“What digital-only experience can we offer consumers (children and their parents) that transforms them into returning & loyal consumers of a food retailer?”
Based on the design brief we chose our target group. With our digital product we are focussing on children aged between four to ten years old. Next to that we also had to keep in mind that the parent or caregiver would also be in touch with the product. They have to become the returning customer.
We wanted to find out what these children like. We achieved this by setting out a cultural probe amongst 25 elementary school students. We also wanted to know how parents like to spend time with their children by asking them in a survey. We also created a customer journey based on the shopping experience of the parent and their child. To wrap up our research phase, we performed desk research to found out about technologies that where usable and the magic of collectable cards.
Based on the cultural probe we found out that kids are aware of the latest Disney movies and upcoming trends in gaming.
Through our customer journey we found out that there are opportunities in the parents after experience. Based on the results of the survey they like to do things together with their children.
The magic about collecting is collecting. Makes sense right? Touchable stuff nice to have. We also found out about machine learning which we could combine with collectable cards.
Based on the insights from our research we came up with a few ideas which we visualized in order to submit it to two children from the target group. Each of the concepts was based on different insight from our research phase. To validate our concepts, we proposed it to a family that matched the target group.
In Disney towns the user builds different towns from the Disney franchise. He can build by collecting resources. The resources are collected by spending an x amount of money on groceries.
Disney bedtime stories is focussed on the storytelling aspect of Disney. You can collect side stories from different Disney movies. In these stories the parent or caregiver is reading the story aloud for the child. During the story there are games for the child to play.
This concept was built around the bad guys in the Disney movies. In this concept you can collect different Disney characters to battle against each other. Not really Disney friendly but the children we proposed it to liked it.
We've proposed our concepts to our families that were part of our target group. By validating the concepts, we concluded that our first and second concept were most viable. Mainly because the first concept was focused on building and collecting stuff in order to complete something. The second concept was viable because, the children really wanted more stories of their favourite Disney characters.
Disney Bedtime Stories is an extension of the Disney universe. In the concept the parent or caregiver will be reading a story aloud from the child’s favourite Disney characters. During the stories the child has to do little easy interactive games, in order to enhance the story. The stories are collectable by doing groceries for a certain amount of money. Once you’ve collected the characters you can experience their story.
At this point in time we decided that we wanted to deliver at least one fully functional story to experience. In order to realize it, we had to work hard and focussed. We had to keep our target audience in mind at all cost, to deliver a good functional product.
We started designing wireframes to get the interaction and positioning of elements with our target group in mind. In order to maximize ease of use, we've chosen a carousel format to display the different Disney universes. By doing this we got rid of an unnecessary menu. We decided to keep our header simple by only having an information, logo, scan and counter elements there.
We decided to go for a web based application for cross platform purposes and to cut down development time. We’ve also decided to work agile, because this method compliments quick iterations, adaptability and facilitates quick and easy prototyping.
With our visual design we wanted to keep it simple, clean but also magical. To increase the magical experience, we've decided to use gradients in the backgrounds. The gradients are based on the feeling and main color of the movie. To increase the Disney feeling we've used PNG's of the characters and placed them on platforms so it's clear that you can select the character.
To make our prototypes we decided to work in Principle and Visual Studio Code. We used Principle to find out how animations should work and feel. We also used our Principle prototypes to test with the target audience. In order to get the best responses, it was in our best interest to make the prototypes as visual as possible.
Visual Studio Code was used to develop the application, our developers were well known with this program to work in.
To get insights from our prototypes we decided to test them with the same children that we tested the concepts on. While testing we mainly focussed on testing the games. Since this is an important aspect of the concept we really wanted to know whether the games were enjoyable and challenging enough.
The final product we've created contains the most important elements of the concept. It contains one fully functional story to experience for the users. It contains the possibility to scan and collect a card. And finally, it contains fully functional games.
The main hub was focussed on an easy interaction for both of our users. With a carousel like interface, we wanted to create a single focus menu. By doing this, it becomes clear where the parent and child are in the navigation.
We've chosen to use cards in our concept. Cards are still a widely popular medium ad are cost efficiently to produce. Furthermore, they’re a good collectable to trade with friends at the schoolyard. By using machine learning we created a possibility in which we didn't decreased the aesthetics of the cards by adding for example QR-codes.
To make sure that the user was certain of where he was in the product we made smooth and obvious transitions. In order to let the user know they where going deeper in the product.
The games in the product aren't meant to be an obstacle but a nice add to the game and the story. Based on the stories the games will be different. But the main concept and functionalities will be the same throughout the different universes of Disney. We kept our target group in mind while making the games. We made sure they could be easily beaten by the target audience.
We think we've created a concept that meets the needs and wants from the target audience. We found out about the requirements through the research that we have done on the streets. Based on those insights we've created a concept which we worked out in order to validate our product. From design crits and testing we've found out that there are still some points to take in account. They are described below.
Make the cards more usefull.
Stories need more depth.
Add a difficulty selector.
This is the team that created this product. We worked on this project with great pleasure. It was challenging to develop a product that would fit the needs and wants of such a big target audience. We had to take a lot of elements in account while creating this project. From copywriting to interactive elements.
Research & Concept
Want to know more about the project or would you like to know what a specific team member did? Feel free to contact them through the social links under their names.