Role
Design Lead
Mentoring a team of 6 & managing Stakeholders
End to end brand designing
Outcome
200M playtime minutes
500K+ Daily active user.
5% Users spends in app currency
Timeline
~3 Years
Feb 2022 - Dec 2025
The Challenge
Democratizing High-End Gaming at Global Scale
In 2021, high-end mobile gaming was a "walled garden" accessible only to users with expensive hardware and flagship devices. As the first Design Lead for now.gg, I was tasked with orchestrating a 0-to-1 brand and platform launch to solve a critical business bottleneck: high user friction due to platform dependency and hardware limitations.
High end devices
Mobile games now a days are pretty rich in graphics and as result they required great processing power and memory. Not all of the users have high end mobile devices
Small screen
Even though mobile games today are more immersive than ever but the limited real estate on mobile screen can diminish the playing experience
Platform dependecny
Android mobile game library is way more richer than that of iOS which really limits the number of users who can play android mobile games on their devices
Unexplored territory
This way of gaming was fairly new in it’s field so the challenge of the unknown were still not sure. We never knew what we could encounter

Goals
Essentials to build the brand and the platform
To architect a hardware-agnostic, cloud-native gaming experience that balanced aggressive business growth goals with a seamless "one-click" user entry for millions of gamers worldwide.
Website and Gameplay experience
Creating a compelling website and proof of concept experience on the website itself so that the end user can see the value proposition of the platform
P0
Developer portal
A back end platform where game developers can get on boarded and upload their APKs and test out their game on our platform
P1
Brand Guidelines
We wanted the marketing material and brand guidelines so that we could start promoting the platform in parallel
P2
The Process
Lean UX- Minimize waste and Maximize learning
At now.gg, we utilized a Lean UX methodology to minimize development waste and maximize our learning velocity in an unexplored market. As Design Lead, I facilitated a cycle that prioritized rapid experimentation and data-backed pivots.
Think
Aligning stakeholders on "The Why"
Collaborated with Product Managers and CTOs to translate ambiguous business requirements into a concrete roadmap. We identified core friction points—such as cloud latency and small-screen readability—by analyzing the needs of game developers and the global Discord community
Make
Creating a scalable foundation
Led the design of a comprehensive, token-driven Design System that unified the gameplay experience across six regions. This wasn’t just about visuals; we built a Developer Portal and Brand Guidelines from scratch to ensure a 1.5x faster development cycle and brand consistency at scale
Check
Moving the needle on metrics
Leveraged user analytics from millions of sessions to validate design decisions. By analyzing behavior through our 'Global Playground', we optimized UI discovery, resulting in a 7% lift in engagement and a +5 minute boost in session duration
The End Game
Mockups, Design System & Guidelines
The final design for now.gg focused on building the brand and at the same time expanding the brand as a platform and as a service as well









The Impact
Scaling from MVP to a Global Gaming Powerhouse
With ~12 months of iterations and community feedback resulted in significant, measurable improvements in user engagement and overall product performance
200M
Monthly playtime minutes
Unexpected playtime
Engineered a high-performance UI that sustained massive engagement levels. By prioritizing cloud-native accessibility, we achieved a milestone of half a billion minutes played monthly
500K+
Daily Active Users
User retention
Transformed now.gg into a daily habit for a global audience. My focus on reducing 'time-to-play' friction resulted in a consistent, high-velocity user base within the first 6 months
Profitable
Ads & free for users
In-App Currency Adoption
Proved that 'Free-to-Play' can be highly profitable. I designed the integration for in-app currency and rewarded ads, leading to a 15% adoption rate and a self-sustaining ecosystem
Worldwide
Across 6 region
Scaling worldwide
Orchestrated a localized design strategy across 6 global markets. Worldwide Scale: 6 Regions & Counting



Behind The Scenes
Beyond the Pixels: Leading Through Complexity
Shipping a global cloud platform like now.gg required more than just a UI; it required a robust operational framework. As the Design Lead, I acted as the primary bridge between the engineering, product, and brand teams.
Reflections
🛣️ On a 0-to-1 Journey
Leading now.gg for nearly three years taught me that high-impact design is as much about people and systems as it is about screens
🤼♀️ Community is the Best Compass
Our most valuable insights didn't come from a lab, but from our Discord community and developers. Direct user input became our most trusted source for shaping the product roadmap.
🧩 Systems Drive Velocity
Building a brand from scratch taught me that standardization is the key to scale. By prioritizing a token-driven design system, we didn't just make the UI look better—we made the engineering process 1.5x faster.
💰 Design as a Profit Center
I learned to view UX as a driver for ad-revenue and in-app currency adoption. When design solves real user friction, profitability and worldwide reach follow naturally.
Thank you

