Description

Originally starting out as a simple reservation app for the annual PlayStation Experience event, it grew into a global multi-platform ecosystem that rewarded fans for being fans.

Role

Lead designer
Product strategy
Branding
Design system
User research
Front-end markup

The Experience PlayStation app v2. — The Experience PlayStation app v2, circa early 2019.

“We just need a registration and RSVP system.”

When PlayStation first released their PSVR virtual reality device, they drummed up hype by letting people try it out at various gaming and pop culture events. Eventually they realized that there was an opportunity for better efficiency and fan engagement. I was pulled from my design team and put into a small (4 person) Special Projects team tasked with the purpose of building an event app.

Our Post-Its System

Post-it notes on our office window for each section that had to appear either on the app or the web widget.

User Flow

My flowchart on Miro proposing the user flow for campaign managers seeking to use our platform.

1.0 to 2.0

InVision Freehand sketches detailing the change from Experience PlayStation 1.0 (currently the version on the app store) to 2.0.

The initial launch was at PlayStation Experience 2016; it was a simple platform with its main functions being registration and line management. It was a success, and we quickly moved to scale it up to support more events.

From line management to fan engagement

Each major event necessitated new features and new surfaces for the identification and reward systems we had built. Because of the increasing amount of clients, we also started work on a content management system, enlisting the help of an external studio for backend and design support.

The Module System

Events and campaigns could be customized using our pre-made modules.

CMS Drag-and-Drop

Prototype of how the CMS would allow campaign managers to build their own pages for our platform with the module system.

Experience PlayStation, Version 2

As the product grew more complex, the clearer it became that we would have to work on a new version that would better support our expanded vision. We began planning Version 2.0 while still doing regular updates on current version.

Working on future concepts and the day-to-day updates simultaneously was proving to be a challenge. To keep the designs on point, I retroactively created the official design system, collaborating with the internal PlayStation team to keep it on-brand but distinct.

Above: A portion of the Experience PlayStation design system set up in Sketch. — **Above:** A portion of the Experience PlayStation design system set up in Sketch.

About a year and a half into the app’s life cycle, we launched a web plugin and began scoping for an event live-streaming site and a PS4 console app. These would be supported by the CMS we were already building.

Unused Console Draft: Home Screen

Mock for a proposed Experience PlayStation console version.

Unused Console Draft: Chat

Mock of chat functionality for the PS4 console version.

Unused Custom Event Skins for Mobile

Explorations into custom skins for the biggest events.

International expansion

Originally meant to service just events and campaigns in North America and LATAM, the app, its web plugin, and reward system now includes Asia and Europe. This meant new design challenges with localization, iconography, and different regulations for each territory.

Above: The app in use for a quest in PAX Australia. Screens: Left is Paris Games Week, right is from Hong Kong Toys and Games Fair. — **Above:** An Experience PlayStation app sign in PAX Australia. **Screens:** Left is Paris Games Week, right is from Hong Kong Toys and Games Fair.

Legacy

The original version of the app has since been sunsetted from the App Store and Google Play store, but some of its ecosystem lives on in PlayStation.com (most recently in its “Gaming Year in Review” campaign).

The English version of the Experience PlayStation app (version 1.0) for PlayStation Experience Southeast Asia.

Left to right: The app in use at Lucca Comics and Games (Lucca, Italy), PlayStation Experience Southeast Asia (Bangkok), E3 (Los Angeles), and PAX Australia (Melbourne).