Millions of players. One moment of trust.
Redesigning Playtika's fragmented payment experience into one unified system.
An in-game purchase widget used by millions, every month.
Playtika's monetization ecosystem relies on a payment widget — the in-game purchase experience used whenever a player buys coins, bundles, or special promotions. Millions of players touch this flow every month.
But the widget lived across multiple generations, each built for different platforms and needs. That fragmentation created inconsistent UX, technical instability, and design inefficiencies.
I led the end-to-end UX/UI design of the new Unified Payment Widget — research, flows, UI, prototyping, testing, and collaboration with Product, Payments, Engineering, and multiple studio teams.
The system wasn't broken. It was fragmented.
Each platform had a different layout, interaction model, and flow. The purchase process felt unpredictable between games and devices.
Three active widgets meant more engineering, more QA, slower iteration, and no unified A/B testing.
Players — especially the 50+ US audience — faced long loads, inconsistent navigation, and confusing error states.
A suboptimal payment flow directly impacts conversion, trust, and perceived value.
Four surfaces. Three widgets. One mess.
Playtika operates across multiple 3rd-party and proprietary payment surfaces: Web, Android APK, Apple DTC, and PWA. Over time, each business need produced a new widget version.
Stable but outdated. Landscape only. Slow loading.
Built for Webstore. Strong localization. Used by Wooga & Youda.
Modern UI, portrait + localization. Underperformed in tests, PWA-incompatible.
Aligning three pulls into one system.
- — Increase conversion rate
- — Reduce infrastructure & dev overhead
- — Enable faster A/B testing
- — Standardize purchase across the portfolio
- — Simple, fast, distraction-free flow
- — Readable for a 50+ US audience
- — Reduce confusion and cognitive load
- — Clear error recovery & payment choice
- — Works across all platforms & orientations
- — Minimize SDK updates
- — Loads significantly faster
- — Localization + studio customization
Three voices, one product.
"I want to complete a purchase quickly, with readable text and a simple layout."
"I want to customize the widget with game branding — without waiting on SDK updates."
"I want to A/B test UI variants without an engineering ticket."
Audit of every existing widget.
A detailed UI and flow audit across desktop, tablet, mobile landscape and mobile portrait. We mapped friction, inconsistencies, loading issues, and drop-off points.
Competitive and industry benchmark.
I studied social casino competitors, mainstream e-commerce flows, mobile payment standards, and web accessibility for aging audiences.
- — The most effective flows minimized steps
- — Payment methods were prioritized dynamically per region
- — Trust came from simplicity, not from decoration
User testing.
We tested old widgets, early wireframes, and form-entry prototypes — portrait vs landscape — with real players, including the 50+ US audience.
The principles we shipped.
Portrait-first improved performance.
Simplicity builds trust.
One flow beats flexible chaos.
The full purchase flow, mapped.
One widget. Every studio. Every currency.
What studios control.
All configured from the back-office — no SDK update, no engineering ticket.
Designed to evolve.
Three live experiments shipped with the widget — each measured on completion, speed, and drop-off.
Forced portrait vs adaptive orientation
completion · time · error · abandon
Payment method ordering by region & platform
selection rate · conversion uplift
Credit-card form: inline vs separate step
completion · speed · clarity
Every variant ships from the same component. Operators run experiments without engineering tickets — designed to evolve.
What changed at checkout.
What I would improve.
Invest earlier in shared tokens — visual debt compounds across studios.
Bring engineers into research from week one. Constraints sharpen design.
Treat the receipt screen as part of the product, not a goodbye.