Macy's Walk In + Win
Mobile browser game for Macy's Black Friday. To play, customers were required to register, download the Macy's app, and visit a Macy's store on Black Friday. Through beacon technology and push notifications, in-store shoppers were then driven to a custom URL to play the game. Lucky shoppers across all doors were awarded a million dollars in prizes—digital gift codes, shopping sprees and more—on Black Friday.
- Roles Art Direction
Designed game lockup for the campaign, which was also used across digital media banners, the game landing page, and in-store signage.
Also designed the scratch-off game board. Oversaw and directed an illustrator to develop custom icons for the scratch cards.
Managed a production designer and built out all game screens and user flows. Incorporated design feedback and completed the creative review process with all associated partners—legal, marketing, and vendor.
Served as the design lead for vendor collaboration. Provided UX feedback on vendor-provided wireframes, presented comps, and handed off all production-ready files.
During development, QAed the production build and provided design feedback to the vendor.
Increase in Macy's App downloads during the holiday season. Drove in-store traffic on Black Friday. Attracted new customers and developed repeat customers.