
Designed a fun and engaging mascot inspired by the Toy Story alien crane machine to add personality to the app.
Improved User Onboarding & Accessibility
Created a Practice Crane Mode so users could learn how different machines work before spending real currency.
Added real-time tips and tricks to improve player success rates and engagement.
Ensured the UI was intuitive and easy to navigate for international players, addressing issues with traditional Japanese crane game apps.
Retention & Engagement Features
Leaderboards to foster competition and community involvement.
Daily quests and monthly events to encourage repeat play and increase user retention.
Special limited-time prizes to drive engagement and spending.
Strategy & Solution
Enhancing the Player Experience
Replaced standard in-game currency with gems and diamonds to enhance the sense of reward.
Designed a fun and engaging mascot inspired by the Toy Story alien crane machine to add personality to the app.
Improved User Onboarding & Accessibility
Created a Practice Crane Mode so users could learn how different machines work before spending real currency.
Added real-time tips and tricks to improve player success rates and engagement.
Ensured the UI was intuitive and easy to navigate for international players, addressing issues with traditional Japanese crane game apps.
Retention & Engagement Features
Leaderboards to foster competition and community involvement.
Daily quests and monthly events to encourage repeat play and increase user retention.
Special limited-time prizes to drive engagement and spending.
Learnings & Other Notes
Resourcefulness is key: Utilizing existing assets, such as excess inventory, can add value without increasing costs.
Balance user needs with business goals: The best solutions align customer satisfaction with revenue growth.
Gamification drives engagement: A visually interactive and rewarding system fosters long-term retention.
Cross-brand strategy enhances visibility: Encouraging users to explore other products within the brand ecosystem improves customer lifetime value.
This initiative successfully turned a challenge into an opportunity, proving that strategic, resourceful design decisions can lead to both business and customer success.
/ Kendrick Pingkian
/ Kendrick Pingkian
Branding and Marketing
Branding and Marketing
Learnings & Other Notes
Creating an engaging experience is crucial: Users are more likely to stay when there are fun, rewarding mechanics.
User experience matters: Simplifying the UI while maintaining a rich gaming feel helped us stand out from competitors.
Retention strategies work: Features like daily quests, leaderboards, and practice mode significantly increased repeat engagement.
Brand identity strengthens engagement: The addition of a mascot made the app more recognizable and memorable.
Localization is key: Making the experience user-friendly for non-Japanese players was crucial to our success in the US and Europe.
TokyoCatch successfully transformed the traditional crane game experience into a modern, engaging, and highly immersive digital platform, proving that a well-designed app can turn a niche market into a profitable and scalable business.
/ Kendrick Pingkian
/ Kendrick Pingkian