Senior Designer
2023-2024
From 3 to 20+ over time
Daily Race was created as a way to newly drive engagement at a daily basis for the players at Hit It Rich, while still feeling like a experience that players would immediately find familiar.
Key outcomes
~$3.3M+ USD uplift in revenue generated in it's first year of rollout.
Led to an 17% increase in DAU (~99K to ~120K), to over 400k+ monthly active users (after full launch)
Launched in just 87 days
Led the project design and delivered a working feature within 90 days. From the kickoff, I led all discussions and alignment on feature direction with engineers, PM, and art direction across my team. As a remote worker, I set up regular sessions with stakeholders through both synchronous and asynchronous feedback channels to keep everyone on the same page on project goals and expectations.
This early alignment was integral for stakeholders, as they could clarify expectations around feature scope and deliverables early on. Through a couple of sessions, we created design blueprints and clarified edge cases with the team, while PMs and engineers started building the feature, and the art team finalized required visual details.
We launched a segmented MVP of the feature at Hit at Rich, while simultaneously also honing in on using players' favorite games as a frequent point for the new Daily Race. This new feature added an element of game with daily prizes and has become a stable revenue source for Hit at Rich.
Project facilitators
Early multiple iterations and feature alignment with key stakeholders
Using existing components in new ways, reducing engineering and art workload
Establishing new feature workflows and communication styles that would eventually replace the teams old workflows, both asynch and synced
Validated designs after launch through segmented, frequentist model testing.
