From Blank Page to Shipped Product
I structured the design process around the same principles used in digital product development — starting with user needs and validating before committing resources.
Design Process
Product Management
Defined scope and milestones, managed manufacturing vendors, tracked dependencies, and kept a 4-person team aligned across an 18-month timeline.
Product & Game Design
Designed core mechanics and player interaction systems. Validated every decision through structured playtesting before committing to production.
Visual & UX Design
Directed visual identity, component design, box art, rulebook layout, and Kickstarter campaign page — end-to-end brand and experience ownership.
Launch Strategy
Built the pre-launch community funnel, managed the convention circuit, and orchestrated a multi-channel Kickstarter launch that hit 204% of goal.
Final board and component layout
The Results
Against a $5K goal modeled from a bottom-up manufacturing cost analysis.
Exceeded target by 2x — a direct signal of product-market fit and effective pre-launch strategy.
Pre-launch community and convention presence drove strong Day 1–4 momentum.
A community built from scratch through research-informed design and authentic storytelling.