Challenge
Minecraft Mobile was seeing player drop-off within the first 30 days of gameplay. The game’s open-ended nature, while beloved by veterans, left many new players overwhelmed, unsupported, and confused—causing early churn and lost long-term value. Our task was to create a scalable onboarding program that helped new players succeed without compromising Minecraft’s spirit of exploration.
Solution
As Group Creative Director, I led the development of a triggered onboarding journey designed to support every player’s unique path. We mapped a 30-day cadence of content beats aligned to major gameplay milestones—from “Survive Your First Night” to “Make a Nether Portal.” Each moment was paired with dynamic email content, light-touch tutorials, and curated YouTube playlists featuring community-sourced guidance.
Rather than prescribe gameplay, we built a system of interactive, reward-based content that encouraged self-discovery. Our UX strategy included toggles for Creative vs. Survival mode, interactive email panels, and embedded challenges with companion content from both Minecraft.net and the broader fan community.
By layering CRM strategy with player empathy and content curation, we created a scalable system that increased early engagement, improved satisfaction, and celebrated the Minecraft community as part of the solution.
Content Strategy & Wireframes
