Designing a Feature from Scratch 

— Toy Story Drop!

UX Design Lead

Through collaboration with Disney, Pixar, research, production, and engineering, I created a highly-engaging experience that motivated players to progress through the mobile game, Toy Story Drop.


Disney has just contacted our casual puzzle games team at Big Fish with an idea on how we might work together to create a mobile game to coincide with the premier of
Toy Story 4.

The Toy Story movie sequel was premiering in just over 14 months. Jumping at the opportunity, we had a short timeline to create a unique and delightful game from the ground up.

As the lead ux designer on this project, I am responsible for designing features that motivate players to engage and spend money in our game.

What are our goals?

  • Business: We want to motivate players to stay engaged in our games — engagement contributes directly to monetization.
  • User: We want to give the players a reason to play, and to feel rewarded by playing our game.

What do we already know?

From early market research, we learned that our audience is highly motivated by the pursuit of collecting items in the game.

Challenge: How might I design a collections feature that’s especially motivating, and feels like it’s naturally a part of the Toy Story universe? 

First step: first strike

I already had some ideas brewing in my mind, so I start sketching a place where collected toys might live: a toy shelf. The metaphor seems compatible with the Toy Story universe... this is my first hypothesis.

Ideate: be the first one to strike and form alignment around an idea, and get something down on paper.

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