Working closely with product owners, game designers, and developers, my role focused on defining the core in-game UX that shaped how players navigated, engaged, and progressed. I owned the design of the global navigation, inbox and in-app messaging experience, daily task system, and DREST Avenue — the platform’s integrated eCommerce experience in partnership with Farfetch.
A key priority was balancing clarity and usability with emotional engagement. Every system needed to feel intuitive, rewarding, and aligned with DREST’s vision of a fashion-first metaverse where brands, creators, and players connect through creativity and play.
One of the most impactful features I designed was the Daily Tasks system — a new Unity-based feature guiding players through challenges that contributed to event progression and reward levels. The challenge was clearly communicating task difficulty, progress, and completion while maintaining high player motivation.
To achieve this, I worked closely with the game design team to introduce fast-track task entry, clear success feedback, and subtle motion design elements such as shimmer effects and progressive loading states. Visually, the UI took inspiration from a fashion designer’s notebook, using collage-style imagery, themed banners, and countdown timers tied to live events to reinforce the game’s fashion-led identity.
DREST Avenue was designed as a bridge between digital play and real-world commerce, allowing players to purchase the items they styled in-game via Farfetch. Designing this experience required balancing the needs of the player, DREST, and Farfetch — with the player always remaining the primary focus.
The experience opens with an interactive shop window featuring avatars or models wearing trending items. Players can explore, tap products, view dual pricing (in-game currency and real-world purchase), and continue their journey on Farfetch. To increase engagement and insight, daily gifts were gated behind lightweight preference interactions, capturing valuable taste data used to inform brand partnerships. The wider Avenue experience also incorporated recommendation engines and social proof, reinforcing discovery, community, and commercial value.
Whether you have a clear brief, a loose idea, or just a sense that something isn’t quite clicking, it starts with a conversation.
A focused 30-minute call to understand your product, your goals, and your customers. From there, we shape the positioning, clarify the journey, and design an experience built to convert.
No pitch deck. No pressure. Just clear thinking, a defined outcome, and a path forward that makes sense for your business.
