#app
#E-commerce
#Gamification
Shopee is the biggest e-commerce site in Asia. To boost user engagement and drive advertising revenue, we designed a gamified experience on Shopee’s e-commerce platform. This initiative blended entertainment with seamless shopping interactions, strategically integrating ads to create a new revenue stream. I proposed a game-based revenue model and AI-driven gameplay to replace real-time matching. Collaborated on ad integration, boosted engagement, and introduced CI/CD with unit testing for faster iteration.
End to end design process
May 2022 - Nov 2022
6 Months
2 Product Managers, 2 Frontend Engineers, and Ads Team)
Why this is a challenge?
Enterprise SQL is not simple: In large organizations, queries often involve nested subqueries, CTEs, joins across many tables, stored procedures, and business-specific logic.
Our solution to the issue
We developed an AI-powered SQL optimization tool with intuitive query comparisons, real-time validation and suggestions, and a scalable React.js frontend designed for future growth.
Background
Quick overview of iterative development, business impact, and agile methodology
Insight
Surviving the Downsizing: Turning Challenges into Opportunities
50%
reduction in Product & Design
40%
reduction in Engineering
100%
reduction in QA Testing in Taiwan branch
Shopee, the largest e-commerce platform in Asia, made global headlines when news of its layoffs emerged, drawing widespread attention from major news outlets (News Link)
Research
Can Gamification Drive Engagement During Constraints?
Despite these constraints, we needed new ways to drive engagement and revenue. I collaborated with Product Managers to refine this concept into a proposal for senior management, ensuring both UX and business viability.
Drawing from past successes with gamified experiences, I proposed integrating ads into simple, fast-paced games. This approach aimed to:
Increase user engagement through interactive content
Enhance advertiser visibility with strategic ad placements
Ensure monetization without disrupting gameplay
A Rocky Launch: When Engagement Drops by 30%
At launch, the game received positive feedback and strong engagement.
However, after three weeks, we noticed a sudden drop in engagement rate. Upon deeper investigation, we identified the following key issues:
AI-Powered Gamplay for Better UX
It became evident that real-time gameplay was not scalable for our goals. To maintain smooth gameplay and sustain ad visibility, we needed a new approach.
This UX-driven pivot didn’t just fix the problem—it transformed the game into a sustainable, revenue-generating experience while keeping players immersed and satisfied.
What Made Cross-Team Collaboration Essential?
With a short timeline, we needed efficient execution. Key decisions:
Home Page
As engagement plummeted, user frustration became clear—long wait times, overheating devices, and declining interest were driving players away. We needed a breakthrough.
💡The turning point? AI-generated opponents. Instead of waiting for real-time matchups, players could now jump straight into the action.
Game Page
Instant matchups – No more waiting, just play
Optimized performance – Reduced processing load, eliminating overheating issues
Higher engagement – More time in-game meant more ad impressions and revenue
💡This UX-driven pivot didn’t just fix the problem—it transformed the game into a sustainable, revenue-generating experience while keeping players immersed and satisfied. 🚀
Online Store Page
As engagement plummeted, user frustration became clear—long wait times, overheating devices, and declining interest were driving players away. We needed a breakthrough.
💡 The turning point? AI-generated opponents. Instead of waiting for real-time matchups, players could now jump straight into the action.
Daily Login Rewards
As engagement plummeted, user frustration became clear—long wait times, overheating devices, and declining interest were driving players away. We needed a breakthrough.
💡The turning point? AI-generated opponents. Instead of waiting for real-time matchups, players could now jump straight into the action.
ADs for Earning
1.Instant matchups – No more waiting, just play
2.Optimized performance – Reduced processing load, eliminating overheating issues
3.Higher engagement – More time in-game meant more ad impressions and revenue
💡This UX-driven pivot didn’t just fix the problem—it transformed the game into a sustainable, revenue-generating experience while keeping players immersed and satisfied. 🚀
