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Tanbii

UX/UI Intern | May 2024 - September 2024

Tanbii is a mobile game that educates and incentivize players to adopt low-carbon lifestyles. By tracking and gamifying real-world actions like walking or recycling, Tanbii rewards players with in-game tokens. These tokens can be used to purchase in-game items or real-world products. It even contributes to tree planting initiatives by partnering with various brands.

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During the internship, my team and I iterated on numerous design projects to expand and enhance Tanbii's gameplay. We designed assets and user interfaces, conducted market research, and pitched the placement of advertisement triggers.

Client

Tanbii

Team

Bradley Diep | Designer

Tara Farzin | Designer

Isaac Koentopp | Designer

My Role

UX/UI Design

UX Research

Tools

Figma

Adobe Photoshop

Clip Studio Paint

​Google Workspace

Interface Designs

To elevate Tanbii’s gameplay, my team was assigned to design new gameplay elements rooted in the game's eco-conscious mission. We transformed conceptual ideas into high-fidelity assets — ranging from initial sketches to polished UI — while maintaining focus on ecological mechanics and themes. Through weekly scrum meetings with our manager,  we ensured that our designs aligned with Tanbii’s goals.

Weather Effects

Dynamic weather events may directly impact gameplay. By introducing environmental variables, we created a layer of strategic depth by requiring players to actively evolve their conservation tactics to sustain the game's ecosystem.

Bug Encounters

To expand player interaction with the trees, we introduced randomized bug encounters that act as ecological modifiers. By categorizing bugs into beneficial and predatory types, we added a strategic layer to tree maintenance. This system shifts player behavior from passive watering and harvesting to active ecosystem management.

Finding Bugs

At random intervals in-game, a mystery bug icon will appear on a tree.

Bug Microgame

By interacting with the tree, players enter a little microgame in which users will use their finger to control a magnifying glass to inspect the tree for bugs.

Good Bugs

If players encounter a good bug, the good bug will benefit the tree and stay there for 1 day.

There will be a time limit on the tree showing how long the bug will stay and more of the same bug will appear.

Bad Bugs

Encountering a bad bug will cause the tree’s health bar to go down 10% every 1 hour the player is in-game.​ Failing to exterminate bad bugs within a certain time limit will cause the tree to eventually die out.

Like good bugs, bad bugs will appear around the tree but the tree they're affecting has nasty-looking green to indicate its poor health.

Companions

Companions are special creatures discovered within various tree species in the game. By offering them with specific foods, players can recruit these creatures to assist with specialized tasks. Having them provides utility and companionship to the game experience.

Obtaining a Companion

  1. The player encounters a tree with a companion.

  2. The player has the option to take the companion with them if they have the necessary materials.

  3. The player has acquired the companion.

Removing a Companion

  1. The player wants to dismiss their companion.

  2. The player has the option to remove their current companion without using any materials.

  3. The companion returned to its tree and won't accompany the player unless given the necessary materials again.

Swapping a Companion

  1. The player wants to replace their current companion (squirrel) with a new one (woodpecker).

  2. With the necessary materials, the player can swap companions.

  3. A brief image will show the player feeding the new companion and indicates the swap has initiated.

  4. The new companion (woodpecker) accompanies the player and the old companion (squirrel) goes back to its tree.

Market Research

Our market research focused on competitor analysis and investor-focused evaluations. We synthesized data on Web3 gaming trends and the behavioral preferences of eco-conscious audiences. The gathered insights allowed us to align company growth goals with user engagement, environmental education, and long-term gameplay scalability.

Competitor Analysis

We conducted an audit of popular Web3 titles, Pixels and Sunflower Land, to analyze their gameplay and unique value propositions. Our analysis deconstructed their tokenomics and monetization frameworks, providing a roadmap for optimizing Tanbii’s revenue streams. Additionally, we assessed their user acquisition and community retention methods. Leveraging these insights would help bridge the gap between industry standards and the game's eco-conscious focus.

Investor Research

To optimize Tanbii’s fundraising strategy, we analyzed 30 investment firms to identify those with a strong history in sustainability and Web3 technology. We leveraged insights from their high-performing portfolio companies to validate Tanbii’s market position and growth potential. This research provided a foundation for a targeted outreach plan, ensuring Tanbii's vision was pitched to investors with a proven interest.

Advertisement Trigger Designs

I collaborated with my team to create strategic advertisement triggers designed to boost monetization without compromising the player experience. By focusing on rewarded and contextual ad triggers, we created an incentive-based system that maintains a positive gameplay loop. We then designed high-fidelity mockups for video ads, interstitial ads, and banner ads, ensuring they felt integrated rather than disruptive to the gameplay flow.

Banner Ads

Banner advertisements were strategically placed within static interfaces, such as the main menu and in-game store, to maintain aesthetic cohesion. By prioritizing unobtrusive layouts, we ensured that banner ads felt like a natural extension of the UI rather than a disruption to the user journey.

Interstitial Ads

To minimize friction, interstitial advertisements were placed during natural gameplay transitions, such as level completions or post-battle screens. By also including a skip option on the ads, we balanced revenue objectives with player agency, maintaining a high-quality user journey even during ad breaks.

Level Completion

When a player completes a level, an ad will play and the player will return to the map when it's over.

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Occurrence: After completing 3 levels 

Checkpoints

After a player clears a wave of enemies within a level, an ad will play and the player will move on to the next wave when it's over.

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Occurrence: After completing 3 battles within a level

Video Ads

Recognizing that video advertisements introduced the highest level of user friction, we utilized a rewarded video framework. By clearly communicating the benefits of full-length views—such as extra currency or temporary gameplay boosters—we transformed a potential interruption into an incentivized opportunity that rewards player patience.

Battle Restart

When a player loses, they can restart a battle without spending a water drop by watching an ad.

 

​Occurrence: Once per battle

Card Boost

After finishing a battle within a level, players will have the opportunity to watch an ad to double their card effects.

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​Occurrence: 25% chance of appearing between battles 

Double Battle Rewards

When a player completes a level, they have an option to double their battle rewards by watching an ad.

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​Occurrence: After Completing a Level

Free Gold

If players tap the ad button below the gold counter and watch an ad, players will be rewarded with 1000 gold. ​

 

​Occurrence: Every 5 hours

Reflection

My internship at Tanbii taught me the importance of continuous iteration in product development. By conducting deep-dive market research and competitor audits, I learned to translate raw data into actionable insights that informed Tanbii’s long-term roadmap. It proved that staying attuned to modern trends and competitor strategies is essential for maintaining market longevity.

 

In my design work, I maintained a balance between aesthetic appeal and functional logic. I shifted from simply creating assets to thinking critically about how every interface element aligns with project goals and the broader game context. By prioritizing the user journey, I ensured that new mechanics enhanced rather than disrupted the gameplay flow.

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Most importantly, collaborating within a UX team highlighted the power of diverse perspectives. Embracing a feedback-driven culture was essential to refining my work and ensuring we built a product that truly resonates with players. This transition into a formal design environment was a foundational step in my career, providing valuable insights on player-centric design and the dynamics of cross-functional synergy.

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