Web3 · Product ecosystem & storytelling
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- ROLE
- Lead UX/UI Designer · RoofStacks
- SCOPE
- Back Office & Brand Office, Mobile redesign, Design system, Web storytelling
- PLATFORMS
- Web, Mobile, Back office
- YEAR
- 2023–2025
- RECOGNITION
- Altın Örümcek · Web Excellence 2024
PROJECT OVERVIEW
Making a complex ecosystem understandable.
I led the design of brand and operational tools, transformed the mobile visual language, and directed a story-led website around time travel and four audience journeys.
THE STARTING POINT
Starting with the tools behind the campaigns.
I began with Back Office and Brand Office: tools that enabled companies to create campaigns and distribute rewards to people through the mobile metaverse experience. The work grew into a connected ecosystem of brand operations, a redesigned mobile app and a website organized around Play, Publish, Create and Invest.
Ugur Anlak
@uguranlak
44Level%99
499/500 XP
Energy2/10
59:32
MOBILE APP
Three eras, one connected experience.
I led the mobile UI design, shaping the visual language and navigation around Time Traveler. I worked with the content team’s 3D designers and art directors to integrate their worlds and assets across the three eras, with the future era reserved for expansion.
PARTICIPATION & PROGRESSION
Connecting exploration, play, and progress.
I designed the flows connecting quests, AR collecting, and events with inventory, crafting, and profile progression. Working across these touchpoints, I shaped how users moved from taking part to managing what they collected and earned.
Keeping the experience connected.
The content team’s 3D designers and art directors created GoPacks and other inventory assets. Our UI team drew interface icons and profile equipment placeholders, integrating the supplied assets into the mobile experience.
Quests, collecting, and crafting.
I connected material collection and quest completion with inventory and crafting, bringing the progression loop into the mobile experience.
Events across worlds.
I designed the paths into historical destinations and brand events, where AR collecting and leaderboards supported participation and competition.
WEBSITE
An ecosystem introduced through time travel.
The website’s opening story centred on travelling between past, present and future. The concept placed the GoArt symbol at the centre of an interactive 3D sequence, with an avatar approaching a time gate and entering the experience.
I defined the stories for each section and coordinated character direction, animation and movement through time. Our team owned the design, while an external agency developed the website using Three.js and WebGL.
FOUR WAYS IN
Four paths into GoArt Worlds.
The website organised the ecosystem around four routes: Play, Publish, Create and Invest. These introduced gameplay, brand campaigns, creator tools and digital-asset journeys through distinct stories connected by one product language.
Play, Publish, Create and Invest.
BACK OFFICE & BRAND OFFICE
Designing the tools behind the experience.
My work began with Back Office and Brand Office: the tools companies used to create campaigns and distribute rewards through the mobile experience.
I led the design of the operational flows connecting brand activity with the experience in the app. The broader scope also included KYC and wallet flows, extending the shared product language into the supporting tools.
TEAM & RECOGNITION
A shared effort across disciplines.
I worked with Berkay Boz and Tayfun Holin on design, alongside the product, art and animation teams. An external agency handled website development.
The GoArt Worlds website won both Technology Category First Place and People’s Favorite First Place at the 22nd Altın Örümcek Awards. It also received the Award for Creativity at the 2024 Web Excellence Awards. These recognitions reflect the combined work of design, product, art, animation and development.
OUTCOME
A shared language across the ecosystem.
WHAT I DELIVERED
- 01Design-system foundation
- 02Back Office & Brand Office foundations
- 03Mobile app style and most of its screens
- 04Website concept & section stories
- 05Design team leadership
Design takeaway
In a world this broad, every audience needs its own door, and every door has to open onto the same place.
NEXT CONVERSATION
Let’s work
together.
Open to freelance, contract and full-time work.
