Store Revamp

One store, two connected surfaces

The redesign covered the two surfaces where almost all of the game's monetization happens, treated as a single system rather than separate screens:

Why the store matters

Star Wars: Galaxy of Heroes is the #1 Star Wars mobile game of all time. Players build a squad, level up their characters, defeat enemies and win rewards across a deep live-service economy — and the Store is the backbone of two of those loops at once.

Who's shopping

A store has to serve very different buyers at once. Mapping spend behavior against store metrics — pack click-through % and store visits % — surfaced three segments the redesign had to balance:

New players and deal-driven spenders represented the biggest opportunity: both convert when value is made obvious, which is exactly what a uniform, hard-to-scan store failed to do.

Analyzing the current experience

An audit of the live store, paired with store analytics, surfaced six concrete problems — split across the storefront and the pack details.

Two surfaces, two clear mandates

The six problems resolved into two design mandates — one per surface — which framed every decision that followed.

From a uniform list to a scannable system

UX patterns research

I studied storefront patterns across games and commerce apps to ground the direction in four principles:

• Align interactions with thumb reach in landscape.
• Vertical layouts improve scanability.
• Larger modules create stronger visual hierarchy.
• Clear visuals and item details increase perceived value.

Vertical Tab Bar

I replaced the hard-to-reach top navigation with a vertical tab bar: thumb-friendly in landscape, icon-led for clarity, and scalable to a content-rich store with more categories over time.

Exploring module sizes

To create hierarchy, I introduced variable module sizes — Default, Large, and Mini — adapting the layout to promote high-value offers while optimizing screen space.

Scrolling: horizontal vs. vertical

I prototyped both scroll models. Horizontal scrolling was less intuitive, harder to scan, and poor for mixed-size content — so vertical scrolling won, pairing naturally with the modular grid.

Horizontal

Vertical ✓

Refined pack modules

I rebuilt the module itself to do more with less: an expanded art area to showcase the IP fantasy and boost engagement, an item preview to clarify pack value, visual cues for quick recognition of offer type, and uniform timers for faster recognition and stronger urgency — all while staying optimized for space and backward compatibility.

Promotion popup revamp

As part of Phase 1, I upgraded the promotional popup module to highlight spotlight offers — the first impression most players see when the store opens.

Before

After

Making pack mechanics legible

Why it's unclear

The legacy detail view used a single template for every pack — regardless of how its rewards actually worked — so players had to read fine print to understand what they were buying.

Decoding pack mechanics

I collaborated with PMs to identify categories, top sellers, value tiers, and edge cases — the framework that shaped the information design. Packs broke down along a spectrum from fully deterministic to chance-based:

Mapping 8 pack types into 4 UX quadrants

Classifying packs by reward logic — along Fixed vs. Random Item and Fixed vs. Random Quantity axes — collapsed eight real pack types into four predictable layouts, so information design could be consistent instead of bespoke.

Visual-first communication

The redesign lets structure carry the meaning: visual clarity removes the need for long explanations, making decisions quicker and easier. The new pack-detail layout reduces text dependency and aligns with existing game-wide UI conventions — the pack name now lives in the store title bar — while maximizing layout space for packs with more content.

Before

After

Phased rollout into a live economy

In a revenue-critical economy you can't ship everything at once. I sequenced the work into three phases, each scoped to balance UX impact, development cost, revenue impact, and user adoption.

Business impact

Each phase was validated against live store metrics before the next shipped. The redesign moved the funnel in the right direction without destabilizing the economy.

The lift among light spenders mattered most — the hardest segment to convert — confirming the redesign lowered the barrier to a first purchase rather than just shifting existing spend around.

What I'd carry forward

Above all: focus on high-impact improvements. Sequencing by impact and risk is what let a six-problem audit ship safely as three coherent moves.