Two Dots — Designing Elegant CTAs That Convert

Two Dots is a minimalist puzzle game known for its calm pacing and clean design. However, its in-app purchase (IAP) CTAs were underperforming due to generic copy and poor alignment with player motivation.

I redesigned IAP messaging and placement to increase engagement and conversion without disrupting immersion or brand tone.

Low Engagement at Purchase Moments Existing CTAs were easy to ignore, resulting in missed monetization opportunities.

Lack of Urgency or Context Time-limited offers did not clearly communicate value or immediacy.

Strict Aesthetic Constraints All copy and presentation needed to match Two Dots’ minimalist design language—no aggressive visuals or sales-driven tone.

Identified gameplay moments with high purchase intent (post-failure, boost depletion, pre-completion)

Positioned CTAs to align with natural player motivation rather than interruption

Rewrote IAP text to clearly answer:

Proposed non-intrusive presentation patterns:

Contextual appearance that avoids breaking flow

This approach reflects monetization patterns commonly used in successful puzzle games and is expected to:

Increase IAP click-through rates

Improve retention after level failure

Maintain positive sentiment around fairness and clarity

Increase revenue per daily active user (rDAU)

This project demonstrates how UX writing can support monetization goals without compromising player experience.

Clear, well-timed CTAs function as decision support—helping players choose when an upgrade enhances play.

This self-initiated project challenged me to merge business goals with player empathy.

By balancing timing, tone, and transparency, I learned how subtle UX writing can directly impact conversion metrics without compromising user experience.

It’s a reminder that even the smallest words can power the biggest decisions.