SPRING FESTIVAL IN-CAR GAME
EXPERIENCE DESIGN
- Multi-sensory
- UX Design
- Prototype Testing
- Project Mangement
- Data Analysis
2021｜at NIO
NIO appreciates user company and keeps close relationship with users. Spring festival as the highlight of a year was a great opportunity to connect users. Meanwhile, as the first game in-car for NIO, it was also an experimental project to gain insights on game scenarios in-car.
In this project, we creatively adopted sound interaction and red packet in car, which successfully engaged family members and produced fun moments for users, and led to quick spreading among online community.
Design Principles
For Chinese Family
Most ES8&ES6 users are married with one or two children. On spring festival, the whole family gether together and also visit friends. Family playing together was our targeted scenario.
Spring festival is part of Chinese culture, that there are many culture icons related. The design should recall people's memories.
Everyone plays
The interaction must be easy enough for children, adults and the elders so that everyone would like to take part in. It should be fun enough that people would like to show and invite friends to join.
Seamless userflow
While the game is played in car, the whole experience happens from reaching people to sharing on social media, which contains several touchpoints. The design should promise a conherent and clear userflow.
User Story
Under design principles, we brainstormed about play mode. And decided the basic play mode, that in 10 seconds, players could tap or shout to fly a Spring Festival light, the higher the better. During a game round, players may also receive a lucky bag with NIO community points. At the end, players could share their records to social media.
UJM
We generate ideas into a user journey map to locate functions of different touchpoints and further communicate with different teams.
Prototype &
Iteration
I tested ideas with an interactive protype built by Principle and iterated my design.
After several rounds of iteration, balanced project timeline and technique feasibilities, I finnally delivered wireframes with detailed specification to UI designers and develope teams. I also designed the sound effects and background music.
Launch
The game in car was updated through FOTA before-ahead with the trigger invisible. Then with spring festival campaign posted on NIO app, trigger showed on screen and point distribution system opened as well.
Performance
& Reflection
The game was played for 1274000+ times involving more than 50% cars and 40000+ users, with 60000+ times sharing and 1200+ posts on NIO App. Click here to see summary post for the even.
We also analyzed daily data performance and reflected on the whole process, valuable lessons learned for future project:
1. Car should be a touchpoint to notice users
We released the game on NIO app, which only reached out for about 50% users. Because many users don't look at NIO app so often, for these people, car is an important way to keep up community events.
2. Important clue should be informed more clearly
According to data analysis, the next day retention of new users went done, we speculated that as the event posts were not viewed after the first day, which means the upcoming users may not know that they could get lucky bag.
3. More considerate strategy on points distribution
The strategy for points distribution was relatively simple that most of time there were no more lucky bags in the afternoon. In total, only 30% of users received lucky bag. Some users may stay up late to get lucky bags with more points.