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|Session Name:||Defining "New" for the Time-Honored Experience of Words with Friends|
|Track / Format:||Smartphone & Tablet Games Summit|
|Overview:||Defining "new" for an iconic game like Words With Friends can be a challenging process. How do you balance five years of player insights to inform features you'd like to keep vs. the things you plan to change? This lecture will discuss how the Words With Friends design team at Zynga tackled this problem, and how they revolutionized the experience to make a new version that is more immersive, social, personalized and relevant. Join Whitney Taylor, lead UX designer, as she dives into design and product decisions and challenges, platform considerations, specific outcomes that led to improved game creates, moves and retention across the board, and how an already established game discovered what "new" really means.|