Crosswordr is a platform reimagining how crossword creators (constructors) and solvers connect, collaborate, and grow. As the sole designer, I led end-to-end product design and branding, from early concept to live product. Working closely with the product manager, I helped shape the product strategy and defined a three-phase MVP roadmap aligned with user needs and long-term business goals.
The roadmap unfolded as follows:
My process combined competitive analysis, user research, collaborative workshops, and iterative prototyping within an Agile workflow. This resulted in solution that supported both constructor tools and solver interactions.
Raise in seed valuation
Increatse in daily active users (DAU)
Reduction in design iteration time
I conducted a hands-on competitive analysis, exploring the strengths and gaps of leading crossword platforms. I gathered feedback from crossword enthusiasts to understand what they valued and what was missing in existing experiences.
Navigating resource constraints is a key UX skill. With limited time and budget restricting direct user outreach, I strategically leveraged stakeholders who were also the actual target users. I facilitated design workshops to co-create solutions that balanced user needs, business goals, and technical feasibility.
Create an inclusive platform where people of diverse backgrounds, cultures, and skillsets feel welcome.
Introduced a tagging system that enables labeling puzzles with tags such as theme, size, difficulty level and descriptive tags.
The refined tagging system ensures user easily identify puzzles aligning with their preferences, creating an engaging experience.
Uploading a puzzle and defining tags (Constructor)
Check puzzle tags from puzzle info popover (Solver)
Enhance user experience by improving the searchability and discoverability of crossword content, making it easy for users to find puzzles that match their preferences and skill levels.
Directory Launch: Introduced a puzzle directory that automatically updates, providing a continually refreshed selection of diverse puzzles
Filters: Implemented filters within the directory, enabling users to quickly tailor their puzzle exploration based on themes, solver levels, sizes and descriptive tags.
The combination of the directory and filters ensures users effortlessly find puzzles they want. User feedback reflects heightened satisfaction, emphasizing the platform's enhanced findability.
After launching the initial MVP, we granted early access to a curated group of solvers and constructors. This phase allowed us to closely observe real user behavior and gather data to guide improvements.
Through iterative testing, we refined the platform’s usability and uncovered key insights that shaped the direction of our next milestone: building a community hub.
I worked alongside the product manager to develop detailed personas that captured the distinct goals, behaviors, and motivations of constructors and solvers.
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Afinity mapping user feedback based on thier journey
Solver Persona
Constructor Persona
Users lacked a space to express reactions, ask questions, or connect with others who solved the same puzzle. There was also no clear feedback loop between solvers and constructors. To build a more connected and engaging experience, we needed features that supported lightweight interaction during and after solving.
Introduced reaction for puzzle clues, the puzzle itself, and commenting during and after solving.
System Usability Scale scores rose from 62 to 87 after launching engagement features, reflecting higher user satisfaction.
Clue reaction while solving (Solver & Constructor)
Commenting while solving (Solver & Constructor)
Research revealed there was no centralized community platform where constructors could freely publish their puzzles and showcase their work. Instead, most shared their puzzles through scattered personal blogs, leaving many without a space to reach solvers. Constructors needed a flexible, expressive space where they could curate a portfolio, personalize their profile, and reflect the themes and identity behind their puzzles.
Enhanced profile functionality with customizable colors, cover images and a private mode for real-time review before publishing.
We saw a noticeable increase in publishing activity and profile customization within the first month of launch. These updates also facilitated easier discovery of constructors' puzzles.
Provider profile settings page (Constructor)
Provider profile public page (Solver)
Constructors needed control over when to publish and who could access their puzzles to align with monetization plans.
Provided constructors the ability to define puzzle visibility (draft, scheduled, public) and audience (public, followers, subscribers).
Enhanced puzzle personalization, allowing constructors to cater to specific audiences.
Scheduled releases provided constructors with a posting rhythm and built anticipation among solvers, fostering continuous connection and engagement as they awaited upcoming puzzles.
Puzzle visibility and audience on puzzle detail page (Constructor)
Provider public profile with follower only puzzles banner (Solver)
Constructors needed a centralized space to manage their puzzles, track performance, and access key details.
Created a dedicated puzzle management page for constructors with Puzzle Statistics and details of each puzzles.
Constructors gained a comprehensive overview of their performance, allowing them to efficiently manage puzzles.
The introduction of bulk functions and filtering options streamlined the puzzle creation process, facilitating the identification of effective strategies and areas for improvement.
To support Crosswordr’s revenue strategy, we needed a way to expand distribution while maintaining platform control and consistency. An embeddable puzzle player allowed publishers and partner platforms to host puzzles externally, opening new B2B opportunities and creating a platform-driven revenue stream.
The embeddable puzzle player expanded Crosswordr’s reach across external platforms, contributing to a 27% increase in daily active users (DAU) within the first month. It also positioned the product for future B2B monetization and partner integrations.
Crosswordr embedded player on AVCX website
