Sure for Men - Deodorant can webcam game - October 2012 [IA & IxD]

Following a previously successful campaign, Sure for Men wanted a new campaign and competition that would increase brand engagement and improve sales of their deodorant.

The iris pitch team had already come up with an idea for a game where users complete a series of online challenges for the chance to win £10 every five minutes. The online challenges would take place in a game where you would ‘beat the elements’ (the product was called Sure Adventure) using your newly purchased can of deodorant to control anything from a bike to a kite board through your web camera.

I started the work by producing an ecosystem of the Sure customer touch points to help the client understand how customers would arrive at their site and help give an overview and direction for rest of campaign (print etc). The ecosystem helped us acknowledge and include as many of those touch points as possible in the campaign.

Working with the designers and developers from the initial client pitch, we created on high level user journeys then refined and presented these back to the client and team. With a rough flow established, I designed the information architecture of the individual pages in the flow with some wireframes.

Following more check-ins with the client, I continued to add detail to the journey and flow diagrams, calling out pages where you could share your screen to help boost publicity of the campaign. 

To finish off my section of the project, I created wireframes of all the key screens in the game (including menu and sharing options) with fully documented interactions.

What would I do differently if I did it again?
Prototype and test! The wireframes gave a great top level overview but it's too easy to miss subtle interaction design issues that arise from gameplay. Given the very tight deadlines the project was run to, it was very hard to get time with developers to prototype any of the key sections. Due to the deadlines, we also weren’t given any time to get enough user testing completed aside for guerrilla testing with people in the office.