Context
Clutchain is a gaming/esport product where core value sits in a FACEIT-connected mobile app: players link their account, validate performance, climb rankings, and unlock rewards.
The product combines competition mechanics, daily progression, in-app economy (Greens, Clutch), subscriptions, and web conversion funnels.
The goal was not to ship a standalone app, but to build a complete and scalable product foundation.
Starting point
The project started from scratch.
At kickoff, everything had to be built:
- product framing and journey architecture
- full UX/UI design system and screens
- mobile app and business logic
- web acquisition and conversion surfaces
- social media content and motion design assets
Challenges
Move fast without losing coherence. Mobile product, web funnels, and business requirements had to evolve in parallel.
Keep complex mechanics understandable. Kills, quests, leagues, rankings, rewards, and premium unlocks needed to stay clear for players.
Structure the revenue model reliably. Subscription and in-app purchase journeys had to be robust and easy to understand.
Our approach
1. Product framing + UX/UI design
We set the product backbone: journey mapping, screen hierarchy, UI components, and interaction patterns for key conversion moments.
2. Mobile app delivery
The app was built around the core engagement loop:
- connect account and track performance
- validate daily actions
- progress through rankings
- convert gains into tangible value
3. Revenue model and in-app purchases
We implemented and stabilized payment flows across:
- premium subscriptions
- founder benefits
- shop and in-app unlock paths
4. Web extension, social content, and motion
Alongside the app, we built web surfaces for acquisition and conversion, and delivered campaign-ready assets:
- landing and conversion pages
- social media post content
- motion design assets
5. Continuous execution model
Delivery was organized in short iterations to keep velocity high while maintaining roadmap clarity.
Mobile focus
The primary delivery focus remained mobile, including:
- stable daily-use journeys
- clear progression mechanics
- in-app purchase integration
- continuity between gameplay, rewards, and revenue streams
Web extension
The web layer acted as a strategic extension of the app:
- acquisition and product education
- conversion on key offers
- message consistency across channels
Results
In 12 months, Clutchain moved from concept to an operational product, with a strong mobile core and aligned web journeys.
Delivery velocity stayed high while keeping consistency across product experience, paid offers, and communication.
Operational summary
| Topic | Initial situation | Implemented evolutions | Impact |
|---|---|---|---|
| Product launch | From-scratch project | Full framing + progressive mobile/web delivery | Fast production launch with durable foundations |
| UX/UI design | No existing baseline | Full journey, screen, and component design | Clearer and more coherent experience |
| Revenue model | Flows to structure | Subscription and in-app purchase implementation | Stronger conversion and perceived value |
| Acquisition | Ongoing visibility needed | Social media content + motion design delivery | Better audience activation, with support from 10 pro players |
| Delivery | High workload across streams | Short iterations and continuous prioritization | 2 deployments per week on active phases |
