Topps My City NYC

July 5, 2017

My City NYC was a city loyalty brand established by Topps, and a program engaging the public in the top cities across America embracing local heroes and nostalgic, emotive connectors. This one-of-a-kind family oriented, memory making program was driven by a keepsake book of America's favorite cities, encouraging pride in one's city.

My task was to create a promotional microsite (using Adobe Photoshop, Adobe Illustrator and Dreamweaver) for the Topps Entertainment team to highlight the product and gear it to parents in and around NYC. Working alongside a copywriter and a front-end developer, we were given research data directly from the Entertainment team and asked to create something specifically geared towards mothers (parents, in general—but ideally mothers) who would escort their children around town, collecting stickers and filling in the books at various locales. The site's task was simple: highlight the product, highlight the partners, highlight the prizes.

As we crafted user stories and flows for the basic landing page, the developers and I decided to also incorporate maps into the experience, further clarifying that the locales featured on the sticker—as well as the partners— were real places to be visited and het, here's how to get to them. 

The basic design of the landing page was inspired by the look and feel of the physical product itself— we used their logo, their colors, their fonts. The snapshots and directions were added by me during the UX discovery process and basic wireframing.
Adding maps to the snapshots along the side (twenty of which were randomized and displayed to browsing parents) helped establish that the partners, the places featured stickers and even the locations for buying the stickers were places to be visited and explored—this is a product to get you out and exploring your local city (New York being the first in the campaign).