Designing Disney’s First Digital Collectibles Platform

Summary

Disney Pinnacle is a platform for high-end digital collectibles where fans can hunt, collect, trade, and curate officially licensed Disney, Pixar, and Star Wars pins. Built in partnership with Dapper Labs (NBA Top Shot, CryptoKitties), the goal was to bring the joy of physical pin trading into a premium digital experience.
I joined on day one as the lead designer on the Disney side, helping shape the product from the ground up: branding, UX, collectible display, and platform structure.

The teaser that earned us thousands of subscribers before launch.

My contributions

Led design direction from inception to beta launch
Designed the logo and co-developed brand identity with Dapper
Created the display logic and interface for collecting and arranging pins
Defined rarity systems and unboxing flows to boost replayability
Advocated for storytelling features like ownership history and social sharing
Directed onboarding UX to reduce drop-off and increase session duration

Impact

Platform attracted thousands of signups before launch
Session duration increased by ~20% after onboarding rollout
Early drop-off reduced by 17%
Helped launch a new business line and digital format for Disney IP

The process

1 - Discovery and definition

This was a platform built from scratch. Our challenge: translate the tactile joy of physical pin trading into a digital experience that felt expressive, fun, and premium. I collaborated with stakeholders across Disney and Dapper to align on what success looked like, from brand tone to feature must-haves.

Key questions I aimed to solve:

How do we create meaning and value in digital collectibles without them feeling gimmicky?
How do we appeal to both Disney fans and Web3 collectors?
How do we create a sense of ownership and emotional connection?

2 - Research and strategy

I conducted research across three domains:

Physical pin trading culture

I conducted contextual research on pin trading at Disney parks to better understand the rituals and motivations that fans associate with collecting. This helped shape my focus on personalization, storytelling, and display.

Competitor analysis of digital collectible platforms

Platforms like OpenSea and Rarible offered core marketplace functionality but lacked warmth or narrative connection. I didn’t want to create another stock market, and this solidified the goal to create something that felt expressive and human, not just transactional.

Audience profiling

Web3 audience data showed a skew toward tech-savvy, design-conscious young male audience in their 20s and 30s. This called for visuals that should look sleek and premium, with a bit of Disney playfulness.

Exploring pin trading at the parks

Competitive analysis of similar platforms

3 - Designing the platform

Collection & display

I proposed a flexible layout system that allows users to arrange pins on velvet mats, inspired by how fans display physical pins on boards. I worked closely with Dapper to guide the interaction model ensuring texture, freedom of arrangement, and emotional resonance were prioritized in the final design.

Storytelling & social

Pushed for features like collecting origin stories, ownership history, and social sharing tools. I advocated strongly for the collections to feel personal and shareable, the goal to me was building community.

Rarity & unboxing

I helped define the pin value system, balancing traditional cues (thickness, IP, sets) with digital exclusives like unlockable scenes or alternate versions. I art directed the unboxing animations to feel magical and premium, encouraging repeated purchases.

Value system defined in collaboration with Dapper, and the product team

Digital pin exclusive with unlockable scene

Unboxing for starter pack

Brand identity

Designed the logo and co-led visual direction with Dapper. The branding had to appeal to both casual fans and crypto collectors, premium but approachable.

4 - Onboarding and testing

Early testers dropped off quickly, overwhelmed by a new concept in a complex space. I proposed and wireframed an onboarding flow to explain the platform and value proposition clearly. After launch, session time rose by ~20%, and early drop-off fell by 17%.

Constraints

Operated on a tight 6-month timeline driven by partner budget limits.
Pivoted midway due to major MVP changes, requiring a full rethink of functionality, flows, and roadmap.
Balanced competing priorities across multiple stakeholders, Disney and Dapper, spanning design, brand, product, and business.
Gamified the experience without creating a game, due to overlap restrictions with Disney’s games team, walking a fine line between playful and platform-appropriate.

Reflections

One of the biggest challenges was balancing speed with quality. Our partners wanted to move fast (understandably, Web3 waits for no one), while Disney demanded exceptional polish and rigorous approvals. I often had to advocate for design choices that protected the brand, even under pressure.
This wasn’t just about using IP, it was about representing it. Every touchpoint had to feel intentional and worthy of the Disney name. Learning to navigate that tension with clarity and care is a skill I’ll carry into every project.