SwagMasha
Lovesick (Mobile Interactive Stories)
Overview
Lovesick is one of SwagMash’s flagship titles — a mobile platform offering immersive, choice-driven narratives. With a massive global user base, the app blends romance, drama, and suspense into serialized interactive stories that drive deep emotional engagement and monetization.
Key Contributions
Wrote and structured multiple full-length interactive stories: Serendipity, Psycho, I Do (Not), and Flawless
Designed emotionally resonant branching paths and impactful character arcs
Developed natural-feeling in-story monetization points (premium choices, outfits, cliffhangers)
Used player data to refine pacing, stakes, and re-engagement points
Partnered with visual, editorial, and dev teams to ensure smooth implementation and consistency
Role & Duration
Narrative Designer
2021–2023 (2 years, full-time)
Step 1
Writing Compelling Interactive Stories
I authored full multi-path stories, balancing drama, humor, and tension across branching narratives.
Key focus areas:
Character development across choices
High-stakes moments that drove user decision-making
Emotional arcs that made players care
Step 2
Designing Monetization Within the Narrative
I helped integrate in-story monetization elements — like premium choices, exclusive outfits, and limited-time storylines — in a way that felt natural, not intrusive.
These mechanics were designed to:
Reward emotional investment
Create FOMO moments
Match player psychology with revenue paths
Step 3
Using Player Data to Improve Stories
I analyzed player drop-off points, choice popularity, and episode replay data to identify weak spots and iterate.
This helped optimize:
Chapter pacing
Character dynamics
Choice stakes (emotional vs strategic)
Step 4
Cross-Functional Collaboration
I worked closely with visual designers to enhance narrative tone through visuals and character style.
Also collaborated with:
Editors (tone/consistency)
Support teams (player reports on narrative issues)
Developers (logic triggers and branch implementation)
Step 5
Outcome & Impact
Each story I worked on was renewed based on strong KPIs. Player reviews often highlighted emotional connection and high replay value.
These stories became core drivers of user retention and in-app purchases — especially during their peak feature runs.
Key Takeaway
At SwagMasha, I learned how to tell great stories that perform — emotionally engaging players while meeting business goals.
That balance of creative storytelling and strategic design continues to guide my UX/UI work today.
