Support shouldn't take players out of the game.
A unified support system that lives inside the game — for players and the teams who help them.
An end-to-end Help Center built inside the game.
An in-game Help Center for Playtika studios — FAQ articles, support tools, and a fully configurable chatbot for both players and agents.
This case focuses on the chatbot — the player-facing chat and the internal configuration system — the most complex and impactful piece of the project.
Goal: empower studios to build and manage their own automated support bots, while giving players help that lives inside the game.
Keep players in the game — even when they need help.
Before this project, support — FAQs and chatbot — pulled players out of the game and relied on third-party tools. Studios had no in-house way to configure or update flows.
The new system had to support each studio's unique logic and content, stay simple for non-technical users, and make players feel supported, guided, and heard.
Help existed. But not where players needed it.
Help lived in browser tabs and 3rd-party tools, breaking the play loop.
Every change needed engineering. Studios had no real ownership of their flows.
Support managers couldn't see how a conversation would actually branch.
Each studio's tone drifted. The support experience didn't feel like the game.
UX/UI lead, end-to-end.
- — Customer Support teams across multiple Playtika studios
- — End-to-end UX/UI design
- — User interviews & support workflow analysis
- — Flows, wireframes, hi-fi UI, prototypes
- — Edge cases & cross-team collaboration
- — Developers
- — Product managers
- — Support operations team
- — Studio stakeholders
What we needed to design for.
- — Get help instantly without leaving the game
- — Feel guided and understood
- — Smooth handoff to a human when needed
- — Build and manage flows easily
- — Independence from engineering
- — Preview before publishing
- — Keep players engaged in-game
- — Reduce friction & speed up resolution
- — One system, every studio
Research → wireframes → iterate.
I started by researching how different studios manage support communications and surfaced the recurring pain points. Those insights shaped the ideal workflow for both BOT configuration (studio side) and chat interaction (player side).
The principles we held the line on.
Support should feel like part of the game.
Configuration should be visual, not technical.
Flexibility — without complexity.
The full support flow, mapped.
A small library of nodes. Endless flows.
The chatbot is built from a tight set of node types — each with one clear job. Support managers combine them on a canvas to build any conversation, no engineering ticket required.
Every state, designed.
One system. Two surfaces.
Help that lives inside the game.
- — In-game Help Center with FAQ categories
- — Conversational chatbot with quick replies
- — Smooth handoff to a human agent
- — Tone tuned per studio, never robotic
One system. Multiple voices.
Studios configure chatbot flows, customize tone, theme the chat to match the game, and adapt logic per audience — without ever touching code.
What changed.
What I learned designing for both sides.
Balance system flexibility with usability — power without overwhelm.
Internal tools for non-technical users deserve the same care as consumer UX.
Thoughtful UX improves both internal efficiency and player satisfaction in live games.