S t u d i o
Relish Interactive
R O L E
Art Director
UI/UX Designer
O V E R V I E W
Directed and contributed to the execution of the complete UX, UI and illustration for Hauler: Aisles of Glory, the first promotional mobile game in No Frills' multi-year #Haulers campaign. I also contributed UX and UI design to later game experiences as the campaign expanded, helping evolve the player experience across multiple releases.
Every screen, interaction, and user flow was crafted to deliver an intuitive, engaging experience while seamlessly integrating PC Optimum rewards and reinforcing the No Frills brand.
A w a r d - W i n n i n g C a m p a i g n
Hauler: Aisles of Glory was recognized with 15 industry awards, including Strategy Marketing Awards, Applied Arts Awards, Effie Canada Awards, Media Innovation Awards, Marketing Awards, and ADCC Awards.
R E S P O N S I B I L I T I E S
• Creative Direction
• Art Direction
• Illustration Direction
• Animation, Sound & Development Direction
• UI Art
• UX Design
• Icon Design
• User Flows
• Wireframes
• Interactive Prototypes
• High Fidelity Comps
• Client Communications
• Project Management
A W A R D S
( J U S T T O N A M E A F E W )
( J U S T T O N A M E A F E W )
🥇 Gold — 2020 Strategy Marketing Awards — Best Design: Website / Apps / Mobile
🥈 Silver — 2020 Strategy Marketing Awards — Best Advertising: Game
🥇 Gold — 2019 Effie Canada Awards — #Haulers Campaign
🥇 Gold — 2019 Media Innovation Awards — Best Consumer Engagement
🥇 Gold — 2019 Strategy Awards — Game Changer
🏆 Winner — Applied Arts Awards — Best Online Campaign
🥈 Silver — ADCC Awards — Promo / Campaign
Designed to create a frictionless user experience that guided players naturally from onboarding to gameplay while reinforcing brand engagement.
P r o b l e m
Create a branded mobile game that encouraged repeat engagement while making gameplay, rewards, and progression easy for players to understand.
S o l u t i o n
Designed an intuitive end-to-end user experience that minimized friction, streamlined navigation, and clearly communicated goals, rewards, and progression.
Created user flows, wireframes, interface designs, onboarding, HUDs, reward systems, and collaborated closely with developers through implementation.
O u t c o m e
Delivered an award-winning branded experience that increased engagement, earned multiple industry awards, and gained national recognition, including a mention on The Tonight Show Starring Jimmy Fallon.
I M P A C T
• 1.6M gameplay sessions
• 846K+ unique players
• 5.04-minute average session length
• 52% conversion rate
• 5.7% increase in sales
• 4.1% increase in foot traffic
M O R E U X A N D U I E X A M P L E S
