Designing Voice Chat Clubs: Building Social Spaces for Millions of Players

Context

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LudoStar is one of the most-played mobile board games in the world, with a particularly strong presence across the SAMEENA region — South Asia, the Middle East, North Africa, and East Africa. At its core it is a match-based game: you play a round of Ludo, it ends, and you come back for another.

• Year 3 of operations — team asked: what do players love and where does their time go?
• Multi-method research: surveys, behavioral data, in-game observation, workshops
• Key finding: social is exceptionally strong differentiator vs. other casual mobile games

LudoStar was becoming a launchpad for social behavior it had no way of capturing. The opportunity was to bring that social layer back inside and building a communications platform.

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🕵️ My Role

• feature concept
• flows
• wireframes
• UI
• interaction design
• feature scaling across releases

🪄 The Team

• 1 designer
• 1 product manager
• 1 game artists
• 4 engineers.

⏳ Timeline

3 Months

Research & Validation Journey

This feature was green lit after a multi-stage research process. I was part of the team from the early stages, with increasing ownership toward the pilot phase.