Intro
Built the digital experience for next-gen esports shooting by defining its brand identity, building a responsive design system, and creating immersive experience for both the Player App and Game Console.
Company
Project type
Timeline
Team
Tools
What I Did
😌
⏳
25% faster developer handoff
🙆♂️
60% increase in player engagement
Context
When I first joined Tactical Affairs, the team had a bold vision — to turn professional shooting into a gamified, esports-style experience.
But behind the ambition was chaos: no brand system, inconsistent screens, and no shared design language. And I was also informed with a lots of expectation from the different perspectives...
Hearing everyone’s challenges and expectation made one thing obvious: we needed a clear direction and a shared design foundation.
01
02
03
Branding & Style
Player App
01
Mobile-first onboarding via QR and OTP means fewer lines at check-in and faster throughput, maximizing bay utilization and reducing staff overhead.
02
Real-time rank, badges, and coin tracking turn every session into a personalized progression loop, driving repeat play, session extensions, and long-term loyalty.
03
Built-in coin tracking empowers each facility to run custom promotions, reward play, and enable seamless in-app transactions.
Problem
Every pixel was intentionally crafted to feel like you're stepping into a high-tech, tactical simulation. Words like "Proceed" instead of "Continue" reinforce the world-building and brand immersion.
Reduce User Friction
Turn waiting into doing
Avatar generation can take time, so we designed the flow to have users select their avatar first, then complete their basic info while the avatar renders in the background.
Original Flow
Redesigned Flow
Result
Make login feel fun and easy
✅
Reduced wait time by ~30 seconds
✅
Internal testing showed a 100% success rate with no user confusion
or drop-off
Design for Gamified Engagement
Problem
Players were completing their sessions, enjoying the gameplay, but leaving without a reason to stay longer, come back, or share their experience. Therefore, we need to make each session feel like a story worth continuing, not just a one-time event.
Live Session Ranking
Turn competition into motivation.
A real-time leaderboard within each bay/session adds playful pressure. Players stay longer to outscore their friends, translating directly to extended session time and higher facility engagement.
Unlockable badges serve as digital trophies—visible in the player’s profile and fueling progression-driven motivation. This creates a return loop, as players want to collect them all.
Session History
Make every session worth
After the match, players revisit their journey—coins won/lost, badges unlocked, and leaderboard standings. This record of progress not only rewards past effort but encourages players to improve in future sessions.
Turn every match into momentum
✅
Increased average session time by +18%
✅
Players who unlocked badges were 26% more likely to return within 30 days
Design for Business
Facilities across locations wanted to run their own promotion, while Tactical Affairs needed a system that could generate ongoing revenue beyond gameplay.
Solution
A dual-currency system
Coins
For facilities to run promotion
Each facility runs its own coin-based promotions, with location-specific wallets and seamless QR transactions, making in-game rewards easy to manage and instantly redeemable. Players can also bet coins during sessions to make their experience more exciting.
Gems
For Tactical Affairs to earn extra revenue
Gems incentivize players by allowing customization with their identity with premium visuals, while generating direct revenue for Tactical Affairs.
Result
Designed for fun and revenue
Game Console
How might we create an experience that is seamless & immersive, while serving both players and facility at the same time?
Scan to check in
A smooth check-in experience.
Gamified Mechanics
Sync gameplay with player identity
Competition
Let the fight begin
Result
A seamless gameplay experience built for fun
Take Aways
01
I learned that in a fast-paced environment, clear communication before starting high-fidelity design is essential. Using user flows and diagrams early helped the team align faster and ensured everyone stayed on the same page.
02
I discovered how challenging it can be to balance the creative and technical sides of a project. Constant collaboration with the product manager and engineers helped ground my ideas in real constraints and kept the process efficient.
03
I learned how to guide the overall design direction of a company. Building consistency across products strengthened both the brand identity and the team’s shared understanding of design.