Fall Guys

ASO Consulting · UA Materials

Provided visual consultancy for App Store assets, helping define and refine the creative direction to better align with user expectations and platform standards, improving clarity, engagement and overall conversion performance.

Client

Scopely

Date

2024

ASO Consulting and UA

Overview

After conducting a benchmark analysis of the App Store presence and competitor landscape, I identified a key opportunity: the current visuals relied heavily on gameplay, but lacked strong character appeal and narrative clarity.

The goal was to improve conversion by enhancing visual impact, simplifying communication, and building a more engaging store experience.

🎯 Strategic Approach

Rather than focusing only on isolated assets, the objective was to rethink the store as a cohesive storytelling system.

If ASO aims to improve clarity and conversion through composition, hierarchy and design, a standalone Key Visual is not enough. The store needs to guide users through a clear narrative that communicates value quickly and effectively.

This led to a shift from gameplay-heavy visuals to a more balanced approach combining:

character-driven appeal
simplified gameplay context
structured messaging

🎨 Concept Development

Option 1 — “Stumbler as a Star”

A more expressive and character-driven approach.

Each screenshot acts as a “stage” for a character, creating a sense of progression and variety — almost like a runway of personalities.

Strong focus on characters as the main hook
Subtle exposure of customization (and monetization)
Gameplay simplified to support clarity, not dominate
Narrative flow across all assets

👉 The Key Visual is treated as a supporting asset, not the core of the ASO strategy.

Option 2 — “Claim + Gameplay”

A cleaner, more performance-driven approach.

Focus on a single gameplay moment per screen
Strong, concise copy reinforcing the core feature
Reduced visual complexity for faster comprehension
Same narrative structure, but more direct

👉 Designed to maximize clarity and readability, especially in fast-scrolling environments.

🧩 UA Banner Proposal – Black Friday

For the Black Friday campaign, I focused on increasing visual impact and improving click-through rates through clearer messaging and stronger hierarchy.

To make the offer more appealing to a younger, Gen Z audience, I enhanced the main claim by introducing “EPIC BUNDLE”, reinforcing the perceived value and excitement of the promotion.

The CTA was redesigned to be more action-driven. Instead of a generic “Shop”, I implemented “Get It Now”, aiming to create urgency and drive higher engagement.

Given the density of information in the banner, I restructured the layout to improve readability. Cosmetic items were grouped within a defined container, creating a clearer focal point and reducing visual noise while increasing their perceived value.