Case Study — 02 · RummyVerse · 2023
Rummy Verse
Rummy Verse
Rummy Verse
Strategic Art Direction
UX/UI Design
Design Systems
Mobile · Desktop · Web
A real-money rummy platform shaped around fast game discovery, confident deposits, clear table states, and a high-energy visual system built for repeat play.
A real-money rummy platform shaped around fast game discovery, confident deposits, clear table states, and a high-energy visual system built for repeat play.
ROLE
Art Director · UI Design Lead
Art Director · UI Design Lead
DURATION
6 months
6 months
PLATFORMS
Web · iOS · Android
Web · iOS · Android
CLIENT
Rummy Verse (Online Rummy)
Rummy Verse (Online Rummy)
Building a Rummy App That Feels Premium and Earns Trust
Building a Rummy App That Feels Premium and Earns Trust
In 2023, my team and I designed RummyVerse from the ground up — brand, gameplay, wallet, rewards ecosystem, and the design system holding it all together.
In real-money gaming, users aren't just evaluating visuals. They're evaluating whether the app feels fair, whether money flows feel safe, and whether the product deserves trust. This is the story of how we designed that experience and what the market taught us after launch.
In 2023, my team and I designed RummyVerse from the ground up — brand, gameplay, wallet, rewards ecosystem, and the design system holding it all together.
In real-money gaming, users aren't just evaluating visuals. They're evaluating whether the app feels fair, whether money flows feel safe, and whether the product deserves trust. This is the story of how we designed that experience and what the market taught us after launch.
The Challenge
Indian rummy is crowded, competitive, and opinionated. Players already had RummyCircle, Junglee Rummy, A23, and RummyCulture. We weren't designing for discovery alone. We were designing for differentiation.
Indian rummy is crowded, competitive, and opinionated. Players already had RummyCircle, Junglee Rummy, A23, and RummyCulture. We weren't designing for discovery alone. We were designing for differentiation.
So the design had one job: turn a high-stakes entertainment product into something users could understand, trust, and return to.
So the design had one job: turn a high-stakes entertainment product into something users could understand, trust, and return to.
01
Gameplay clarity
Players needed to read the table instantly. The rules they knew — but the UI had to make every move feel obvious and low-risk.
01
Gameplay clarity
Players needed to read the table instantly. The rules they knew — but the UI had to make every move feel obvious and low-risk.
02
Retention and engagement
The product needed hooks that brought players back — tournaments, loyalty, rewards — without overwhelming the core experience.
03
Financial trust
Real money was on the table. Every wallet interaction, deposit, and withdrawal needed to communicate transparency and control.
The Design System
The Design System
The design system was what made the product scalable.
Because the app included the lobby, table, wallet, tournaments, loyalty, and chat, we needed a system that could hold both playful and serious moments without visual drift.
The design system was what made the product scalable.
Because the app included the lobby, table, wallet, tournaments, loyalty, and chat, we needed a system that could hold both playful and serious moments without visual drift.
Color
Color separated intent. We used it to distinguish the following:
primary brand actions,
reward states,
neutral gameplay surfaces,
and warning or error conditions.
Typography
Typography had to be fast to scan and clear under pressure. It supported hierarchy across gameplay, wallet, and retention screens.
Components
Components
We built reusable patterns for game cards, reward cards, tournament cards, wallet summaries, state messages, chat elements, and notifications.
We built reusable patterns for game cards, reward cards, tournament cards, wallet summaries, state messages, chat elements, and notifications.
Game Lobby
Game Lobby
The lobby was the product's front door — the first place users decided whether the app deserved their time.
It had to surface game modes quickly, reduce decision fatigue, and feel premium without feeling noisy. New users needed confidence to enter. Returning users needed a reason to keep going.
The lobby was the product's front door — the first place users decided whether the app deserved their time.
It had to surface game modes quickly, reduce decision fatigue, and feel premium without feeling noisy. New users needed confidence to enter. Returning users needed a reason to keep going.
Game Table
Game Table
The table was where the UI had to disappear.
The goal wasn't to impress users — it was to make game state obvious, interaction predictable, and play smooth. Clear turn hierarchy, strong card contrast, fast action recognition, and minimal visual interference. Confidence in a skill game comes from readability, not theatrics.
The table was where the UI had to disappear.
The goal wasn't to impress users — it was to make game state obvious, interaction predictable, and play smooth. Clear turn hierarchy, strong card contrast, fast action recognition, and minimal visual interference. Confidence in a skill game comes from readability, not theatrics.
Wallet
Wallet
The wallet was the trust center.
Money flows needed explicit structure, not cleverness. We made balance state always visible, separated gameplay decisions from financial ones, and kept the tone calm and direct. Wallet confusion can destroy confidence even when the game experience is strong. Trust is often won or lost in the least glamorous screens.
The wallet was the trust center.
Money flows needed explicit structure, not cleverness. We made balance state always visible, separated gameplay decisions from financial ones, and kept the tone calm and direct. Wallet confusion can destroy confidence even when the game experience is strong. Trust is often won or lost in the least glamorous screens.
Loyalty
Loyalty
Loyalty was less about points and more about emotional continuity.
Reward mechanics welcome bonuses, spin-the-wheel, scratch cards, event prizes needed to feel immediate and easy to understand. Users should always know what they earned, why they earned it, and what comes next. Loyalty programs lose power the moment they become opaque.
Loyalty was less about points and more about emotional continuity.
Reward mechanics welcome bonuses, spin-the-wheel, scratch cards, event prizes needed to feel immediate and easy to understand. Users should always know what they earned, why they earned it, and what comes next. Loyalty programs lose power the moment they become opaque.
Chat
Chat
Chat was the human layer.
In a high-pressure, transactional category, chat adds warmth and social presence. We kept it lightweight useful without being distracting. Its job wasn't to compete with the game. It was to signal that other people were there.
Chat was the human layer.
In a high-pressure, transactional category, chat adds warmth and social presence. We kept it lightweight useful without being distracting. Its job wasn't to compete with the game. It was to signal that other people were there.
Custom Character Mascott
Custom Character Mascott
A custom 3D character was built to represent the brand and engage users at key moments — injecting personality into an otherwise transactional experience.
A custom 3D character was built to represent the brand and engage users at key moments — injecting personality into an otherwise transactional experience.
The Impact
RummyVerse quickly moved from a new entrant to a scaled product in the real‑money rummy space.
RummyVerse quickly moved from a new entrant to a scaled product in the real‑money rummy space.
1M+ app downloads
RummyVerse crossed 1 million downloads on Google Play with a 3.8★ rating, signalling strong organic traction in a highly competitive category.
1M+ app downloads
RummyVerse crossed 1 million downloads on Google Play with a 3.8★ rating, signalling strong organic traction in a highly competitive category.
Fastest‑growing RMG app in 2024
Described in a published growth case as achieving 5× growth in paying users, 50% reduction in CAC, and 1.5× higher ROAS.
Category‑level visibility
Ranked among the top card/rummy apps in multiple regions by third-party analytics.
Read the full case study on Medium
Head to the full Medium case study for a detailed walkthrough of the market context, design system, and how we balanced gameplay, trust, and growth.”
Read the full case study on Medium
Head to the full Medium case study for a detailed walkthrough of the market context, design system, and how we balanced gameplay, trust, and growth.”
© 2026 · NARENDRA KESHKAR · CRAFTED WITH INTENT
Clarity is the rarest deliverable.
© 2026 · NARENDRA KESHKAR · CRAFTED WITH INTENT
Clarity is the rarest deliverable.
© 2026 · NARENDRA KESHKAR
· CRAFTED WITH INTENT
Clarity is the rarest deliverable.