I led the design of a next-generation social platform built specifically for gamers — a mobile-first ecosystem that merged social connection, content discovery, and a digital marketplace into one cohesive experience.
The premise was simple, but the execution complex: create a single space where gamers could connect, create, and represent themselves, without splitting time between Discord for chat, Twitch for streams, Reddit for discussions, and Instagram for status signaling.
The challenge wasn’t just designing “another social network,” but building one that felt native to gaming culture — visual, fast, and expressive — while remaining accessible to casual players and safe for an under-18 audience.
I owned the product concept, UX and UI architecture, motion design, and prototyping. This included defining the behavioral model for matchmaking and establishing the identity framework.
Gamers are fragmented across multiple ecosystems. They have no central “home.” Every platform scratches part of the itch, but none satisfy all:
We wanted to unify those needs under a single identity — one that felt alive, personal, and contextual.
The broader business vision aimed to build a scalable, machine-learning driven network with a serviceable addressable market (SAM) of £30B across social, gaming, and digital goods.
For design, the mission was narrower but equally ambitious:
Create an experience that feels instantly familiar to a gamer, but operates like nothing else they’ve used.
Walkthrough Animation. The app is greeting gamers with familiar highly interactive visuals from the get go, resembling behavior of gaming consoles or UI in games altogether.
Same principle applies to Splash screen, even a very first contact is animated and immediately makes the app feel dynamic.
Before defining the product direction, I ran a compact but targeted research phase focused on understanding how gamers build and maintain social connections — and why existing platforms fail them.