Rebuilding the Overwolf App Store into an acquisition channel

The App Store served people who already knew Overwolf, but it wasn't attracting new users. I redesigned both sides of the marketplace, including discovery for gamers and listing tools for developers, increasing organic search share by 15 points and first-visit download CTR by 8, without weakening the desktop funnel.

Organic Search Share

+15pp

Organic share of app-page sessions

Mobile Bounce Rate

−20pp

Users leaving on mobile

Users leaving on mobile

First-Visit Download CTR

+8pp

First-time visitors clicking download

Project Snapshot

TIMELINE

October–December 2024

ROLE

Lead Product Designer (end-to-end individual contributor)

TEAM

PM, 2 Engineers, Developer Relations

PLATFORM

Web (desktop & mobile)

USERS

PC gamers, App developers

Details available on request

Please contact me to get the passcode

Other work .

2024-2025 · B2B · Web (desktop & mobile), Client (desktop) · 0 → 1

A Design System foundation that merged three product design languages into one shared vocabulary

2024-2025 · B2B · Web (desktop & mobile), Client (desktop) · 0 → 1

A Design System foundation that merged three product design languages into one shared vocabulary

2023 · B2C · Web (desktop & mobile), Client widget · 1 → 2

A Support Portal redesign that lifted self-service +19pp and cut tickets 23%

2023 · B2C · Web (desktop & mobile), Client widget · 1 → 2

A Support Portal redesign that lifted self-service +19pp and cut tickets 23%

Let’s collaborate

Senior, Lead, or Founding Designer roles.

Complex B2B preferred. AI-augmented teams welcome.

On-site or hybrid. Israel-based.

Let’s collaborate

Senior, Lead, or Founding Designer roles.

Complex B2B preferred. AI-augmented teams welcome.

On-site or hybrid. Israel-based.