What we delivered
We created a gamification proposal for Tourism Australia that presented a holistic solution to keeping international travellers connected throughout their journey and to promote consumer brand engagement - whether dreaming, planning or experiencing Australia. We wanted to present a fun, memorable experience for the traveller through creative use of technology which generated social capital for Tourism Australia, and conceptualise an innovative, educational game experience for travellers to enrich their visit to tourism destinations in Australia.
Our Approach
Our approach was to feed the business drivers and user experience elements into a gamification workflow to create business focused solutions. This was achieved by implementing ideation, conceptualisation and game design in an iterative cycle until the concepts were fleshed out and ready to be moved forward into a proposal. User research helped us determine alignment between business and consumer needs. Brainstorming sessions generated exciting game ideas, including application of augmented reality technologies.
The Outcome
In developing the gamification approach through workshop sessions, we defined a gamification strategy, including gameplay elements that would drive the core engagement loop and defined the play-space and player journey. We created user journeys showing how different groups of users would engage with the proposed solution. All of these elements fed into a proposal presentation and animated video, which gave an illustrated view of the proposed solution through user journeys and engagement loops.
