Simplifying access for young users: overhauling Hamul's onboarding flow

Hamul’s younger user base (ages 5-12) faced a high volume of account recovery requests, which disrupted their experience and increased support workload. Many of these users had signed up using their parents' email addresses, often because they didn’t have their own. However, when they forgot their passwords, they couldn’t access their parents’ emails to complete the recovery process. This led to frustration, account lockouts, and increased reliance on customer support for manual recovery. Additionally, this friction discouraged continued engagement, as some users abandoned their accounts rather than navigating the recovery process.

Year: 2022

Studio: Logic + Rhythm

Role: Lead Product Designer, 1 x Founder, 2 x Engineers

Role: Lead Product Designer, 1 x Founder

Services: Product Design, Illustration

How I shaped the project

As Lead Product Designer, I owned the end-to-end redesign of Hamul’s onboarding experience for its 5–12-year-old user base. I identified key friction points around account recovery, particularly the reliance on parents’ email addresses, and introduced an SMS-based OTP verification and login system to enable independent account management.

I designed a guided onboarding flow that encouraged profile setup, game selection, and friend invitations, while integrating the Hamul Coin rewards program to drive referrals and engagement. My work included designing and illustrating playful, age-appropriate sign-up and sign-in screens, and collaborating closely with the founder and engineers to ensure technical feasibility and alignment with product goals.

The impact

Redesigned the onboarding and account recovery flow to make login and password resets simpler for young users, reducing friction and reliance on parent-managed email accounts.
Introduced the Hamul Coin rewards program to incentivize referrals and boost user growth through friend invitations.
Increased in-app engagement by encouraging profile personalization and rewarding feature interaction, contributing to overall activity and retention.

Hamul has since been acquired by Roblox for $17 million in 2022.