Max Mccall Email & Phone Number

Bellevue, Washington, Us

I am responsible for defining and delivering success for Magic sets and associated products. I have been the product lead for nine Magic releases, totaling close to a billion dollars in revenue, and am leading another dozen or so unannounced releases.

Bellevue, Washington, Us

Product architects are the general managers of Magic sets. They are responsible for defining and delivering success for their sets and associated products. For their sets, product architects:● Define key selling points, both creative and mechanical, including the showcase elements of the set.● Own the business metrics, including sell-in price, print run sizing, localization, and drop rates in booster products and their collation.● Ensure their partners are operating with clarity at all times. ● Coordinate with marketing to ensure the set’s marketing campaign speaks to the right KSPs in the right way.● Ensure a set’s packaging sets it off to best advantage, and that all packaging, marketing, and legal copy is accurate and effective.

Bellevue, Washington, Us

● Led design and monetization of new Showcase cosmetic treatments for Magic cards in Collector boosters.● Leading design of multiple prototyping efforts for unannounced digital products. ● Managed, mentored, and trained new designers.● Redesigned Magic’s introductory products - Welcome Decks, Spellslinger Starter Kit, Planeswalker decks, and Theme boosters - to align with a new acquisition funnel. Built post-tutorial experience for Magic Arena. ● Wrangled data from several departments into a single database to enable holistic data analysis of all Magic products. Created dashboards in Tableau, Power BI, and Excel to distribute the information. ● Launched Pioneer, a new Magic format, with a new rollout plan that players enjoyed and without disrupting the rest of Magic’s ecosystem. ● Led and coordinated design outsourcing efforts for new Magic products Unsanctioned and Eldraine Brawl. ● Designer for Magic 2020 and other unannounced Magic sets

Designer​ ​–​ ​​Unannounced ● Led design for a new mid-core mobile game.● Built​ ​the​ ​game’s​ ​system​ ​map​ ​and​ ​used​ ​it​ ​to​ ​create​ ​the​ ​game’s​ ​internal​ ​economy.● Designed​ ​an​ ​innovative​ ​progression​ ​system​ ​and​ ​supporting​ ​live​ ​ops​ ​structure​ ​for​ ​meaningful​ ​moments throughout​ ​the​ ​player​ ​journey. ● Designed,​ ​implemented,​ ​and​ ​iterated​ ​on​ ​the​ ​new​ ​user​ ​experience. ● Prototyped wireframe UI flows for the entire project in Adobe XD.● Designed​ ​the​ ​combat​ ​system,​ ​created​ ​the​ ​units,​ ​and​ ​tuned​ ​their​ ​relative​ ​power​ ​levels.● Researched the competitive landscape to evaluate minimum feature list and market opportunities.● Assembled and led a cross-functional research team designing new social features.

Initial​ ​Designer/Final​ ​Designer​ ​-​ ​​Hearthstone: Heroes of Warcraft ● Designed​ ​and​ ​implemented​ ​hundreds​ ​of​ ​cards​ ​including​ ​scripts,​ ​voice​ ​lines,​ ​and​ ​art​ ​and​ ​VFX​ ​descriptions. ● Created​ ​playtesting​ ​heuristics​ ​and​ ​used​ ​those​ ​heuristics​ ​to​ ​ensure​ ​overall​ ​game​ ​balance. ● Used machine learning algorithms to measure and manage KPIs post-launch.● Saved​ ​countless​ ​hours​ ​of​ ​QA​ ​time​ ​by​ ​creating​ ​and​ ​managing​ ​documentation​ ​pipelines​ ​for​ ​card​ ​sets, Adventures,​ ​and​ ​Tavern​ ​Brawls. ● Designed,​ ​implemented,​ ​and​ ​shipped​ ​over​ ​a​ ​dozen​ ​PvE​ ​Adventure​ ​Missions. ● Biggest​ ​internal​ ​evangelist​ ​for​ ​“the​ ​Dinosaur​ ​set”​ ​that​ ​became​ ​​Journey to Un'Goro

Bellevue, Washington, Us

Lead​ ​Designer​ ​-​ ​​Modern Masters 2013​ ● Designed​ ​business​ ​plan​ ​for​ ​product​ ​content,​ ​pricing,​ ​and​ ​quantity.​ ​The​ ​successful​ ​plan​ ​generated​ ​millions​ ​in revenue​ ​and​ ​avoided​ ​secondary​ ​market​ ​instability. ● Led​ ​blue-sky​ ​design​ ​phase​ ​to​ ​determine​ ​the​ ​set’s​ ​fundamental​ ​play​ ​patterns. Lead​ ​Designer​ ​-​ ​​Vintage Masters ● Designed​ ​a​ ​new​ ​rarity​ ​system​ ​to​ ​release​ ​Power​ ​Nine​ ​on​ ​Magic​ ​Online​ ​then​ ​used​ ​it​ ​to​ ​build​ ​a​ ​business​ ​plan for​ ​content​ ​and​ ​pricing,​ ​leading​ ​to​ ​millions​ ​in​ ​revenue.● Led​ ​blue-sky​ ​design​ ​phase​ ​to​ ​determine​ ​the​ ​set’s​ ​fundamental​ ​play​ ​patterns. Designer/Lead​ ​Final​ ​Designer​ ​-​ ​​Duels​ of​ the​ Planeswalkers​ 2014 ● Responsible​ ​for​ ​game​ ​design​ ​document​ ​​ ​and​ ​overall​ ​game​ ​quality. ● Created​ ​all​ ​of​ ​the​ ​game​ ​content,​ ​including​ ​new​ ​‘Sealed​ ​Deck’​ ​feature. Final​ ​Designer​ ​-​ ​​Magic​ 2013,​ Duels of​ the​ Planeswalkers​ 2013,​ Gatecrash,​ ​​Magic​ 2014 ● Worked​ ​with​ ​a​ ​team​ ​of​ ​designers​ ​to​ ​ensure​ ​game​ ​balance​ ​through​ ​iterated​ ​playtesting. ● Pitched​ ​and​ ​started​ ​a​ ​new​ ​rotational​ ​team​ ​to​ ​create​ ​and​ ​analyze​ ​playtest​ ​data.

Bellevue, Washington, Us