Role
As Lead Product Designer at Candy Digital I owned the UX process and deliverables within the fan engagement team. I led the end-to-end design vision for initiatives that kept users coming back to build their web3 collection. Projects included establishing gamified collection challenges, loyalty programs, and community profile building.
My process at Candy was to work closely with stakeholders, project managers, and engineers in order to synthesize product roadmap goals with the execution of near term UX projects.
Duties
Design Thinking Workshops, Wireframing, Whiteboard, Prototyping, Design System Library, Prototyping, High Fidelity Design
Situation
Candy Challenges are timed activities that allow users to gamify their MLB ICON collection and earn exclusive rewards.
I provided the product team with a full spec of the user journey starting with how collectors discover and enter the collecting/purchase cycle that maintains a level of progress and excitement.
Timeline
2 months for ideation, discovery, end to end UX flow, hi-fi designs
The Process
From the product team’s requirement doc (PRD), I set the stage by drafting flows that accounts for every major touchpoint the user would experience. I’d present and communicate closely with the project manager and engineering lead for product alignment and cross-check for logic gaps.
I then immediately created and shared early wireframes with annotations that detailed the context and usage of net-new elements needed for Challenge pages. This format encouraged discussion and invited feedback without being to prescriptive. I was able to quickly incorporate feedback with this quick and casual process.
Early wireframes with annotations on new required page elements for Candy Challenges.
Once the foundational UX journey was approved I collaborated with the design systems lead on building the UI from existing components as well as introducing new patterns that the Candy Challenge project introduced. There were new UI patterns related to selection elements, on/off states, and mobile card layouts that were crucial to my designs, and I worked to ensure these components were consistent and reusable in the design system library.
I also created mid-fi mock-ups that were still quick to make, but more opinionated and fleshed out in order to start conversations with relevant partners.
New design system components I created to be introduced and reused in Figma.
Early iteration of a golden path UX flow.
Bridging the Gap with Creative
While finalizing the UI, I worked with the art directors on the Creative team on layout specifications, UX context, and artistic tone for their artwork that would be the motivation for diehard MLB ICON collectors. The UI fit and finish was imperative for the Candy’s premium product.
Keyline guide and size dimension specs for the website that I created for art directors.
Result
With the launch of the MVP experience my designs increased Candy’s primary and secondary market sales by 27% for the quarter and established a UX groundwork for faster delivery and flexible iterations.