The Windows store catalog lacks a broad range of quality apps, which hurts the Windows eco-system, app developers, and bottom-line.

Through consolidation, MS has the opportunity to greatly increase the One Store marketplace by supporting a variety cross platform technologies. The redesigned dev center would be able to on-board Windows XAML apps, Xbox, Win32, Android, and Services through a unified ingestion pipeline.

I designed the App on-boarding workflow pages throughout the platform. I went with an immersive experience than the typical non-immersive (left nav) UI model.

Problem Statement — Poor customer reviews hurts app install rates and monetization and pitched it to leadership.

Insights — From my own experience publishing Oscar’s Adventure as an early prototype app, I received a few negative comments and wished I was able to respond to customer feedback in order to:
· Reduce the amount of negative app feedback.
· Reduce the amount of feedback shown in the app store.
· Reduce the perception of poor Windows App Store apps instead of it becoming product bug triage location.

Proposal — From the App Store allow the ability to send a private message to the developer instead of public feedback regarding minor bug issues. To deter the volume of negative feedback through the ability of responding to customers concerns, this 1:1 personal feedback touch gives the user a validation that their message was heard and that the developer is working on a solution.

Since I was working on the Windows App Store I wanted to create my own app too. I reached out to a developer and we built “Oscar’s Adventure,” a children’s learning app for ages 3-6 years old which we designed and built in 3 weeks. We were able to successfully publish the app internally through the Windows app store which helped to validate UX decisions I made in the developer portal.


Some early concept sketches of Oscar the Otter to the final .svg variations.

Due to the amount of images and time I could spend on the application, I orchestrated an advertising partnership with where I had full access to their entire illustration library. In exchange I gave them splash screen advertising throughout each game transition. This was a significant business deal and it was a win/win for both parties.


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