Bea - an app TO ENCOURAGE EA's Player ECOSYSTEM
EA hosts an internal GAME JAM once a year and has open submissions from all 1400 employees at the Vancouver campus. A fellow UX designer and I sought to make a project that defied the expectations of a "Game Jam". We designed a product in the form of a meta game that encapsulated all of EA's offerings and encouraged "preferred social actions" within communities and with EA's brand with an economic incentive in the form of a digital currency.
ELECTRONIC ARTS IS THE OWNER OF THIS INTELLECTUAL PROPERTY
Keeping in mind that our client was focused on the future of gaming we positioned the app to directly connect with the companies strategic objectives of creating a more meaningful player network, for players and the brand. In addition to this we took our own learnings as designers on FIFA Mobile to create a core loop that we believed would fit into our games current business model.
THE VALUE PROPOSITION
AND Expectation Setting
The teams' initial meetings were to identify specifically what it was we were trying to achieve (Winning first place) and identifying what the value proposition was for EA and the player network they were seeking to create. On the right you can see the initial list of what the team came up with as the main drivers of value for the company. In order to really deliver on the vision for the project we decided in this meeting the deliverable would have to be in the form of a mobile app in order to compete with the other game prototypes.
We created the information architecture (below) for the application based completely on the fundamental offerings we wanted to deliver on, which fell into 4 categories. We knew we wanted to create a very traditional mobile app that would appeal to a large audience, this informed a lot of the wireframing as we tried to work with expectations of current gaming apps.
The ROAD TO THE FINALS
In order to qualify for the final pitch that decided the winner, we needed to convince our fellow employees of the benefits of our idea in a "Science Fair" style setup in the gymnasium. We engaged our colleagues with an interactive booth that drew people in with its friendly branding and proceeded to tell our products story with a visual metaphor as well as a high fidelity prototype. We also created a small short film in a corporate style to illustrate the app in context and as a proof of concept.
THE Final presentation
A panel of top executives was assembled to judge the finalists. We were given 10 minutes to sell them on our idea. We walked them through our intentions and vision for the app and used an on screen demo and video to drive the whole thing home. At the end of the day we placed 2nd and were awarded $3000 dollars for our efforts and for the ownership of the intellectual property.
What I did and why I mattered
- Came up with the initial "meta game" idea as well as the system of tying it to a digital currency
- Created all assisting visuals for presentations (not the logo)
- Wireframed entire app experience
- Organized, shot and edited the shortfilm
- Led the final presentation
- Made the connection between clients business goals and the competition itself