Driving GameStop’s Digital Evolution

Connecting the gaming community through innovative digital initiatives

As the UX Director at GameStop, my team helped shape the experience on numerous digital initiatives during an intense transformation to improve the digital business of GameStop through improved e-commerce sales, mobile conversion, digital-to-store connections, and acquisitions of digital properties.

  • Launched mobile web and native app experiences that helped drive double-digit percentage growth in mobile traffic and generated millions in incremental online sales.

    Successful Launch

  • Redesigned product pages to drive measurable conversion gains and unlock new multi-million dollar sponsorship and advertising revenue streams from key partners.

    Conversion Optimization & New Advertising Revenue

  • Supported major digital innovation initiatives — from early game streaming and download services to strategic platform integrations — helping position GameStop for growth beyond physical retail.

    Product & Service Innovation

Accelerating E-Commerce Growth

  • Rapid Digital Revenue Rise: Grew digital revenues from under $200 million in 2009 to nearly $750 million by 2013, reinforcing investor confidence.

  • Complementary Digital Strategy: Expanded e-commerce offerings while emphasizing integration with GameStop’s 6,400 brick-and-mortar locations, ensuring a seamless customer experience.

  • Strategic Digital Content Sales: Successfully introduced sales of downloadable games, DLC, and prepaid digital content cards, driving early digital adoption among customers.

Pioneering Mobile Commerce Experiences

  • Launch of Mobile Applications: Rolled out first-ever GameStop mobile apps for iPhone (June 2011) and Android (May 2012), significantly enhancing customer interaction and shopping convenience.

  • Integrated Omnichannel Features: Enabled users to browse products, verify store inventory, manage PowerUp Rewards, and purchase games for store pickup directly through mobile devices.

  • Innovative In-Store Tools: Included a barcode scanner in the Android app, empowering customers to instantly compare game prices and trade-in values while shopping in-store.