Socialise your customers that powers
A plug-and-play social engine for global brands. Drive engagement, collect data and grow revenues — directly inside your app.
The "Play and Leave"
Problem
Most apps suffer from "transactional" relationships. Users buy or play, then leave. To talk about it, they head to Reddit, Discord, or Instagram.
In gaming, users felt zero sense of belonging—they'd take the bonus and disappear. We needed to create a seamless, native social experience that keeps users inside the app, building trust and engagement where it matters most.
The Gaming Industry
We started where communities are most demanding. Gamers expect high performance, real-time interaction, and deep gamification. Success in Canada led to EU, Australia, and Africa.
Betway
We successfully launched a social layer on Betway, one of the biggest sportsbooks with millions of users. It featured search, a personalized feed, clips, a social bar, user interaction, and social profiles.
Games Global
As pioneers in online gaming socialization, we deeply studied player behavior. We found that social profiles, group chats, and comments on online gaming were the best fit for these users.
Scaling to Global Brands
Following success in Gaming, we investigated scaling our social engine into enterprise retail and sports, analyzing requirements for potential partners like IKEA, Lindex and MotoGP.
Analyzing expansion potential
Product-Wide White-Label Strategy
Collaborating with developers and architects, We defined a scalable design system using semantic tokens. This strategic framework allowed the entire product ecosystem to adapt to diverse brand identities.
Industry-Agnostic User Research
I led the UX research phase, conducting in-depth interviews with potential enterprise customers to solve real-world needs. This ensured our modular features added value across different industries before any technical commitment.
Sales Alignment & AI Prototyping
Worked closely with Sales and Product leadership to create high-stakes presentation strategies. I developed AI-powered personalized prototypes to visualize the product's value within each brand's ecosystem, facilitating key stakeholder meetings.
Proving the Value of Socializing
Behavioral Shifts
- App stickiness significantly improved
- Organic bet sharing surged
- Users sharing codes in our comment section (replacing WhatsApp)
Engineering Alignment
“Shiva, a massive thank you for pushing our company’s UX maturity to a new level. Your vision didn’t just help the users; it improves how we build products as a whole.”
— Q, Derivco's CTO
betway
Partner Validation
“The integrated social commenting and tailored feeds perfectly align with our engagement strategy, keeping players deeply immersed in the ecosystem without needing external channels.”
— Head of Social Product
Adaptive & Scaling Foundations
Scaling Keep.social across diverse brands like IKEA and Lindex taught me how to build agnostic frameworks. This mirrors the complexity of Spotify's partner platforms—designing unified systems that thrive in external ecosystem integrations.
AI-Driven Design Velocity
To move at the speed of a high-growth product, I integrated AI-assisted tools directly into my workflow. This significantly reduced validation cycles, allowing for rapid front-end prototyping and quicker iteration on emerging interaction models.
Ecosystem Thinking
This project matured my ability to act as the bridge between global engineering teams and regional partner needs. I've evolved from a standalone app designer into a strategist who handles the friction of partnerSurface integrations.