B2B • Enterprise • Digital Commerce
Warner Bros.
Enterprise Web Commerce & Identity Platform
I led UX and product design for a direct-to-consumer web commerce platform, building 6 storefronts with a reusable design system and running 4–12 concurrent experiments. By aligning design, product, and data teams around a unified roadmap, we reclaimed over $100M in revenue.
Overview
As the lead UX designer on the web store initiative, I drove the product roadmap and release cadence, coordinating across an offshore development team, platform partners, and individual game studios requiring 50+ departmental sign-offs per IP. The initiative created direct-to-consumer purchase channels for mobile titles like Game of Thrones: Conquest and Mortal Kombat Onslaught, designed to recapture the ~25% of revenue lost to App Store and Google Play platform fees. I built a modular web store system that compressed launch timelines from months to weeks as the platform matured, and ran 4–12 concurrent experiments to optimize conversion.
Abilities Demonstrated
- Lead complex, cross-functional projects
- Develop scalable technical solutions
- Navigate complex regulatory environments
- Drive significant revenue impact through strategic initiatives
- Conduct comprehensive competitive analysis
- Build modular, reusable design systems
Research & Competitive Analysis
The mobile gaming industry faced a significant opportunity following Epic Games' successful court battles with Apple and Google. With platform fees of 30% cutting into potential revenue, we needed to develop a solution that would create alternative purchase channels while maintaining platform compliance, deliver a trustworthy and seamless user experience, scale across multiple game titles with different brand requirements, and maximize revenue recapture while accounting for payment processing costs.
In addition to web store tasks, I handled all competitive analysis for mobile games at WB Games. This meant auditing and collecting data on all 50 top-grossing games that aligned with our mobile game types on a monthly basis. The result was a comprehensive, easily searchable matrix of information covering payment service providers, SKU strategies, currency value propositions, and monetization best practices across the industry.
- Monthly audits of the top 50 grossing mobile games aligned with our game types
- Analyzed over 50 data points per competitor including payment providers and currency value propositions
- Built a comprehensive, easily searchable matrix of competitive intelligence
- Created a living document of best practices and market evolution that informed ongoing strategy
- Established an ongoing audit system to keep our strategy current with market trends
Competitive Analysis Matrix — Monthly Audit of Top 50 Mobile Games
Planning & Execution
I developed and implemented a systematic approach to rolling out our web store solution, creating a 200-point implementation guide covering the design, development, and launch phases. I established a prioritized feature development cadence based on revenue potential and technical complexity, designed a modular framework allowing for rapid iteration and feature testing, and coordinated cross-functional teams including game developers, UI/UX designers, legal consultants, localization experts, and payment processing partners.
- Created a 200-point implementation guide covering design, development, and launch phases
- Established a prioritized feature development cadence based on revenue potential and technical complexity
- Designed a modular framework allowing for rapid iteration and feature testing
- Coordinated cross-functional teams including developers, designers, legal, localization, and payment partners
- Ensured content was available in all supported languages and offers in dozens of currencies
- Creation of educational blog posts for each game's marketing site explaining the web store benefits
- Implementation of indirect linking systems that maintained platform guidelines
- Development of international compliance frameworks for various jurisdictions' requirements
Web Store System
I built a universal web store system that could be quickly deployed across any game title. By recreating a small set of branded assets from each game, the web store would feel like a seamless extension of the mobile game experience. This modular approach dramatically reduced launch timelines and ensured consistency across the entire portfolio.
- Designed a game-agnostic base architecture for rapid deployment across titles
- Created a flexible theming system that adapted to each game's visual identity with minimal asset recreation
- Implemented consistent purchase flows, cart experiences, and reward chain systems across all stores
- Standardized components reduced development time while maintaining unique brand experiences
- Ensured content was available in all supported languages and offers in dozens of currencies
The universal web store wireframes show the shared component system across desktop and mobile. Each game's store was built from these templates, then themed with game-specific assets.
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Desktop
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Mobile
Reward Chain — Desktop & Mobile Wireframes
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Desktop
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Mobile
Cart Experience — Desktop & Mobile Wireframes
Desktop
Mobile
Mortal Kombat: Onslaught — Desktop & Mobile
Player Network
I helped build and define the design system for Player Network, Warner Bros.' own identity system used across all modern WB games. We streamlined the authentication process, added redundancies against DDOS attacks, introduced passwordless flows emulating the latest technologies and UX patterns, and elegantly handled age-related permissions and account creations following ever-changing international standards in nearly every country.
- Defined the design system for Player Network, WB's cross-game identity platform
- Streamlined the authentication process with modern passwordless flows
- Built redundancies against DDOS attacks for secure, resilient authentication
- Handled age-related permissions and account creation following international standards across nearly every country
- Created user flows connecting the identity system to web store experiences
Wireframes and User Journeys — Identity System to Web Store Flow
Results & Impact
Through optimized monetization flows
Due to reduced platform fees
Revenue moved to web stores
Across mobile game portfolio
Key Learnings
User Trust is Paramount
- Visual consistency with the main game was crucial for conversion
- Clear communication about benefits drove adoption by users
- Seamless purchase experiences increased repeat usage
Modularity Enables Scale
- Game-agnostic base architecture allowed rapid deployment
- Standardized components reduced development time
- A flexible theming system accommodated multiple brands
Compliance Requires Creativity
- Novel approaches to player communication allowed us to maintain platform relationships
- Regular legal review ensured ongoing compliance
- International considerations (GDPR) affected feature rollout
Project Results
Successful Launch
Web stores launched across multiple major game titles
Reusable Framework
Framework and wireframes for future game implementations
New Revenue Stream
Direct purchasing with minimal platform fees
Direct Relationships
Established direct purchasing relationships with player base
"Mario worked on our Webstore initiative, where he contributed to defining and refining the overall design direction. He worked closely with product and engineering partners to ensure consistency across touchpoints and helped translate strategic goals into a cohesive player experience.
Mario's thoughtful approach and willingness to engage across teams supported the Webstore's progress from concept to launch and helped establish a solid design foundation for future iterations."
