Duration: Sep '24 – Dec '24, Mar '25 – Aug '25
Platform: Mobile (Android, iOS)
Role: Developer & Designer
Genre: 2D Merge RPG
About:
A 2D merge RPG set in a cow farming world. Players merge and transform items to discover new ones, building their farm at a relaxed but rewarding pace. Went through multiple publisher iterations, each targeting a different UA matrix.
Goal:
Build an immersive dairy farming world with a smooth, easy-to-learn merge + transformation mechanic backed by a comprehensive tutorial system.
Results:
| Matrix | Results | Targets |
|---|---|---|
| CPI (Android) | $1.0 | < $1.0 |
| D1 Retention | 32–38% | — |
| D7 Retention | 10–12% | 25% |
| D7 APPU | 3000–3600s | 2200–2400s |
Challenges:
Technical
Built 4 custom Unity editor tools to support dynamic systems:
· Level rewards editor
· Order flow editor
· Player simulator (for faster balancing)
· Tutorial steps editor
Creative
· Designed interconnected items allowing complex merge chains and transformation paths.
· Iterated on order flow with new and returning users for balanced pacing.
· Delivered an adorable, rich art style with intuitive UX/UI.
Collaborative
Analyzed and proposed solutions to improve UA metrics: CPI, D1 Retention, DAU, ARPDAU.Skills: World building · Editor tools · UA analysis · Tutorial design · Level balancingKey Learnings:
Playtesting with fresh users after you think the game is ready reveals balance issues you'd otherwise miss.