Backbone is a hardware/software platform that allows anyone to play any game anywhere. The hardware is a precision build gaming controller that attaches to a smartphone to provide an unparalleled mobile gaming experience. The software is a all-in-one game launcher and service, allowing users to bring games from any platform into one place.

From October 2020 to February 2025, I worked at Backbone as a Community Lead and User Researcher (with many untitled positions between), contributing across multiple teams to support the company’s growth from launch through significant product and platform development. My work spanned social media, marketing, app content, hardware design, user research, and cross-functional partnerships with leading industry players.

Key Areas of Impact:

• Community & Content Strategy:

  • Developed and executed content strategies across Instagram, Facebook, Reddit, Discord, and TikTok.

  • Produced visual assets, coordinated content shoots, and managed collaborations with creators and brands.

  • Oversaw advertising on Meta, driving user acquisition and engagement through paid and organic efforts.

• App Content & Engagement:

  • Curated the in-app content library, designing game rows and notifications to enhance user experience.

  • Launched and optimized push notifications and email campaigns to maximize user retention and increase paid conversions.

  • Collaborated with developers to build internal content management tools for scalable operations.

• User Research & Beta Program Development:

  • Founded and managed Backbone’s beta testing program, recruiting and coordinating testers for hardware prototypes and app builds.

  • Conducted usability studies and in-depth interviews with diverse participants to track CSAT, NPS, and other KPIs.

  • Delivered actionable insights that shaped product iterations, prioritizing key fixes with the dev team.

  • Led studies with 8–60 participants per iteration to gather insights that informed final product decisions.

• Hardware Design, Quality:

  • Partnered with industrial designers and engineers to refine controller ergonomics and functionality.

  • Directed external 3D artists to produce and test prototypes, iterating based on user feedback and study findings.

• Cross-Industry Collaboration:

  • Worked on co-branded and integrated initiatives with partners like Apple, Nvidia, Mr. Beast, Post Malone, MiHoYo, and more.

  • Coordinated requirements for software features and collaborated with design and engineering teams to execute them.