Richard Picot | UX Designer
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Kellogs+Island.jpg

Kellogg's

Kellogg's

Designing an interactive and education augmented reality experience for children at breakfast time.

 

The Brief

Kellogg’s is a multinational food manufacturing company, most known for their cereals and convenience foods. Kellogg’s believes in innovation to stay ahead of the competition. For their next campaign, the aim was to utilise AR technology to create an exciting and educational experience for children. From summer 2018, the AR experience can unlocked by scanning 4 different brands of cereal boxes, across 17 countries in 7 languages.

The Goal: To support re-purchase and cross-brand purchase
Brands: Coco-pops, Frosties, Rice Krispies & Miel Pops

Client requirements:

  • A consistent experience that can be launched off 4 different cereal boxes
  • A captivating storyline
  • 2/3 weeks game time
  • Not be completable in one session
  • AR face masks (similar to Snap) based on Kellogg's mascot characters
  • 3 to 4 different mini-games within the experience
  • An educational game that helps kids get ready to start school again

Who is it for?

The target audience for the project was children aged 5- 12. Most kids don't have smartphones at this age and will most likely use their parents phones to play games. Meaning time would be limited, so shorter but repetitive game experience would be the best way forward.

The parents would also be our direct consumers making the purchase. Through our own interviews and data provided by Kellogg's, parents responded very positively to games that are both educational and fun, also know as 'edutainment' (education and entertainment). We used this to shape the concept moving forward.

 

My Role

It's worth noting that I was involved in the early stage UX design and concepting for this project as I changed jobs halfway through the project. All high-fidelity UI design was done by a collegue.

 

Ideation

Crazy 8s makes for great brainstorms

Crazy 8s makes for great brainstorms

“How might we create a fun, gamified experience that appeals to 5-12 year olds and their parents that scales across brands and drives re-engagement?”

With our brief in hand and a problem statement, we kicked off a Crazy 8s session with a few key members of the team do define an initial concept for the experience.

We felt the best idea involved an island forming around the cereal box, with Coco the monkey ready to go to school. A parrot swoops out and knocks all his school supplies across the island, it's now the child's job to help Coco get back to school by completing challenges to get his school gear back to him.

 

Storyboards

storyboard-sketches

Click to englarge

 

Something that sticks

flow diagram showing the proposed journey mechanics

To ensure that we created a solution that could be completed over a long period of time we needed to created a form of digital scarcity. We came up with a game mechanic that would be based on stars.

Stars can be collected by either completing "Coconut Hunts", a task in which the user hunts for coconuts in the AR space, then cracks them to unlock an item and a piece of trivia. Each game can only be purchased with stars once the previous one has been unlocked, ensuring that the games cannot be completed in one sitting.  AR face masks can also be purchased with stars.

 

User Interface

Click to enlarge

 

Challenges

Being such a large company, one of the key challenges of this project was working with many different different stakeholders. Spending the time to make sure everyone was caught up and understood the decisions we were proposing and why was an important learning experience.

Having to create an experience that could be applied to a number of different Kellogg's cereal brands in different geographies posed challenges not only in design but technical delivery. The project was to drive cross purchases of these different brands, even though the mechanics and overall experience had to be essentially the same across all.