Case

Mobile Games @ Wildlife

I joined Wildlife in 2014 as the company's first designer. Over 3.5 years, I collaborated directly with project managers, data scientists, developers, concept artists, 3D modelers, animators, and VFX specialists. I was a key player in developing Colorfy, helping shape one of the company's most exciting projects.

Colorfy was the most downloaded coloring app in the world. It reached #1 on the App Store, was listed as Best App on Google Play for two consecutive years, and is still used by millions of people today — with the same core features I built nearly 10 years ago.

#1 App Store

2× Best App Google Play, two consecutive years

Millions Of users today

~10 Years Core features intact

Colorfy was born at a hackathon. For the first time in Wildlife's history, the team went to a bookstore to talk to people buying coloring books. In one week, we built the foundation of what would become the world's most successful coloring app.

The initial challenge was to translate a physical experience to a phone screen. Coloring on paper is obvious and intuitive. Coloring on a screen was disruptive — the software that tried to do it was robust, specialized, and barely accessible. Making Colorfy was about simplifying to the maximum, inventing that experience. Today this interaction is standard in many apps, like FigJam.

After launch, the market filled with competitors. The biggest business challenge became maintaining relevance. To do that, I had to solve simultaneous problems of differentiation, retention, and conversion.

Hackathon

Inventing the experience

Translating coloring on paper to a phone screen in a simple and intuitive way, with no precedent in existing apps. In one week, the foundation of Colorfy was born.

Post-launch

Maintaining relevance

With the market flooded by competitors, the challenge became differentiating, retaining, and converting — simultaneously — without losing the simplicity that made Colorfy unique.

I was the only designer on the team for 1.5 years. I worked in a squad with a PM, two engineers, and a data scientist.

I was responsible for the entire experience and interface, but also for things that typically fall outside a designer's scope:

UX & Interface

The full experience

Responsible for Colorfy's complete experience and interface — from the painting interaction to the subscription flow, community, and gallery.

Curation & Content

Beyond design

Curation and hiring of renowned Brazilian illustrators, weekly processing of hundreds of images for the layering and color system, and managing the internal user community.

Ergonomics

We simplified the on-screen painting experience to the maximum. We created an intuitive, accessible interaction that didn't exist before — and became a reference. Today this interaction is standard in many apps, like FigJam.

Differentiation

To compete, the app needed unique, high-quality illustrations. I curated renowned illustrators in the Brazilian scene and structured a flow of exclusive weekly packs, always better than the competition's.

Retention

Just painting and relaxing didn't retain users. We created a painting community inside the app — a mini social network where users posted their artwork. The community had featured images, likes, comments, and light, healthy gamification. I also managed this community, which surprised even us with its creative use of the tools.

Conversion

I designed the subscription journey, presenting the premium version at the right moments so the benefits made sense and the product was profitable.

Beyond Colorfy

I also worked on War Heroes, Castle Crush, and Bike Race — games with millions of players, focused on retention and monetization. I designed subscription, progression, rewards, and social interaction features.

I designed subscription, progression, and rewards features. I became a specialist in A/B testing and conversion, testing countless versions until reaching the most effective ones.

I designed social interaction and monetization features, focused on long-term retention and continuous experimentation.

I worked on retention features focused on A/B testing, testing countless versions until reaching the most effective ones for a game with millions of players.