Oct'22 - Dec'22

Improving Rush App Top Funnels

The Rush Gaming Universe is the mobile-only gaming platform. A new kind of a virtual world where players can use their skills to Play, Compete & Win.

B2C

UX Design

Case Study

your design partner

Overview

5% Increase in D7 Retention & 18% Increase in D0 Gameplays for Rush App (India)

What is Rush App?

Gaming has always been an incredible source of entertainment, a way to bring joy to people’s lives. And now it will also be a means to provide brand new economic opportunities to the world 💰

The Rush Gaming Universe (RGU) is a new kind of virtual world, a brand new social gaming universe. A place of fun & entertainment, where players can use their skills to Play, Compete & Win. In just 12 months from launch, the RGU is now doing $50M Gross ARR 🚀.

Rush's community is battling it out in over 100M gameplays per quarter across 10 of India’s most popular casual games. In a category where there are many ‘Supermarkets’, we’re aiming to build a ‘WholeFoods’ (a place of quality).

Problem Statement

Significant drop-offs in onboarding results in rise in customer acquisition costs (CAC)

It all began when Rush encountered a pressing business challenge: Customer Acquisition Costs (CAC) were rising sharply, hitting record highs month after month. While marketing spend was bringing in new sign-ups, the returns were diminishing, raising red flags across the business. To uncover the cause, we dug deeper into user behaviour during the early stages of the journey.

The data told a clear story a significant portion of users were dropping off right at the start. Many were completing the sign-up process but failing to transition into active players, highlighting a critical gap in our onboarding experience. What appeared at first to be a marketing efficiency problem was, in reality, rooted in product friction and early user engagement.

Design Strategy

How We Shaped Our Approach to Design

We didn’t jump straight into solutions instead, we took a step back to really understand the problem from every angle. Starting with discovery and research, we explored user journeys and studied competitors to spot gaps and opportunities. We then dug deeper with data analysis and a UX audit to uncover the exact points where users were struggling. From there, we moved into problem synthesis and analysis, turning scattered insights into clear priorities. Only after that did we move into design solutions, testing, and implementation, making sure every change was grounded in evidence and user needs. This approach kept us focused, iterative, and always aligned with solving the right problems.

Discovery & Research

Digging Deep Through Discovery & Research

To understand where Rush stood and what we could learn, I ran a thorough discovery phase covering every stage of the player journey. This included a detailed competitor analysis and benchmarking their website experience, download process, and onboarding flows.

I also mapped the first-time user experience (FTUE) to see how players were being introduced to the apps, and studied the core gameplay loops to uncover what kept users engaged (or made them drop off). This structured research gave me a clear view of both industry best practices and the gaps Rush needed to address.

UX Audit Discovery

Competitive Analysis of Different App

UX Audit Discovery

Analysing Onboarding Flow of Different Apps

User Flow & Data Analysis

Digging Deep we found Rush had a Weak First Time Impact, No Tutorial Support , Unclear Rewards & Stretched Onboarding.

Rush’s onboarding journey, though designed to be simple, fell short in delivering the right mix of clarity and engagement. The first impression lacked a strong hook, missing the chance to clearly showcase the app’s core value the way competitors like Dream11 or Winzo did. Without a guided tutorial, new players often entered gameplay feeling unprepared and uncertain about how to progress.

On top of that, rewards and withdrawal rules weren’t explained transparently, leaving users questioning the credibility of their winnings. Finally, the stretched onboarding flow with multiple steps packed together but little reassurance made the experience feel more like a process to complete than a journey to trust. Together, these gaps weakened user confidence at the most crucial stage: turning first-time visitors into active, loyal players.

UX Audit Discovery

Why Our First-Time User Experience Wasn’t Working

When we dug into the UX audit, it became clear that our first-time journey had too many cracks. The core flow was stretched, the APK install process wasn’t explained well, and the gibberish APK name made the app feel untrustworthy right from the start. On top of that, the website looked cluttered and failed to communicate a strong USP.

The install-to-signup path was too long, and by the time users finally landed inside the app, they were met with an overwhelming homepage instead of a guided welcome. All of this added up to a broken Day 0 experience with nearly 30% of users dropping off without even playing a single game.

Solution Overview

Solving for both sides of the Journey (Website & App Funnels)

We approached the problem by splitting the solution into two distinct focus areas: Download to Install (website behaviour) and Install to Gameplay (app behaviour).

This gave us clarity on where the drop-offs were happening and allowed us to craft targeted interventions. Each solution was carefully tested through A/B rollouts before being made live for 100% of users, ensuring that improvements were validated with real behavior data before scaling.

Key Changes in Web

Making Download to Install Seamless

The website became the first place to build trust and reduce friction. We revamped it with a clearer pitch, a stronger value proposition, and structured content that guided users through the download journey. To tackle the most common pain point, we added a step-by-step video explaining how to install the app safely, while also showing users the kinds of warnings they might encounter when downloading from a browser. This proactive approach not only reduced confusion but also reassured users at a critical first step.

UX Audit Discovery

1st Fold Before Change

UX Audit Discovery

1st Fold After Change

Key Changes in Web

Solving for non-scrolling behaviour

We redesigned the first fold to instantly communicate value now featuring three key visuals that highlight our core propositions upfront. This solved for the common non-scrolling behaviour among users, ensuring they understood ‘why this app’ within seconds of landing on the page.

Key Changes in Web

A new guided flow to remove friction and confusion

Once users clicked on Download, we introduced a new guided flow to remove friction and confusion from the APK installation process. Instead of leaving users on their own, the experience now walks them through every step: from explaining why the file is safe, to surfacing the common browser warnings they might see, and finally showing them how to enable permissions for installation.

To make it more intuitive, we embedded a short how-to video that plays seamlessly, visually demonstrating the process in real time. This flow not only reassured users about safety but also gave them the confidence to complete the install without dropping off midway.

A/B Experiments

Why A/B Testing Mattered

Rather than rolling out everything at once, we used controlled A/B testing to validate the impact of every change. From the new website behavior to the redesigned onboarding flows, each tweak was measured against real user data. This ensured that improvements weren’t just based on assumptions but on proven impact, giving us confidence when scaling changes to the full user base.

Results From Web Changes

A/B Experiment Results That Validated the Redesign

The A/B experiments on the redesigned website and FTUE journey delivered clear, measurable impact. We saw a 7% improvement in the install-to-signup conversion rate, proving that the upfront clarity, structured guidance, and streamlined flow resonated with users. This uplift not only endorsed the new website design but also highlighted the potential of a restructured first-time user journey to reduce friction and build trust at scale.

New Website

Introducing the new web experience

We introduced a new website experience designed to build trust and drive smoother conversions right from the first touchpoint. The refreshed site put a clear value pitch front and center, with multiple visuals in the first fold to instantly communicate core propositions and address non-scrolling behavior. Alongside this, we added structured content that showcased trust signals like ratings and testimonials, while also embedding a step-by-step installation guide and explainer video. This shift transformed the website from being cluttered and confusing into a guided, confidence-building entry point for new users.

App Experience

Simplifying Install to Sign Up

On the app side, we reimagined the onboarding funnel to make it shorter, sharper, and more contextual. The flow was redesigned to cut unnecessary steps and present the app’s core value pitch upfront, ensuring users understood what they were getting before committing. We also personalized parts of the journey so the experience felt less generic and more relevant, helping users feel guided rather than pushed. This shift made the path from install to first gameplay much smoother, reducing drop-offs during signup

App Experience

Reducing the clutter in Onboarding Steps

On the app side, we reimagined the onboarding funnel to make it shorter, sharper, and more contextual. The flow was redesigned to cut unnecessary steps and present the app’s core value pitch upfront, ensuring users understood what they were getting before committing. We also personalized parts of the journey so the experience felt less generic and more relevant, helping users feel guided rather than pushed. This shift made the path from install to first gameplay much smoother, reducing drop-offs during signup

Key Changes in App

Building Real Trust with a Celebrity Splash Experience

To strengthen user confidence from the very first interaction, we redesigned the app’s opening flow by introducing a celebrity-led splash screen. Instead of a generic loading screen, new users are now greeted with a familiar face and a strong, human-centered message that reinforces both credibility and excitement. This small but powerful shift transformed the app’s entry point into a moment of reassurance signaling authenticity, safety, and trust while also amplifying the brand’s appeal.

Key Changes in App

Guiding Users with Visual Cues and Step-by-Step Onboarding

To make onboarding more intuitive and less overwhelming, we redesigned the signup journey by splitting it into clear, progressive steps. Each stage from entering a number, to OTP request, to auto-verification was supported with visual progress cues, giving users a sense of direction and confidence about where they were in the flow.

This shift reduced cognitive load, eliminated the feeling of a “long form,” and instead created a smoother, guided experience. By breaking down the process into smaller, digestible steps, we not only improved clarity but also made the onboarding journey feel faster and more user-friendly.

Key Changes in App

Guiding Users with Visual Cues and Step-by-Step Onboarding

To make onboarding more intuitive and less overwhelming, we redesigned the signup journey by splitting it into clear, progressive steps. Each stage from entering a number, to OTP request, to auto-verification was supported with visual progress cues, giving users a sense of direction and confidence about where they were in the flow.

This shift reduced cognitive load, eliminated the feeling of a “long form,” and instead created a smoother, guided experience. By breaking down the process into smaller, digestible steps, we not only improved clarity but also made the onboarding journey feel faster and more user-friendly.

Results From App Changes

A/B Experiment Results That Validated the Redesign

The A/B experiments on the redesigned website and FTUE journey delivered clear, measurable impact. We saw a 7% improvement in the install-to-signup conversion rate, proving that the upfront clarity, structured guidance, and streamlined flow resonated with users. This uplift not only endorsed the new website design but also highlighted the potential of a restructured first-time user journey to reduce friction and build trust at scale.

Results Overview

100% Roll Out Impact of the Web and App Redesign

Bringing the web and app changes together created a measurable shift in user behavior and confidence. On the web side, improvements to the first fold, clearer value communication, and guided installation support drove a 7% lift in install-to-signup conversions, proving the power of upfront clarity and reassurance.

On the app side, restructuring onboarding and enhancing the FTUE journey led to an 18% increase in Day 0 gameplays, a 5% boost in D7 retention, and a 4% rise in overall user conversion. Together, these results validated the end-to-end redesign approach, showing how tackling friction across both touch points download to install and install to gameplay could significantly strengthen the user journey and retention.

Conclusion

Designing for Trust, Clarity, and Growth

This case study highlights how even small frictions in the early stages of a user journey can snowball into major conversion losses. By rethinking both the web funnel (download to install) and the app experience (install to gameplay), we were able to design an onboarding journey that balanced clarity, trust, and excitement.

The results from improved conversion rates to higher Day 0 engagement and stronger retention show that solving for user confidence at every touchpoint pays off in tangible growth. More importantly, this process reinforced the value of data-driven design, iterative testing, and user-first thinking in shaping scalable, impactful product experiences.

Next Steps

Key Learnings and the Road Ahead

If the conclusion showed us the impact, the real takeaway lies in what we learned along the way.
1. This journey reinforced that user-centric design clarity directly influences behaviour.
2. That data is the ultimate validator of design decision.
3. That building trust not only reduces acquisition costs but also boosts long-term retention.

With these insights, the path forward is clear the next step is to scale trust-based design, embedding these principles across every touchpoint of the user journey to drive sustainable growth and stronger connections with players.

More Works

(VK® — 02)

More Works

(VK® — 02)

Oct'22 - Dec'22

Improving Rush App
Top Funnel

The Rush Gaming Universe is the mobile-only gaming platform. A new kind of a virtual world where players can use their skills to Play, Compete & Win.

B2C

UX Design

Case Study

your design partner

Overview

5% Increase in D7 Retention & 18% Increase in D0 Gameplays for Rush App (India)

What is Rush App?

Gaming has always been an incredible source of entertainment, a way to bring joy to people’s lives. And now it will also be a means to provide brand new economic opportunities to the world 💰

The Rush Gaming Universe (RGU) is a new kind of virtual world, a brand new social gaming universe. A place of fun & entertainment, where players can use their skills to Play, Compete & Win. In just 12 months from launch, the RGU is now doing $50M Gross ARR 🚀.

Rush's community is battling it out in over 100M gameplays per quarter across 10 of India’s most popular casual games. In a category where there are many ‘Supermarkets’, we’re aiming to build a ‘WholeFoods’ (a place of quality).

Problem Statement

Significant drop-offs in onboarding results in rise in customer acquisition costs (CAC)

It all began when Rush encountered a pressing business challenge: Customer Acquisition Costs (CAC) were rising sharply, hitting record highs month after month. While marketing spend was bringing in new sign-ups, the returns were diminishing, raising red flags across the business. To uncover the cause, we dug deeper into user behaviour during the early stages of the journey.

The data told a clear story a significant portion of users were dropping off right at the start. Many were completing the sign-up process but failing to transition into active players, highlighting a critical gap in our onboarding experience. What appeared at first to be a marketing efficiency problem was, in reality, rooted in product friction and early user engagement.

Design Strategy

How We Shaped Our Approach to Design

We didn’t jump straight into solutions instead, we took a step back to really understand the problem from every angle. Starting with discovery and research, we explored user journeys and studied competitors to spot gaps and opportunities. We then dug deeper with data analysis and a UX audit to uncover the exact points where users were struggling. From there, we moved into problem synthesis and analysis, turning scattered insights into clear priorities. Only after that did we move into design solutions, testing, and implementation, making sure every change was grounded in evidence and user needs. This approach kept us focused, iterative, and always aligned with solving the right problems.

Discovery & Research

Digging Deep Through Discovery & Research

To understand where Rush stood and what we could learn, I ran a thorough discovery phase covering every stage of the player journey. This included a detailed competitor analysis and benchmarking their website experience, download process, and onboarding flows.

I also mapped the first-time user experience (FTUE) to see how players were being introduced to the apps, and studied the core gameplay loops to uncover what kept users engaged (or made them drop off). This structured research gave me a clear view of both industry best practices and the gaps Rush needed to address.

UX Audit Discovery

Competitive Analysis of Different App

UX Audit Discovery

Analysing Onboarding Flow of Different Apps

User Flow & Data Analysis

Digging Deep we found Rush had a Weak First Time Impact, No Tutorial Support , Unclear Rewards & Stretched Onboarding.

Rush’s onboarding journey, though designed to be simple, fell short in delivering the right mix of clarity and engagement. The first impression lacked a strong hook, missing the chance to clearly showcase the app’s core value the way competitors like Dream11 or Winzo did. Without a guided tutorial, new players often entered gameplay feeling unprepared and uncertain about how to progress.

On top of that, rewards and withdrawal rules weren’t explained transparently, leaving users questioning the credibility of their winnings. Finally, the stretched onboarding flow with multiple steps packed together but little reassurance made the experience feel more like a process to complete than a journey to trust. Together, these gaps weakened user confidence at the most crucial stage: turning first-time visitors into active, loyal players.

UX Audit Discovery

Why Our First-Time User Experience Wasn’t Working

When we dug into the UX audit, it became clear that our first-time journey had too many cracks. The core flow was stretched, the APK install process wasn’t explained well, and the gibberish APK name made the app feel untrustworthy right from the start. On top of that, the website looked cluttered and failed to communicate a strong USP.

The install-to-signup path was too long, and by the time users finally landed inside the app, they were met with an overwhelming homepage instead of a guided welcome. All of this added up to a broken Day 0 experience with nearly 30% of users dropping off without even playing a single game.

Solution Overview

Solving for both sides of the Journey (Website & App Funnels)

We approached the problem by splitting the solution into two distinct focus areas: Download to Install (website behaviour) and Install to Gameplay (app behaviour).

This gave us clarity on where the drop-offs were happening and allowed us to craft targeted interventions. Each solution was carefully tested through A/B rollouts before being made live for 100% of users, ensuring that improvements were validated with real behavior data before scaling.

Key Changes in Web

Making Download to Install Seamless

The website became the first place to build trust and reduce friction. We revamped it with a clearer pitch, a stronger value proposition, and structured content that guided users through the download journey. To tackle the most common pain point, we added a step-by-step video explaining how to install the app safely, while also showing users the kinds of warnings they might encounter when downloading from a browser. This proactive approach not only reduced confusion but also reassured users at a critical first step.

UX Audit Discovery

1st Fold Before Change

UX Audit Discovery

1st Fold After Change

Key Changes in Web

Solving for non-scrolling behaviour

We redesigned the first fold to instantly communicate value now featuring three key visuals that highlight our core propositions upfront. This solved for the common non-scrolling behaviour among users, ensuring they understood ‘why this app’ within seconds of landing on the page.

Key Changes in Web

A new guided flow to remove friction and confusion

Once users clicked on Download, we introduced a new guided flow to remove friction and confusion from the APK installation process. Instead of leaving users on their own, the experience now walks them through every step: from explaining why the file is safe, to surfacing the common browser warnings they might see, and finally showing them how to enable permissions for installation.

To make it more intuitive, we embedded a short how-to video that plays seamlessly, visually demonstrating the process in real time. This flow not only reassured users about safety but also gave them the confidence to complete the install without dropping off midway.

A/B Experiments

Why A/B Testing Mattered

Rather than rolling out everything at once, we used controlled A/B testing to validate the impact of every change. From the new website behavior to the redesigned onboarding flows, each tweak was measured against real user data. This ensured that improvements weren’t just based on assumptions but on proven impact, giving us confidence when scaling changes to the full user base.

Results From Web Changes

A/B Experiment Results That Validated the Redesign

The A/B experiments on the redesigned website and FTUE journey delivered clear, measurable impact. We saw a 7% improvement in the install-to-signup conversion rate, proving that the upfront clarity, structured guidance, and streamlined flow resonated with users. This uplift not only endorsed the new website design but also highlighted the potential of a restructured first-time user journey to reduce friction and build trust at scale.

New Website

Introducing the new web experience

We introduced a new website experience designed to build trust and drive smoother conversions right from the first touchpoint. The refreshed site put a clear value pitch front and center, with multiple visuals in the first fold to instantly communicate core propositions and address non-scrolling behavior. Alongside this, we added structured content that showcased trust signals like ratings and testimonials, while also embedding a step-by-step installation guide and explainer video. This shift transformed the website from being cluttered and confusing into a guided, confidence-building entry point for new users.

App Experience

Simplifying Install to Sign Up

On the app side, we reimagined the onboarding funnel to make it shorter, sharper, and more contextual. The flow was redesigned to cut unnecessary steps and present the app’s core value pitch upfront, ensuring users understood what they were getting before committing. We also personalized parts of the journey so the experience felt less generic and more relevant, helping users feel guided rather than pushed. This shift made the path from install to first gameplay much smoother, reducing drop-offs during signup

App Experience

Reducing the clutter in Onboarding Steps

On the app side, we reimagined the onboarding funnel to make it shorter, sharper, and more contextual. The flow was redesigned to cut unnecessary steps and present the app’s core value pitch upfront, ensuring users understood what they were getting before committing. We also personalized parts of the journey so the experience felt less generic and more relevant, helping users feel guided rather than pushed. This shift made the path from install to first gameplay much smoother, reducing drop-offs during signup

Key Changes in App

Building Real Trust with a Celebrity Splash Experience

To strengthen user confidence from the very first interaction, we redesigned the app’s opening flow by introducing a celebrity-led splash screen. Instead of a generic loading screen, new users are now greeted with a familiar face and a strong, human-centered message that reinforces both credibility and excitement. This small but powerful shift transformed the app’s entry point into a moment of reassurance signaling authenticity, safety, and trust while also amplifying the brand’s appeal.

Key Changes in App

Guiding Users with Visual Cues and Step-by-Step Onboarding

To make onboarding more intuitive and less overwhelming, we redesigned the signup journey by splitting it into clear, progressive steps. Each stage from entering a number, to OTP request, to auto-verification was supported with visual progress cues, giving users a sense of direction and confidence about where they were in the flow.

This shift reduced cognitive load, eliminated the feeling of a “long form,” and instead created a smoother, guided experience. By breaking down the process into smaller, digestible steps, we not only improved clarity but also made the onboarding journey feel faster and more user-friendly.

Key Changes in App

Guiding Users with Visual Cues and Step-by-Step Onboarding

To make onboarding more intuitive and less overwhelming, we redesigned the signup journey by splitting it into clear, progressive steps. Each stage from entering a number, to OTP request, to auto-verification was supported with visual progress cues, giving users a sense of direction and confidence about where they were in the flow.

This shift reduced cognitive load, eliminated the feeling of a “long form,” and instead created a smoother, guided experience. By breaking down the process into smaller, digestible steps, we not only improved clarity but also made the onboarding journey feel faster and more user-friendly.

Results From App Changes

A/B Experiment Results That Validated the Redesign

The A/B experiments on the redesigned website and FTUE journey delivered clear, measurable impact. We saw a 7% improvement in the install-to-signup conversion rate, proving that the upfront clarity, structured guidance, and streamlined flow resonated with users. This uplift not only endorsed the new website design but also highlighted the potential of a restructured first-time user journey to reduce friction and build trust at scale.

Results Overview

100% Roll Out Impact of the Web and App Redesign

Bringing the web and app changes together created a measurable shift in user behavior and confidence. On the web side, improvements to the first fold, clearer value communication, and guided installation support drove a 7% lift in install-to-signup conversions, proving the power of upfront clarity and reassurance.

On the app side, restructuring onboarding and enhancing the FTUE journey led to an 18% increase in Day 0 gameplays, a 5% boost in D7 retention, and a 4% rise in overall user conversion. Together, these results validated the end-to-end redesign approach, showing how tackling friction across both touch points download to install and install to gameplay could significantly strengthen the user journey and retention.

Conclusion

Designing for Trust, Clarity, and Growth

This case study highlights how even small frictions in the early stages of a user journey can snowball into major conversion losses. By rethinking both the web funnel (download to install) and the app experience (install to gameplay), we were able to design an onboarding journey that balanced clarity, trust, and excitement.

The results from improved conversion rates to higher Day 0 engagement and stronger retention show that solving for user confidence at every touchpoint pays off in tangible growth. More importantly, this process reinforced the value of data-driven design, iterative testing, and user-first thinking in shaping scalable, impactful product experiences.

Next Steps

Key Learnings and the Road Ahead

If the conclusion showed us the impact, the real takeaway lies in what we learned along the way.
1. This journey reinforced that user-centric design clarity directly influences behaviour.
2. That data is the ultimate validator of design decision.
3. That building trust not only reduces acquisition costs but also boosts long-term retention.

With these insights, the path forward is clear the next step is to scale trust-based design, embedding these principles across every touchpoint of the user journey to drive sustainable growth and stronger connections with players.

More Works

Oct'22 - Dec'22

Improving Rush App Top Funnels

The Rush Gaming Universe is the mobile-only gaming platform. A new kind of a virtual world where players can use their skills to Play, Compete & Win.

B2C

UX Design

Case Study

your design partner

Overview

5% Increase in D7 Retention & 18% Increase in D0 Gameplays for Rush App (India)

What is Rush App?

Gaming has always been an incredible source of entertainment, a way to bring joy to people’s lives. And now it will also be a means to provide brand new economic opportunities to the world 💰

The Rush Gaming Universe (RGU) is a new kind of virtual world, a brand new social gaming universe. A place of fun & entertainment, where players can use their skills to Play, Compete & Win. In just 12 months from launch, the RGU is now doing $50M Gross ARR 🚀.

Rush's community is battling it out in over 100M gameplays per quarter across 10 of India’s most popular casual games. In a category where there are many ‘Supermarkets’, we’re aiming to build a ‘WholeFoods’ (a place of quality).

Problem Statement

Significant drop-offs in onboarding results in rise in customer acquisition costs (CAC)

It all began when Rush encountered a pressing business challenge: Customer Acquisition Costs (CAC) were rising sharply, hitting record highs month after month. While marketing spend was bringing in new sign-ups, the returns were diminishing, raising red flags across the business. To uncover the cause, we dug deeper into user behaviour during the early stages of the journey.

The data told a clear story a significant portion of users were dropping off right at the start. Many were completing the sign-up process but failing to transition into active players, highlighting a critical gap in our onboarding experience. What appeared at first to be a marketing efficiency problem was, in reality, rooted in product friction and early user engagement.

Design Strategy

How We Shaped Our Approach to Design

We didn’t jump straight into solutions instead, we took a step back to really understand the problem from every angle. Starting with discovery and research, we explored user journeys and studied competitors to spot gaps and opportunities. We then dug deeper with data analysis and a UX audit to uncover the exact points where users were struggling. From there, we moved into problem synthesis and analysis, turning scattered insights into clear priorities. Only after that did we move into design solutions, testing, and implementation, making sure every change was grounded in evidence and user needs. This approach kept us focused, iterative, and always aligned with solving the right problems.

Discovery & Research

Digging Deep Through Discovery & Research

To understand where Rush stood and what we could learn, I ran a thorough discovery phase covering every stage of the player journey. This included a detailed competitor analysis and benchmarking their website experience, download process, and onboarding flows.

I also mapped the first-time user experience (FTUE) to see how players were being introduced to the apps, and studied the core gameplay loops to uncover what kept users engaged (or made them drop off). This structured research gave me a clear view of both industry best practices and the gaps Rush needed to address.

UX Audit Discovery

Competitive Analysis of Different App

UX Audit Discovery

Analysing Onboarding Flow of Different Apps

User Flow & Data Analysis

Digging Deep we found Rush had a Weak First Time Impact, No Tutorial Support , Unclear Rewards & Stretched Onboarding.

Rush’s onboarding journey, though designed to be simple, fell short in delivering the right mix of clarity and engagement. The first impression lacked a strong hook, missing the chance to clearly showcase the app’s core value the way competitors like Dream11 or Winzo did. Without a guided tutorial, new players often entered gameplay feeling unprepared and uncertain about how to progress.

On top of that, rewards and withdrawal rules weren’t explained transparently, leaving users questioning the credibility of their winnings. Finally, the stretched onboarding flow with multiple steps packed together but little reassurance made the experience feel more like a process to complete than a journey to trust. Together, these gaps weakened user confidence at the most crucial stage: turning first-time visitors into active, loyal players.

UX Audit Discovery

Why Our First-Time User Experience Wasn’t Working

When we dug into the UX audit, it became clear that our first-time journey had too many cracks. The core flow was stretched, the APK install process wasn’t explained well, and the gibberish APK name made the app feel untrustworthy right from the start. On top of that, the website looked cluttered and failed to communicate a strong USP.

The install-to-signup path was too long, and by the time users finally landed inside the app, they were met with an overwhelming homepage instead of a guided welcome. All of this added up to a broken Day 0 experience with nearly 30% of users dropping off without even playing a single game.

Solution Overview

Solving for both sides of the Journey (Website & App Funnels)

We approached the problem by splitting the solution into two distinct focus areas: Download to Install (website behaviour) and Install to Gameplay (app behaviour).

This gave us clarity on where the drop-offs were happening and allowed us to craft targeted interventions. Each solution was carefully tested through A/B rollouts before being made live for 100% of users, ensuring that improvements were validated with real behavior data before scaling.

Key Changes in Web

Making Download to Install Seamless

The website became the first place to build trust and reduce friction. We revamped it with a clearer pitch, a stronger value proposition, and structured content that guided users through the download journey. To tackle the most common pain point, we added a step-by-step video explaining how to install the app safely, while also showing users the kinds of warnings they might encounter when downloading from a browser. This proactive approach not only reduced confusion but also reassured users at a critical first step.

UX Audit Discovery

1st Fold Before Change

UX Audit Discovery

1st Fold After Change

Key Changes in Web

Solving for non-scrolling behaviour

We redesigned the first fold to instantly communicate value now featuring three key visuals that highlight our core propositions upfront. This solved for the common non-scrolling behaviour among users, ensuring they understood ‘why this app’ within seconds of landing on the page.

Key Changes in Web

A new guided flow to remove friction and confusion

Once users clicked on Download, we introduced a new guided flow to remove friction and confusion from the APK installation process. Instead of leaving users on their own, the experience now walks them through every step: from explaining why the file is safe, to surfacing the common browser warnings they might see, and finally showing them how to enable permissions for installation.

To make it more intuitive, we embedded a short how-to video that plays seamlessly, visually demonstrating the process in real time. This flow not only reassured users about safety but also gave them the confidence to complete the install without dropping off midway.

A/B Experiments

Why A/B Testing Mattered

Rather than rolling out everything at once, we used controlled A/B testing to validate the impact of every change. From the new website behavior to the redesigned onboarding flows, each tweak was measured against real user data. This ensured that improvements weren’t just based on assumptions but on proven impact, giving us confidence when scaling changes to the full user base.

Results From Web Changes

A/B Experiment Results That Validated the Redesign

The A/B experiments on the redesigned website and FTUE journey delivered clear, measurable impact. We saw a 7% improvement in the install-to-signup conversion rate, proving that the upfront clarity, structured guidance, and streamlined flow resonated with users. This uplift not only endorsed the new website design but also highlighted the potential of a restructured first-time user journey to reduce friction and build trust at scale.

New Website

Introducing the new web experience

We introduced a new website experience designed to build trust and drive smoother conversions right from the first touchpoint. The refreshed site put a clear value pitch front and center, with multiple visuals in the first fold to instantly communicate core propositions and address non-scrolling behavior. Alongside this, we added structured content that showcased trust signals like ratings and testimonials, while also embedding a step-by-step installation guide and explainer video. This shift transformed the website from being cluttered and confusing into a guided, confidence-building entry point for new users.

App Experience

Simplifying Install to Sign Up

On the app side, we reimagined the onboarding funnel to make it shorter, sharper, and more contextual. The flow was redesigned to cut unnecessary steps and present the app’s core value pitch upfront, ensuring users understood what they were getting before committing. We also personalized parts of the journey so the experience felt less generic and more relevant, helping users feel guided rather than pushed. This shift made the path from install to first gameplay much smoother, reducing drop-offs during signup

App Experience

Reducing the clutter in Onboarding Steps

On the app side, we reimagined the onboarding funnel to make it shorter, sharper, and more contextual. The flow was redesigned to cut unnecessary steps and present the app’s core value pitch upfront, ensuring users understood what they were getting before committing. We also personalized parts of the journey so the experience felt less generic and more relevant, helping users feel guided rather than pushed. This shift made the path from install to first gameplay much smoother, reducing drop-offs during signup

Key Changes in App

Building Real Trust with a Celebrity Splash Experience

To strengthen user confidence from the very first interaction, we redesigned the app’s opening flow by introducing a celebrity-led splash screen. Instead of a generic loading screen, new users are now greeted with a familiar face and a strong, human-centered message that reinforces both credibility and excitement. This small but powerful shift transformed the app’s entry point into a moment of reassurance signaling authenticity, safety, and trust while also amplifying the brand’s appeal.

Key Changes in App

Guiding Users with Visual Cues and Step-by-Step Onboarding

To make onboarding more intuitive and less overwhelming, we redesigned the signup journey by splitting it into clear, progressive steps. Each stage from entering a number, to OTP request, to auto-verification was supported with visual progress cues, giving users a sense of direction and confidence about where they were in the flow.

This shift reduced cognitive load, eliminated the feeling of a “long form,” and instead created a smoother, guided experience. By breaking down the process into smaller, digestible steps, we not only improved clarity but also made the onboarding journey feel faster and more user-friendly.

Key Changes in App

Guiding Users with Visual Cues and Step-by-Step Onboarding

To make onboarding more intuitive and less overwhelming, we redesigned the signup journey by splitting it into clear, progressive steps. Each stage from entering a number, to OTP request, to auto-verification was supported with visual progress cues, giving users a sense of direction and confidence about where they were in the flow.

This shift reduced cognitive load, eliminated the feeling of a “long form,” and instead created a smoother, guided experience. By breaking down the process into smaller, digestible steps, we not only improved clarity but also made the onboarding journey feel faster and more user-friendly.

Results From App Changes

A/B Experiment Results That Validated the Redesign

The A/B experiments on the redesigned website and FTUE journey delivered clear, measurable impact. We saw a 7% improvement in the install-to-signup conversion rate, proving that the upfront clarity, structured guidance, and streamlined flow resonated with users. This uplift not only endorsed the new website design but also highlighted the potential of a restructured first-time user journey to reduce friction and build trust at scale.

Results Overview

100% Roll Out Impact of the Web and App Redesign

Bringing the web and app changes together created a measurable shift in user behavior and confidence. On the web side, improvements to the first fold, clearer value communication, and guided installation support drove a 7% lift in install-to-signup conversions, proving the power of upfront clarity and reassurance.

On the app side, restructuring onboarding and enhancing the FTUE journey led to an 18% increase in Day 0 gameplays, a 5% boost in D7 retention, and a 4% rise in overall user conversion. Together, these results validated the end-to-end redesign approach, showing how tackling friction across both touch points download to install and install to gameplay could significantly strengthen the user journey and retention.

Conclusion

Designing for Trust, Clarity, and Growth

This case study highlights how even small frictions in the early stages of a user journey can snowball into major conversion losses. By rethinking both the web funnel (download to install) and the app experience (install to gameplay), we were able to design an onboarding journey that balanced clarity, trust, and excitement.

The results from improved conversion rates to higher Day 0 engagement and stronger retention show that solving for user confidence at every touchpoint pays off in tangible growth. More importantly, this process reinforced the value of data-driven design, iterative testing, and user-first thinking in shaping scalable, impactful product experiences.

Next Steps

Key Learnings and the Road Ahead

If the conclusion showed us the impact, the real takeaway lies in what we learned along the way.
1. This journey reinforced that user-centric design clarity directly influences behaviour.
2. That data is the ultimate validator of design decision.
3. That building trust not only reduces acquisition costs but also boosts long-term retention.

With these insights, the path forward is clear the next step is to scale trust-based design, embedding these principles across every touchpoint of the user journey to drive sustainable growth and stronger connections with players.

More Works

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