Chase for the Charms

Design and development process for Augmented Reality mobile based application

the PROBLEM

Fans need to connect with the Lucky Charms brand and enter a sweepstakes to win through an augmented reality mobile game.

OUR SOLUTION

What if we make a augmented reality game to allow users to interact with the brand in a fun way as well enter a sweepstakes Beginning St. Patrick’s Day, grown-up cereal lovers can download the free “Chase for the Charms” app and step into augmented reality as a super fan chasing after Lucky the Leprechaun to capture his charms.

my role

I was Lead UX and responsible for the experience strategy and design of the responsive web application. I led the UX work, producing all major deliverables and artifacts, presenting these to the client.

Watch these 3 obsessive chasers who’ve been tracking Lucky and his charms for years: http://www.chaseforthecharms.com. Think: “storm chasers” but the mission is the charms.

With each charm captured, people have the chance to instantly win a prize such as a totally decked out Lucky Charms personal cereal dispenser or the opportunity to be immortalized in Lucky Charms history by being animated into a national TV commercial. Additionally, each captured charm earns players an entry into a sweepstakes for a chance to win $10,000 worth of real gold. Complete sweepstakes details are available at www.chaseforthecharms.com. The free app is available through iTunes, the Android Marketplace and Google Play. 

Mobile of the Day on FWA: www.thefwa.com/mobile

Getting people to enter sweepstakes is a task unto itself, made easier with the mobile application. 

My contributions included:
DISCOVERY & RESEARCH
Product Strategy
User Persona Definition
UI/UX Assessment
Focus Groups
Content Audit
Taxonomy
Experience Maps

IDEATION
Design Workshops
Card Sorting
User Stories & Scenarios
Customer Journey Mapping
Usability Audit
Storyboarding
Rapid Prototyping
Information Architecture
Site Maps
Low Fidelity Wireframes

REFINEMENT
High Fidelity Wireframes
UI Visual Design
Clickable Interactive Prototypes
Pixel Perfect Comps
Design Assets
Visual Design Style Guide
Interaction Library Development
Technical Specifications