2020-2023
From June 2020 to March 2023, I worked as a game interaction designer on the NetEase Harry Potter: Magic Awakened mobile game project.
NETEASE
2020.06----2023.03
Senior Game Interaction Designer【HarryPotter:Magic Awakened】
Social Module Design Leader
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Social Module Iteration and Remodeling 【Dormitory/Basic Social】
The original scattered chat/friends/mail/community/team social functions are integrated into a five-in-one social function, with the functional framework and information priority reorganized to guide players to quickly locate functions and establish a social interaction habit system, providing players with a good community communication and topic generation environment to further increase topic degree and user stickiness. A unique social mode for dormitory acquaintances is built, which successfully establishes social stickiness among players in the novice period, and lays the foundation for future social fission and return to boost user activity. After launch, a global social lightweight iteration is carried out, combining CBT overseas player testing feedback and information noise reduction based on overseas market demand, simplifying basic operations, and designing localized differences based on the social habits and regulations of European, American, and Japanese players.
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Improvement of Core Card Experience in Magic Book
The overall operation experience of the Magic Book interface has been unified, fully considering the user-friendliness of common card operations such as switching decks, constructing decks, and upgrading cards, while also creating a unique system of magic spells that enhances the immersive card experience of Harry Potter. As the person responsible for the pre-release version iteration, I directed the transformation of the core card group system from being focused on cards to one centered on echoes and card groups, helping players understand the battle system of the core card system. I also reorganized the priorities of the various functions of the Magic Book, elevating the importance of card groups and echoes and optimizing the operation process by splitting the card pairing process. Since the launch, the Magic Book has played a crucial role as a key tool in pvp and pve gameplay, establishing a solid design foundation for the expansion of new card games and globalization efforts.
Global Design Core Designer
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Update Payment Related System
I am in charge of the systematized design of the paid closed-loop optimization of the BattlePass System, Task System, and Player Return System, quantifying the numerical value from a design perspective based on a conservative investment approach and combining task points with BattlePass System rewards to achieve a stable and incentivizing closed-loop. After the launch, the BattlePass System's fee rate reached 8% to 12%, becoming one of the project's fixed monthly incomes. In the later period, I designed an emotional Player Return System, strategically embedding multiple points throughout the game for IP nostalgia, reward stimulation, new card trials, exclusive discounts, and more to further increase the Player Return System base by 5% upon the original foundation. Through the stable, low-cost iteration of the system, we were able to achieve a valuable leap in returns.
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Immersive Shopping Experience Design for Diagon Alley
Collecting clothing is one of the main reasons why players enjoy gaming, but the original design was unable to fully showcase the products, so we decided to start with the robes and create a realistic shopping experience through iteration, with the goal of enhancing the user experience. We re-planned the scene's interactive path and divided the scene into different areas, linking clothing, accessories, and make-up to create a complete player image matching chain. We also simplified the purchasing process by referencing e-commerce platform purchase logic. In collaboration with the art department, we adjusted the scene's language and analyzed the player's payment psychology, merging multiple end-to-end game interactive experiences with a global iteration.
After the iteration, Diagon Alley has become the benchmark for immersive experience design, and we have used it to promote the overall iteration of the Owl Shop, Wand Shop, and Broom Shop. This approach allowed us to efficiently involve interaction design in the product development process, resulting in a successful implementation.
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Optimization of the strong atmosphere and emotional plot experience of activities
The KELPIE and Annual Celebration versions of the game were focused on creating an atmosphere and emotional packaging to promote market value and positive player feedback. By using an event aggregate page, designers planned the pace and stages of the activity to allow for emotional connection with players.
For the KELPIE Version, a new approach was taken by abandoning the traditional activity page UI and creating a more immersive experience. During the pre-heat period, a linear path exploration of the theme's background story was unlocked, which established a connection between the activity theme and the magical world and players. This strengthened player awareness and helped to create value and interest for the new card. After the launch, player participation was increased by 56%, and the satisfaction of players who joined the story activities reached 4.0/5.0. There was also significant amounts of content produced by media communities, including walkthroughs and discussions of the game.
For the Annual Celebration Version, the theme was the defense of Hogwarts. Designers created a magical world with a strong sense of conflict and tension by activating the IP's inherent atmosphere. The layout of the event aggregate page was created to give players a sense of heroism, with an incremental structure that matched the story's progression. The visuals and style were inspired by darkness and memory elements, and for the first time, designers used a large perspective to create a sweeping dramatic effect, making the event even more engaging.
AWARDS
NetEase Art Innovation Award
In early 2023, the "Immersive Innovative Shop Design " won the third prize of the NetEase Art Innovation Award.
UDesign Core Experience Award
At the end of 2021, I awarded the UDesign Core Experience Award by the NetEase User Experience Center for the design of the "Magic World Fun Card System"
UDesign Excellence Design Award
At the end of 2020, I won the UDesign Excellence Design Award from the NetEase User Experience Center for the visual design of the Harry Potter Magic Waken Core gameplay.
Littile Bee Award
In Q1/Q3 of 2022, the Zen Studio awarded "Little Bee Awards" for my outstanding contributions.
UDesign Content Design Award
At the end of 2021, I won the UDesign Content Design Award from the NetEase User Experience Center for creating the "Magical World of Harry Potter"
Best New Design Award
At the end of 2021, I won the Best New Designer award in the NetEase User Experience Center.
UDesign Best New Designer
At the end of 2021, I won the UDesign Best New Designer Award from the NetEase User Experience Center
2024｜Feb-Aug
From February 2020 to August 2023, I worked as a design teacher in technical school.
SHENZHEN XIECHUANG SENIOR TECHNICAL SCHOOL
2024.02----2024.08
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Animation Design Teacher
I have experience in teaching 2D Animation Production, Animator Training, and Game UI Design. I used my industry experience to enhance the courses based on student needs and national standards, and received high praise from experts.
I also co-led an AI Drawing course for social workers, where I taught over 50 students techniques about AI drawing and designing by using Stable Diffusion.
