Mobile Game Redesign

 

Company:
SER Educational Group

My Role:
UX/UI Designer, illustrator, motion designer, art director, and game designer

Team:
1 Product Owner, 1 Mobile Developer, 2 back-end developers, Front-end developer

Situation

Redesign the Desafie-me app, a game that helps students to improve their knowledge for university tests in Brazil. For the new version of the app the client requested to add a new section that would help students to be prepared for the OAB test in Brazil as well as promote the universities of the SER Educational Group in Brazil.

Tasks and Challenges

  • How might we create a unique visual ID and game to cover two user targets with different interests?

  • How might we include the OAB tests with the minimum effort and impact on the back-end?

  • How might we provide a user experience where the users can easily identify which game they are playing?

  • How might we keep the audience engaged?

Actions I took

  • Worked with BI team to identify what we could learn from the data available. (Average of challenges per user, most popular subjects, reviews on app store and play store, etc.)

  • Conducted meetings with a cross-functional team including devs, designers and stakeholders, to gather feedback on the previous version of the game identifying enhancements and opportunities.

  • Sketched initial ideas, game rules, flows, low-fi prototype.

  • Pitched the project to the Marketing team of SER Group.

  • Worked closely with the mobile, front-end and back-end developers, to ensure that the game was being developed as planned.

  • Created an internal test group with employees and close friends to test the app.

  • Made enhancements and fixes based on the feedback that we received from the test group.

  • Ran usability tests with 10+ users and made improvements based on the feedback that I got.

  • I was also responsible for creating the landing page, marketing collateral, and videos to promote the app.

Results

  • The game helped tens of thousands of Brazilian students prepare for the ENEM and OAB tests by having fun with their friends.

  • The app had over 100,000 downloads in the Play Store. The number of iOS installations is not available.

  • More than 80,000 active accounts.

  • More than 270,000 challenges were created.

  • The game was featured on several sites of national relevance, such as Exame, Educa + Brasil, as well as local portals such as Tribuna do Ceará, Leia Já, The Valley, School and Education, and blogs.

 

Design Process

 

Ideation

 

Low-fi Prototype

The game allows the user to choose a subject and challenge their friends, students from school or a random app user.

  • In an easy and playful way students can choose subjects and challenge their friends.

  • The one who hits the highest number of simulated questions in the shortest time wins the challenge, accumulating points in the rankings of the game.

 
 

Visual ID

Created a modern and colorful visual ID and interface, with flat illustrations using a character that represents both audiences.

 

Illustrations

 

Hight-fidelity prototype

Created a color system using yellow for the university tests and blue for the OAB tests.

High-fidelity prototype

 

Motion (PT)

 
 

Usability Testing

  • Created an internal test group with employees and close friends to test the app.

  • Made enhancements and fixes based on the feedback that we received from the test group.

  • Ran usability tests with 10+ users and made improvements based on the feedback that I got.

 
 

Learnings and insights

• It was an interesting challenge to create a user experience for a game with two different targets and different interests, even though it was not my recommendation.

• Facebook Login: Convincing the client not to rely only on Facebook login was a big win. During the initial research phase, I saw bad reviews from users who didn't have a Facebook account. The user experience won the advertising.