YIELD GUILD GAMES

Close-up of a smartphone with an orange frame on a dark reflective surface, displaying a gaming app called YGG Play with a leaderboard, game start date, and timer, against a dark background with textured lighting.

As Head of Design & Product, I led the team that defined, designed, and delivered YGG Play, a 0-to-1 product for Web3 gaming and game token launches, generating nearly $10M in revenue in its first 9 months.

$9.6M+

Revenue Generated

1.25M

Quests Completed

10,000

Lifetime Platform Users

4

People Hired + Onboarded

5

Months from Concept to Launch

My Approach

YGG had grown through community and crypto-native channels. The next phase required a product surface that could onboard mainstream players without alienating the existing base or oversimplifying the underlying token mechanics. I built the team from the ground up and established the operating systems that let us move fast without losing alignment.

BUILDING THE TEAM

I sourced, interviewed, hired, and trained the design and product team from scratch, then established the roadmap structure and weekly cadence that let us move quickly without losing sight of each other.

Operationalizing Product & Design

I built the systems that let the team move fast: a clear roadmap structure, weekly sprint and review cadences, and a design workflow that kept engineering, marketing, and partner teams in sync without slowing anyone down.

WHAT I DELIVERED

A laptop on a wooden desk displaying a gaming website called YGG Play, with leaderboard and character icons.

TOKEN LAUNCHPAD PLATFORM

The core product: a 0-to-1 platform for launching and trading game tokens, built to onboard mainstream players without alienating YGG's existing crypto-native community.

A laptop on a wooden table displaying a cryptocurrency or gaming app interface in a dimly lit room.

PERSONALIZED UX FLOWS

Onboarding, quest completion, staking, and token claim flows designed around two very different user types at once, casual players new to Web3 and power users who expected full visibility into token mechanics.

A computer monitor on a desk displaying a webpage related to a digital token project, with a dark background surrounding the screen, a keyboard, and a mouse.

On-Time Launch

Delivered YGG Play from concept to live production in 5 months, then generated nearly $10M in revenue in the 9 months since. On schedule delivery despite building the team and the product simultaneously.

User Research Practice

I established the team's research muscle from scratch, running community feedback loops via Discord and livestream Q&As to ground every design decision in how mainstream and crypto-native players actually behaved.

Poster titled 'Kai, the Quest-First Grinder' with a picture of a young man with dark hair wearing gaming headphones, smiling and looking at a phone. The poster lists motivations, goals, and frustrations related to gaming, including earning tokens, discovering new games, climbing leaderboards, and connecting with players. It has icons indicating age 18-27, Filipino nationality, and weekly user, with tags for gamer and 10-50 quests.
A presentation slide titled "Mika, the Investor-Gamer Power User" with a photo of a woman at a computer, listing motivations, goals, frustrations, and demographic details.