In-game commerce and discovery flows

Unifying how players browse, compare and buy in shops

Owned data-driven monetization and shop in games. Designed browsing & checkout flows, boosting player engagement and purchase rates by 10%.

Role

Product Designer

Industry

Gaming

Duration

Shipped, Oct 2025

Impact

Purchase rate up by ~10%, Time to market reduced from months to 2 weeks

Before
After
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.

challenge

I was the sole designer for monetization features. When I joined, all the shops had different canvas layouts & built on different codebases. Internally every new shop or content update had to be hard-coded from scratch.

what i did

Worked with UI Tech and engineering teams to rebuild all shops on one shared Lua canvas.

  1. Created data-driven design components (canvas, layout, tokens) that work with one code base; aligned engineers.

  2. Documented in Confluence so engineers could implement consistently. Introduced Contentful CMS to manage/update shop content seamlessly; aligned game designers

1

2

results

10% increase in player purchase rates

View Detailed Case Study

More Key Projects

Onboarding & Marketing features

Drove redesign on New World's onboarding, increasing DAU engagement of new, and in-game events by 5%

Drove redesign on New World's onboarding, increasing DAU engagement of new, and in-game events by 5%

View Case Study

Discovery Flows

Owned discovery & mode detail flows from concept to production, lifting player engagement.

Social & Community Systems

Designed login, social, and community features that reduced friction, improved player connection, and cut overpopulation handling time by half.

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, UI patterns, behavior & motion states, increasing consistency in design system.

Let's work together!

I can help designing a product from 0-1, improving a product from 1-10, or create a brand's design system.

Let's chat

Let's work together!

I can help designing a product from 0-1, improving a product from 1-10, or create a brand's design system.

Let's chat

In-game commerce and discovery flows

Unifying how players browse, compare and buy in shops

Role

Product Designer

Industry

Gaming

Duration

Shipped, Oct 2025

Impact

Purchase rate up by ~10%, Time to market reduced from months to 2 weeks

Before
After
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.

challenge

I was the sole designer for monetization features. When I joined, all the shops had different canvas layouts & built on different codebases. Internally every new shop or content update had to be hard-coded from scratch.

what i did

Worked with UI Tech and engineering teams to rebuild all shops on one shared Lua canvas.

  1. Created data-driven design components (canvas, layout, tokens) that work with one code base; aligned engineers.

  2. Documented in Confluence so engineers could implement consistently. Introduced Contentful CMS to manage/update shop content seamlessly; aligned game designers

1

2

results

10% increase in player purchase rates

View Detailed Case Study

More Key Projects

Onboarding & Marketing features

Drove redesign on New World's onboarding, increasing DAU engagement of new, and in-game events by 5%

View Case Study

Discovery Flows

Owned discovery & mode detail flows from concept to production, lifting player engagement.

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, UI patterns, behavior & motion states, increasing consistency in design system.

Let's work together!

I can help designing a product from 0-1, improving a product from 1-10, or create a brand's design system.

Let's chat