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.

• 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.

• 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.

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.

Bellevue, Washington, US