Reimagining Game Pass Pricing
A device-agnostic plan picker component powered consistent UX across new SKUs to power the global launch.
I led the in-product design for the first major change to Xbox Game Pass pricing plans, evolving it into a multi-device, membership-based platform and building a scalable plan picker framework across PC, Console, Mobile, and Web.
Seeing results
Challenge
Rebuilding Game Pass for a device-agnostic future
To support Xbox's strategic shift toward a flexible, device-agnostic ecosystem, Project Lotus rebuilt Game Pass plans into simplified SKUs, executed rapidly across a tightly coordinated cross-discipline team.
Original Game Pass plan picker design - not my work
Divergence
Uncovering player priorities
We focused on delivering player-first value, balancing retention with multi-device access and clear pricing choices. Through rapid, cross-functional research sprints, we tested early plan-picker concepts, showed players clear option comparisons, and distilled the feedback into concise insights that highlighted the need for stronger tier clarity, value framing, and catalog differentiation.
Ideation
Designing a scalable framework
Built a scalable plan picker framework and 300+ modular components within our Xbox Design System for consistent reuse across endpoints, minimizing manual updates and speeding implementation.
Convergence
Aligning the ecosystem around one vision
Gathered broad feedback through shareouts, office hours, and endpoint critiques; partnered with accessibility leads to embed inclusive standards.
Solution
Delivering clarity with the first plan preview
Built a unified, adaptable plan-picker system and created the first catalog-preview by plan, finally giving players the transparent value comparison they'd been asking for.
Outcome
Launching Game Pass's biggest pricing shift
My design leadership ensured the successful in-product execution of this first major change to Game Pass pricing, supporting the strategic goals of retaining existing users, attracting new players, and successfully launching the full campaign on September 23, 2025.
Takeaways
Leading through ambiguity to align a system
This project underscored the power of modeling vulnerability and curiosity to foster a safe design environment for critique. It taught me how to effectively embrace ambiguity and navigate complex enterprise dynamics to deliver a scalable, player-first design framework that became the foundation for a massive organizational strategic initiative.
