Zynga Mafia Wars
2017
Project Overview
Summary
Zynga formed a new division to develop a mobile MMO based on the retired Mafia Wars IP.
Project Goal
To launch Mafia Wars worldwide.
The Game
Mafia Wars immerses players in high-stakes combat and conspiracy as they fight for control of real-world cities, brought to life through rich, interactive visuals.
Tactic
Cross-functional pods built features in parallel, merging them into a high-def build. Working in 2-week Agile sprints enabled rapid testing, player feedback, and gameplay adjustments.
Result
Mafia Wars soft-launched on Android and iOS in Canada and Indonesia, but faced low retention and mixed reviews. As Zynga shifted its strategy, the game was ultimately canceled.
My Contributions
Designed 17 features (UX, UI, and Visual Design), translating MVP key actions into fun, highly visual, and clear user interfaces.
Participated in internal company-wide playtests and sat in on external player testing, following up with recommendations.
Created UI assets, components, layout, and widgets in Unity.
Made 'prefabs' in Unity for Developers to code.
Designed icons for the UI.
Contributed to and evolved the design system library.
Created lo-fi prototypes in Flinto to showcase user flow during feature check-ins.
Gameplay
Full play session with gameplay action notation.
Making a Feature
We worked in Core Pods using Agile/Scrum, with six distinct roles contributing to each feature.
Producer
Co-wrote the MVP with the Game Designer, analyzed in-game data with the Product Manager, and managed team workflows within the pod.
Game Designer
Primarily wrote and edited the feature MVP, detailing its purpose, functionality, and overall UX/UI.
Product Manager
Analyzed feature metrics during testing and soft launch, then refined the game design and UX to improve DAU, retention, and monetization.
Experience Designer (Me)
Handled UX, UI, and visual design; led kickoff meetings and design check-ins with the Game Designer; provided Unity prefabs to the Developer and merged edits to GitHub.
Each feature involved cross-functional collaboration within the Core Pod. I also reviewed my work with the design team to finalize direction and gain approval.
CORE POD
Me (Sr. Experience Designer)
+ Sr. Game Designer
+ Sr. Product Manager
+ Lead Producer
+ Development Manager
UX/UI REVIEW
Me (Sr. Experience Designer)
+ Principal Experience Designer
+ Lead Experience Designer
+ Art Director
14 Features
Here are the features I worked. Feature requirements ranged from small (4 weeks) to very large (3 months).
Heroes Feature
MVP
Heroes are a core, scalable investment that remain relevant throughout the game. Players can access a summary of their abilities, gear, and status from the HUD or Crew Mansion. Captured heroes can be recovered to maintain gameplay progress.
The Process
The Hero feature was written by the Game Designer. I translated these descriptions into a working UX, UI, Visual Design, and Architecture.
Hero Gameplay
Playing the Hero feature during the Live Development soft-launch.
Hero Architecture
Hero Specs
The Hero Process
I usually start by sketching ideas, wireframes, and architecture before moving to the computer. Once I have a solid concept, I iterate between my sketchbook and the screen, refining each version.
Hero Ideation
An evolution of four of the nine different subfeatures. These iterations were the result of a developing UI Pattern and from the feature being rewritten, edited, and updated.
Soft Launch
In April 2017, Zynga soft-launched Mafia Wars.
The game was first tested in Indonesia to take advantage of low advertising and publishing costs. It then launched in Canada to evaluate monetization, as Canadian user behavior closely mirrors that of U.S. users.
Indonesia
Canada
Data Diary
We asked 54 participants to keep a 10-day diary of their experience playing the game. Below is their overall rating.
7.0
How do you feel about the overall fun of this game?
6.7
How likely are you to download and play this game when it is released?
6.3
How likely are you to recommend Mafia Wars to a friend, family member, or colleague?
Maybe consider more information on how to play, what mix works well, what gear is best for things, just nothing to really research what is going on.
Need to add a lot more incentives to play and buy packs in this game.
Seems to be a solid game. A few bugs to work out.
I like the game overall.
I would be interested in doing another play test for this game in the future.
Game Review
The Long View reviews a first time user expereince of Mafia Wars.
Gameplay
Full play session with gameplay action notation.
Cancellation
After 4 months of Live Testing and Development, Zynga decided to cancel the project.
New CEO and pivot in company new game development strategy.
Poor retention, as engagement (of the users we had left) was actually quite high.
