⚲ Devour Next Canada Inc.
✎ Product Designer
As a Product Designer, I owned and shaped DevourPlay by defining a strategic roadmap and collaborating closely with our CTO to ensure feasibility and functionality. Beyond management, I produced final design wireframes, worked closely with a team of four developers, and successfully launched DevourPlay with the following outcomes:
We increased our user base in a short period of time through DevourPlay
Our DAU growth rate steepened significantly after the updated release
We had the lowest of 9 and highest of 70 active users per day
Overview
DevourPlay redefines food ordering by integrating it into 2000+ online games. Gamers can now order food within their favorite games and unlock real-world rewards, such as food discounts — turning gameplay into usable value.
Timeline
Sept - Jan 2025
(Ongoing)
Team
1 CTO
4 Developers
1 Product Designer (Me)
My Role
Product Design
UI / UX Design
Product Management
PREVIEW
DevourPlay: In-game food ordering, rewarding gameplay
No more pausing, app switching, or missed opportunities. Food ordering integrated into gameplay, while rewards are earned through quests and playtime. DevourPlay transforms gaming sessions into real-world benefits.
Order Food In-Game
Browse 80,000+ restaurants, place orders, and eat without interrupting gaming session
Play Games To Earn
Complete game quests or play any of our 2000+ supported games to start earning rewards
Unlock Real-World Benefits
Get food promotions, Fuel tokens, merchandise, gaming gift cards, and more exclusive rewards
BACKGROUND
Our main product:
DevourGO
Our company had a single product, DevourGO—a food delivery platform that integrates Web3 technology, providing crypto and NFT holders with benefits.
DevourGO desktop and mobile view
The problem
Yet, we found new opportunities.
Our company’s vision has been to engage Gen Z and gamers, recognizing their potential as a key audience for the future of digital food ordering.
video game players in the U.S. of all ages
Gen-Z identify themselves as gamer
product design plan
Coming up with strategic product design plans before the start
A user-centric approach was key to aligning our platform with the expectations of Gen Z and gamers while optimizing development efficiency.
Craft a user experience tailored to gamers’ preferences, ensuring the interface is both visually appealing and intuitive.
Develop interactive and systematic features that captivate gamers and encourage long-term engagement with our platform.
Leverage Current Codebase
Utilize our Web3 infrastructure and established platforms to streamline development and optimize resources while accelerating devlopment.
discovery
Unwrapping the unknown to shape a defined product
Learning New Platform
Before diving into the depth of product feature designs, I studied and communicated with the engineering team to understand Overwolf API, system architecture, and limitations of feasibility.
System diagram along with notes
Competitor Analysis
I analyzed our direct and indirect competitors for design and product inspirations—defining marketable value proposition we can bring into our users’ plate.
Discovered competitors' platform
Game UI Research
In order to create a UI that resonates with our gamer audience, I conducted thorough research on game UI designs. A key aspect of this was designing an intuitive game quest interface, as one of our features involved allowing users to track game quests and claim their rewards.
Collection of game UI screenshots with key takeaway notes
MVP Solution
Launching an in-game app using game-events API to build a gamified feature: DevourPlay
Track progress and earn XP through dynamic in-game quests powered by game-events APIs. For unsupported event-based games, a time-based XP system ensures rewards for every hour played.
A flexible interface that lets users choose between an immersive full-screen experience or a compact view, allowing them to keep the app accessible while staying focused on their game.
A real-time in-game notification that appears upon quest completion, ensuring users are instantly aware of their progress and can claim rewards without disrupting gameplay.
post-launch
Analyzing data after 1 month of release provided new insights
CTO and I dived deeper into MongoDB to review DevourPlay launch impacts. There were some good news along with a new learning we have identified.
new problem
empathize
Understanding first-time user experience before designing
To better understand the new user journey, I stepped back from the design and mapped out the current first-time user flow—identifying which flow can be changed or where it can improved.
First-time user journey flow
Pain Points
Lack of guidance and communications
The landing screen lacked a compelling message communicating what DevourPlay offers and why users should download it. In fact, there were no engaging elements to spark curiosity and encourage users to explore.
MVP first-time user journey flow
FTUE Solution
Crafting features to strengthen first-time user experience
A guided walkthrough upon launching the app, introducing key features and helping first-time users understand how to get started seamlessly.
A dedicated page for new users, showcasing level rewards, a re-accessible onboarding carousel, and step-by-step guidance with visuals to ensure a smooth introduction to DevourPlay.
FTUE outcome
Constant increase in conversion rate
After new onboarding experience release, we were able to witness the conversion rate steadily increasing each month — drop-off rate being decreased consistently.
47%
With 275 downloads and 128 new user sign ups, we had 53.45% drop-off rate
Conversion rate increased by 8.7% compared to the previous month
Conversion rate continued to increase, making 44.94% drop-off rate
behind the scene
Taking product ownership
I proactively held meetings with stakeholders and the engineering team to understand business requirements and technical constraints before jumping into design—organizing and managing actionable items to cover our missing project manager role.
Roadmap spreadsheet for feature releases with ticket links
Cross-functional team meetings before MVP release
I ensured efficient workflow by organizing the DevourPlay design file with dedicated pages for each feature release. This structure allowed the team to easily track features currently in production and provided clear visibility into upcoming releases, establishing alignment with the development team.
overall outcome
Turning the tide:
From stagnation to growth.
DevourPlay strengthened user engagement, overcoming growth challenges and attracting our target audience—gamers.
We increased our user base in a short period of time through DevourPlay
Our DAU growth rate steepened significantly after the release of DevourPlay
We had the lowest of 9 and highest of 70 active users per day
key takeaways
Leverage data insights to drive continuous improvement
Throughout this project, I took a proactive approach by closely monitoring key data metrics such as Daily Active Users (DAU), new sign-ups, and game popularity trends. This allowed us to identify areas of opportunity and focus our efforts on resolving pain points based on data-driven insights. I have learned the importance of continuously analyzing and iterating, ensuring that our solutions evolve to meet user needs and improve the overall experience.
