Overview
Skillz is the leading mobile gaming platform that connects players and developers through fun and fair competition.
We redesigned Skillz's deposit store experience across multiple features to solve a fundamental problem: our outdated interface wasn't converting users or showcasing our offers effectively. Leading the execution across 4 major features, our team drove incremental annual revenue.
Problem & Insight
The existing deposit store had a basic, outdated design that failed to engage users. Limited Time Offers (LTOs) had poor visibility, and the overall experience lacked the modern feel needed to drive conversions in a competitive mobile gaming market.
Business Impact:
- Users weren't depositing as much as they could
- Offers were buried and hard to discover
- The store felt dated compared to competitors
What I Found:
Through competitive analysis of 15+ platforms, I identified three key issues:
- Poor offer visibility - LTOs were shown as small, static tiles that didn't communicate value
- Lack of engagement mechanics - No animations, no excitement, no reason to deposit now
- Missed monetization opportunities - No upsells, no strategic nudges, no promo mechanics
I analyzed hundreds of competitor screenshots to understand what makes deposit experiences work - when offers appear, how they're positioned, what incentives drive action.
Impact & Work
Skillz Store
Revamped Store UI to boost user deposits through modern design.
Redesigned Skillz's deposit store to fix a critical problem - our store looked outdated and wasn't converting users. Through competitive analysis of 15+ gaming platforms, I identified that offers had poor visibility, lacked engagement mechanics, and missed monetization opportunities.
I led the end-to-end redesign across 4 core features: LTO carousel redesign, smart offer nudges, deposit success screen upsells, and strategic payment flow improvements. Coordinated with engineering, design, analytics, and marketing teams to deliver impact.
Solution & Process
Led the end-to-end redesign across two major milestones, working with engineering, design, analytics, and marketing teams to deliver 4 core features.
| Feature | Problem | Solution | Why This Worked |
|---|---|---|---|
| LTO Carousel Redesign | LTOs were buried in small tiles. Users had to click each one to see offer details. | Designed an auto-rotating carousel showcasing full offer value upfront (real cash + bonus cash + Z's + tickets). Rotates every 4-5 seconds, users can also swipe manually. | After launch, we noticed purchases dropped. Realized users didn't know to scroll. Proposed auto-rotation feature - once implemented, engagement recovered and exceeded targets. |
| Smart Offer Nudges | Offers weren't appearing at high-intent moments. | Introduced contextual nudges: after 5 losses → high-value offer; when balance hits $0 → deposit prompt; strategic re-pops based on behavior. | Captured users at moments when they were most likely to convert, improving deposit rates. |
| Deposit Success Screen | Post-deposit experience was boring and transactional. | Created celebratory screen with animations + upsell opportunity (discounted game templates). | XX% click-through rate on discounted templates. Directly increased GMV. |
My Process
- Research & Analysis - Conducted competitive analysis across 15+ gaming apps to identify monetization best practices
- Strategy & Design - Created wireframes and worked with designers to translate concepts into polished UI
- Execution & Launch - Led launch independently and coordinated with QA for testing, worked with PMM on GTM strategy
- Post-Launch Optimization - Monitored dashboards, conducted user interviews, ran A/B tests and iterated based on data
Results & Impact
The store revamp exceeded expectations across every key metric:
Revenue & Engagement:
- Total deposits improved
- Net deposits showed strong growth
- Install-to-deposit rate significantly higher than control group
- Deposits through LTOs and deposit slates both increased
- Generated incremental annual revenue