Scaling Zupee
From Six Fragmented Apps to One Unified Platform
Role
Design Lead
Platform
Android
Timeline
Oct 2022 - Apr 2023
Tools
• Figma
• User Research
Industry
Real Money Games (RMG)
A Little Context First
When I joined this project in October 2022, Zupee was running six standalone apps. Ludo Supreme Gold, Ludo Ninja, Ludo Turbo, Snakes and Ladders, Choco Crush and Trump Cards. Each game lived in its own app, with its own identity, its own onboarding and its own engineering overhead.
The Zupee brand as we know it today did not exist yet. What existed was six fragmented experiences and a growing business problem.
The Problem
Every new game meant a new app. And every new app meant paying to acquire users who were already on another Zupee app. Engineering was duplicating the same features across six codebases. And without a unified brand, there was nothing to hold any of it together.
The cost of staying fragmented was compounding. Something had to change!
My Role
As a Design Lead on the SuperApp revamp. My specific ownership was finding the right design style that could align with Zupee's new brand identity and then co-creating the design system that would power the entire platform. Tokens, components, icon library, variables and screens.
The Starting Point
Rather than building a new app from scratch, we chose to transform our most popular and revenue generating game, Ludo Supreme Gold, into the flagship SuperApp. This kept existing user engagement intact while giving us a stable foundation to bring all six games under one roof.
The Challenge
No formal kickoff
No brief, no timeline, no stakeholder direction. We self commenced before anyone asked us to.
Delayed branding
Codesign kept getting delayed. We designed in black and white and ran an internal workshop to keep moving.
Translating brand to product
Marketing branding does not automatically work on screen. Six designers built their own visual interpretations to find the answer together.
Data migration
Millions of active users across six separate apps had to move into one without disrupting their experience or their wallet balance.
The Approach
The project ran across five company wide milestones.
M1 Pure engineering. Test app with no UI. Just validating the technical foundation.
M2 Design entered but kept the existing Ludo Supreme UI intact. Structure was rebuilt specifically for the SuperApp.
M3 Black and white wireframes while waiting for brand guidelines to finalise. M4 development began in parallel with the same black and white app.
M4 Millions of active users across six separate apps had to move into one without disrupting their experience or their wallet balance.
M5 Final design delivery for the SuperApp, complete design system and seamless data migration of millions of users across six games into one unified platform.
Final Designs
From black and white wireframes to a fully branded SuperApp. Here is what six months of iteration, brand alignment and cross team collaboration looked like when it finally shipped.
M2 Release
• Introduction of the Zupee as a brand.
• Addition of all 6 games.
• UI colours are similar to Ludo Supreme standalone app.
M3 Black & White App
• Black and white wireframes while waiting for brand guidelines to finalise.
• Development began in parallel with the same black and white app.
The Brand Arrives (1/2)
The Brand Arrives (2/2)
M4 Visual Exploration
Where the Brand Met the Product
M5 SuperApp, delivered.
What six months of iteration looked like when it landed.
Outcomes
Six apps became one. Millions of users migrated without a single disruption to their experience or wallet balance.
Unified Zupee brand shipped
A stable, scalable app shipped to millions with zero revenue disruption.
User acquisition costs dropped the moment six apps became one.
D1 and D2 adoption
35 to 42%
The SuperApp was not just a design achievement. It was a business decision that paid off.
Key Takeaways
Start before anyone tells you to.
The best decisions happened because we did not wait for permission.
Constraints are a design tool.
No brand? Design in black and white. Clarity comes from limitation.
Scale changes everything.
Every decision carries weight when millions of users are on the other side of it.
A design system is only as good as its adoption.
Building it is easy. Making it usable by everyone is the real work.
NEXT PROJECT
Fixing Ludo
Crafted with love & care
© 2026 Gurmeet Singh. All rights reserved.