works

A training module prototype that supports GameStop associates in hosting in-store Trading Card Game events.

Client •

GameStop

Category •

Interaction Design

Date •

2025

Project Overview:

GameStop’s in-store Trading Card Game events have the potential to be consistent community moments. In practice, execution can vary by location. Store layouts, staffing, and local habits all shape the experience. Instead of beginning with the customer-side experience, our team focused on the associate-side experience. The question was simple: if associates do not have a shared playbook, how can events feel consistent from store to store? Employee Playbook is our training module prototype. It is designed to help associates prepare for and host TCG events through step-based guidance, visual examples, and small practice activities

Click here to try out our prototype

My Role

Product Manager & UX Designer

Duration

16 weeks

Collaborators

Alex Albao, Theresa Wong

Our Client

GameStop is a large retail brand best known for video games, consoles, and collectibles, with locations across the U.S. In addition to retail, some stores host community experiences such as Trading Card Game meetups and beginner-friendly play sessions. These events rely on staff facilitation and physical setup, which makes internal training and consistency a meaningful part of the customer experience.

Stakeholders

Devin connected the work to GameStop’s customer experience and brand standards, and provided ongoing guidance and feedback. As an SMC IxD alum, he also served as a helpful bridge between the academic context and real-world expectations.

Nick advised on how the concept could align with existing digital products and associate workflows.

What was happening

GameStop’s in-store Trading Card Game events can be a strong community driver, but execution depends heavily on the associate running the event. The conditions are not consistent across locations. Store layouts, staffing, and local rhythms vary widely, which makes “one-size-fits-all” training difficult to apply.

A stakeholder phrase shaped our framing early:

We took that as a constraint, not a complaint. Any support tool had to provide structure while still being usable in very different stores.

-Hannah Brennan, Manager of Visual Merchandising and Print Making

‍

What the project needed to accomplish

Instead of redesigning the customer-facing event experience first, we focused on the associate-facing gap: helping employees feel clear on what to do, in what order, and why it matters.

We anchored the story in Buck, an associate who is motivated to host events but lacks a dependable playbook. Buck’s challenge is not enthusiasm. It is uncertainty about how to translate materials and expectations into a real event setup.

‍

Store conditions varied enough that associates could not rely on a single “standard” setup. A stakeholder described locations as “different snowflakes,” which pushed us to treat adaptability as a core constraint, not an edge case. That is why space planning and store-flexible guidance became central to the concept.

‍

Testing suggested the module helped shift confidence upward overall, but a meaningful “neutral middle” remained. In the pitch framing, this showed up as a gap between understanding the content and confidently applying it during a live event. That signaled that clarity alone was not always enough, and that some associates needed more reinforcement and context.

‍

Interactive moments mattered because they supported transfer. Lightweight activities (like drag-and-drop) helped bridge “I read this” into “I can do this,” and the game-familiar structure (Main Menu, levels, Side Quests) reduced friction without turning the experience into a test.

‍

We built the Employee Playbook, a training module prototype concept designed to live within GameStop’s learning hub- Main Menu. Associates move through short, visual steps tied to real event tasks. The format is meant to work across devices and be relevant to stores of any size.

To address store variability, the prototype includes Space Planning as a core component. Rather than prescribing one perfect layout, it provides a repeatable approach for adapting tables, flow, and materials to different floor plans and constraints.

To improve transfer, we paired guidance with lightweight practice and optional reinforcement. Drag-and-drop activities give associates a small rehearsal before doing the task in-store, and Side Quests offer extra reinforcement for those who want it without forcing everyone into the same depth.

‍

Research

Methodology

‍

‍

Netnography

‍

Netnography revealed a consistent tension: stores often optimize for fast transactions, while players need spaces that invite staying, learning, and returning. TCG communities grow through visibility, repetition, and shared ritual, so the environment has to make those behaviors feel natural. In hobby shops and pop-up formats, especially in Japan, that sense of “permission to stay” is often built into the space, while traditional retail layouts can unintentionally interrupt it.

‍

To better understand that difference, we studied how physical environments shape behavior, emotion, and participation in retail and community settings. We focused on how layout, sound, lighting, and visibility influence whether people feel welcomed to linger or subtly pushed to move on. This work drew from servicescape theory, retail design research, and online observation of spaces where play, commerce, and community overlap.

Field Research

‍

Field research showed that events often depended on employee initiative rather than a consistent system. Store space was frequently improvised, with single tables tucked into corners, shifting layouts, and unclear flow for spectators or newcomers. The atmosphere varied widely from store to store. In some locations, the event felt lively and obvious. In others, it was nearly invisible unless you already knew it was happening.

‍

We also noticed that participation hinged less on the table setup itself and more on facilitation. Customers showed strong affinity for staff, but expressed limited attachment to the GameStop brand. Tables and materials helped, but customers only committed when a staff member clearly signaled that play was active, guided what to do next, and welcomed newcomers into the space.

‍

The Big Idea

We sought out to standardize employee education for event procedures & setups so that associates of any level can run consistently great events without needing to rely solely on improvisation.

Key Insights

Discovery

‍

Through our research we discovered a cascading effect that ultimately taints GameStop’s brand identity.

‍

To prevent this, we will focus on the needs of the employee to provide a systematic approach to upskilling.

Subject Matter Experts

Hannah & Stephanie

Hannah grounded our work in the realities of store space. She highlighted how much layouts vary and what can’t be moved, including ADA requirements, shelving, and signage. Her input mattered because it pushed us to design space planning that adapts to each store instead of assuming an “ideal” setup.

Stephanie gave us the operational view of how associates actually receive and use training. With 10+ years at GameStop, she walked us through a sample module in the employee dashboard and explained how information is passed down across stores. Her insight reinforced a key constraint for our prototype: guidance has to be easy to find, quick to absorb, and usable mid-shift.

Quotes

“Our stores are One in a million...
They're all different snowflakes.” - Hannah

(on event consistency across stores)
“It depends on the manager” - Stephanie

Matt Goodfriend

Matt helped us frame the prototype as a learning experience, not just a set of instructions. He guided how we structured the module so associates could move from understanding to action, using clear objectives, examples, and practice moments. His input mattered because it kept the training focused on real performance on shift, not just information delivery.

Quote

“Training should reflect who we are,
not just information.” - Matt

Insight Journey

What's the big idea?

Standardizing instruction for event procedures & setups so that GS employees can run consistently great events without needing to rely solely on improvisation

Click the image to cycle through drafts

Drafting

We began by drafting the training experience in Figma. That early prototype helped us quickly test the structure, tone, and flow before committing to a full build. During review, we were told the draft was strong enough that GameStop planned to include most of it in their internal education testing. That feedback shifted the stakes for us. It also made it clear that if we wanted the work to be usable inside their ecosystem, we needed to build it in the format their teams actually prefer.

That is what pushed us to move from a Figma draft into Articulate360. We treated the transition as part of the design work, not just a handoff. We adapted our screens into a real module build, tightened pacing, and leaned into interaction patterns that Articulate supports well. Learning a new tool mid-project was a challenge, but it made the prototype feel more realistic and closer to how training could live within Main Menu.

Final Product

Click here to try out our prototype

Feedback

Testing occurred over the span of three days at a 40% completion rate (the norm for GS is 45% in two weeks), in three regions. A total of 47 associates participated in the test.

The results showed clear confidence growth after associates explored the Employee Playbook module, with sentiment shifting more positive overall. A meaningful portion (~45%) still stayed neutral, which signaled the need for more personalized and hands-on support in future iterations of the module.

Reflections

This project was my first real dive into instructional design, and it changed how I think about UX. I came in assuming the challenge would be mostly about spatial design. I left understanding that instructional design is about behavior and psychology. It’s about timing, context, and what a person can realistically retrieve and apply when they’re busy, stressed, or in the middle of a shift. Building Employee Playbook pushed me to think in terms of objectives, reinforcement, and transfer. That experience made instructional design feel less like a “nice-to-have” skill and more like a direction I want to keep exploring.

‍

It was also one of the most intense projects I’ve worked on. The pace was fast, the scope was complex, and we were constantly balancing what would be ideal with what would actually be usable in a retail environment. Even so, hearing positive feedback on the prototype was validating. The idea that our work could be seen as a core piece of education inside GameStop’s learning hub, Main Menu, made the effort feel worth it. More personally, it solidified a long-term goal for me: at some point in my career, I want to teach and contribute to education as an instructor.

‍

works

A training module prototype that supports GameStop associates in hosting in-store Trading Card Game events.

Client •

GameStop

Category •

Interaction Design

Date •

2025

Project Overview:

GameStop’s in-store Trading Card Game events have the potential to be consistent community moments. In practice, execution can vary by location. Store layouts, staffing, and local habits all shape the experience. Instead of beginning with the customer-side experience, our team focused on the associate-side experience. The question was simple: if associates do not have a shared playbook, how can events feel consistent from store to store? Employee Playbook is our training module prototype. It is designed to help associates prepare for and host TCG events through step-based guidance, visual examples, and small practice activities

Experience the digital product on Figma

My Role

Product Manager & UX Designer

Duration

16 weeks

Collaborators

Lie Burgess, Alexander Johnson, Princess Rivia, Sammy Schreier

Buck represents the associate who is excited to host a Trading Card Game event, but does not have a clear starting point. He is not lacking motivation. He is lacking a dependable playbook that translates event expectations into concrete setup and hosting steps.

We used Buck to pressure-test every decision in the module. If a screen did not answer “what do I do next?” for Buck, it did not belong. His story helped us focus on clarity, store adaptability, and transfer from learning into action.

“That looks awesome… could I run that?”

How might We...

design a game that tests players abilities to navigate cross-cultural communication through different scenarios?

Research Methods

To further solidify our understanding of intercultural communication and how games could possibly be used as a medium for addressing the friction that it caused in a more focused product, we underwent using research methods such as: mind mapping, insight sorting, and from-to exploration. ‍

With the team also performing competitive analyses on games (the most informative of which will be mentioned below), we were also able to develop a matrix that compared how games created decision-experiences to more clearly understand how we wanted to represent Bridge to Kultur (as well as discover how it would play).

Methodology

‍

‍

Making the game

Game Narrative

At the heart of Bridge to Kultur is a world fractured by history, scarcity, and cultural divergence. Rather than casting players as conquerors or traders, the narrative invites them to step into the roles of diplomats. Individuals tasked with navigating trust, survival, and identity in a land on the brink of collapse.

Each of the four nations—Fire, Water, Earth, and Air—possesses its own worldview, aesthetic, and moral compass. Through branching scenarios, faction-based dilemmas, and evolving trust dynamics, the narrative challenges players not only to survive a looming Calamity, but to wrestle with the social and political costs of doing so. This isn't just a story players observe, but one that they co-author with every scenario they encounter, every alliance they build, and every bridge they dare—or refuse—to cross.

System Design

Creating the mechanics for Bridge to Kultur meant balancing narrative depth with strategic clarity. From the start, our goal was to design a system that encouraged meaningful choices, personal agency, and diplomatic tension—while staying intuitive enough to support both analog and digital components. The mechanics evolved through multiple iterations, each one bringing us closer to a structure that supports individual storytelling within a shared world. As someone who has been playing games for as long as they can remember, having the opportunity to design the mechanics and flow of the game was an exciting and complex challenge for me.

What was happening

GameStop’s in-store Trading Card Game events can be a strong community driver, but execution depends heavily on the associate running the event. The conditions are not consistent across locations. Store layouts, staffing, and local rhythms vary widely, which makes “one-size-fits-all” training difficult to apply.

A stakeholder phrase shaped our framing early:

We took that as a constraint, not a complaint. Any support tool had to provide structure while still being usable in very different stores.

-Hannah Brennan, Manager of Visual Merchandising and Print Making

‍

What the project needed to accomplish

Instead of redesigning the customer-facing event experience first, we focused on the associate-facing gap: helping employees feel clear on what to do, in what order, and why it matters.

We anchored the story in Buck, an associate who is motivated to host events but lacks a dependable playbook. Buck’s challenge is not enthusiasm. It is uncertainty about how to translate materials and expectations into a real event setup.

‍

Store conditions varied enough that associates could not rely on a single “standard” setup. A stakeholder described locations as “different snowflakes,” which pushed us to treat adaptability as a core constraint, not an edge case. That is why space planning and store-flexible guidance became central to the concept.

‍

Testing suggested the module helped shift confidence upward overall, but a meaningful “neutral middle” remained. In the pitch framing, this showed up as a gap between understanding the content and confidently applying it during a live event. That signaled that clarity alone was not always enough, and that some associates needed more reinforcement and context.

‍

Interactive moments mattered because they supported transfer. Lightweight activities (like drag-and-drop) helped bridge “I read this” into “I can do this,” and the game-familiar structure (Main Menu, levels, Side Quests) reduced friction without turning the experience into a test.

‍

We built the Employee Playbook, a training module prototype concept designed to live within GameStop’s learning hub- Main Menu. Associates move through short, visual steps tied to real event tasks. The format is meant to work across devices and be relevant to stores of any size.

To address store variability, the prototype includes Space Planning as a core component. Rather than prescribing one perfect layout, it provides a repeatable approach for adapting tables, flow, and materials to different floor plans and constraints.

To improve transfer, we paired guidance with lightweight practice and optional reinforcement. Drag-and-drop activities give associates a small rehearsal before doing the task in-store, and Side Quests offer extra reinforcement for those who want it without forcing everyone into the same depth.

‍

Product Concept Sketching

Prototyping

Physical Components

Digital Component

User Testing

We tested the module with associates and collected both pre- and post-survey results. Buck’s story mirrors the overall pattern we saw.

Before the module, most associates reported feeling only somewhat informed.
After, confidence shifted more positive.
About 45% still remained in a neutral middle, which suggested a need for more personalization and more varied learning support.

We also saw fast momentum during the test window:

47 associate responses
40% completion rate
tested across three districts (San Diego, Orlando, and Northeast Ohio)
results captured within three days

Final Product

No items found.

Digital Demo Experience

Game On

Experience the digital product on Figma

Reflections

This project was my first real dive into instructional design, and it changed how I think about UX. I came in assuming the challenge would be mostly about spatial design. I left understanding that instructional design is about behavior and psychology. It’s about timing, context, and what a person can realistically retrieve and apply when they’re busy, stressed, or in the middle of a shift. Building Employee Playbook pushed me to think in terms of objectives, reinforcement, and transfer. That experience made instructional design feel less like a “nice-to-have” skill and more like a direction I want to keep exploring.

‍

It was also one of the most intense projects I’ve worked on. The pace was fast, the scope was complex, and we were constantly balancing what would be ideal with what would actually be usable in a retail environment. Even so, hearing positive feedback on the prototype was validating. The idea that our work could be seen as a core piece of education inside GameStop’s learning hub, Main Menu, made the effort feel worth it. More personally, it solidified a long-term goal for me: at some point in my career, I want to teach and contribute to education as an instructor.

‍

works

A training module prototype that supports GameStop associates in hosting in-store Trading Card Game events.

Client •

GameStop

Category •

Interaction Design

Date •

2025

Project Overview:

GameStop’s in-store Trading Card Game events have the potential to be consistent community moments. In practice, execution can vary by location. Store layouts, staffing, and local habits all shape the experience. Instead of beginning with the customer-side experience, our team focused on the associate-side experience. The question was simple: if associates do not have a shared playbook, how can events feel consistent from store to store? Employee Playbook is our training module prototype. It is designed to help associates prepare for and host TCG events through step-based guidance, visual examples, and small practice activities

Experience the digital product on Figma

My Role

Product Manager & UX Designer

Duration

16 weeks

Collaborators

Lie Burgess, Alexander Johnson, Princess Rivia, Sammy Schreier

Buck represents the associate who is excited to host a Trading Card Game event, but does not have a clear starting point. He is not lacking motivation. He is lacking a dependable playbook that translates event expectations into concrete setup and hosting steps.

We used Buck to pressure-test every decision in the module. If a screen did not answer “what do I do next?” for Buck, it did not belong. His story helped us focus on clarity, store adaptability, and transfer from learning into action.

“That looks awesome… could I run that?”

How might We...

design a game that tests players abilities to navigate cross-cultural communication through different scenarios?

Research Methods

To further solidify our understanding of intercultural communication and how games could possibly be used as a medium for addressing the friction that it caused in a more focused product, we underwent using research methods such as: mind mapping, insight sorting, and from-to exploration. ‍

With the team also performing competitive analyses on games (the most informative of which will be mentioned below), we were also able to develop a matrix that compared how games created decision-experiences to more clearly understand how we wanted to represent Bridge to Kultur (as well as discover how it would play).

Methodology

‍

‍

Making the game

Game Narrative

At the heart of Bridge to Kultur is a world fractured by history, scarcity, and cultural divergence. Rather than casting players as conquerors or traders, the narrative invites them to step into the roles of diplomats. Individuals tasked with navigating trust, survival, and identity in a land on the brink of collapse.

Each of the four nations—Fire, Water, Earth, and Air—possesses its own worldview, aesthetic, and moral compass. Through branching scenarios, faction-based dilemmas, and evolving trust dynamics, the narrative challenges players not only to survive a looming Calamity, but to wrestle with the social and political costs of doing so. This isn't just a story players observe, but one that they co-author with every scenario they encounter, every alliance they build, and every bridge they dare—or refuse—to cross.

System Design

Creating the mechanics for Bridge to Kultur meant balancing narrative depth with strategic clarity. From the start, our goal was to design a system that encouraged meaningful choices, personal agency, and diplomatic tension—while staying intuitive enough to support both analog and digital components. The mechanics evolved through multiple iterations, each one bringing us closer to a structure that supports individual storytelling within a shared world. As someone who has been playing games for as long as they can remember, having the opportunity to design the mechanics and flow of the game was an exciting and complex challenge for me.

What was happening

GameStop’s in-store Trading Card Game events can be a strong community driver, but execution depends heavily on the associate running the event. The conditions are not consistent across locations. Store layouts, staffing, and local rhythms vary widely, which makes “one-size-fits-all” training difficult to apply.

A stakeholder phrase shaped our framing early:

We took that as a constraint, not a complaint. Any support tool had to provide structure while still being usable in very different stores.

-Hannah Brennan, Manager of Visual Merchandising and Print Making

‍

What the project needed to accomplish

Instead of redesigning the customer-facing event experience first, we focused on the associate-facing gap: helping employees feel clear on what to do, in what order, and why it matters.

We anchored the story in Buck, an associate who is motivated to host events but lacks a dependable playbook. Buck’s challenge is not enthusiasm. It is uncertainty about how to translate materials and expectations into a real event setup.

‍

Store conditions varied enough that associates could not rely on a single “standard” setup. A stakeholder described locations as “different snowflakes,” which pushed us to treat adaptability as a core constraint, not an edge case. That is why space planning and store-flexible guidance became central to the concept.

‍

Testing suggested the module helped shift confidence upward overall, but a meaningful “neutral middle” remained. In the pitch framing, this showed up as a gap between understanding the content and confidently applying it during a live event. That signaled that clarity alone was not always enough, and that some associates needed more reinforcement and context.

‍

Interactive moments mattered because they supported transfer. Lightweight activities (like drag-and-drop) helped bridge “I read this” into “I can do this,” and the game-familiar structure (Main Menu, levels, Side Quests) reduced friction without turning the experience into a test.

‍

We built the Employee Playbook, a training module prototype concept designed to live within GameStop’s learning hub- Main Menu. Associates move through short, visual steps tied to real event tasks. The format is meant to work across devices and be relevant to stores of any size.

To address store variability, the prototype includes Space Planning as a core component. Rather than prescribing one perfect layout, it provides a repeatable approach for adapting tables, flow, and materials to different floor plans and constraints.

To improve transfer, we paired guidance with lightweight practice and optional reinforcement. Drag-and-drop activities give associates a small rehearsal before doing the task in-store, and Side Quests offer extra reinforcement for those who want it without forcing everyone into the same depth.

‍

Product Concept Sketching

Prototyping

Physical Components

Digital Component

User Testing

We tested the module with associates and collected both pre- and post-survey results. Buck’s story mirrors the overall pattern we saw.

Before the module, most associates reported feeling only somewhat informed.
After, confidence shifted more positive.
About 45% still remained in a neutral middle, which suggested a need for more personalization and more varied learning support.

We also saw fast momentum during the test window:

47 associate responses
40% completion rate
tested across three districts (San Diego, Orlando, and Northeast Ohio)
results captured within three days

Final Product

No items found.

Digital Demo Experience

Game On

Experience the digital product on Figma

Reflections

This project was my first real dive into instructional design, and it changed how I think about UX. I came in assuming the challenge would be mostly about spatial design. I left understanding that instructional design is about behavior and psychology. It’s about timing, context, and what a person can realistically retrieve and apply when they’re busy, stressed, or in the middle of a shift. Building Employee Playbook pushed me to think in terms of objectives, reinforcement, and transfer. That experience made instructional design feel less like a “nice-to-have” skill and more like a direction I want to keep exploring.

‍

It was also one of the most intense projects I’ve worked on. The pace was fast, the scope was complex, and we were constantly balancing what would be ideal with what would actually be usable in a retail environment. Even so, hearing positive feedback on the prototype was validating. The idea that our work could be seen as a core piece of education inside GameStop’s learning hub, Main Menu, made the effort feel worth it. More personally, it solidified a long-term goal for me: at some point in my career, I want to teach and contribute to education as an instructor.

‍

works

Main Menu: Employee Playbook

Client •

Category •

Date •

Project Overview:

My Role

Duration

Collaborators

Our Client

Stakeholders

What was happening

What the project needed to accomplish

Research

Methodology

Netnography

Field Research

The Big Idea

Key Insights

Discovery

Subject Matter Experts

Hannah & Stephanie

Quotes

Matt Goodfriend

Quote

Insight Journey

What's the big idea?

Click the image to cycle through drafts

Drafting

Final Product

Feedback

Reflections

works

Main Menu: Employee Playbook

Client •

Category •

Date •

Project Overview:

My Role

Duration

Collaborators

How might We...

Research Methods

Methodology

Making the game

Game Narrative

System Design

What was happening

What the project needed to accomplish

Product Concept Sketching

Prototyping

Physical Components

Digital Component

User Testing

Final Product

Digital Demo Experience

Game On

Reflections

works

Main Menu: Employee Playbook

Client •

Category •

Date •

Project Overview:

My Role

Duration

Collaborators

How might We...

Research Methods

Methodology

Making the game

Game Narrative

System Design

What was happening

What the project needed to accomplish

Product Concept Sketching

Prototyping

Physical Components

Digital Component

User Testing