Summon started as Game7's community engagement vendor and became the in-house user acquisition engine after acquiring the product and team 6 months into the relationship. The platform guided gamers through daily quests, leveling systems, and reward mechanics—serving as the primary audience layer for the entire ecosystem.

My role evolved from external stakeholder advocating for our 200K+ community's needs to internal design lead overseeing product design for both Game7's operations and external clients.

Leading design ops with one-third of the design team, the focus shifted from basic functionality to building an immersive gamified experience. Transformed the UI with dynamic animations, engaging quest flows, and reward mechanics that integrated with airdrop distribution, staking functionality, and avatar systems. This wasn't traditional product design—it was Live Ops, providing ongoing design oversight to Summon's product team while ensuring quality for both internal operations and external business development.

The platform needed to serve dual purposes: drive Game7's growth from 4K to 250K monthly active users while becoming a white-labeled tool for external clients like zkSync and dozens of Web3 game studios. Post-acquisition, responsibilities expanded to recruiting UI/UX designers and researchers, conducting culture-fit interviews for engineers, and supporting design implementations for external vendors. The challenge was maintaining Game7's quality standards while building a scalable, flexible platform that worked across diverse Web3 gaming communities.