Mengjia Guo - BELLEMINT

/ OVERVIEW /

Muus Collective was a venture-backed studio at the forefront of gamified lifestyle commerce, merging mobile gaming, e-commerce, and emerging tech to redefine how people express themselves digitally.

Our flagship product, BELLEMINT, was a next-generation fashion styling game that combined avatar customization, real-world shopping, and community challenges into a seamless, high-retention experience. The platform partnered with REVOLVE (NASDAQ: RVLV), one of the most influential fashion retailers in the U.S., to create an interactive commerce experience with real impact.

As Director of UX/UI, I led the product and experience design across core game systems, styling interactions, economy-driven features, and shoppable flows—shaping how millions of users styled, played, and shopped within the game.

Topline Results

5% D30 Retention (10x genre benchmark)

9.55% Conversion Rate (FTUE + Monetization)

$0.51 ARPDAU (peaking at $1.07)

$9.50 ARPPU

$4.08 IRL Revenue / MAU

$634 IRL Average Order Value

4.8 App Store Rating

/ AUDIENCE /

Who we designed for

BELLEMINT was created for digitally native women aged 18–34, with a focus on self-expression, creativity, and commerce.

The game invited players to style diverse avatars, compete in daily fashion challenges, and shop real-world fashion through gamified experiences.

Our audience was 97% female, with 51% aged 18–24—a high-value Gen Z cohort.

/ THE GOAL /

To build an immersive styling experience that merged mobile gaming with real-world shopping—creating a monetization, brand-forward platform that felt aspirational, inclusive, and joyful.

/ WHAT I LED /

Core Experience & Game Loop:
Defined the daily challenge structure, voting systems, and progression mechanics that anchored long-term engagement and social validation

Monetization & Feature Design:
Designed premium flows for in-app purchases (IAP), and Style Pass. Balanced economy design with UX

to ensure both fun and conversion.

Shoppable Commerce Integration:
Led UX for real-time styling and shopping integration with REVOLVE, crafting intuitive pathways from in-game styling to real-world checkout.

Creative Systems & Avatar Customization:
Designed inclusive avatar creation tools with a strong emphasis on beauty, hair, and fashion representation—backed by HCI and social presence research.

Retention & Engagement:
Created systems like leaderboards, daily streaks,

and personalization features that supported our 5% D30 retention.

Cross-Functional Collaboration:
Worked closely with PMs, engineers, content, marketing, and art to ship high-impact features and rapidly iterate based on player feedback and data.

BELLEMINT redefined what a fashion game could be—more than just play, it became a platform for commerce, identity, and cultural participation. Through my work, we built a product that delivered high engagement, real-world revenue, and emotional connection in equal measure.

/ FOUNDATION /

Onboarding - Welcoming Stylists with Intentional Flow

Designed a seamless FTUE that introduced key features and allowed users to begin styling in under 3 minutes, balancing UX guidance with creative freedom.

Styling: Curate the Perfect Look | Style > Vote > Score

Led the design of BELLEMINT’s primary engagement loop: daily challenges that drive retention, creativity, and community voting.

Over 4,000 challenges since launch

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Enter A Styling Challenge

Styling Experience

Your Look

Voting: Celebrate Other Stylists | Style > Vote > Score

Created a gesture-based voting system inspired by social feedback platforms, reinforcing emotional response and peer-based ranking.

Scoring: See How Your Style Fared | Style > Vote > Score

Designed the scoring flow to deliver satisfying feedback and reinforce player progression—using peer-voted star ratings and celebratory reward moments.

/ MONETIZATION /

In-App Purchases - Coverting Joy into Revenue

Led end-to-end UX for BELLEMINT’s IAP systems—from impulse to confirmation—driving over 60% of revenue through bundle offers and currency packs.

Gamified Commerce - Bridging Digital and IRL

Built the real-world commerce integration for BELLEMINT, enabling users to shop directly from their styled looks—resulting in a $634 AOV and 4.08 revenue/MAU.

/ SYSTEMS /

Style Pass – Monetized Progression with Player Delight

Owned the UX design for BELLEMINT’s Style Pass system, a core feature driving player engagement, retention, and monetization through clear progression, consistent delight, and transparent value.

D1, D7, and D30 retention all went up from May Style Pass; D14 hit on the best of the year