Gama Pass
Bringing fragmented accounts across multiple Gamania brands into one unified system — from complex account logic and legacy-user migration to security and user communication — building account infrastructure that supports 2.74M users.
Highlight 01
Untangling Complex Cross-BU Account Scenarios
Independently mapped the full range of scenarios across three sign-up methods and interconnected account states, creating a shared foundation for team alignment within two days. The resulting sign-up flow achieved a 79.40% completion rate.
Navigating Interconnected Account Scenarios
The cross-BU account system supports three entry methods — phone number, email, and third-party services. With new and existing users, duplicate registrations, and legacy login methods across business units, the possible scenarios went far beyond a typical single-product account flow. Our team wanted to connect sign-up, login, and account migration so existing users would not hit a dead end simply because they entered through sign-up instead of login.
Building Account Logic Without Missing Edge Cases
To explore how different account flows could be connected, I first mapped out account states, decision points, and edge cases by hand, then translated them into formal flowcharts the team could align around. Through this process, I identified an opportunity to move the account-state check earlier — right after users entered their account information. Based on the result, users could then be directed to the appropriate login, sign-up, or account migration flow, reducing friction caused by entering through the wrong path. I ultimately developed three core flowcharts covering sign-up & login, verification codes, and account migration, establishing the foundational logic for Gama Pass. I later applied the same approach to features such as Passkey and began incorporating AI tools to accelerate scenario exploration and edge-case checks. Over time, this became a standard part of how I approach complex product flows.
Extending Flow Integrity into Account Security
Once the account logic was established, the design considerations expanded into user privacy and information security. For example, users can choose to show or hide their phone number and email address, reducing the risk of exposing personal information on public or shared devices. The related account security mechanisms also passed ISO 27001 certification.
Highlight 02
Driving Passkey Adoption End to End
Led the end-to-end design of Passkey adoption, from implementation planning and communication strategy to a four-stage promotion mechanism. 1,851 users adopted Passkey within the first month of launch.
When Better Security Comes with a Learning Curve
With Gamania’s roots in gaming, account security is a critical concern. Passkey offers stronger protection than passwords and is more resistant to account theft, while also helping reduce the cost of OTP messages — creating tangible benefits for both users and the platform. But for most users, Passkey was an unfamiliar concept. How we introduced it would determine whether users understood its value or were put off by the technical terminology.
Value First, Technology Second
Instead of explaining the technology first, the onboarding experience focused on benefits users could immediately understand: “Faster and easier sign-in” and “No password to remember.” We then connected Passkey to familiar interactions — Face ID, fingerprint, or device PIN — helping users understand what it meant in practice without needing to understand the underlying technology.
Turn Promotion into Part of the User Journey
To improve account security, the goal was not simply to make Passkey available, but to help users actually replace password-based sign-in with it. The promotion flow responded to each user’s current account state. During sign-in, users without a Passkey were prompted to set one up, while users who already had one but had not enabled it as their preferred sign-in method were guided to do so. Users could also set up Passkey directly from the member center. After setup, they were similarly prompted to enable it as their preferred method — preventing Passkey from becoming something users had configured but never actually used.
Adoption Beyond Setup
Monthly Passkey usage grew from 1,068 to 3,044 users. During the same period, the launch of Gama Play increased overall platform traffic, with Passkey usage rising alongside it. Rather than attributing the growth to Passkey alone, this suggests that as more high-frequency gaming users entered the account ecosystem, there was real demand for a secure and convenient sign-in method. Passkey gradually moved from being a newly introduced feature into users’ actual sign-in behavior.
Highlight 03
Reframing the Website Around a New Business Direction
As Gama Pass shifted from an internal account platform toward data integration and advertising, I led the redesign of the website’s information architecture and user journey — transforming it from a compliance-driven product page into a key touchpoint for building user trust.
Giving the Website a New Role
The Gama Pass website was originally created primarily to meet Google sign-in review requirements. With limited content, it functioned more as a technical compliance page than a meaningful product touchpoint. As the group expanded its focus toward data integration and advertising, the website needed to take on a more strategic role — building trust between users and the broader ecosystem of Gamania services.
Leading with the Ecosystem, Not the Account
Gama Pass derives its value from the services it connects. Creating an account on its own offers little practical value; users currently experience Gama Pass through services across the Gamania ecosystem. This meant the website couldn’t treat “Sign up for Gama Pass” as its primary proposition. It first needed to answer: “What can I do with this account?” That shifted the design focus from explaining account features to showing users where a single account could take them — using the value of those services to create a reason to sign up.
Turning That Value into Clear User Paths
Based on this insight, I restructured the website’s information hierarchy and action paths around two distinct user states. For users without a Gama Pass account, the journey begins by showing the value of accessing multiple services with a single account, then builds trust through security and international certifications, before directing users to sign up through participating services. For existing users, the website keeps a direct path to the member center. Rather than pushing everyone toward the same CTA, the redesigned journey gives each user the shortest path to the next step that actually matters to them.
Other Contributions
Cross-Service Marketing Consent · B2B2C Infrastructure
Designed a shared marketing consent flow across business units, establishing the foundation for B2B2C partnerships.
Account Deletion Flow
Designed a progressive disclosure flow that balances regulatory compliance with user clarity and reassurance.
Results
- Cumulative users
- 2.74M
- Sign-up completion rate
- 79.40%
- Migration completion rate
- 88.85%
- Passkey adopters in the first month
- 1,851
Gama Pass reached 2M users by the end of its launch year, with 80.1% coming from migrated legacy accounts — showing that a smooth transition into the new account system was critical to building early scale. Passkey also saw 1,851 adopters in its first month, indicating real demand for a more secure sign-in method.
Retrospective
Legacy Systems
Rebuilding a legacy system goes beyond design. It also means dealing with historical constraints, data ownership, and helping users understand why the change is necessary.
Cross-BU Collaboration
The platform direction comes first, while leaving room to assess individual needs. Shared requirements should shape the platform; isolated exceptions should first be evaluated for alternative solutions. What makes cross-BU collaboration difficult is often not technical feasibility, but ownership, responsibilities, and organizational feasibility.
Balancing Trade-offs
There is no single right answer when goals conflict — such as security versus a smoother experience. The designer’s role is to find the most appropriate balance for the current context, while continuing to reassess that balance as the product evolves.