Topps Digital Mobile Collecting Apps

Kids weren't buying cards; that's what it came down to. Armed with research that proved a majority of children—and baby boomers—spent most of their time on mobile devices, Topps knew it needed to incentivize and socialize its older fan community to collect Topps product in a mobile space and by doing so, perhaps they might engage a younger generation that had moved past collecting physical items. I was Lead UX/UI Designer and Digital Art Director, originally responsible for content and visual design but the role evolved into oversight of UX/UI research, feature testing and iteration alongside developers; art direction of all visual, content and marketing design; hiring and managing a team of eleven visual/interaction designers and six rotating production artists.