Hallmark Channel

Seasonal sweepstakes apps for Hallmark's biggest fan moments.

Live Website
Hallmark Channel

A daily reason to play.

Movie trivia, daily puzzles and premiere experiences bring fans into Hallmark’s Countdown to Christmas Movie Game.

Daily trivia and premiere discovery, captured from Hallmark Movie Game and centered on a background matched to the brand.
Daily trivia and premiere discovery
A daily movie trivia question, captured from Hallmark Movie Game and centered on a background matched to the brand.
A seasonal home for movie discovery, with a fresh trivia challenge each day.
The real Hallmark Movie Game discovery interface on a MacBook in a scene created for the case study.
Fireside MacBook

Part of the holiday ritual.

Movie discovery and daily games sit together in a seasonal hub for Hallmark fans.

Merry Mix-Up picture puzzle, captured from Hallmark Movie Game and centered on a background matched to the brand.
Merry Mix-Up picture puzzle
Daily word search, captured from Hallmark Movie Game and centered on a background matched to the brand.
Daily word search

Watching becomes playing.

Premiere Play pairs each new release with movie activities and a fan poll, extending the experience beyond the film.

Premiere Play for ’Tis the Season for Setups, captured from Hallmark Movie Game and centered on a background matched to the brand.
Premiere Play for ’Tis the Season for Setups
Vote in the daily movie poll, captured from Hallmark Movie Game and centered on a background matched to the brand.
Vote in the daily movie poll
Browse the seasonal trivia collection, captured from Hallmark Movie Game and centered on a background matched to the brand.
Browse the seasonal trivia collection
The real Hallmark Movie Game bonus discovery interface on a MacBook in a scene created for the case study.
Gift wrapping MacBook

More to unwrap.

Bonus activities bring cast stories, videos and seasonal challenges into the game.

Bonus galleries and movie previews, captured from Hallmark Movie Game and centered on a background matched to the brand.
Bonus galleries and movie previews
Discover the weekly prize, captured from Hallmark Movie Game and centered on a background matched to the brand.
Discover the weekly prize
The real Hallmark Movie Game daily poll interface on a iPhone in a scene created for the case study.
Christmas knit iPhone
The real Hallmark Movie Game merry mix up interface on a iPhone in a scene created for the case study.
Snowy window iPhone
Weekly leaderboard and fan scores, captured from Hallmark Movie Game and centered on a background matched to the brand.
Weekly leaderboard and fan scores
Play with friends and public groups, captured from Hallmark Movie Game and centered on a background matched to the brand.
Play with friends and public groups
Explore the Christmas achievement badges, captured from Hallmark Movie Game and centered on a background matched to the brand.
Explore the Christmas achievement badges
Choose a festive profile picture, captured from Hallmark Movie Game and centered on a background matched to the brand.
Choose a festive profile picture
Find a fan group to play with, captured from Hallmark Movie Game and centered on a background matched to the brand.
Find a fan group to play with

A shared season of play.

Public groups give fans a place to join in together, alongside the leaderboard and individual challenges.

My Role

Senior Front-End / UX/UI Engineer

Frontend ArchitectureCampaign UXInteractive AppsEmail TemplatesLaunch Delivery

Owning the frontend across Hallmark Channel's seasonal sweepstakes apps, rebuilding campaign experiences with Next.js, modernizing the codebase, significantly improving UX/UI, improving performance by 40%, and resolving delivery issues to support 100% on-time launches.

Product Work

What I Delivered

  1. Seasonal app rebuilds

    Rebuilt campaign apps from scratch with a modern React and Next.js frontend foundation, improving performance by 40%.

  2. Movie Game

    Implemented interactive trivia, activity, and entry flows for Countdown to Christmas fan engagement.

  3. Very Merry Giveaway

    Supported daily prize discovery and sweepstakes entry experiences for Hallmark's holiday campaign.

  4. Campaign emails

    Built responsive email templates that extended sweepstakes campaigns into inbox touchpoints.

  5. Reusable delivery

    Modernized patterns across apps and resolved delivery issues so new seasonal campaigns reached 100% on-time launches.

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