Leading High-Impact Games Sales
I led the design and execution of five major games sales, navigating last-minute leadership pivots and multi-surface improvements.
These efforts delivered a 107% sales lift and acquired 227,399 new subscribers, surpassing targets by 52%.
These efforts delivered a 107% sales lift and acquired 227,399 new subscribers, surpassing targets by 52%.
Role: Product Designer
Skills: Interaction Design, Content Design, Communication
Timing: April - October 2025
Skills: Interaction Design, Content Design, Communication
Timing: April - October 2025
Problem
We started the year with an ambitious sale strategy to have multiple, short sales in order to increase starts and minimize sale blindness.
NYT Games Sales require rapid execution across multiple conversion surfaces while managing frequent, last-minute strategy shifts from leadership.
April Games Sale designs
Iteration
After a sale kickoff meeting with key stakeholders, I identified design opportunities including copy and imagery updates, hierarchy improvements, and integration of new features such as express payment, NYT Family Plan, and new NYT Games.
I led frequent alignment conversations between Marketing, Writing, and Project Management. I also presented refined product design surfaces in stakeholder presentations product for signoff from Marketing and Growth executives.
Examples of Games Sale improvements
Solution
I provided design solutions that incorporated key offer expressions, refreshed copy, new Games products and subscription features.
Some updates include:
- Refining landing page and paywall designs to accomodate new offer expressions
- Leading internationalization and simplification of Paywalls with express payment options
- Coordinating with The Games and Marketing team on urgency colors that avoid Games Product colors and reduce sale blindness
October Games Sale designs
Impact
The October Games Sale achieved 107% lift in sales compared to the baseline and gained 227,399 new subscribers, beating the goal by 52%.
I also developed a system for file organization for a clean and transparent handoff process with sale engineers. A few weeks after the October Sale, I onboarded the Games Mission team to the sale design process.
Each sale provided new opportunites to iterate with data-driven insights, effectively communicate design recommendations to stakeholders, and strengthen design leadership and influence.
