UX / UI Designer
Cadbury Favourites Fun & Games App
Cadbury Australia continually runs multiple promotions for their products. They where after a site to house their future promotions for the Cadbury Favourites line. Instead of being a simple series of landing pages used to capture customer data, we wanted to push the site further and create a web app be a place where customers can engage further with the brand.
Cadbury favourites range are products tailored to share with friends and family, therefore the idea was to take that essence and bring people together for some quick fun and games, kinda like bonbons at Christmas. The packs would promote the competitions and drive people to the games and competitions
-- 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
-- The Tools
-- The Approach
Initially games ideas were formed in brainstorming sessions internally. Further to that, the project took on a startup lean approach, we could rapidly ideate, prototype and test game ideas.
-- Brainstorming
The core idea wasn't to take over game night but to add a little fun to a family and friends get together. Our main aim was to put together a series of games that each had a very small learning curve, quick to play and the games focused on people engaging with each other and not their phones.
As a group, we got together and brainstormed games people liked playing as a group and those that required very little instruction. We identified some common well known games that people knew how to play and most importantly didn't require any licencing. These included games like your good and quiz and charades.
-- Designing the Games
Before designing the games, initial research into group player games, already on the market, were reviewed and played. It enabled us to identify positive ways the games could engage with groups. Further collaboration playing games using basic paper prototypes, was the start of our game design process.
These ‘casual’ testing workshops were done internally and with the target demographic with a series of low fidelity and high fidelity wireframes, where we captured both qualitative and quantitative data. Many ideas came out of these testing sessions including the addiction of Cadbury Spin, a way to be in the box of chocolates into the games being played. Every time a player wins, they have the opportunity to spin a wheel of Favourites which allows them to take, gift or miss out on chocolates
Further consideration was made when designing components. with multiple games being created and more added in the future, it was important to make sure game mechanics and components were re-used where possible, in order for the experience to be consistent across games and keep development costs down.
-- Design for fun!
Finally the wireframes moved into visual design where we implemented the Favourites brand, maintaining a fun and colourful presence and adding a touch of animations and sound.
