Project start: October 2014 Timeline: 6 months Client: Copag Services: UX, UI, User Research, IA & Data Analytics Platform: Printed Cards and Mobile Apps
Copag Cartamundi is one of the most famous game companies in the World. Its product line is extensive, with options for the whole family, and licensed brands such as Disney, Marvel and Pokémon. Its main product is the traditional playing card game with a global presence.
Create a Trading Card Game with Disney and Pixar licensed brands. The game would have a simple Rock-Paper-Scissors mechanic, and several other secondary game mechanics. The main goal was to create the biggest children Trading Card Game ever made in Brazil. Also, the game would have a native companion app, to teach the rules, and for the kids to check the cards they already had in their collection.
I was the Lead Designer working with a Product Design team and a Product Manager. I worked on both the print and digital products.
The work began with desk research for market data. We studied the main niches to develop a new product line. We came to the conclusion that there was a children’s niche for collectible games, and then we sought Disney and Pixar licensing team to develop a new product. We partnered with a Game Development company to create the game mechanics and to develop the app. With the first sketches, we managed to create the components and card layouts. We produced prototypes of the game and the app to test with kids. It was an amazing experience to be able to do the usability tests. Then, we did the iterations and submitted and approved every design with Disney’s branding and digital teams.
Our main concern was to create a game that would be both interesting to play and to collect. We decided to make each card look like a little toy. So, every character that appeared on the game would look amazing. The app would also have this look and feel, and would resemble Disney’s Universe.
The game was a hit. It was launched in 2015 and had more than 100 unique cards created. We met the expectations of the team, licensor and clients. We sold the product in the main toy retail chains in Brazil, and positioned the digital product as one of the most innovative in the market.