Pioneered interactive storytelling with creative visual design and platform thinking that grew awareness by 10% for 93M members. Interactive Storytelling included these Netflix Oringal series, Buddy Thunderstruck, Kong: King of the Apes Battles, The Adventures of Puss in Boots, and Word Party.
THE PROJECT
On-service promotion for the first ever Netflix interactive storytelling series.
>> Live on Netflix
>> More details on this effort via NY Times, Tech Crunch, and Business Insider
MY ROLE
As Visual Design Lead UXD, I spearheaded the interactive series promotion by capturing attention with canvas. Visual design directly contributed in setting strategic direction and executing go-to-market plans. Directed animation studios and advertising agencies, created visual design concepts for stakeholder buy-in, collaborated with UX designers and engineers for clean interface and product solutions for Buddy Thunderstruck, Jim Henson's Word Party, Kong: King of the Apes Battles, and The Adventures of Puss in Boots.
MY SKILLSETS UTILIZED
• Creative Direction
• Strategy
• Art Direction
• Visual Design
• Merch Design
• Product Design
• Managed External Vendors
TEAM
Director of Product Innovation, Carla Engelbrecht Fisher
Originals Product Innovation Lead, Lynn Chau
Product Design, Yuean Jeong, Kevin O'Connor
UXD Partners, Paul Anastasopoulos, Travis McCleery, David Gallagher, Alex Osario
Product Creative Producer, Shannon Kaposy
Manager UI Engineering, Maxine Chan Cheung
Copywriter Content Strategy, Renee Crawshaw
Design Director, Chris Smith
DESIGN STRATEGY
Netflix's first pass at active watching. Primary goal for product promotion on service is to differentiate content and generate interest with engaging visuals, with the secondary goal of explaining the content as interactive.
Utilized A/B testing and qualitative methodologies to objectively identify the "interactive mark" with the highest stopping power.
Results of preliminary interactive storytelling testing: visuals that made an emotional connection to children garnered empathy and commitment to "help" the character through the choice points.