Onboarding project | Ludo King

Before jumping into the Ideal Customer Personas ( ICPs ) let's quickly understand the product at one glance:

🔎 Background+ Reason for selection:

What is Ludo King? 🤔

Ludo King is a digital version of the classic board game Ludo, available on mobile devices (iOS and Android) and PC. The objective of the game is to move all four tokens from start to "Home" before opponents.

Is it a big deal? 🤔

• • 1B+ downloads on Google Play Store
  • Consistently ranked among the top casual games on Android and iOS.
  • Over 1 million daily active users globally.
  • Maintains a 4+ star rating on major platforms, showing high user satisfaction and retention.

What are Ludo King's core value propositions? 🤔

1. Convenience and Accessibility

Ludo King makes the game easy to play anywhere, anytime—no need for a physical board or other players. Simply grab your phone and play, whether alone or with a group.

2. Offline Playing Experience (Pass and Play)

Allows players to enjoy the game locally with friends and family by passing the device around, making it a great option to play offline even in the absence of a board

3. Classic Ludo Gameplay with a Modern Twist

Combines traditional gameplay with a contemporary user interface and features, appealing to both nostalgic players and newcomers.

4. Casual and Fun Gameplay with simple user interface

Designed for quick, enjoyable sessions that suit players looking for casual, stress-free entertainment.

5. Multiplayer Experience

The game's large, active community and social media integration make it engaging, fostering global connectivity and friendly competition. It enables to play locally with known friends and with strangers anywhere across the globe.

One game - many ways to play!!! 😁

Ludo King offers a plethora of options to choose from and has something for everyone.

There is something for everyone !

Why care to choose Ludo King as my product for onboarding? 🤔

⭐Popularity

1B + downloads worldwide. Highest played mobile game in India.

⭐Familiarity

Ludo is a universally recognized and nostalgic board game, loved for its simple rules and social nature, now widely accessible through digital platforms like Ludo King.

⭐Simple Onboarding

Easy-to-understand gameplay mechanics, making it simple to design a quick and effective onboarding process.

⭐Interactive & Engaging

Games are ideal for understanding effective onboarding as they combine interactivity, engagement, and data-driven methods, ensuring users learn while enjoying the process. With Ludo King being one of the top games on the app store, it’s a perfect example to analyze and optimize onboarding.

🤝Ideal Customer Profiles for Ludo King:

Process followed to arrive at the Ideal Customer Personas ( ICPs ) Ludo king

👉Step 1: Conducting Qualitative Research by talking to users.

👉Step 2: Logging user call data

👉Step 3: Analyzing insights gathered from calls

👉Step 4: Mapping out ICPs

👉Step 5:Prioritizing ICPs basis ICP Prioritization Matrix

Step 1 & 2

Step 4: Ideal Customer Personas ( ICP Table)

Step 5 : ICP Prioritization Framework

Basis the ICP prioritization table it is evident that ICP4 & ICP1 should be prioritized as they meet more of the parameters of the ICP table ( in the same order)

In order to understand the JTBDs -

Let's understand needs of the users:

For ICP 1 - College student

The needs are:

• Has tight schedules, with little time to meet friends in person. A mobile game lets them socialize on their own time.
• He feels disconnected from friends due to busy routines, and Ludo King provides a quick way to catch up and engage with friends
• College life can be stressful, and the student wants to unwind in a simple, enjoyable way with his friends.

The Goal Type is a mix of Social and personal

Primary Goal However is Social

For ICP 2 - Working Professional

The needs are

• The professional feels mentally fatigued / stressed by the demands of work.
• Limited free time means the game must be quick and easy to engage with, fitting into brief breaks during the day.
• Long hours of desk sitting. Sitting at a desk for long hours can feel monotonous, and the professional seeks a distraction that is mentally engaging without being physically demanding.

The Goal Type is Personal

Here's everything you need to know about Ludo King's onboarding before jumping into the tear downs and details

If you're also thinking-

How well was the game built?🤔🤔🤔

Sadly, more negatives than positives. The negatives outweigh the positives!

All things LUDO KING

Summary of What's working and what isn't for each of the following stages for ?

( PS: Comprehensive Doc attached after the summary)

Wait,

And didn't we previously- right at the very beginning of the project learn that this has over 1B+ downloads?

HOW?

Some digging revealed it had a lot to do with:

More about it at a later date.

(PFA the tear down PDF below )

Teardowns Final (5).pdf

Activation Metric

What makes this the right activation metric?

When a user completes their second game within 24 hours, they’ve successfully -

• passed through several key engagement barriers ( in this case- multiple pit stops of ads back to back to earn coins)
• overcome any initial learning curve ( game rule different- can only go home after defeating opponent)
• UI ( barest minimum in terms of UI- decent speed though)
• controls
• Most importantly- they have experienced the full game loop. ( won a game- experienced what the aha moment felt like + experienced value proposition of the game)

This action is a clear indication that the user is engaged and is likely to return. The app has proved it's value to said user. The second game completion is a strong predictor of future retention and habit formation.

In short

24 hours important because - it's the right amount of time for a user to return and play a second time anything longer than this would not signal retention

50% If a game is played within the set time frame user has learnt everything he needs to about the game and there is nothing then holding him back besides his own will to play.

7 days because it is a sweet spot for observing short-term user behavior while also capturing meaningful engagement trends.

Metrics to track

• Second game completion within 24 hours- This shows how quickly users are progressing past initial barriers.
• Return rate within 7 days after second game completion-This shows the success of your activation efforts and the stickiness of the app.
• Retention of users who played second game (vs. those who didn't)- This highlights the importance of this milestone in driving long-term engagement.
• Engagement duration and frequency of second game session- Higher engagement is a good indicator of user investment.
• Completion of core game loops (e.g., movement, winning, or completing milestones)- This shows if they are successfully interacting with the game’s main mechanics, which is key to creating lasting engagement.