The first fashion-focused metaverse, Spaceverse

A New World of Self Expression

Project overview

Led the end-to-end creative direction for Spaceverse, a browser-native, immersive platform that merged fashion, gaming, and interactive storytelling. As the centerpiece of a three-product ecosystem (alongside Ablo.ai and Digital Collectibles), Spaceverse reimagined how users explore, wear, and shop fashion in real-time 3D environments.

As Creative Director, I led the complete product experience from concept to launch, balancing creative direction with system-level product thinking. My role included defining user flows, interaction logic, and component-based design systems while collaborating closely with UX, engineering, 3D, and product teams to ensure a unified, scalable experience. I prioritized both creative ambition and technical feasibility, aligning design strategy with business goals to deliver a cohesive product ecosystem.

  • Company

    Space Runners

  • Year

    Jan 2023 - July 2023

  • Role - Creative Director

    Creative Direction, Immersive Experience, Omni Channel Strategy, Cross Functional Partnership, Creative Concept, Creative Production

  • See Product at

    Spaceverse

The Market Opportunity 

The luxury fashion industry lacked engaging, scalable digital experiences that could drive long-term user engagement. Existing platforms remained static, leading to high customer acquisition costs (CAC) and low retention rates. With Millennials and Gen Z projected to account for 95% of future luxury spending, we saw an opportunity to redefine digital fashion experiences by introducing a fully immersive metaverse platform tailored to their digital-first behaviors and expectations.

Key Contributions

  • Behavior-Driven Motion Systems

    • Developed design strategies that integrate motion into core product logic, reducing cognitive load, enhancing user flow, and creating more intuitive user experiences.

  • System-Level Thinking

    • Created scalable, component-based design systems that support intuitive product flows, behavior-driven interactions, and rapid iteration across diverse brand contexts.

  • Data-Driven Product Strategy

    • Integrated real-time user feedback to optimize design decisions, improve user retention, and reduce onboarding friction.

  • End-to-End Product Leadership

    • Defined design principles, user journey maps, and interaction patterns that aligned product vision with creative direction, supporting seamless, immersive user experiences across digital platforms.

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[SR]Metaverse_Showroom_06232022.jpg

The Problem

Spacevere’s onboarding flow captures user intent and establishes early context, but that context is not carried into the open world. Without persistent cues or scaffolding, users lose momentum and clarity around what to do next, leading to drop-off or shallow engagement. The onboarding functions as an isolated island. Once completed, there is a sudden drop in structured interaction. Without UI or motion systems to bridge this gap, users may feel adrift in the broader Spaceverse.

Design Strategy

Modular, Scalable Design Systems

Developed a modular design framework that intergrates motion, product logic, and scalable component systems, supporting seamless user flows across luxury, streetwear, social, and gaming zones.

Scalable Systems for Diverse Experiences.

Created a scalable interaction framework that integrates product logic, user behavior, and real-time feedback, supporting multiple navigation styles without requiring complete redesigns.

Motion Integration Example

Modular motion patterns were designed as scalable interaction units to reduce friction, clarify transitions, and enhance behavioral consistency across diverse user flows. These micro-animations serve as reusable logic blocks embedded within the broader system architecture.

Flip

What it does

A quick UI toggle animation for elements like chat panels or emoji selectors.

Why it matters

Reduces decision latency in spatial UIs, adds interaction feedback.

Scalable Use

Reused in compact menus, filters, tooltips, or step-based walkthroughs.

Component-Based Interaction Frameworks

Developed a modular design framework that intergrates motion, product logic, and scalable component systems, supporting seamless user flows across luxury, streetwear, social, and gaming zones.

Real-Time Iteration and System Scalability

Built scalable, reusable design frameworks that reduced integration complexity for partner brands and accelerated product updates by providing re-usable assets with unique properties to adequately distinguish user goals.

Component-Based Interaction Frameworks - modular card component system

Spin

What it does

Rotates between items in wardrobe selection, offering a tangible selection experience.

Why it matters

Enhances perceived control and mirrors real-world interactions.

Scalable Use

Applicable to 3D asset browsers, product previews, and virtual room rotations.

Glide

What it does

Smooth lateral transition used to shift between maps or context states.

Why it matters

Builds spatial awareness and eases cognitive transitions.

Scalable Use

Ideal for modular onboarding flows, tab views, or nested environments.

Pop

What it does

A bounce effect that signals entry into a new category like Hair, Tops, Shoes.

Why it matters

Grabs attention and reinforces progression in gamified UIs.

Scalable Use

Works in any step-based flows, like progress checklists, modals, or reward cards.

Design System

This user journey map outlines the core spaces and interactive systems within Spaceverse, guiding users through various environments from onboarding to deep platform engagement.

Guides users through core spaces like Malls, Showrooms, and Runways, creating a seamless, intuitive experience from onboarding to brand interaction.

Key Spaces

  • Mall

    Multi-brand digital marketplace for fashion exploration and commerce.

  • Center Stage

    Social hub for live events and user gatherings.

  • Showroom

    Customizable brand spaces for storytelling and product exploration.

  • Resort

    Relaxation and social space for unwinding.

  • Fashion Runway

    Dynamic space for live digital fashion shows

  • Map

    Central hub for navigation and fast travel between spaces

  • NFT Museum

    Digital gallery for NFT curation and collection

Onboarding as a Product System

Personalized, Adaptive Learning Paths:

Developed an adaptive onboarding system that reduces friction, shortens time-to-first interaction, and improves early retention. Created personalized tutorials, real-time user guidance and dynamic task flows that adjust based on individual progress and interaction history.

Built reusable onboarding components that support rapid prototyping, reduce time-to-market for new features, and provide a consistent onboarding experience across diverse user segments.

Interactive Worldbuilding – User-Led Navigation Systems

Personalized Movement Systems:

Designed intuitive navigation systems that allow users to move through the metaverse based on real-time behavior and personalized triggers. This included:

  • Personalized Movement: Users navigate the environment using their own purchased digital assets, blending ownership with personalization.

  • Contextual Triggers: Movement is guided by spatial cues, real-time feedback, and adaptive interactions, creating frictionless transitions between spaces.

  • Flexible Navigation: Users can jump between key destinations via interactive world maps, supporting user autonomy while reinforcing architectural continuity.

Scalable Systems for Diverse Experiences:

Created a scalable interaction framework that integrates product logic, user behavior, and real-time feedback, supporting multiple navigation styles without requiring complete redesigns.

High-Fidelity, Browser-Optimized Design Visual Consistency for Immersive Experiences:

Created clean, high-fashion-inspired 3D spaces with strategic use of textures, light and contrast to support immersive, intuitive user experiences.

Gamified Engagement-Motivation and Retention Systems:

Layered Motivation Design: Integrated game-inspired engagement systems like treasure hunts, rewards and progression paths to increase user retention and repeat engagement. Focused on creating behavior-driven interactions that convert curiosity into meaningful user actions.

Personalized Challenges

Embedded brand-specific interactions and user-specific challenges to create personalized, high-value experiences that reinforce brand loyalty and long-term retention.

Visual Example of Avatars

Results & Business Impact

20K+ waitlist sign-ups and full sell-out of phygital sneaker collab with Balmain within 1 week, generating 10K+ user interactions in 48 hours.

  • 296K+ followers across platforms, building an active, recurring user base with high engagement rates.

  • Featured in ELLE, Vogue Business, and Hypebeast, recognized for transforming digital fashion into a deeply personal, expressive, and immersive experience.

  • Reduced onboarding friction, resulting in faster user adoption and increased retention across multiple platform surfaces.

  • Created a scalable, reusable experience framework that reduced time-to-market for new digital products and simplified integration for partner brands.

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