King Rabbit
A premium puzzle adventure franchise that grew from an indie experiment into a multi-title series with millions of downloads worldwide.
Overview
As co-founder of a two-person indie studio, I helped design, build, launch, market, and operate the King Rabbit games over nearly a decade. With no publisher and limited resources, every decision had to balance creative ambition with what two people could realistically ship and support. The franchise grew across multiple titles, platforms, and live updates, becoming a long-running success in a category dominated by much larger studios.
Problem
Premium puzzle games face a hard market: discovery is brutal, free-to-play dominates the charts, and a small team has to compete on craft alone. We needed a product that felt instantly delightful, taught itself, and rewarded mastery deep enough to sustain a player base for years. Everything from onboarding to level design to live operations had to punch above its weight.
Approach
I owned product design end to end: game systems, UX, UI, visual design, asset production, and brand. Tight feedback loops, rapid prototyping, and systems thinking kept scope realistic while pushing quality. A community level builder turned players into co-creators and gave the game a long tail of fresh content. Progression, tutorials, and UI were refined over years of player data and direct community feedback. Marketing, ASO, support, and operations were part of the same workflow, not afterthoughts.
Outcomes
King Rabbit shipped as a multi-title series with millions of downloads, a passionate community, and a level library that kept growing long after launch. The work was covered in a Sketch article on designing a video game in Sketch and a Wireframe magazine article. More importantly, it became the proving ground for the product, design, and systems instincts I bring to every project since. The skills sharpened here, holistic product thinking, rapid iteration, and shipping with a tiny team, define how I work today.