George Arashi Witham

We needed to convert players who had never purchased off-platform. The company already had links that sent players straight to checkout with a pre-selected product, but other games had launched it with limited success. The real challenge wasn't tech - it was packaging, positioning, and trust.

• Repackaged a technical feature with unique positioning and branding
• Built a clearer reason to try off-platform purchasing
• Reduced mental and practical friction from offer → checkout
• Designed offer logic to protect the wider DTC value ladder
• Used segmentation to target players most likely to shift
• Tested creative, pricing, and presentation
• Positioned the mechanic as a natural extension of the purchase journey

• ▸The company's strongest DTC FTD conversion results
• ▸Clear sustained uplift in first-time off-platform payers
• ▸Reactivated dormant DTC players
• ▸Strong follow-on behaviour after first campaign
• ▸Created a scalable DTC acquisition & reactivation playbook

The existing Rate Us flow had unclear messaging, weak reentry logic, and major drop-off before the store redirect.

• Updated entry restrictions
• Replaced permanent exclusions with timed reentry rules
• Added cooldown logic to protect UX
• Clarified the "rate us" expectation from screen one
• Simplified emotional framing with clearer choices
• Merged reward step with the review redirect
• Rewrote CTAs and split positive/negative paths

• ▸Increased review volume while holding rating quality
• ▸Reopened the flow to previously excluded users
• ▸Created a healthier reentry cycle
• ▸Reduced drop-off before store redirect
• ▸Turned a simple touchpoint into an app-store performance lever

Komorebi Institute needed a more sustainable way to drive sales without relying only on paid acquisition or seasonal offers. The business already had a strong library of blog content, but it was underused as a commercial asset.

• Turned the existing blog library into a structured lifecycle journey
• Weekly bite-sized educational emails adapted from blogs
• Built trust before selling
• Tracked engagement and intent
• Matched future offers to content topics users engaged with
• Progressed users through a value ladder vs. repeating one offer

• ▸Turned existing content into a repeatable nurture-to-sale engine
• ▸Increased the value of SEO content beyond organic traffic
• ▸Warmer leads through useful educational touchpoints
• ▸Built goodwill before asking for the sale
• ▸Generated sales without relying purely on paid media or discounts

A people-heavy support op was hitting its scaling ceiling. Ticket volume was rising, but solving it only by hiring would balloon cost, complexity, and onboarding load.

• Reframed it from a staffing issue to a "shovel" issue
• Identified the bottleneck between issue and resolution
• Overhauled the internal knowledge base
• Improved navigation, readability, and searchability
• Restructured content around real customer issues and agent workflows
• Standardized answers to common issues
• Worked closely with the Learning department to ensure alignment

• ▸Increased capacity without relying only on more hires
• ▸More tickets resolved per agent
• ▸Less time searching for answers
• ▸Better consistency and quality of responses
• ▸Easier onboarding for new team members
• ▸A more scalable support operation