Consolidating six standalone games into one platform — building the design system underneath it, and the screens on top.
When I joined the SuperApp initiative, Zupee was running six standalone real-money games — Ludo Supreme Gold, Ludo Ninja, Ludo Turbo, Snakes & Ladders, Choco Crush and Trump Cards. Each game lived in its own app, with its own identity, its own onboarding and its own engineering overhead.
Every new game meant a new app. Every new app meant paying again to acquire users we already had. Engineering was duplicating the same features across six codebases, and without a unified brand there was nothing holding any of it together.
The cost of staying fragmented was compounding.
Every app shared the exact same shell — sign-up, onboarding, lobby, payments, help & support — rebuilt and maintained across six separate codebases. Only the game changed: each had its own branding, board art and rules. That duplication is what made staying fragmented so expensive.
The brief was essentially "build a SuperApp" — so we shaped the how as a team, while the brand was still being defined and millions of active users depended on the apps we were about to replace.
The destination was set; the route was ours to design. We defined the milestones and shaped the work as we went.
Brand guidelines kept slipping. We needed a way to keep designing and shipping without waiting for the final identity.
Marketing branding doesn't automatically translate to screens. The system had to bridge brand intent and real product UI.
Millions of users across six apps had to move into one — without disrupting their experience or their wallet balance.
Rather than building a new app from scratch, we transformed our most popular, revenue-generating game — Ludo Supreme Gold — into the flagship SuperApp. That kept existing engagement intact while we brought all six games under one roof, phased across five internal milestones.
Pure engineering release with no UI — validating that the underlying platform could carry the consolidation.
Kept the Ludo Supreme UI but rebuilt the structure for the SuperApp — introduced the Zupee brand, and folded Ludo Ninja and Ludo Turbo into the app as "Ludo Supreme, powered by Zupee."
An engineering release — the platform built out from the locked-down designs, in parallel.
A second engineering release, extending the platform toward the final delivery.
The complete design system and the shipped SuperApp — all six games unified under one branded experience.
We introduced the Zupee brand on the flagship Ludo Supreme app and folded in two more Ludo games — Ninja and Turbo — as a pilot for the SuperApp, keeping the look close to the original so existing players never felt lost.
With brand guidelines still in flux, waiting wasn't an option. We designed the entire app in a deliberate black-and-white scheme — locking down layout, hierarchy and interaction so engineering could build in parallel, and the full styling layer (colour, type, illustration, brand) could be applied later without rework.
No brand yet — the constraint forced the structure to be right first.
When the brand landed, the direction was clear: a delightful yellow universe anchored by a bold statement purple — with type, illustration and motion carrying the energy and play. My job was translating that whole identity into a system the product could actually use.
A SuperApp is only as fast as the system underneath it. I led Zupee's design system from the ground up — the foundations, components, icons and governance that let one team design and ship across six games without drifting out of sync.
Colour and type as shared styles, with a consistent scale for spacing, radius and elevation — one source of truth.
Buttons, cards, game tiles, table rows, wallet modules, navigation — flexible components with variants and states, so new screens were assembled, not redrawn.
A consistent icon library spanning navigation, game formats, wallet and system states — one visual voice across every surface.
Building the system was the easy half. I maintained it, documented usage, and made it adoptable so the whole team shipped from the same library — consistently, at speed.
With the styles and scale in place, applying the new brand was the easy part. The exploration was judgment: how much colour, how much game art, how much energy before the lobby stopped feeling usable. We tested variations of the same screen against the new identity.
Six months of iteration, brand alignment and cross-team collaboration — landing as one fully branded platform: onboarding, a unified games lobby, live game tables and a consolidated wallet, all built from the system.
The SuperApp gave Zupee one platform to grow on instead of six to maintain — one app, one brand, built from one system.
The best calls happened because we started shaping the SuperApp ourselves, instead of waiting for a detailed spec.
Designing in black and white first forced the structure to be right, and made the brand layer a swap — not a rebuild.
Every choice carries weight when millions of users are on the other side of it. The system existed to protect that.
The library was the easy part. Making it usable by everyone, every day, was the real work.