Project Overview
"The Shoe Chooses You" is a mini quiz game developed by Hyper Theory for Rebel Sport, in collaboration with SportBible Australia. We also worked in collaboration with Val Morgan Digital. This interactive experience was designed to help users discover their ideal basketball shoe through an engaging and fun gameplay mechanic.
Client
Rebel Sport, in partnership with SportBible Australia.
Objective
To create an engaging, interactive quiz that would help users find their perfect basketball shoe while promoting Rebel Sport's product range.
My Role
As the lead designer on this project, I was responsible for:
- Creating the branding/logo
- Designing the user interface (UI)
- Crafting the user experience (UX) design
The Team
I collaborated closely with:
- Abbey - 3D Artist
- Frank - Unity Developer
- Belinda Eccles - Boss Lady & Project Manager Extraordinaire
The Concept
The quiz game's unique feature was its basketball-themed interaction. Players would answer questions by shooting a basketball at specific hoops, each representing a different answer choice. This innovative approach not only made the quiz more engaging but also tied directly into the product being promoted - basketball shoes.
Design Process
- Branding: Created a cohesive visual identity that aligned with both Rebel Sport and SportBible Australia's brands while giving the quiz its own unique feel.
- UI Design: Developed an intuitive and visually appealing interface that guided users through the quiz seamlessly. Creating results screens that excited customers to click through and find out more about the products on the Rebel Sport website.
- UX Design: Crafted an engaging user journey, ensuring that the basketball shooting mechanic was both fun and easy to understand.
- Collaboration: Worked closely with the 3D artist and Unity developer to ensure that the design vision was accurately translated into the final product.
Implementation
The quiz was featured as an advertorial on the SportBible website, accompanied by a related article. This placement helped to maximize visibility and engagement with the target audience of sneakerheads, basketball fans and players.
Results and Impact
The "The Shoe Chooses You" campaign was a resounding success, achieving impressive metrics that demonstrated its effectiveness:
- Over 160,000 plays of the game across a 3-week campaign period
- 75,000 click-throughs to Rebel Sport product pages
- An exceptional 80%+ game replay rate, indicating high user engagement
These metrics highlight the campaign's success in not only engaging users but also driving significant traffic to Rebel Sport's product pages. The high replay rate demonstrates that users found the experience enjoyable and were motivated to interact with it multiple times.
Outcome
The client loved the concepts and the final product that we delivered, the project successfully combined interactive gameplay with product recommendation, creating a memorable and engaging experience for users while promoting Rebel Sport's basketball shoe range.
Challenges and Lessons Learned
The images of the products were difficult to track down in some circumstances, as were the player and shoe logos for each shoe. Our client couldn't provide us with the shoe images nor the logos, so it was up to me to figure it out. The shoe images weren't perfect and all photographed similarly which made some things look a little inconsistent, but it was what I had to work with. This was one of the first game projects that I have ever worked on and there was a lot to learn in terms of the developer process and what Frank and Abbey required from me. Together, we delivered something we were quite proud of.
Conclusion
"The Shoe Chooses You" represents a highly successful collaboration between design, 3D artistry, and development to create an innovative and effective marketing tool. The impressive engagement metrics - over 160,000 plays, 75,000 click-throughs, and an 80%+ replay rate - underscore the project's success in capturing user interest and driving potential sales. This case study not only highlights my ability to lead design efforts in complex, interactive projects that blend branding and UI/UX design but also demonstrates the tangible impact of creative, gamified marketing approaches in driving user engagement and potential conversions.
