Overview
ThinkingData is a global gaming analytics company offering data platforms for actionable player insights.
In Spring 2022, I joined as the Lead Product Designer to build the LiveOps Platform from the ground up (0-to-1).
Problem and opportunity
The problem
Before LiveOps, ThinkingData acted like a doctor who could perfectly diagnose an illness but could not prescribe medication. Gaming studios used our dashboards to identify player churn or funnel drop-offs, but they had no integrated way to act on these insights. They had to execute their strategies outside our platform, breaking the operational loop.
The opportunity
To close this gap, we envisioned a unified LiveOps Platform that connects insight and execution. By bringing discovery, action, and performance review into a single workflow, teams could respond to issues faster and operate entirely within ThinkingData.
User research
To understand how operations teams worked, I conducted a series of video and in-person interviews with producers, live-ops managers, and data analysts. This helped us map out the complete operational workflow and identify collaboration patterns across roles.
Client-side users primarily include key roles such as Producers, Lead Planners, Event Planners, Operations Leads, LiveOps Specialists, and Data Analysts, who collaborate around the operations module to form a closed-loop workflow.
Design goals
Based on the insights, I set clear design goals for the new LiveOps Platform.
Unify Workflow
Enable teams to create, schedule, and manage LiveOps campaigns directly within ThinkingData.
Faster, Simpler Workflows
Reduce unnecessary steps and shorten operational time by consolidating fragmented processes.
Data-Driven Decision Making
Provide clear, actionable performance data to help teams confidently choose their next operational strategy.
Streamlined Cross-Role Collaboration
Support smooth workflows across operators, managers, and analysts throughout each campaign.
Solution
I designed an end-to-end workflow enabling users to go from insight -> execution -> evaluation seamlessly.
Integrated campaign builder
Users can now create and manage operations directly in the platform.
Advanced audience segmentation
Segmentation integrates ThinkingData’s behavioral analytics capabilities.
Real-time performance visualization
Provide clear, real-time visibility into campaign performance, from delivery to conversion.
Outcome
Within six months of launch, the LiveOps Platform was adopted by more than 30 game studios and quickly became ThinkingData’s second major revenue driver. The unified workflow helped teams act faster and iterate more confidently.
Reflection
Innovation within constraints
Designing a 0-to-1 product inside a mature ecosystem is a balancing act. As a new joiner, I had to fast-track my understanding of the domain. This ability to learn quickly helped me decode the existing product architecture and user habits, ensuring the new platform felt like a natural evolution, not a disruption.
Business logic as a design tool
This project proved that deep domain knowledge is a designer’s strongest asset. Understanding the “why” behind the business logic allowed me to drive smoother cross-team alignment and reduce the risk of rework, leading to a successful, on-time delivery.