Driving GameStop’s Digital Evolution
Connecting the gaming community through innovative digital initiatives.
As the UX Director at GameStop, I lead the team shaping the experience across numerous digital initiatives during an intense transformation to improve GameStop's digital business through enhanced e-commerce sales, mobile conversion, digital-to-store connections, and the acquisition of digital properties.
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.
Achievement Unlocked: Key Wins
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Launched mobile web and native app experiences that helped drive double-digit percentage growth in mobile traffic and generated millions in incremental online sales.
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Redesigned product pages to drive measurable conversion gains and unlock new multi-million dollar sponsorship and advertising revenue streams from key partners.
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Supported major digital innovation initiatives — from early game streaming and download services to strategic platform integrations — helping position GameStop for growth beyond physical retail.
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Improved digital-to-store connections with Buy Online, Pick Up In Store (BOPIS), real-time inventory, and an enhanced store locator.
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.