Tied to the launch of Rogue One: A Star Wars Story, LEGO Star Wars launched an exciting new experience centered around the 4 color-keyed Squadrons. Users were encouraged to take monthly released missions that put their Star Wars knowledge and creativity to the test... and by successfully doing so, contribute a new ship to the Galactic Rebel Fleet.
The first step in the design process was a comprehensive wireframe and prototype phase that was tested at a LEGOLAND Discovery Center in Boston within the first few weeks of the project. During the testing phase, the team discovered that some of the initial marketing messaging required some additional revisions to ensure a better experience for the child users. After the test, we made a strategic pivot to focus on the Squadrons rather than the Death Star construction to better satisfy the play needs of the core age group.
After several iterations and follow up field tests, the new design was validated at a test in Hartford prior to release.
Role: User Experience Design & Strategy, Visual Design Direction, Researcher, Team Lead