HUNGRY SHARK WORLD
Shop Redesign
Retrofitted legacy mobile game shop UI to support dynamic live ops content deployment and flexible offer layouts.
Role
UX Designer
Platform
iOS/Android
Timeline
2022
Contributions
Systems Design
Live Ops Design
Game Design
UX/UI Design
01
Overview
From 'Legacy' To 'Live Service'
I designed a flexible shop system with dynamic offer layouts—from featured "Big Offers" to multiple smaller promotions. Live ops teams can reconfigure the shop arrangement and rewards in real-time based on campaign needs, controlling merchandising strategy without developer support. The modular design accommodates any unit size, enabling instant optimization of promotional displays.Retry
Legacy System from a different era
When Hungry Shark World initially launched in 2016, its original design predated modern live service monetization standards, requiring significant adaptation to meet current market expectations
02
The Problem
Legacy monetization systems remained untouched since the original release date.
No dynamic pricing or personalization - Live Ops cannot adjust offers based on player behavior or segments
Poor discoverability - Shop entry point buried in UI with no clear call-to-action
Outdated technical infrastructure - Hard-coded offers requiring developer resources for any changes
03
Redesigning the shop under heavy technical contraints
Built a modular system enabling economy designers to create dynamic offer combinations beyond just currency—including special characters, pets, and bundled content. This flexibility empowers Live Ops to deploy targeted offers and personalized promotions without engineering support, transforming a static shop into a responsive merchandising platform
Old Hard Coded Shop Arrangement
Soft Currency Tab
Hard Currency Tab
Ad enabled reward
Soft
Currency
Soft
Currency
Soft
Currency
Soft
Currency
Soft
Currency
The legacy shop forced players to navigate through separate tabs for each currency type, with fixed layouts that couldn't adapt to promotional needs. This rigid structure buried offers across multiple screens, creating friction in the purchase flow and preventing Live Ops from showcasing time-sensitive deals or adjusting the merchandising strategy without developer intervention.
New Horizontal Scrolling Arrangement
Promotional Offers Tabs
Soft Currency Tab
Hard Currency Tab
Ads
Hard Currency
Replaced rigid tab navigation with a fully configurable horizontal scroll that surfaces all offers in a single view, while keeping the tab shortcuts intact. Live Ops can dynamically resize, reposition, and prioritize promotional content without players hunting through multiple tabs—complete control over merchandising hierarchy in real-time.
04
Success metrics
The changes made to the shop were to enable Live Ops to make changes on a fly, and to provide an overall better user experience for the player when interacting with the shop. Here are the impacts made:
Conversion Rate
6%
Customer Acquisition Cost (CAC)
18.2%
Average Revenue Per User (ARPU)
9%
Average Revenue Per Paying User
4%
Time to purchase
-5.2 seconds
Session Duration
1%
A/B Test Velocity
180%