King’s Help Center Guided Help Experiment


Part of the perks of working at King is the freedom to experiment and innovate.

As part of the Player Support Tech team one of our products was the Help Centre inside every King game with lots of topics and information.

In one of those experimentation periods I came up with the idea to offer our content in a different way.

My role

I was the UX designer of the team, in charge of all the flows, designs and conversations about what information will be displayed to the players.

For this project the whole team worked really closely, as the solution proposal required a deep understanding of King’s systems and context around payments. I personally grew a lot from my collaboration with Backend devs and Player Support agents, providing me with the necessary information to articulate my design proposals.

The problem

iphone with preview of the current Help Centre inside a King game
  • The navigation on the Help Centre is very heavy to read with lots of links, resulting in too much cognitive load
  • Most of our players try to solve the problem autonomously first
  • Many of those who contacted us did it after not being able to find the information they were looking for
  • When testing the King Community prototypes with players, they mentioned a lot that would love to see more game characters interacting with the brand outside the game


The flow

The player would click on a subject from the main menu and we would ask a maximum number of 3 specific questions in order to display the best possible solution.

Once there, there’s 2 options:

  • Player would either finish the flow by saying that we solved her problem
  • Or she would tell us we didn’t.

In the latter, we could display another solution (if it applies) and if the answer is still unsatisfactory we would take the player to the contact form.


The UX magic behind it

  • Enhanced the feeling of progress towards help by narrowing the scope and options at each step
  • Guided help using specific situations from the players perspective related to their frustrations using a conversational design approach. Example: “iTunes gives me an error”
  • Quick feedback gathered about article effectiveness with 2 big buttons: “this worked” and “this didn’t solve my issue”
  • Contact overload or false positives reduced by moving the placement of a form to the last step of the journey
  • Game characters included to reduce the churn and friction when passing from game environment to the Help Center

This one was one of many experiments and explorations we do at King to make our games the best in the market.