Gears POP! is a popular spin-off video game of the Gears of War series designed specifically for mobile devices, featuring Funko's POP! toyline. The game was made available on both the Apple App Store and Google Play Store, and launched on August 22, 2019 to widespread acclaim.
With over 4 million players in its first year of release, Gears POP! quickly established itself as a fan-favorite and was even nominated for the prestigious Apple "Game trend of the year" award. The game features a unique blend of action, strategy, and collectible card game mechanics, providing players with an engaging and addictive gaming experience that has captivated audiences around the world.
Overall, Gears POP! represents a spin-off of the Gears of War series, offering players a fresh and exciting way to engage with the iconic franchise on mobile devices.
I contributed to the development of core features for the game by conducting a thorough mobile game competitor analysis to better understand the needs and preferences of our target audience. I presented key stakeholders with a set of MVP features, competitive landscape features, and compelling designs that effectively catered to the casual mobile game audience, while also satisfying the unique needs and preferences of Gears fans.
Through a combination of short-burst gameplay, around-the-clock game experiences, and high-quality cinematic trailers, I was able to successfully engage our target audience on web. Overall, my contributions to the development of Gears POP! reflect a commitment to delivering high-quality, engaging mobile gaming experiences that effectively cater to the unique needs and preferences of players 10 years of age and older, driving engagement, retention, and revenue for the game.
To achieve my goals of convincing Xbox Marketing for The Coalition web team to build gearspop.com and supporting performance marketing efforts for the soft launch date of October 2018, I developed high-fidelity prototypes. By creating high-quality and engaging prototypes for gearspop.com, I can effectively demonstrate the potential of the website and convince key stakeholders of its value and potential impact.
In addition, the site needs to build game awareness and be a channel to acquire users and support performance marketing efforts within a tight timeline.
I presented an MVP version of the site that meets all requirements and does not hinder our ability to scale up to the next phases of the site. Some challenges that I needed to address included:
Determine core features to support a mobile game audience.
Interactive design walkthrough meetings with Lead Engineer and Stakeholders.
Address any final revisions to FAQ and Support from support flow design.
Xbox Senior Global Brand Manager, Senior Marketing Director, and Director of Communications.
Images and user interface assets locked.
Xbox Marketing and Community:
Xbox Marketing and Community:
Understanding our end users, goals, and vision for our web to identify features that are essential to delivering the best outcomes for our MVP. Early adopters will be used to obtain feedback on the MVP and determine the strategic direction of further product development.
Mobile gamers that actively seek out new games from mobile gaming websites, reviews, and mobile game developers.
Test website hypothesis with minimal resources, starting with no CMS requirement. The site should be designed to be simple, easy-to-use, and optimized for mobile devices, as our target audience consists primarily of mobile gamers who value convenience and ease-of-use. Site should be:
To inform my web design and ensure that I am delivering a competitive and compelling experience for our users, I conducted a thorough analysis of our competitors' web features.
Based on my analysis of our target audience and competitors, I identified a range of core features that I believe are essential for our MVP. I recognize that I need to prioritize these features to ensure that we are delivering the most value to our users and making the best use of our resources.
To ensure that our site is organized and easy to navigate, I developed a sitemap that outlines the key pages and sections of our site.
The design goal for the home page is to attract and appeal visitors towards our funnel, keeping them stay longer and deeper to other pages. MVP features include marketing micro-copy and media components, such as Electronic Entertainment Expo (E3) announce trailer and gameplay screenshots.
Click on the Apple App Store badge or Google Play Store badge to display the coming early 2019 dialog. Soft launch had no support form.
Inform customers the game is coming soon and can sign up for our newsletter or follow us on facebook to stay up to date.
Game was available to download in the Apple App Store first. I made sure to inform customers the game was coming later in the Google Play Store. Global launch has a support form.
Designed newsletter sign-up flow for Gears POP! news and receive information, tips, and offers. Mocks include signed up, not signed up, and opting out.
Inform about Gears POP!, where to download, platform availability, and iconic Gears characters.
Design form fields and successful submission messages. Support submission sends ticket to firstname.lastname@example.org
The footer links to social media accounts, the Apple App Store, the Google Play Store, and the Microsoft Store for game download. Region language picker and legal links included.
I tailored the web styleguide to the 10+ age audience with a bright and colorful design that aligns with the game's theme. Bold typography and expressive icons guide users to important content while featuring approachable game characters. My design is accessible to all users with high contrast and closed captions, delivering a visually engaging and conversion-driven experience.
|Lead Software Engineer
|Sr. Xbox Brand Manager
|Sr. Xbox Product Marketing Manager
|Director of Communications
|Art Director - stakeholder
|3D Artist - Gears POP! characters