OPA - Family Card
Party Game
OPA! was already a live game when I joined Beach Bum, but its visual language had evolved without a consistent system across the core game, features, events and monetization.
My role went beyond evolving the look of the product. I led the art team while establishing a new UI direction, design system and UX process, and reshaping how Art worked with Product and Development.
The Challenge
The visual language no longer reflected the direction of the product and had become inconsistent across
the player experience. Core UI, features, LiveOps and monetization had evolved over time without a shared system, making it increasingly difficult to maintain a cohesive experience as the game continued to grow.
The challenge went beyond a visual refresh. OPA! was an active live product with ongoing releases, so the new direction had to be introduced gradually, working within existing production and development pipelines while building a stronger foundation for future features, content and LiveOps.
Evolving the Product
The work started with defining a more contemporary visual direction for OPA!, rethinking the interface, hierarchy and overall look and feel across the product.
Together with a Senior UI/UX Designer on my team, I led the evolution of the interface and established how the new direction would translate across different parts of the game. Rather than redesigning the product all at once, new UI elements and layouts were introduced progressively as features, releases and LiveOps moved forward.
Before
Main Lobby
Store
Side Menu
Building a System That Could Scale
Alongside the new UI direction, I led the development of a design system and guidelines that defined the core principles and reusable components behind the evolving product, from buttons, navigation and UI elements to shared visual treatments and layout structures.
This gave the team a consistent foundation for building new features and ongoing content. Instead of redefining the visual approach for every release, we could work from shared principles and reusable assets, making production more efficient while allowing the system to grow with the product.
Core UI Components
A Scalable Popup System
The same system thinking extended into a flexible popup framework, designed to support a wide range
of functional needs while maintaining a consistent structure and hierarchy across the game.
Shared layouts, headers, CTA patterns and content areas could adapt across settings, confirmations, social flows, warnings, rewards and feature-specific moments, giving the team a reusable foundation rather than designing each popup from scratch.
A Framework for Live Monetization
Monetization was a major part of OPA!’s ongoing LiveOps, requiring a system that could support different offer structures, mechanics and seasonal themes without starting from scratch for every release.
I created the monetization framework and guidelines from the ground up, defining the structure, hierarchy and reusable visual principles behind these experiences.
Once established, the system became a foundation for the team’s ongoing work, flexible enough to support different monetization formats, from progressive offers and reward-based mechanics to seasonal sales and themed events.
From System to Features
The new UI direction extended into new game features, giving each one its own character while maintaining consistency across the game.
Tournament
Contests
From Product Brief to Production
New features followed a structured UX process, moving from Product briefs into research, user flows and wireframes before progressing to UI and development.
Working closely with Product and R&D, I established this approach as part of the team’s ongoing workflow, creating a clearer path from early requirements and UX decisions through design, review and final implementation.
Leading the Team and the Process
Leading the art team meant balancing creative direction with the day-to-day structure behind the work, from defining individual areas of ownership and reviewing work to ongoing feedback, mentoring and supporting the team.
I also reshaped how Art collaborated with Product and Development, establishing clearer workflows, responsibilities and review points across disciplines. This created a more structured way of working, connecting creative decisions with product needs and development realities while giving the team greater clarity and consistency throughout production.