Context
Pictionary Air 2 introduced new gameplay mechanics, including pen-based controls for erasing and scoring and digital clue cards—features that required seamless multi-device connectivity. At the same time, the app needed to remain backward-compatible with Pictionary Air 1, where users don't need digital clue cards.
We also introduced an in-app monetization model for purchasing additional digital clue packs to extend gameplay and business growth.
Challenges & Key Design Decisions
Seamless Multi-Device Connection
With three connected devices (pen, game app, and clue card display), we prioritized an intuitive onboarding flow to set users up quickly to prevent frustration. And designed fail-safes for device disconnection, battery loss, and reconnection to ensure smooth gameplay.
Onboarding
Connect second device to access digital clue cards
Device Connection Confirmation
Lost Connection Troubleshooting
Start Game ASAP – Optimized Home Screen Experience
The home screen needed to support multiple goals: starting a game quickly, promoting new content, enabling in-app purchases, and maintaining backward compatibility. Our initial design tested the effectiveness of a “Start New Game” call-to-action, but user testing revealed it led to redundant navigation and added friction. On the other hand, removing the CTA left users unsure of how to proceed. We landed on a hybrid approach that surfaced available clue cards as the primary entry points, each with a “Play” button—streamlining the experience and guiding players more intuitively into gameplay.
Clue Cards For All! – Reducing Friction to Prioritize Play
Early concepts aimed to create a sense of value by allowing users to redeem a choice of three out of five digital clue card decks upon download. While this approach introduced a “freemium” model, it also opened up complications: requiring account creation or logins to prevent exploitation and the risk of users bypassing the system by reinstalling the app. These complexities added friction to the setup process—exactly what we wanted to avoid. After evaluating the trade-offs, we shifted focus to what mattered most: getting users into the game quickly. By offering several digital clue packs upfront to all users, we reduced barriers, improved first-time experience, and created more opportunities for users (including Pictionary Air 1 players) to explore the new digital gameplay and eventually convert through in-app purchases.
Impact
Increased Player Control
87% of users reported a smoother experience with direct erasing and scoring functionality.
Higher Engagement & Retention
Digital clue packs boosted replayability, increasing session return rates by 28% post-launch.
Scalability & Growth
Expanded digital clue pack offerings, including licensed offerings like Friends and Harry Potter, further drove adoption and in-app purchases.
Stronger market position
Maintained top rankings in family game categories and increased brand engagement by 12%.