Shop Redesign

Shop Redesign

Retrofitted legacy mobile game shop UI to support dynamic live ops content deployment and flexible offer layouts.

From 'Legacy' To 'Live Service'

Retrofitting an older UI system to create a functional live service shop

I designed a flexible shop system that accommodates different offer unit sizes, allowing live ops operators to dynamically adjust rewards and promotions. The system supports both featured "Big Offer" layouts and smaller offer configurations, enabling operators to optimize the shop's arrangement based on campaign needs—whether showcasing a single high-value promotion or presenting multiple smaller offers simultaneously. This modular approach gives live ops teams complete control over merchandising strategy without requiring development resources for layout changes.

Legacy System from a different era

When Hungry Shark World initially launched in 2016, its original design predated modern live service monetization standards, requiring significant adaptation to meet current market expectations

Legacy Monetization Systems

The Shop remained untouched since Hungry Shark Released.

Original

The shop could only accommodate one format, a horizontally scrollable component with individual panels

The shop could only accommodate one format, a horizontally scrollable component with individual panels

The Problem

Live Ops Managers cannot tailor make bundles and offers for players

The shop's placement is obscure and unobvious

The Navigation was clunky and unclear

The tech was dated

Structural changes to enable live-ops customization

How I redesigned the Shop under heavy technical constraints

New Modular system that allows economy designers to create bespoke offer combinations, allowing for a more robust live-ops strategy with targeted offers.

New Modular system that allows economy designers to create bespoke offer combinations, allowing for a more robust live-ops strategy with targeted offers.

New Modular system that allows economy designers to create bespoke offer combinations, allowing for a more robust live-ops strategy with targeted offers.

Arrangement Option 1

Big Offer Unit

Small Offer Unit

Designed for large and premium offer combinations

Arrangement Option 2

Small Offer Unit

Small Offer Unit

Small Offer Unit

Designed for diverse and smaller offering combinations.

Results

Success Metrics

The changes made to the shop were to enable Live Ops to make changes on a fly, and to provide an overall better user experience for the player when interacting with the shop. Here are the impacts made:

Conversion Rate

6%

Customer Acquisition Cost

18.2%

Average Revenue Per User (ARPU)

11%

Average Revenue Per Paying User (ARPPU)

17%

Shop Engagement

15.3%

Time to pruchase

-20%

Session Duration

21%

A/B Test Velocity

275%