Introduction
Call of Duty: Mobile delivers high-quality FPS action on mobile, but its Day 1 experience introduces friction that can hurt player retention. This project analyzes onboarding pain points and proposes UX solutions to streamline early gameplay, enhance clarity, and promote player identity.
Challenge
The game's current first-time flow overwhelms users with rigid tutorials and UI clutter, limiting autonomy and delaying engagement.
Details
ROLE
UX/UI Analyst & Designer
TIMELINE
2 Weeks
Disclaimer
This is a speculative analysis conducted as part of a UX/UI design course.
Also, this is a text heavy project.
Work Process
Platform: iOS (latest version as of June 2025)
Sessions: 3 gameplay sessions (20–45 mins each)
Supplemental Research: YouTube walkthroughs, user reviews, Reddit discussions
UX Prioritization:
High = retention-critical
Medium = moderate friction
Low = polish/quality-of-life
Goals
Improve early-game clarity and personalization.
Reduce overload from tutorials, pop-ups, and menus.
Encourage long-term retention through better first impressions.
Retention Evaluation
The retention evaluation focused on how well Call of Duty: Mobile establishes player identity, purpose, and progression during the first session.
Who Am I?
A default operator with no identity or choice.
What am I doing?
Completing a tutorial.
Playing a multiplayer match.
Completing more tutorials.
Why am I playing?
To win matches.
To unlock rewards and level up.
Why should I care?
playing more/better rewards better unlocks
build in the complexities of the dev-side shader system to fill-out backend needs.
Engagement Evaluation
The engagement evaluation assessed how CODM earns and maintains player attention across three pillars of value.
Time (Attention)
The player is overloaded with tutorial steps, pop-ups, and unclear menus upon startup.
Money (value)
Store promotions appear before the player has an emotional investment in what is being offered.
Monetization appears premature and out of context.
Social (Connection
Social modes (friends, clans) are de-emphasized early.
No push to squad up or communicate with teammates.
Issue 1 : Tutorial Overload
Problem
All key mechanics are introduced in a linear, forced tutorial.
Why It Fails
Removes Player Autonomy: Forcing a linear tutorial prevents players from choosing how they engage, undermining the freedom core to the Call of Duty experience.
Interrupts Action-Oriented Expectations: COD players anticipate quick, responsive gameplay — prolonged instruction delays that gratification.
Lacks Meaningful Payoff: The tutorial ends without emotional or tangible reward, offering no incentive to complete or remember the experience.
Solutions:
Add a “Quick Start” Option – Let players jump straight into a match or choose to train first.
Include a “Skip Tutorial” Prompt – Allow players to skip with the reassurance they can revisit the tutorial later.
Reward Tutorial Completion – Incentivize with a rare skin or exclusive cosmetic to give the tutorial a sense of value.
Impact:
Faster Entry into Core Gameplay – Respects returning players and accelerates the first-time experience.
Increased Player Satisfaction – Supports both casual and committed player types by offering choice.
Early Accomplishment Boosts Retention – Completing the tutorial becomes a small but meaningful first win, driving emotional investment.
Issue 2: Overwhelming Notifications
Problem
Upon logging in, players are bombarded with multiple pop-ups: daily login rewards, events, store bundles, seasonal promotions.
Why It Fails
Cognitive Overload: Players are hit with too many pop-ups at once, making it hard to focus or understand what’s important.
Interrupts Gameplay Intent: Notifications delay entry into the actual game, undermining the momentum from starting the app.
Lacks Context or Clarity: Rewards and unlocks are shown without explanation, reducing their perceived value.
Solutions:
Consolidate Into a “Daily Briefing” Screen – Combine rewards, updates, and goals into one simple overview.
Let Players Opt-In to Promotions – Delay non-essential store offers or let users choose when to view them.
Use Timed Layers for Pop-Ups – Stagger notifications to appear after matches or between sessions, not immediately on login.
Impact:
Reduces First-Session Friction – Helps players stay focused and avoid decision fatigue
Improves Clarity and Goal-Setting – Presents key information in a structured, readable format.
Encourages Return Visits – Players build habits around checking meaningful updates, not dismissing pop-ups
Issue 3 : First-Time Loadout Customization
Problem
Players are forced into a linear tutorial that restricts early weapon choice.
Why It Fails
Restricts Player Identity: New players are given a default operator and gear, with no early input or personalization.
Undermines Agency: The forced tutorial flow limits interaction with one of CODM’s core features — weapon and gear selection.
Delays Expression of Playstyle: Without early customization, players miss the chance to connect their gear to how they want to play.
Solutions:
Introduce a “Loadout Lab” Option – Let players explore and edit their gear before the first match, or skip and return later.
Offer Archetype-Based Starter Kits – Present 2–3 beginner loadouts based on different playstyles (e.g., stealth, assault, support).
Tie Gear to Early Milestones – Clearly connect loadout options to unlocks, giving players a reason to engage early.
Impact:
Boosts Player Ownership – Early loadout interaction reinforces player agency and choice.
Supports Long-Term Retention – Personalized gear encourages players to stick around and build on their preferred style.
Improves Feature Discoverability – Introduces customization in a way that feels rewarding, not obligatory.
Review & Conclusions
Key Issues Identified
Tutorial Overload
Linear onboarding disrupts gameplay flow and limits player agency.
Overwhelming Notifications
Excessive pop-ups create cognitive overload and delay player intent.
First-Time Loadout Customization
Lack of early customization options weakens personalization and engagement.
Core Ux Solutions
Introduced choice-driven onboarding through skip options and fast start paths.
Consolidated notifications into a single “Daily Briefing” for clarity.
Encouraged early player identity with customizable loadouts and archetype presets.
Strategic Impact
These changes aim to reduce Day 1 friction, improve feature clarity, and foster early emotional investment. By giving players agency, focus, and reward, Call of Duty Mobile can strengthen the bridge from download to daily engagement.