Gaming Marketplace Overhaul
IgroRay is one of Russia’s leading gaming marketplaces — 12 years on the market, over 12 million users, and 30M+ EUR in annual turnover.
The business was evolving fast, but its platform lagged behind: a dated UI, slow catalog navigation, and no modern engagement tools.
As a Product & UI/UX Designer, I led the redesign of IgroRay’s digital ecosystem — transforming it into a visually powerful, conversion-driven platform that united gaming aesthetics, data-driven UX, and scalable marketing architecture.
The redesign not only improved usability but also redefined IgroRay’s visual language — aligning it with the fast-paced, competitive nature of modern gaming culture.
Where It All Broke
The platform faced multiple pain points:
✦ Outdated interface and inconsistent UI.
✦ Poor discoverability — users couldn’t easily find new products.
✦ Weak SEO structure and stagnant conversions.
✦ No unified system between marketing, catalog, and user experience.
The goal was to build a modern, scalable e-commerce foundation that would:
✦ Strengthen user trust and retention.
✦ Improve SEO, discoverability, and funnel performance.
✦ Reflect IgroRay’s bold identity as a gaming leader.
Game Plan
To address these challenges, I restructured IgroRay’s experience from both UX and business architecture sides — ensuring every design decision aligned with growth metrics.
✦ Analytics & Research — mapped user journeys and sales funnels to identify friction points in navigation and checkout.
✦ SEO & Content Architecture — reorganized product taxonomy and implemented data-driven content strategy for organic growth.
✦ Design System Creation — built a scalable, modular UI library optimized for marketing campaigns and cross-platform use.
✦ Cross-functional Collaboration — worked closely with marketing, SEO, and development teams to unify all digital touchpoints.
✦ Gamification & Engagement — integrated interactive mechanics like “Wheel of Fortune” and referral features to drive repeat visits.
From Chaos to Control
Main Page Redesign
Introduced unified “story” blocks for dynamic promotions.
Each version was A/B tested and iterated to increase click-through rate and engagement.
Product Card Optimization
Redesigned product cards to improve hierarchy and visual rhythm while reducing cognitive load.
Gamification & Viral Mechanics
Added playful elements like “Wheel of Fortune” and cross-selling mini-games — boosting repeat visits and organic traffic through shareable rewards.
Cross-Platform Adaptation
Created a seamless mobile experience — optimized filters, search, and cart interactions across iOS and Android.
Smart Search & Behavior Analysis
Introduced “Search History” and predictive suggestions after identifying repeat queries from behavioral analytics and webinars.
SEO & Analytics Refactor
Rebuilt SEO and content structure — improving site speed, discoverability, and conversions from organic traffic.
Digital Marketing Framework
Defined a scalable e-commerce marketing structure — connecting SEO, CRM, and design into a single growth engine.
Level Up: Results
The redesign transformed IgroRay into a systemic, scalable, and visually distinct e-commerce platform.
✦ Organic traffic grew 2.6×
✦ Conversion rate improved 3×
✦ Total revenue increased 4.1×
✦ SEO visibility outperformed competitors by 5×
Beyond metrics, the project established a complete digital marketing ecosystem — strengthening brand recognition and ensuring long-term growth stability.
“The goal wasn’t just to make it functional — it had to feel alive.
Every motion, every highlight, every interaction reflected the spirit of gaming.”