Launch Website & Storefront
Joined in 2014 as a Visual Designer on the marketing team. Designed the official launch website, storefront assets, app icon, and high-converting marketing campaigns that achieved a CPI 40% lower than the industry average.
Launch Website UI
Designed a responsive desktop and mobile launch site featuring full-screen hero media and persistent, high-visibility CTAs.
Website UI/UX →
Content
Organized game updates, champion reveals, and live promotions using clear color-coded post classification and scannable grids.
Content Organization →
Storefront & Ad Performance
Designed and A/B tested diverse visual ad styles and App Store graphics, achieving a Cost per Install (CPI) 40% below industry average.
A/B Testing →Project Overview & Goals
Marvel Contest of Champions assembled the biggest names from the Marvel Universe for epic versus-fighting action. As the visual designer on Kabam's marketing creative team, my goal was to introduce prospective players to the game through cohesive web experiences, compelling storefront branding, and performance-tested advertising.
Performance Highlight
Through systematic multi-variant creative testing across video, static, and storefront assets, the launch campaign achieved a Cost per Install (CPI) 40% lower than the industry benchmark.
Designing the Launch Site
Working on the launch website required organizing and presenting a large volume of game lore, character reveals, and media updates. After gathering requirements from marketing and game design teams, I developed wireframes and created high-fidelity mockups for desktop and mobile viewports.
To support regular game updates and live promotions, I implemented full-screen hero imagery that prioritized key champion artwork. The call-to-action (CTA) button was styled as a persistent, high-contrast element that remained anchored regardless of viewport scaling.
Media promotion modules followed the same responsive visual hierarchy as the hero banner, ensuring consistent navigation and intuitive content discovery across screen sizes.
Content Organization & Category Design
Clicking into the "What's New" news hub connects players with full developer updates, patch notes, and community announcements. Because content spans three distinct categories (new releases, new characters, and special promotions), I introduced subtle color-coding to make post categories instantly identifiable.
During the design phase, an early exploration utilized multi-select category filters. However, user feedback revealed that filtering hid too much fresh content at first glance. The final design surfaced all recent updates in a chronological feed with color-coded tags for effortless scanning.
Storefront & Performance Ad Creative
In addition to web design, I created the App Store icon and storefront screenshot set. To determine which visual direction resonated most with prospective players, our team produced and tested a diverse spectrum of marketing creative variants.
We tested variations contrasting in-game action vs. cinematic character renders, 1v1 versus lineups vs. full team rosters, and varying dramatic lighting schemes:
Deploying performance data directly into our storefront curation guided players smoothly through the acquisition funnel, maximizing conversion rates and sustaining exceptional acquisition efficiency.