Transforming Fiction
As a product manager at King, I evolved Fiction—the game engine behind Candy Crush—boosting its Net Promoter Score by 50% and unlocking $4.9M in annual productivity gains by uncovering a hidden 60% developer user base.
As a product manager at King, I evolved Fiction—the game engine behind Candy Crush—boosting its Net Promoter Score by 50% and unlocking $4.9M in annual productivity gains by uncovering a hidden 60% developer user base.
Fiction’s product team lacked user insights. With no NPS or advanced analytics, we couldn’t prioritize effectively for our 30-person dev team or the engine’s users—initially assumed to be game designers.
Through 80 user interviews over 10 months and implementing user segment telemetry, I uncovered that 60% of users were developers, not designers. This hidden segment needed robust visual coding tools, not just design features—a game-changing insight.
My goal: increase user satisfaction by 50% and increase UX maturity. I defined developer personas, launched NPS tracking, and built a roadmap prioritizing high-impact features, securing stakeholder buy-in with data-driven projections.
I led cross-functional efforts to deliver:
Streamlined embedded UX workflows within the development team to have the entire team be closer to the user.
Increased workflow stability and added enhancements based on user voting; node graph, packages preview, and data source visualization.
Integrated Amplitude to track behavior and validate improvements.
Developer Segment Unlocked
Productivity Gains
NPS Increase
“This data-first approach revolutionized Fiction, aligning user needs with business impact.”
Uncovering hidden users through research, prioritizing with data, and aligning teams with clear metrics are key to driving product success. These principles now shape my approach as a product manager.