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The case study discusses how Yellow Slice designed a UX-based game to promote online electronics shopping from the retail brand Croma.
Customers are always attracted to brand campaigns that pique their curiosity or promise them fun entertainment with perks. The bigger the brand is, the more elaborate its campaign would be.
One such campaign was created by Croma, a TATA subsidiary, to promote online shopping among its customers. They approached Yellow Slice to design the UI and UX of their platform.
Croma is a brand by Infiniti Retail Limited, a subsidiary of the TATA group known for its chain of retail stores for consumer electronics. With over 350 stores across the country, Croma is a popular retail store chain for purchasing branded and trusted electronic products.
Later, Croma launched its own electronics brand and started selling electronic products online.
To promote the online shopping of electronics on the Croma online store, our clients at Croma wanted us to design a game with the help of UI and UX.
The main objective of designing the game was to promote online shopping amongst customers purchasing electronic goods online. This game was going to be an engaging factor that will attract online shoppers and change their view on online shopping.
To help us connect with the users, we decided to run the game among a set of participants and interview them later to get their feedback on it.
We designed a low-fidelity paper prototype to play-test the game concept. Game rules and instructions were verbally communicated to each player before testing. We tested with 8 players, all between the ages of 21 and 35 years.
To start designing, we first needed the storyboard of the game and how it will proceed. With that in mind, we created the initial sketches of the storyline within the game.
We planned to give the game a perception of 3D with the characters and surroundings. Hence the initial background was created to be perceived from a panoramic view. This gave depth to the background and the character's surroundings.
Going with our plan, we designed the illustrations and icons for the game.
Using Croma’s familiar color palette, we came up with the following illustrations.
Unlike traditional HTML 5 rectangular hyperlinks, we created custom SVG paths to define the linkable areas.
We created seamless illustrations to give a panoramic experience.
After completion, we tested the game and its animations on various devices to ensure a seamless cross-device experience.
The game creates an engaging experience for the visitors allowing them to interact with the brand for longer while also gaining awareness of the products that Croma has to offer. Customers can play the game and win using any device they want smartphone, laptop, or tablet.
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