Client
GetMega
Role
UX Researcher, Brand Designer
The intro
<!-- Role -->
Led the UX research and the development of the visual identity for GetMega. This included mapping user behaviour across segments, building personas, defining user motivations, and translating these insights into a cohesive visual system—logo, colours, typography, and tone of voice. I also collaborated closely with the strategy and go-to-market teams to ensure the brand direction aligned with real user needs and market expectations.
<!-- Objective -->
GetMega aimed to establish a distinct and engaging presence in the hyper-casual gaming market by leveraging comprehensive UX research to inform its brand strategy, visual identity, and market entry. The goal was to ensure that every user touchpoint, from logo to tone of voice, was optimised for a seamless and memorable experience that resonated with its diverse user base.
GetMega’s launch into the hyper-casual gaming market was driven by deep UX research, resulting in a user-focused brand identity and a strategic market approach that highlighted accessibility and engagement.
<!-- Key outcomes -->
The project resulted in a distinctive and habit-forming brand that stood out in the competitive Indian gaming space. The UX research directly informed a user-centric go-to-market strategy, while the bold visual identity, rooted in gaming culture and psychology, helped build immediate recognition and trust. The GetMega brand now communicates clarity, confidence, and accessibility across diverse user segments, from Tier 1 cities to rural India.
<!-- Challenge -->
The main challenge was to create a fresh, engaging brand identity that resonated with hyper-casual gamers across diverse age groups and socio-economic backgrounds in India. This included users ranging from tech-savvy college students to young professionals and small business owners, each with varying levels of gaming experience and device capabilities. It was crucial to develop a visual identity and tone that felt both modern and inclusive, making gaming feel accessible without intimidating new users. Additionally, designing for a market that frequently contended with limited phone storage and inconsistent internet connectivity presented unique challenges that required thoughtful UX research and strategic brand elements.
The process
<!-- Analysing the competitive landscape -->
In a rapidly evolving Indian gaming market dominated by heavyweight apps, we conducted an extensive analysis of key competitors to identify gaps and opportunities. Our research revealed a crucial market need: a lightweight, secure gaming platform that could work seamlessly across India's diverse mobile ecosystem.
<!-- Understanding the hyper-casual gamers in India -->
Through extensive user research involving 150 participants, we identified three distinct user archetypes representing different age groups, socio-economic backgrounds, and gaming motivations. we uncovered crucial insights about gaming behaviors, preferences, and pain points. This deep dive into user patterns helped us understand not just what users want, but why they want it.
<!-- Designing habit-forming experiences - framework-->
To create a gaming experience that encourages repeat engagement, we applied the Hooks Canvas Model. This approach enabled us to map out strategies that tap into user motivations, fostering habits and long-term loyalty. The framework was crucial in understanding how triggers, actions, rewards, and investments can be integrated to make GetMega an integral part of users' daily routines.
<!-- Customer journey-->
<!-- Solution -->
We conducted extensive UX research to understand the preferences and pain points of hyper-casual gamers in India. Insights revealed the need for quick, intuitive gameplay and simple, visually appealing interfaces. Based on these findings, we developed:
Gaming Experience: Fast, seamless gameplay with easy-to-learn mechanics, optimised for low-resource devices, and simple, engaging visuals.
Logo and Visual Identity: A logo inspired by iconic gaming symbols (X, square, circle, triangle), designed for instant recognition and excitement within the gaming community.
Color Palette and Tone: A vibrant, balanced color palette that ensures visual comfort, with a friendly, approachable tone that resonates with users.
User-Centric Brand Strategy: The brand strategy focused on the unique mix of gaming motivations, positioning the platform as a fun, intuitive space that balances achievement with casual play.
Go-To-Market Strategy: A strategy centred on community engagement, with shareable achievements and social features to drive organic growth, while visuals and messaging foster trust and excitement.
<!-- Colour palette-->
The primary and secondary colors were chosen based on research insights gathered from user surveys and interviews, ensuring they resonate with the target audience's preferences and evoke the excitement and energy associated with casual gaming.
