🎮 Manulife Mini-game
📚 Overview
The project involved a marketing campaign that aimed to incentivize clients to attend the Manulife Hong Kong seminar by offering them a chance to redeem the prizes they had won in the game. Our client had approached us with two key requirements:
1. A lucky draw
2. Game theme should align with the grand prize: Hong Kong Disneyland tickets.
Game concepts
Wireframes
User flows
UI design
Worked with a developer, a animator and a project manager
Figma
Photoshop
3 months
❓Vague problem statement
Before beginning the design journey I tried to define a a "problem statement" that would be redefined in the later stages.
🔍 Research
Within a limited timeframe, I gathered feedback from game enthusiasts aged 30-50. It became apparent that many players held the belief that game outcomes are predetermined. Even when they hit the jackpot, they were still keen on knowing the value of the other prizes to prove their status as the luckiest player. Therefore, if I could enhance the game transparency, I might attract users to attend the seminar.
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✏️ Ideation - How to present the game?
To align with the fantasy theme, I brainstormed multiple game concepts that were easy to play. Drawing inspiration from existing luck-based games, I came up with a design approach that displayed all prizes after the user made their selection. This improved game transparency and ensured a fair and enjoyable experience for the players.
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✏️ Ideation - first mock up design idea
To ensure that the project was completed within the allocated time and budget, the game process was designed to be as simple as possible. This was achieved by creating user-friendly interfaces that required only a few clicks to operate. In addition, I incorporated the "donut" element, which added a dreamy touch to the game and made it more in line with the Hong Kong Disneyland theme.
💪🏻 Improvements
After reviewing various feedback, I discovered that the grand prize did not stand out when all the prizes were revealed at the end. To address this issue, I redesigned the game's prize introduction scene and placed it on the game introduction page. This significantly enhanced the user experience and encouraged greater participation in the seminar.
Brainstorming game concepts and designing the user flow was a challenging yet rewarding experience. We generated numerous ideas during the initial stage, and after multiple iterations, we were fortunate that this particular concept was selected. I am grateful that the campaign was able to significantly increase the seminar's engagement rate and received positive feedback from our clients.
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