OUYA

OUYA was an Android game console built around one promise. Every game is free to try. It raised $8.6 million from 63,416 backers on Kickstarter, more than nine times its goal, and came to Andculture once it was funded. The job was the brand, the marketing, and the surfaces users would interact with, online and on the console, from the website and game pages to the store and the console's game downloads. The work came in three parts over about a year.

I was creative and design director across all three, responsible for the direction and strategy, art direction, and user experience. Much of the hands-on work was done by the design team I directed and managed.

Brand and web. The launch site led with the free-to-try promise and the size of the catalog.

E3, 2013. For political reasons, OUYA was kept off the E3 show floor. Rather than give up, they parked a semi and a gaming truck in the lot directly across the street. We made huge banners to hang from the truck and screenprinted posters for the fence, one for each launch title, each in its game's own look instead of OUYA's. The posters were giveaways, a reason for people to cross the street, play the games, and try the console. I illustrated the ChronoBlade poster myself.

The international store. When the console started shipping outside the U.S., the store had to handle 52 countries, each with its own currency, duties, and shipping rules. I led the UX here, down to the user flows and flowcharts. People picked their country first, so every price and shipping cost after that was already right for them. Anyone who'd rather buy in a shop could find a retail partner instead.

Team: Madeline Pellman, Bradley Hawkins, James Hess, Kate Ferrara