In-Editor Digital Goods Economy

Turning a creative tool into the platform's primary commerce channel.

RoleDesign Lead, Hands-on

Timeline2025

PlatformMobile + VR

ScopeCross-org systems integration

Team6 designers, 2 product orgs

Context

Avatars live across social apps used by billions (messaging, stories, profiles) and a dedicated metaverse platform on mobile and VR. The avatar editor is where users style their digital identity — the "wardrobe" connecting social expression to immersive experiences.

Challenge

Users actively styling avatars — high intent, high engagement — but couldn't buy where they create
Independent 3D creators making digital goods — but selling in a separate store users rarely visit
Two product orgs (Avatars + Economy) with separate roadmaps, no shared UX vision

My role

Led the economy integration workstream hands-on — owning how digital goods live inside the editor and keeping the adjacent flows (checkout, rewards, inventory, wishlists) coherent as one system across two product orgs.

Set integration strategy across the full avatar ecosystem
Led a week-long design sprint with 6 designers from both teams
Scoped milestones: Foundation → 3P Creator Launch → Full Integration
Spotted a strategic gap → conceptualised creator marketing tools for social
Ran the recurring cross-team alignment sessions that kept it on track

Animated product-detail screen inside the in-editor commerce flow — a neon sneaker rotating in 3D, with similar-items rail and 200-token purchase action

Impact

Editor became dominant surface for creator revenue (majority of all 3P sales).

Exceeded joint annual revenue target between both product teams.

Thousands of creator items reaching users at moment of highest purchase intent.

AI Editor users spent significantly more — proving AI as monetization lever.

Systems Design Cross-Org Leadership Design Sprints Commerce UX Strategic Scoping Workshop Facilitation Stakeholder Alignment