Designing a Feature from Scratch 

— Toy Story Drop!

Role
UX Design Lead

Preface
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.

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DESIGN PROGRESSION FROM SKETCH TO FULL RENDER.

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.

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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? 

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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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PLEASE FUCKING CROP AND IMPROVE THIS.

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