Overhauling A Gamer First Marketplace
Elevated Visual Identity
Shifted to a fully branded dark/light themed experience that mirrors the player in game environment and enhances readability
Streamlined Login
Clean design and clear hierarchy, paired with enhanced backend logic utilizing the same player account login
Enhanced Reward Shopping
Updated design system elevates rewarded products and syncs with player data to provide clear visual cues around eligibility and purchase
Optimized Product Pages
Refreshed product page design arrives through game specific-branding and prioritizes key details, creating an engaging feel and efficient path to purchase
— PROJECT NAME
"Dawnblade"
— ROLE
Team Leadership
Creative Direction
Design Critique
Project Management
Cross-Functional Collaboration
— DATE
2022-2023
Enhanced Commerce Experience Design
As Vice President of Design, I played a key leadership role in overseeing the overhaul of Bungie’s gamer-first rewards marketplace. While not involved in the day-to-day execution, I maintained close involvement through weekly internal team reviews where I provided high-level creative direction, project guidance, and design critique. I was a key sounding board for our team to speak on behalf of the gamer mindset as an avid gamer myself. My focus was on aligning our evolving visual execution with the elevated branding standards set forth by Bungie, ensuring the end product faithfully reflected both the game’s tone and the company’s broader experience goals.
My role spanned team leadership and cross-functional collaboration, helping align product, engineering, and creative disciplines around a cohesive design system. I worked with senior interaction and visual designers and developers to ensure that the user interface not only looked compelling but functioned seamlessly across key flows, including login, rewards tracking, and purchasing. This included guiding improvements to UX hierarchy, gamified visual cues, and in-game data integration throughout the full commerce funnel; ultimately helping the team deliver a cohesive and immersive shopping experience that contributed to measurable improvements in user engagement and conversion.
Throughout the project, I acted as a creative and strategic sounding boar —ensuring that the marketplace design reinforced Bungie’s unique aesthetic while also meeting usability, accessibility, and brand scalability requirements. From theme refinement to system modularity, I ensured the interface struck the right balance between aspirational design and functional clarity, allowing the platform to grow with future game releases and reward offerings.
CHALLENGE
Integrate In-Game Earnings with E-Commerce
Eliminate the potential for confusion as customers navigate the process to redeem in-game earnings such as digital badges and physical products.
SOLUTION
By integrating the login system used in the game with the e-commerce store, we were able to import user data achieved within the game. To provide a seamless and informative experience, this data needed to be displayed at all stages of the purchase funnel, including the user dashboard, throughout the purchase process and in the post-purchase experience.
CHALLENGE
Create a Design System
Bungie’s main site is focused on their Destiny game brand but they lacked a true branding system for the Bungie brand itself.
SOLUTION
Create a branding system that acknowledges the featured product, Destiny; while also standing out as a unique product in case the rewards store includes other games. Incorporate elements of gamer interface and aesthetics, while also integrating careful UX considerations into a cohesive pattern library.
Post launch stats
33% longer time spent on site
39% increase in add to carts
13% increase in user engagement actions
Post launch stats
27% increase in customer visits
65% increase in product views
20% increase in product detail page views
