Emanuele Pagani
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UX Design Lead, Play Pass · 2021 – 2024

Google

Google Play Pass is a $4.99 subscription service that provides access to hundreds of apps and games, sparing users all the annoying in-app purchases and microtransactions typical of mobile releases. It's an excellent supplementary purchase for any Android user, and it even comes bundled with the Google Pixel phones as part of the Pixel Pass program.

Services

  • UX product design
  • Strategy
  • Stakeholder management
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What Emanuele did

As UX Lead for Play Pass, Emanuele was responsible for defining the end-to-end experience of the subscription product at global scale. His scope spanned onboarding, monetization, offers, and the official web presence, ensuring a consistent and compelling journey for both consumers and developer partners. He worked closely with leadership across product, engineering, and marketing to align design with business strategy and long-term growth.

  1. 01Launched the new Play Pass experience for web and expanded the product to 5 additional international markets
  2. 02Led the design of the Play Pass offer framework in collaboration with major mobile game developers, resulting in a 170% increase in subscriptions
  3. 03Shipped the new Google Play onboarding experience and plan picker, streamlining user activation and personalized subscription options
  4. 04Redesigned the official Play Pass website to support marketing, SEO, and scalable campaign integrations
  5. 05Partnered with cross-functional teams to align UX strategy with monetization goals and developer needs
Play Pass game catalogue
Play Pass across devices
Play Pass brand pattern
Welcome to Play Pass on a phone
Onboarding
Onboarding
Welcome: start exploring, Steve
Welcome: start exploring
What types of apps are you looking for?
What do you like to play?
Coming soon on Play Pass
Plan picker
Joining
Try Play Pass for 3 months
Unlimited access to 1,000+ games and apps
Play Pass in the Games tab
Searching for Play Pass
The Join Google Play Pass page, top to bottom
Offers
The Offers tab
Offers by game
Included on Pass
Claim your offers, the whole list
An offer: $5 off any in-app purchase
A game page with a Play Pass offer
Level up in Call of Duty, on the store home
Games starter kit and a Call of Duty offer
Catalogue
New on Play Pass
More fun for the whole family
Family
A family member activates Play Pass
The Play Pass web page
Web and email
Frequently asked questions
The welcome email

Impact

I delivered experiences that drove adoption, retention, and monetization, including streamlined onboarding, personalized offers, and scalable growth frameworks for promotions and conversion. These efforts contributed to expanding Play Pass to over 1.2 billion Google Play users worldwide and established it as a meaningful revenue driver within the Play ecosystem. By balancing user delight with business impact, I helped position Play Pass as a trusted and sustainable subscription offering.