Background

Brief

• To celebrate KFC’s long-standing partnership with Super Rugby, a campaign was created that let all New Zealanders kick it with the pros. With a Finger Kickin’ Good mobile game that interacts with their environment as seen through your phone, a TV and out-of-home campaign to support it,  and some epic prizes, we let fans get in on the action together - whether they’re at home, at the game, or out with their mates.
• To design a mobile web game, named Finger Kickin’ Good Game, offering a simple yet immersive experience for rugby fans and KFC enthusiasts alike. Utilizing AR technology, the game interacted with players' real-world surroundings, as viewed through their phone cameras, creating a unique playing field where they could virtually kick the ball and score points.
• Accessible through the KFC app, the game’s design should allow for a seamless integration, making it easy for users to engage.

Scope of Work

• Identifying constraints early on for designs, and providing solutions to solve the technical limitations.
• ​The initial vision was to develop an Augmented Reality (AR) game; however, due to technical and time constraints, the scope was modified to allow players to take a photo of their environment and interact with the game within this static frame. This case study explores the User Experience (UX) journey, from the initial concept to the pivoted delivery, highlighting the design considerations and user feedback that drove the game's evolution.
• Understanding the Constraints: Technical and time constraints necessitated a pivot from the ambitious AR-based game to a more feasible interactive photo-based game. The project team assessed the available resources and timelines, deciding that the change in scope was essential to deliver a polished product on time.

Research & Testing

A prototype was developed where users could snap a photo of their environment and then position the rugby posts to their preferred location within the frame. A straightforward drag-and-drop interface was designed to allow users to position the rugby posts easily.

​Early testing was conducted to gather user feedback on the game’s new interface, ensuring the intuitive nature and engagement level were maintained.

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Testing Insights:

Users appreciated the simple yet engaging interaction the game provided, with the new scope still providing a sense of connection to their environment.

Most users would skip the onboarding and "How to play" instructions as they tend to like to explore the game on their own. Instant prizes were attractive to users and increased user engagement.

95% of the users would record their gameplay to watch later or share on Social.

Additional considerations

Several considerations need to be taken into account to ensure effectiveness and a seamless user transition from KFC website to the KFC Mobile APP.

• The design of the banners was visually appealing and consistent with the KFC brand aesthetics to maintain a cohesive brand experience.
• Clear and compelling call-to-actions (CTAs) were essential to encourage users to download or open the mobile app. The messaging succinctly conveyed the benefits of using the app.
• Below are the designed web banners aimed at directing traffic from the KFC main website to the mobile app, including variations optimized for different devices and screen sizes.

Final Designs

A prototype was developed where users could snap a photo of their environment and then position the rugby posts to their preferred location within the frame. A straightforward drag-and-drop interface was designed to allow users to position the rugby posts easily.

​Early testing was conducted to gather user feedback on the game’s new interface, ensuring the intuitive nature and engagement level were maintained.

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Deliverables:

• Initial wireframes showcasing the game's layout and interactions.
• Interactive prototypes demonstrating the photo-based interactive gameplay within a real-world environment image.
• Documentation of user testing methodologies, processes, and findings.
• Finalized design assets ready for development, including prize illustrations, interaction designs, and animations.
• Detailed guidelines for developers to ensure the UX design is implemented accurately and effectively. conversion.