UX / UI Lead | 6 Week Project
Mobile Games: Cadbury Favourites Fun & Games
Cadbury Australia frequently runs multiple promotions for their products. They sought a platform to house future promotions for the Cadbury Favourites line. Instead of a series of simple landing pages used to capture customer data, we aimed to create a web app that would engage customers more deeply with the brand.
The Cadbury Favourites range is designed to be shared with friends and family. We wanted to capture this essence by bringing people together for quick, fun games—similar to bonbons at Christmas. The packs would promote the competitions, driving traffic to the games and competitions hosted on the app.
— The Process
Discovery
Stakeholder Interviews
Focus Groups
Analysis
User Data Analysis
Landscape Analysis
Ideate
Brainstorming Workshops
LoFi Wireframes
HiFi Wireframes
Design
Visual Design
Prototypes
Validate
Qualitative Testing
Quantitative Testing
— Approach
The project used a lean UX approach, which allowed us to quickly come up with, prototype, and test game ideas. We started by brainstorming internally to generate game ideas, then held prioritization sessions to determine the balance between effort and value. We also looked at how we could reuse similar game mechanics across different games.
— Brainstorming
We aimed to create games that would bring fun to family and friends’ gatherings without overshadowing game night. The core goal was to design a series of games with simple rules that could be played quickly, focusing on interaction with each other rather than on phones.
We brainstormed popular group games that require minimal instruction. We identified standard, well-known games like quizzes and charades, as they are easy to understand and do not require licensing.
— Prototyping the Games
Before designing, I researched existing group-player games on the market and played them with users to identify effective engagement methods. Workshops furhter extended through basic paper prototypes to map out game mechanics.
We conducted casual testing workshops internally and with the target demographic using a series of low-fidelity and high-fidelity wireframes. We captured qualitative and quantitative data, leading to ideas like Cadbury Spin, where players can spin a wheel of Favourites, allowing them to take, gift, or miss out on chocolates.
— Designing the Games
Wireframes were transformed into visual designs, incorporating the Favourites brand. We kept the designs fun and colourful by adding animation and sound to improve the user experience.
It was essential to create components with future scalability in mind. Since we were creating multiple games, and there were more to come, I established a design library of flexible components for reuse whenever possible. This consistency across games helped maintain a unified user experience and reduced development costs.
— Results and Impact
Post-launch, the Cadbury Favourites Fun & Games App successfully engaged users, who appreciated the fun, easy-to-play games. User feedback was overwhelmingly positive, highlighting the app’s role in enhancing social interactions during gatherings. The app also drove significant traffic, successfully meeting target KPIs for customer registrations and improving leads in Cadbury’s promotions.