Project Overview
Activision aimed to create an engaging experience for Call of Duty players by allowing them to discover and celebrate their unique play styles using 16 distinct posters, each informed by in-game data. The virtual experience, known as "Role Call," was launched in 2022, providing players with personalized assets and a deeper connection to their gameplay identity.
The Ask
Activision sought to generate excitement for their seasonal launch by creating limited-time digital assets that players could resonate with on a personal level. The primary objectives were:
Create Awareness: Design an engaging campaign that would captivate players' interest and drive social media conversations.
Activate Players: Encourage players to engage with the experience by inputting their unique player data to unlock personalized content.
Facilitate Social Sharing: Enable players to easily share their customized posters across social platforms, amplifying the campaign’s reach and impact.
Project Goals
The project’s success hinged on achieving the following design goals:
Seamless User Flow: Develop a streamlined and intuitive user journey that would guide players through discovering and unlocking their personalized posters, all while maintaining engagement and minimizing friction points.
User-Centric Wireframes: Create wireframes that balanced generality with specificity—broad enough to accommodate various player types yet detailed enough to reflect the distinct experiences of different player personas.
Collaboration and Validation: Work closely with internal teams and external stakeholders, iterating on designs based on feedback to ensure all necessary content was included and aligned with Activision's brand and marketing objectives.
High-Level User Flows
To kickstart the design process, I developed a high-level user flow that outlined the player's journey from the initial touchpoint to the final interaction. This flow was essential in aligning stakeholders on the project’s vision and ensuring that the UX catered to the players' needs. Key steps included:
Website Landing: Players arrive at the Role Call landing page.
Data Input: Prompting users to authenticate and input their Call of Duty data via Blizzard accounts.
Content Generation: Automatically generating a unique poster based on the player’s gameplay style.
Engagement & Sharing: Providing options for players to share their personalized assets on social platforms, fostering a community-driven campaign.
Wireframes
The wireframes were crafted with a focus on user engagement and ease of navigation. My design approach emphasized:
Interactive Elements: Introducing elements that encouraged players to explore and engage with the content. For example, hover effects and interactive prompts guided users seamlessly through the experience.
Visual Hierarchy: Strategically placed calls to action (CTAs) and navigation components ensured that key elements were easily accessible, enhancing the overall user flow and keeping players immersed.
Responsive Design: Ensuring that the experience was optimized for various devices, including desktop and mobile, to reach players wherever they were most active.
The Result
The campaign was a resounding success, exceeding expectations in both user engagement and brand activation. Key outcomes included:
High User Engagement: The interactive nature of the wireframes, combined with the allure of personalized content, resulted in a significant uptick in user participation and social media sharing.
Brand Alignment: The wireframes effectively guided the visual and branding efforts of the external design team, ensuring a cohesive look and feel across all campaign touchpoints.
Positive Stakeholder Feedback: The collaborative process, underpinned by regular validation and stakeholder feedback sessions, ensured that the final deliverables met all project goals and aligned with Activision's broader marketing strategy.
