←All ProjectsView on Behance ↗Match 3 for King
Mobile Game UX/UI Concept
King's match-3 catalogue grows through feature additions — events, social layers, item expansions, IAP — but each new feature risks fragmenting the UI and adding cognitive load for casual players. The brief required proposing how a full suite of new features could ship with a consistent visual language and a hierarchy clear enough for the game's broad audience.
I designed the concept feature by feature: Gaming Events with time-pressure UX, a Fruit Library icon system for the new item catalogue, Hub screens as the navigational anchor, Facebook / social IRL screens for community hooks, IAP flows with minimal purchase friction, and a clear Entry experience. The warm, urban art direction — sun-lit park environment, playful typography — ties it together as a cohesive world rather than a stack of disconnected screens.
01 — Feature Mapping
Catalogued the proposed feature set: Events, Item Library, Hub, Social, IAP, Entry. Defined the UX requirements and player journey for each before design began.
02 — Art Direction
Established the warm urban visual identity — sun-lit environments, friendly palette, King-adjacent typography — to create a world distinct from existing King titles while remaining on-brand.
03 — Screen Design
Designed all features: Gaming Events UX, Fruit Library icon system, Hub navigation, Facebook social screens, IAP purchase flow, and the game entry experience.
04 — Concept Presentation
Packaged the full concept into a Behance case study with annotated rationale for each feature decision and a style guide summary.
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