TO BE YOU – Award-Winning Interactive Game – Design to play
In a multicultural society, empathy is not optional. Without empathy, prejudices will grow, deepen, and tear us apart.
Brief
An interactive fiction game where players go through “life” as someone else, make life choices, discover hardships and dilemmas, and learn to empathize with the life journeys of people from different backgrounds.
In Dec 2020, the starter team (Gaurav, Desiree, Axelle) pitched the project in a MCCY hackathon called ‘StartupX Mission Unite’ and won the top prize.
I contributed to the project as a website-squad lead:
UX/UI design, animation, Frontend development.
Problem
Discrimination on the basis of race, gender, and religion still exists in Singapore. Data shows that it happens in schools, at work, while dating, among friends, in shops, and even on the bus.
Objective
- Raise awareness about the existence of discrimination in Singapore
- Educate players on the negative impacts of discrimination
- Inspire empathy by letting players experience exclusion
- Motivate players to challenge stereotypes and prejudices
- Prompt reflection on players’ own biases and behaviors
- Drive action by suggesting positive things players can do
Idea
“The Difference Game”
- Interactive activities showcase biases and impacts
- Approachable quizzes and scenarios
- Reinforce message – labels don’t tell full story
The page could feature the core concept, a character line-up, example scenarios, screenshots conveying emotion, and clear motivational headline and tagline.
Focus is on connecting creatively with the target audience.
Establishing Key Audiences & Building Personas
Who are they?
Challenge 1: Captivating First Impressions
Issue: The landing page must immediately grab attention and spark interest to prevent quick bounces.
Challenge 3: Convincing to Convert
Issue: Persuading visitors not just to be interested but to take action – play the game.
Challenge 4: Technical Performance
Issue: Ensuring that the landing page loads quickly and functions well on both desktop and mobile platforms.
Solution
Strategies 1:
- Employ a striking and engaging design that is visually appealing to gamers.
- Use compelling copy that clearly articulates the unique selling points (USPs) of the game.
- Integrate multimedia elements like trailers, interactive demos, or teasers.
Strategies 2:
- Offer incentives such as early access, discounts, or in-game bonuses for signing up.
- Provide clear and immediate calls to action (CTAs) throughout the page.
- Showcase testimonials or ratings from reputable game review sites or players.
Strategies 3:
- Optimize images and multimedia content for fast loading times.
- Ensure the page is mobile-friendly with responsive design.
- Conduct A/B testing to refine the user experience based on real user data.
- Compelling Copywriting
- Use exciting headlines and descriptive copy to capture what makes the game fun and worth playing
- Communicate the unique value proposition clearly
- Use visual cues like bullets, icons, captions to draw attention
2. Social Proof
- Display user testimonials and ratings prominently
- Show number of downloads/users to demonstrate interest
- Add social media share buttons
-
Enhanced Visuals
- Embed a preview/demo video highlighting game play mechanics
- Use attractive images/graphics that align with target audience interests
- Ensure above-the-fold area showcases the most engaging visuals
-
Clear Call-to-Actions
- Use contrasting colors for buttons prompting next steps
- Limit choices – “Play Now” and “Learn More” CTAs sufficient
- Make clickable elements obvious through shape, size and placement
-
Reduce Friction
- Allow instant play with one click rather than mandatory form fills
- Offer instant web play options
Lesson & Takeaway
The main challenge and lesson learned:
Here are some key lessons and takeaways when it comes to building an effective landing page for a game:
-
Value Proposition First
Clearly articulate what makes your game fun, exciting, or worth playing above anything else. This core value proposition should be communicated prominently through images, copy, and visual cues.
-
Mobile-First Design
Majority of traffic is shifting to mobile, so optimizing user experience for mobile is crucial. Simplify layouts, scale visuals appropriately and test on mobile devices first.
-
Frictionless CTA
Remove any barriers or unnecessary clicks between visitors and actually playing the game. The call to action, whether it’s “Download Now” or “Play Game” should be obvious.
-
Convey Trust & Social Proof
Display ratings, reviews, number of downloads or users creatively. Add social sharing buttons. Anything that establishes credibility and reassurance.
-
Demo Video
Well-produced gameplay trailers, teaser videos or gifs that give visitors a preview of the actual game can boost conversions tremendously.
-
Iterative Testing
There is no one-size-fits all formula. Experiment with different headlines, visuals and calls to action to see what resonates best with your audience. Refine based on data.
The Takeaway:
Overall, the landing page is the gateway to the game itself. Removing friction while convincing visitors why your game is valuable and entertaining enough to play are essential to growth. Test, optimize and simplify the messaging for maximum impact.
