Gimaev A. Folio
eyes
Selected Product Works, vol. 2

for 2020 - 2025

My.Games Platform

img1

My.Games Platform

3.5x

REV.

5M+

Users

Description

I designed the MY.GAMES platform from the ground up, including the PC launcher, B2C and B2B websites, game web store, in-game items marketplace, design system, and multiple individual game websites. I also lead a team of 5 designers. My.Games is a Dutch video game publisher and developer headquartered in Amsterdam, Netherlands. It's similar to Steam.

client

about_airlines_icon My.Games

year

2023-Present

goal

Increase monthly revenue of the Market. Complete redesign for the upcoming expantion.

results

Complete redesign of the website and launcher.

website
my.games

Overview

The main business objective was to increase sales volume and conversion within Market, which we successfully achieved through a combination of UX improvements, clearer purchase flows, and brand unification across platforms.

Main results are:

  1. Increased in-game item marketplace monthly revenue by 3.5x.
  2. Optimized the game-to-market purchase flow, resulting in a 10% increase in top-up share.
  3. Designed and maintained the Windows app and B2C/B2B website serving 5M+ monthly users.
  4. Led a team of five designers, including mentoring, design reviews, design system development, and process ownership.





Role & Process

I led the end-to-end design process following my Product Design Life Cycle (PDLC) framework, described in detail here.

PDLC emphasizes the designer’s active role in every stage of product development, from research and analytics to copywriting, testing, and QA. It ensures that design decisions are not just aesthetic but deeply integrated with product, business, and technical goals.

As Lead Product Designer, I:

  • Led a team of five designers, managing both web and launcher design streams.
  • Collaborated closely with marketing, product, analytics, and game studio teams.
  • Established a cross-team design review process to align visual and UX standards across multiple sub-projects.
  • Contributed to copywriting, A/B testing, and onboarding improvements that directly affected conversion metrics.





Goals

The design team worked toward several measurable and strategic goals:

  1. Increase MRR of MY.GAMES Market
  2. Expanded the number of purchase entry points.
  3. Optimized conversion funnels and checkout UX.
  4. Introduced a new web top-up mechanic and raised its usage share.
  5. Launch a new MY.GAMES Store
  6. Designed a full-featured cross-game marketplace from scratch.
  7. Unified visual and UX patterns across web and launcher environments.
  8. Establish a scalable design system
  9. Built and documented a shared design system for use across all MY.GAMES digital products.
  10. Created component libraries, responsive layouts, and accessibility standards.





Results

Our redesign led to a measurable increase in Market performance and product consistency across the MY.GAMES ecosystem.
Key outcomes included:

  1. Increased in-game item marketplace monthly revenue by 3.5x.
  2. Optimized the game-to-market purchase flow, resulting in a 10% increase in top-up share.
  3. Designed and maintained the Windows app and B2C/B2B website serving 5M+ monthly users.
  4. Led a team of five designers, including mentoring, design reviews, design system development, and process ownership.



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