Driving GameStop’s Digital Evolution
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.
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.
+57%
Digital sales grew +57% YoY in 2011, driven by PC downloads, Kongregate, and console services.
40%
Digital receipts grew ~40% in 2012, reflecting successful store-to-
60%
In 2013, 60%+ of customers visited web/mobile before a purchase; each $1 online influenced ~$10 in-store—clear cross-channel impact.
10M
Acquisition brought a community of ~10M monthly players spending ~23M hours/month, expanding discovery for free-to-play titles.
10M+
In-store DLC program expanded from a 2010 pilot (35 stores, 5 SKUs) to 4,500 stores and 1,800 products by 2012, with 10+ million DLC units sold.
40%+
PowerUp Rewards membership climbed from 15.9M (Jan 2012) to 22.3M (Feb 2013)—a +40% increase, including 7.9M paid members (~35%).
