In-game shops
Role
Product Designer
Industry
Gaming
Duration
Shipped, 2023-2025
Impact
Acquired 100,000 players
Overview
problem
Players struggled to find and purchase items tied to their progression. Shops looked and behaved differently across the game, leading to confusion, inconsistent usability, and unclear upgrade paths.
goal
Build a unified shop where players can browse, compare, and purchase progression-based items in a consistent, intuitive experience.
personal challenge
I was the sole designer for monetization features. When I joined, all the shops had different layouts, and built on different canvases causing lots of extra work for both design and engineering.
I worked with UI Tech and engineering teams to rebuild all shops on one shared Lua canvas. This made shops consistent, easier to update, and allowed us to track player purchases properly.
results
10% increase in player purchase rates
More Key Projects
Onboarding & Marketing features
Growth Design
Drove redesign on New World's onboarding, increasing DAU engagement of new, and in-game events by 5%
Controller Navigation System
UX Engineering
I designed the core controller navigation and virtual cursor experience for New World on console - defining movement, focus, friction, and magnetism across menus. Partnered with UI Tech to refine interaction feel and support multi-modal inputs like voice, gestures, and haptics. This work established the foundation for New World’s console UX.
Social & Community Systems
Designed login, social, and community features that reduced friction, improved player connection, and cut overpopulation handling time by half.
Design
Systems
Created global UI components - filters, search, sort, inventory, crafting, leaderboards to unify the game’s cross-platform design system.