Big Fish Games
TackleBox User Segmentation

Improving and streamlining the player segmentation flow


Marketing Managers and Producers use the Push Notification and Interstitial tool to communicate with players within their game. Both tools have their unique approach to player segmentation.


Producers, Product Managers, Marketing Managers, Engineers and Quality Assurance Testers


Both tools had their own unique collection of criterion and rule options that prevented teams from creating a holistic design approach when communicating with the player.

Role(s) Played

Assist UX Manager with user interviews and card sorting exercises. Provide Engineering and Product Managers with designs.

Activities Performed

User Interviews, Card Sort, Wireframes

User Interviews

Identified and interviewed 18 Stakeholders

Frequently talked points included:

  • Creating a new team
  • Editing an existing app
  • Adding new team members to existing teams

“Every time I need to update a player segmentation ruleset, I need to update it for the push notification instance and the interstitial instance.”

“The interstitial user segmentation list of criteria did not match push notifications.”

“The list of segmentation criteria is presented in a long list with no clear grouping or alphabetical ordering.”

Identified Issues

Lacked Clarity

Stakeholders stressed that they had no idea what some of the criterions were or how they were expected to use them within their campaigns

Inconsistent Design

Rule criterions and conditions were inconsistent between the two tools

Duplicate Work

Stakeholders were expected to build a player segmentation ruleset each the Interstitial tool and Push Notifications tool


Aligned with the Product Owner and Engineering we came to the hypothesis that users needed a unified approach to player segmentation experience between both tools

  • Create a user flow that is compatible between both tools
  • Audit current criterion and only use what is required by teams

Card Sort

The card sorting exercise allowed us to have stakeholders review each criterion and consider its usefulness for their team

What we learned:

  • What is needed to succeed
  • Where is the confusion
  • Expected use cases
  • Natural grouping


Rule Categories - Leveraging what we learned from the card sort, we categorized the criterion’s to the stakeholders natural mapping

Proper Criterion Conditions - Each criterion displays the required conditions

Readability - Completed rules are formatted in an easy to read format


  • The designs were well received by stakeholders and engineering
  • Next steps were to explore how to include the OR operator between rules to build more robust rulesets
  • Teams were able to generate campaigns quicker by reusing the same player segmentation rulesets for both tools
  • This project was challenging for me as a designer because needed to understand the different mental models of player segmentation