✦ Impact:
Designed retention-focused games and digital experiences at Webkinz, driving its early success to one million concurrent players and $100 million in revenue by the end of 2006 (Wired). Partnered with brands like Mattel, Universal Pictures, and Kellogg’s to enhance visibility, establishing Webkinz as a leader in children’s gaming and sustaining its popularity for years.
✦ Info
Role
Senior User Experience Designer
Timeline
September 2005 – September 2016
Company
Ganz Studios
Product
Webkinz, Webkinz Friends, Amazing World, Zoey’s Design Academy
Team
Product Management, Software Developers, Analytics, Marketing, Key Stakeholders
Industry
Children’s Gaming and Entertainment
Platform
Desktop, Tablet, Mobile
Tools
Adobe Flash, Adobe Illustrator, Adobe Photoshop, Jira
Highlights of My Contributions
As a Senior User Experience Designer at Ganz Studios, I was instrumental in the success of the Webkinz brand and other initiatives, blending creativity, strategy, and user-centered design to deliver engaging experiences across digital and physical platforms.
Starting my journey with Webkinz in 2005, I embraced the thrill of game design early in my career. Each project began with a brief that I transformed into vibrant games and interactive content, captivating young audiences and fostering their creativity. Some projects were straightforward, while others pushed me to innovate and solve complex design challenges. Working in a structured, collaborative environment strengthened my ability to deliver high-quality results while maintaining the brand’s playful and imaginative spirit.
This experience not only deepened my passion for creating user-focused experiences but also solidified my love for designing fun, impactful digital content that leaves a lasting impression.
A Decade of Creativity and Innovation Launched in 2005 by Ganz Studios, Webkinz combines plush toys with a virtual world, where each toy unlocks a digital pet.
Players can care for pets, play games, decorate rooms, and interact in a safe, moderated environment. Recognized for its educational content, Webkinz has won awards like the Parents’ Choice Award and is known for pioneering interactive entertainment. By 2006, Wired Magazine reported over 1 million user accounts and more than $100 million in revenue.
✦ Game Design & Engagement
- Designed and developed Webkinz Arcade games, crafting engaging features, splash pages, and promotional assets.
- Adapted select Arcade games for mobile platforms, enhancing cross-device accessibility and boosting user retention and engagement.
✦ Daily Activities & User Engagement
- Designed and brought to life interactive daily activities for Webkinz, including beloved features like the Curio Shop, KinzStyle Outlet, KinzPost, Alyssa’s Star Challenge, and the Magical Forest.
- Developed engaging mechanics, visuals, and supporting assets for these activities, encouraging repeat visits and fostering deeper player connection with the Webkinz world.
✦ Physical Merchandise Design
- Delivered branded physical products, including four series of Webkinz trading cards, stationery, packaging, and t-shirts.
- Ensured brand consistency and created products that resonated with the target audience.
✦ eCommerce & Marketing Campaigns
- Created seasonal promotional designs for the Webkinz eStore, crafting engaging visuals that resonated with parents and highlighted featured products.
- Collaborated on eCommerce strategies, optimizing layouts and visuals to align with SEO and SEM best practices, driving traffic and boosting conversions.
- Designed physical gift cards for retail distribution, ensuring eye-catching and brand-aligned designs that increased in-store visibility and sales.
✦ Caring Valley Initiative
- Designed an interactive microsite for Ganz’s Caring Valley, a charity-driven initiative supporting organizations like the Make-A-Wish Foundation and SickKids Foundation.
- Helped raise over $500,000 for charitable causes through this engaging and meaningful experience.
✦ Zoey’s Design Academy
- Led branding efforts for Zoey’s Design Academy, creating a cohesive visual identity that resonated with its target audience of aspiring young designers.
- Prepared the platform for its beta launch, ensuring a seamless and engaging user experience.
- Developed and executed social media campaigns, driving user engagement and building excitement around the launch.
✦ Brand Partnerships & Campaigns
- Collaborated with brands like Mattel, Pixar, and Kellogg’s on impactful marketing campaigns.
- Improved platform growth through PPC strategies and SEO optimization, ensuring increased visibility and engagement.