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UX/UI Design

Call of Duty: Mobile – a business retention & engagement analysis

Details

Course Instructor

UX/UI Director at Blizzard Entertainment

Role

UX Designer

Timeline

3 Weeks

Project Goal

Conduct a UX-focused analysis of the early-game onboarding experience, player learning model, and current-state engagement features
Provide recommendations to increase player retention and engagement from a business perspective

CoD: Mobile | How do we relay the core experience?

Game Design

The Intended Experience

While game design develops the intended player experience with the overall gameplay flow, features, etc., this might not always translate well to the player.

UX/UI Design

The Intended Experience

The Perceived Experience

Ensures that the game design’s intention matches the player’s actual perception of the game, through easy onboarding, habit development & intuitive design.

Why The “Perceived Experience” Matters

Retention

The ability to keep players coming back over time by providing consistent value and motivation to return.

Engagement

The measure of how actively players interact with the game’s systems, content, and mechanics.

Executive Summary

Main Takeaways from Retention & Engagement Analysis

Onboarding & Early Progression Clarity

High Priority

New players feel overwhelmed by the UI complexity, unclear mode choices, and poorly guided progression.

Opportunity Areas:

Streamline the tutorial flow for gameplay
Simplify menus and notifications

Loadout Screen & Gunsmith Accessibility

Medium Priority

The Gunsmith and loadout systems, while deep, are intimidating and confusing for new or casual players to grasp.

Opportunity Areas:

Design a tiered progression while learning about loadout
Add simplified presets or auto-build options

Reward Clarity & Motivational Design

Low Priority

Players receive too many rewards from too many sources, without visibility or motivation to chase specific goals.

Opportunity Areas:

Create a centralized “Reward Tracker” hub
Visualize player objectives & goals clearly

Onboarding & Early Progression Clarity

Defining Success Metrics

Business KPIs to Monitor UX Improvements

+10-15%

Increase in full tutorial completion (within the first 15 minutes)

+5%

Improvement in D1 retention rate

-10%

Reduction rate in players quitting before their first real match

Tutorial Overview – Current State

Streamlining the Onboarding Flow

During the onboarding experience, players are brought through two rounds of gameplay to introduce them to combat with core controls and more advanced utility options.

1st Gameplay Tutorial

A controlled game environment outside of any game-mode designed to introduce basic core combat controls & skills

Positive UX

Introduces core mechanics: movement & viewing, aiming (auto or manual), shooting, reloading, and sniping controls

Negative UX

Controls are introduced one-after-the-other and are not integrated into each other – low repetition stifles learning

2nd Gameplay Tutorial

A controlled game environment outside of any game-mode designed to introduce basic core combat controls & skills

Positive UX

Introduces core mechanics: movement & viewing, aiming (auto or manual), shooting, reloading, and sniping controls

Negative UX

Controls are introduced one-after-the-other and are not integrated into each other – low repetition stifles learning

Improving the 2nd Gameplay

While the 1st gameplay experience does a good job at introducing key game mechanics, the 2nd gameplay experience throws players into a game-mode with little tutorial interjection and little-to-no explanation for all the new UI elements.

UX Recommendations

Add on-screen tooltip pop-ups for 2nd gameplay UI elements (e.g., “Tap here to aim down sights” or “Watch your minimap for enemies”).
Pause-and-highlight tutorial moments (e.g., “You’ve unlocked a Scorestreak — use it now!”).
Unlock advanced features over time, rather than dumping all UI at once — e.g., hide voice chat until level 5.

Loadout Screen & Gunsmith Accesibility

Defining Success Metrics

Business KPIs to Monitor UX Improvements

Louadout Engagement

Increased time spent in loadout due to tutorials, testing modes, and presets

Churn at Level 8-10

Decrease in player drop-off after Gunsmith unlock due to reduced cognitive overload

Feature Adoption

Increase in % of users equipping perks, scorestreaks, attachments, and other aspects of Loadout & Gunsmiths menu

Navigating the Complexity

The Gunsmith and loadout systems, while deep, are intimidating and confusing for new or casual players.

UX Shortcomings

High Density of Options (attachments, perks, optics, camos, blueprints)
Complex impact on stats (accuracy, mobility, control, range, fire rate)
Poor tutorial flow or contextual support

Proposal – Tiered Recommendations for Loudout Tutorial

Reward Clarity & Motivational Design

Defining Success Metrics

Business KPIs to Monitor UX Improvements

↑ DAU

Systems like login calendars, visible mission trackers, and personalized goal reminders help players form habits and return daily.

↑ Session Length

When players see visible progress bars , they’re more likely to stay in the game longer.

↑ Battle Pass Conversion

When players clearly understand what they’re working toward, they’re more likely to see value in upgrading for faster rewards.

An In-Depth Reward System

UX Gaps & Recommendations

Problem Area

UX Recommendation

Unclear Reward Purpose

➕ Add contextual tooltips/tutorial overlays when a reward is received.

No Progress

Awareness

➕ Display progress meters on the home screen or post-match summary.

Fragmented Reward Systems

➕ Create a unified “Rewards Hub” UI showing everything in one place.

A Framework for Player Learning & Engagement

Example Feature

“Display progress meters on the home screen or post-match summary.”

Reminder (Cue)

Triggering the desired player behavior

How it Works

A visual progress meter shown after every match or on the home screen is a clear, repeated cue.

Why it’s Effective

Players are reminded of a specific, achievable goal every time they return to the lobby or complete a match.

Routine (Action)

The behavior the game wants to reinforce

Targeted Behavior

Player will play extra games to fill their progress meter for specific mission-based goals

Why it’s Effective

When players know exactly what to do (“I need 3 more kills with an SMG”), they’re more likely to follow that path.

Reward (Outcome)

The result that supports the loop

Emotional Payoff

The player gets a crate unlock, cosmetic item, etc. after they complete the tracked task.

Why it’s Effective

Players feel ownership of progress and see value in consistent effort.

David Leen

Home

About

David Leen

UX/UI Design

Call of Duty: Mobile – a business retention & engagement analysis

Details

Course Instructor

UX/UI Director at Blizzard Entertainment

Role

UX Designer

Timeline

3 Weeks

Project Goal

Conduct a UX-focused analysis of the early-game onboarding experience, player learning model, and current-state engagement features
Provide recommendations to increase player retention and engagement from a business perspective

CoD: Mobile | How do we relay the core experience?

Game Design

The Intended Experience

While game design develops the intended player experience with the overall gameplay flow, features, etc., this might not always translate well to the player.

UX/UI Design

The Intended Experience

The Percieved Experience

Ensures that the game design’s intention matches the player’s actual perception of the game, through easy onboarding, habit development & intuitive design.

Why The “Perceived Experience” Matters

Retention

The ability to keep players coming back over time by providing consistent value and motivation to return.

Engagement

The measure of how actively players interact with the game’s systems, content, and mechanics.

Executive Summary

Main Takeaways from Retention & Engagement Analysis

Onboarding & Early Progression Clarity

High Priority

New players feel overwhelmed by the UI complexity, unclear mode choices, and poorly guided progression.

Opportunity Areas:

Streamline the tutorial flow for gameplay
Simplify menus and notifications

Loadout Screen & Gunsmith Accessibility

Medium Priority

The Gunsmith and loadout systems, while deep, are intimidating and confusing for new or casual players to grasp.

Opportunity Areas:

Design a tiered progression while learning about loadout
Add simplified presets or auto-build options

Reward Clarity & Motivational Design

Low Priority

Players receive too many rewards from too many sources, without visibility or motivation to chase specific goals.

Opportunity Areas:

Create a centralized “Reward Tracker” hub
Visualize player objectives & goals clearly

Onboarding & Early Progression Clarity

Defining Success Metrics

Business KPIs to Monitor UX Improvements

+10-15%

Increase in full tutorial completion (within the first 15 minutes)

+5%

Improvement in D1 retention rate

-10%

Reduction rate in players quitting before their first real match

Tutorial Overview – Current State

Streamlining the Onboarding Flow

During the onboarding experience, players are brought through two rounds of gameplay to introduce them to combat with core controls and more advanced utility options.

1st Gameplay Tutorial

A controlled game environment outside of any game-mode designed to introduce basic core combat controls & skills

Positive UX

Introduces core mechanics: movement & viewing, aiming (auto or manual), shooting, reloading, and sniping controls

Negative UX

Controls are introduced one-after-the-other and are not integrated into each other – low repetition stifles learning

2nd Gameplay Tutorial

A controlled game environment outside of any game-mode designed to introduce basic core combat controls & skills

Positive UX

Introduces core mechanics: movement & viewing, aiming (auto or manual), shooting, reloading, and sniping controls

Negative UX

Controls are introduced one-after-the-other and are not integrated into each other – low repetition stifles learning

Improving the 2nd Gameplay

UX Recommendations

Add on-screen tooltip pop-ups for 2nd gameplay UI elements (e.g., “Tap here to aim down sights” or “Watch your minimap for enemies”).
Pause-and-highlight tutorial moments (e.g., “You’ve unlocked a Scorestreak — use it now!”).
Unlock advanced features over time, rather than dumping all UI at once — e.g., hide voice chat until level 5.

Loadout Screen & Gunsmith Accesibility

Defining Success Metrics

Business KPIs to Monitor UX Improvements

Louadout Engagement

Increased time spent in loadout due to tutorials, testing modes, and presets

Churn at Level 8-10

Decrease in player drop-off after Gunsmith unlock due to reduced cognitive overload

Feature Adoption

Increase in % of users equipping perks, scorestreaks, attachments, and other aspects of Loadout & Gunsmiths menu

Navigating the Complexity

The Gunsmith and loadout systems, while deep, are intimidating and confusing for new or casual players.

UX Shortcomings

High Density of Options (attachments, perks, optics, camos, blueprints)
Complex impact on stats (accuracy, mobility, control, range, fire rate)
Poor tutorial flow or contextual support

Proposal – Tiered Recommendations for Loudout Tutorial

Reward Clarity & Motivational Design

Defining Success Metrics

Business KPIs to Monitor UX Improvements

↑ DAU

Systems like login calendars, visible mission trackers, and personalized goal reminders help players form habits and return daily.

↑ Session Length

When players see visible progress bars , they’re more likely to stay in the game longer.

↑ Battle Pass Conversion

When players clearly understand what they’re working toward, they’re more likely to see value in upgrading for faster rewards.

An In-Depth Reward System

UX Gaps & Recommendations

Problem Area

UX Recommendation

Unclear Reward Purpose

➕ Add contextual tooltips/tutorial overlays when a reward is received.

No Progress Awareness

➕ Display progress meters on the home screen or post-match summary.

Fragmented Reward Systems

➕ Create a unified “Rewards Hub” UI showing everything in one place.

A Framework for Player Learning & Engagement

Example Feature

“Display progress meters on the home screen or post-match summary.”

Reminder (Cue)

Triggering the desired player behavior

How it Works

A visual progress meter shown after every match or on the home screen is a clear, repeated cue.

Why it’s Effective

Players are reminded of a specific, achievable goal every time they return to the lobby or complete a match.

Routine (Action)

The behavior the game wants to reinforce

Targeted Behavior

Player will play extra games to fill their progress meter for specific mission-based goals

Why it’s Effective

When players know exactly what to do (“I need 3 more kills with an SMG”), they’re more likely to follow that path.

Reward (Outcome)

The result that supports the loop

Emotional Payoff

The player gets a crate unlock, cosmetic item, etc. after they complete the tracked task.

Why it’s Effective

Players feel ownership of progress and see value in consistent effort.

David Leen

David Leen

UX/UI Design

Call of Duty: Mobile – a business retention & engagement analysis

Details

Course Instructor

UX/UI Director at Blizzard Entertainment

Role

UX Designer

Timeline

3 Weeks

Project Goal

Conduct a UX-focused analysis of the early-game onboarding experience, player learning model, and current-state engagement features
Provide recommendations to increase player retention and engagement from a business perspective

CoD: Mobile | How do we relay the core experience?

Game Design

The Intended Experience

While game design develops the intended player experience with the overall gameplay flow, features, etc., this might not always translate well to the player.

UX/UI Design

The Perceived Experience

Ensures that the game design’s intention matches the player’s actual perception of the game, through easy onboarding, habit development & intuitive design.

Why The “Perceived Experience” Matters

Retention

The ability to keep players coming back over time by providing consistent value and motivation to return.

Engagement

The measure of how actively players interact with the game’s systems, content, and mechanics.

Executive Summary

Main Takeaways from Retention & Engagement Analysis

Onboarding & Early Progression Clarity

High Priority

New players feel overwhelmed by the UI complexity, unclear mode choices, and poorly guided progression.

Opportunity Areas:

Streamline the tutorial flow for gameplay
Simplify menus and notifications

Loadout Screen & Gunsmith Accessibility

Medium Priority

The Gunsmith and loadout systems, while deep, are intimidating and confusing for new or casual players to grasp.

Opportunity Areas:

Design a tiered progression while learning about loadout
Add simplified presets or auto-build options

Reward Clarity & Motivational Design

Low Priority

Players receive too many rewards from too many sources, without visibility or motivation to chase specific goals.

Opportunity Areas:

Create a centralized “Reward Tracker” hub
Visualize player objectives & goals clearly

Onboarding & Early Progression Clarity

Defining Success Metrics

Business KPIs to Monitor UX Improvements

+10-15%

Increase in full tutorial completion (within the first 15 minutes)

+5%

Improvement in D1 retention rate

-10%

Reduction rate in players quitting before their first real match

Tutorial Overview – Current State

Streamlining the Onboarding Flow

During the onboarding experience, players are brought through two rounds of gameplay to introduce them to combat with core controls and more advanced utility options.

1st Gameplay Tutorial

A controlled game environment outside of any game-mode designed to introduce basic core combat controls & skills

Positive UX

Introduces core mechanics: movement & viewing, aiming (auto or manual), shooting, reloading, and sniping controls

Negative UX

Controls are introduced one-after-the-other and are not integrated into each other – low repetition stifles learning

2nd Gameplay Tutorial

A controlled game environment outside of any game-mode designed to introduce basic core combat controls & skills

Positive UX

Introduces core mechanics: movement & viewing, aiming (auto or manual), shooting, reloading, and sniping controls

Negative UX

Controls are introduced one-after-the-other and are not integrated into each other – low repetition stifles learning

Improving the 2nd Gameplay

UX Recommendations

Add on-screen tooltip pop-ups for 2nd gameplay UI elements (e.g., “Tap here to aim down sights” or “Watch your minimap for enemies”).
Pause-and-highlight tutorial moments (e.g., “You’ve unlocked a Scorestreak — use it now!”).
Unlock advanced features over time, rather than dumping all UI at once — e.g., hide voice chat until level 5.

Loadout Screen & Gunsmith Accesibility

Defining Success Metrics

Business KPIs to Monitor UX Improvements

Louadout Engagement

Increased time spent in loadout due to tutorials, testing modes, and presets

Churn at Level 8-10

Decrease in player drop-off after Gunsmith unlock due to reduced cognitive overload

Feature Adoption

Increase in % of users equipping perks, scorestreaks, attachments, and other aspects of Loadout & Gunsmiths menu

Navigating the Complexity

The Gunsmith and loadout systems, while deep, are intimidating and confusing for new or casual players.

UX Shortcomings

High Density of Options (attachments, perks, optics, camos, blueprints)
Complex impact on stats (accuracy, mobility, control, range, fire rate)
Poor tutorial flow or contextual support

Proposal – Tiered Recommendations for Loudout Tutorial

Reward Clarity & Motivational Design

Defining Success Metrics

Business KPIs to Monitor UX Improvements

↑ DAU

Systems like login calendars, visible mission trackers, and personalized goal reminders help players form habits and return daily.

↑ Session Length

When players see visible progress bars , they’re more likely to stay in the game longer.

↑ Battle Pass Conversion

When players clearly understand what they’re working toward, they’re more likely to see value in upgrading for faster rewards.

An In-Depth Reward System

UX Gaps & Recommendations

Problem Area

UX Recommendation

Unclear Reward Purpose

➕ Add contextual tooltips/tutorial overlays when a reward is received.

No Progress Awareness

➕ Display progress meters on the home screen or post-match summary.

Fragmented Reward Systems

➕ Create a unified “Rewards Hub” UI showing everything in one place.

A Framework for Player Learning & Engagement

Example Feature

“Display progress meters on the home screen or post-match summary.”

Reminder (Cue)

Triggering the desired player behavior

How it Works

A visual progress meter shown after every match or on the home screen is a clear, repeated cue.

Why it’s Effective

Players are reminded of a specific, achievable goal every time they return to the lobby or complete a match.

Routine (Action)

The behavior the game wants to reinforce

Targeted Behavior

Player will play extra games to fill their progress meter for specific mission-based goals

Why it’s Effective

When players know exactly what to do (“I need 3 more kills with an SMG”), they’re more likely to follow that path.

Reward (Outcome)

The result that supports the loop

Emotional Payoff

The player gets a crate unlock, cosmetic item, etc. after they complete the tracked task.

Why it’s Effective

Players feel ownership of progress and see value in consistent effort.