CSA Spy Pack | Lucrecia Camiletti

Close-up of the CSA welcome letter addressed to a new agent, introducing the Children's Spy Agency and what's inside the pack

Lucrecia balancing a flashing red siren light on her head at her desk, surrounded by sticky notes

Role

As the sole UX designer in the team, I oversaw and designed the end-to-end experience of the starter and the expansion packs.

I was in charge of designing how the packs fitted within the kid and parent journey inside the fictional world, and the commerce journey outside of it.

Alongside this and working closely with the creative associate, I led the experience within the physical packs themselves, studying and reassembling content to reduce the SKUs from 25+ to just 10, defining layout and order of material within the booklet and proposing additional content to ensure a coherent and engaging narrative.

Finally, for the expansion pack, I developed a playful challenge to connect kids with the CSA mobile game and mark their achievement of completing the physical pack.

Agent's journey

The package arrives through the door in a top-secret envelope.

A brown paper package stamped Top Secret, arriving through a letterbox

The CSA letter introduces the new agent to the spy world and gives them their first instructions.

A child opening the CSA envelope, the Agent Asha storybook resting on the table beside them

The agent sets up their profile and completes all the tasks inside the agent Handbook.

A child signing their secrecy agreement contract inside the agent handbook

Agents continue their spy journey on the app with other games and missions.

A child playing the CSA Mobile hackmode game on a phone

Starter spy pack

This is the beginning of the journey for the physical experience. In this pack, the kid gets to set up their spy profile (connecting with the CSA App), build their local spy unit as well as learn about one of the agency's top agents through the storybook, Asha, who is on a mission to save the world.

A child smiling and holding up their Children's Spy Agency membership card

Expansion packs

Once kids have completed the starter Spy Pack, they can continue acquiring skills and gathering other fundamental knowledge with the new STEM activities. These are part of a series of training modules: Spy Identities, Spy Bases and Spy Communications.

Flat lay of the Expansion Pack contents: two more CSA training manuals covering spy bases and spy identities, plus a welcome letter, door hanger, recruitment cards and sticker sheet

Six more spreads from the training manual: CSA ranks, the FART facial recognition briefing, Operation Dazzle, a SEBA location task, the Spy Bases briefing and the spy training journey map

Connecting the journey with the CSA App

To connect the physical packs with the digital world, I created a code system that agents could insert into the CSA mobile app, the main hub for tracking their progress.

Once inserted, the code would unlock new content and mark the agent's progress. The simplicity of this system meant it could also be implemented in the immersive experience, as well as any future products.