A home for Epics
Epics are physical toys that bridge the real world with Prodigy’s in-game universe. As the Product Owner and Lead Designer for the squad, I was responsible for the end-to-end strategy, design, and deployment of a new e-commerce hub capable of supporting multiple toy collections.
Team
2 Developers
1 QA
1 Scrum Master
Time
3 Months
Bridging a Fragmented Journey
The existing toy page was dated, difficult to scale for new collections, and suffered from a fragmented user journey.
Brand Disconnect
The transition from the game to the website and finally to the Shopify checkout lacked visual cohesion, creating a jarring handoff.
Missed Merchandising
The layout failed to capitalize on the fact that users typically buy more than one toy, missing opportunities for bundling and cross-selling.
Information Friction
Critical instructions on how to activate the toys in-game, along with FAQs, were buried or missing entirely.
Solution
Directing Visual Cohesion & Storytelling
To create a seamless experience that resonated with our young audience, I took cues from successful physical-to-digital products like Nintendo Amiibos. I designed the page to act as a "home" for the characters, deeply integrating game lore and illustrations. I established technical and brand requirements for an internal illustrator, ensuring assets were delivered on time and fit the modular needs of the web platform.
Optimizing the E-commerce Funnel
Beyond aesthetics, I focused on the business objectives of the platform. I introduced a product carousel to encourage multi-item purchases and extended Prodigy’s branding entirely through the Shopify cart. By analyzing the existing checkout flow, I reduced friction in the forms and highlighted savings components to drive conversion.
Solving for Customer Support
To reduce user confusion and support tickets, I architected a dedicated "How to unlock" page. By mapping out customer support feedback, I ensured activation instructions and critical shipping policies were easily accessible globally via a new Help & Support footer component.
Outcomes & Leadership Impact
The product launch was a massive success, driving both sales and engagement, with all series of the toys completely selling out. The project also yielded significant organizational wins.
Process & Mentorship
I successfully integrated and onboarded junior team members into our agile squad and Scrum rituals, establishing a strong foundation for their growth within the company.
Asset Scalability
The visual requirements and illustration pipeline I directed resulted in a robust library of graphic assets that were subsequently adopted by multiple other teams across the company.
Personal Growth
Stepping into the Product Owner role expanded my perspective on balancing strict business objectives with design execution and team resource management.