Container Blitz
A mobile game app to promote scheme expansion.
OVERVIEW
Containers for Change is a container deposit scheme operating in several Australian states and territories, including Queensland and Western Australia. It offers a 10-cent refund for each eligible drink container returned to designated refund points In order to promote wine and spirit bottles becoming eligible in the scheme, we undertook a new challenge of engaging a wider audience of wine drinkers in Queensland through the creation of a new addictive 'Candy Crush' style mobile game - Container Blitz! The game pairs incredibly fun and interactive visuals with addictive gameplay to encourage user replayability all the while promoting smart recycling habits.
MY ROLE
As the lead designer for this project, my primary responsibilities were focused on the overall creative direction; designing a cohesive and stylish design system; producing animated assets via lottie; optimising user experience to encourage replayability; and collaborating closely with the developer to ensure the creative style and gameplay experience met client needs.
Container Blitz
A mobile game app to promote scheme expansion.
OVERVIEW
Containers for Change is a container deposit scheme operating in several Australian states and territories, including Queensland and Western Australia. It offers a 10-cent refund for each eligible drink container returned to designated refund points In order to promote wine and spirit bottles becoming eligible in the scheme, we undertook a new challenge of engaging a wider audience of wine drinkers in Queensland through the creation of a new addictive 'Candy Crush' style mobile game - Container Blitz! The game pairs incredibly fun and interactive visuals with addictive gameplay to encourage user replayability all the while promoting smart recycling habits.
MY ROLE
As the lead designer for this project, my primary responsibilities were focused on the overall creative direction; designing a cohesive and stylish design system; producing animated assets via lottie; optimising user experience to encourage replayability; and collaborating closely with the developer to ensure the creative style and gameplay experience met client needs.
Container Blitz
A mobile game app to promote scheme expansion.
OVERVIEW
Containers for Change is a container deposit scheme operating in several Australian states and territories, including Queensland and Western Australia. It offers a 10-cent refund for each eligible drink container returned to designated refund points In order to promote wine and spirit bottles becoming eligible in the scheme, we undertook a new challenge of engaging a wider audience of wine drinkers in Queensland through the creation of a new addictive 'Candy Crush' style mobile game - Container Blitz! The game pairs incredibly fun and interactive visuals with addictive gameplay to encourage user replayability all the while promoting smart recycling habits.
MY ROLE
As the lead designer for this project, my primary responsibilities were focused on the overall creative direction; designing a cohesive and stylish design system; producing animated assets via lottie; optimising user experience to encourage replayability; and collaborating closely with the developer to ensure the creative style and gameplay experience met client needs.
Identifying the challenge
A new platform to promote scheme expansion
Containers for Change required a new platform to promote their new scheme expansion to wine and spirit bottles. The client wished to promote this messaging in consideration of a female audience aged 25-45. They needed the game to be simple, encourage repeat play, be visually appealing and have an element of mindless escapism.
Identifying the challenge
A new platform to promote scheme expansion
Containers for Change required a new platform to promote their new scheme expansion to wine and spirit bottles. The client wished to promote this messaging in consideration of a female audience aged 25-45. They needed the game to be simple, encourage repeat play, be visually appealing and have an element of mindless escapism.
Identifying the challenge
A new platform to promote scheme expansion
Containers for Change required a new platform to promote their new scheme expansion to wine and spirit bottles. The client wished to promote this messaging in consideration of a female audience aged 25-45. They needed the game to be simple, encourage repeat play, be visually appealing and have an element of mindless escapism.
The design solution
A mobile game that encourages replayability and promotes brand messaging
We proposed a fun, engaging mobile game with gameplay in the spirit of Candy Crush and Bejeweled. The game challenges users to see how fast they can quickly recycle their containers - pair and matching to unlock powerups and gain the highest score on the leaderboard. Like Candy Crush, users will play with a colourful collection of containers, each representing the eligible lineup within the scheme, including the newest expansion with wine and spirit bottles. Powerups can be earned by matching these new special wine and spirit bottles, allowing the user to accumulate points faster.
The design solution
A mobile game that encourages replayability and promotes brand messaging
We proposed a fun, engaging mobile game with gameplay in the spirit of Candy Crush and Bejeweled. The game challenges users to see how fast they can quickly recycle their containers - pair and matching to unlock powerups and gain the highest score on the leaderboard. Like Candy Crush, users will play with a colourful collection of containers, each representing the eligible lineup within the scheme, including the newest expansion with wine and spirit bottles. Powerups can be earned by matching these new special wine and spirit bottles, allowing the user to accumulate points faster.
The design solution
A mobile game that encourages replayability and promotes brand messaging
We proposed a fun, engaging mobile game with gameplay in the spirit of Candy Crush and Bejeweled. The game challenges users to see how fast they can quickly recycle their containers - pair and matching to unlock powerups and gain the highest score on the leaderboard. Like Candy Crush, users will play with a colourful collection of containers, each representing the eligible lineup within the scheme, including the newest expansion with wine and spirit bottles. Powerups can be earned by matching these new special wine and spirit bottles, allowing the user to accumulate points faster.
The design process
A healthy collaboration between creative and developer
Fully understanding that this game needed to feel fast, fluid and constantly in-motion — I initially started working on animation concepts very early following approval on our UX strategy. This might sound like an unusual way to kickstart a project but for me, the animation itself heavily informed my approach to the UI and illustrations. A constant open dialogue was maintained between the developer and myself to ascertain exactly what was possible in the final build, and more importantly what was needed. I'd present small conceptual animations to the developer so that he was informed on how to build each animation throughout the experience. This was necessary to create intricate animations such as when a user matches a wine or spirit bottle to unlock a special powerup.
The design process
A healthy collaboration between creative and developer
Fully understanding that this game needed to feel fast, fluid and constantly in-motion — I initially started working on animation concepts very early following approval on our UX strategy. This might sound like an unusual way to kickstart a project but for me, the animation itself heavily informed my approach to the UI and illustrations. A constant open dialogue was maintained between the developer and myself to ascertain exactly what was possible in the final build, and more importantly what was needed. I'd present small conceptual animations to the developer so that he was informed on how to build each animation throughout the experience. This was necessary to create intricate animations such as when a user matches a wine or spirit bottle to unlock a special powerup.
The design process
A healthy collaboration between creative and developer
Fully understanding that this game needed to feel fast, fluid and constantly in-motion — I initially started working on animation concepts very early following approval on our UX strategy. This might sound like an unusual way to kickstart a project but for me, the animation itself heavily informed my approach to the UI and illustrations. A constant open dialogue was maintained between the developer and myself to ascertain exactly what was possible in the final build, and more importantly what was needed. I'd present small conceptual animations to the developer so that he was informed on how to build each animation throughout the experience. This was necessary to create intricate animations such as when a user matches a wine or spirit bottle to unlock a special powerup.
Design features
Enhancing gameplay through fun visual flourishes.
Consistent application of small-scale, dynamic animations became a core part of the game's visual identity, guided by its mini styleguide and implemented from the intro screen through to in-game effects and transitions. Paired with functional feedback such as subtle screen shake and particle effects, these animations elevated the user experience, making it more engaging and responsive.
Design features
Enhancing gameplay through fun visual flourishes.
Consistent application of small-scale, dynamic animations became a core part of the game's visual identity, guided by its mini styleguide and implemented from the intro screen through to in-game effects and transitions. Paired with functional feedback such as subtle screen shake and particle effects, these animations elevated the user experience, making it more engaging and responsive.
Design features
Enhancing gameplay through fun visual flourishes.
Consistent application of small-scale, dynamic animations became a core part of the game's visual identity, guided by its mini styleguide and implemented from the intro screen through to in-game effects and transitions. Paired with functional feedback such as subtle screen shake and particle effects, these animations elevated the user experience, making it more engaging and responsive.
Design consideration
Rewarding user-replayability
The inclusion of a community leaderboard helps increase awareness of the app by creating a competitive audience which in turn can help promote the app just through sheer word-of-mouth marketing alone. Users will push more and more friends and family to try out the game as they attempt to climb the leaderboard. This sort of competition is valuable to the game's replayability and livelihood as it pushes users to keep coming back day after day to try and hit the new record score.
Design consideration
Rewarding user-replayability
The inclusion of a community leaderboard helps increase awareness of the app by creating a competitive audience which in turn can help promote the app just through sheer word-of-mouth marketing alone. Users will push more and more friends and family to try out the game as they attempt to climb the leaderboard. This sort of competition is valuable to the game's replayability and livelihood as it pushes users to keep coming back day after day to try and hit the new record score.
Design consideration
Rewarding user-replayability
The inclusion of a community leaderboard helps increase awareness of the app by creating a competitive audience which in turn can help promote the app just through sheer word-of-mouth marketing alone. Users will push more and more friends and family to try out the game as they attempt to climb the leaderboard. This sort of competition is valuable to the game's replayability and livelihood as it pushes users to keep coming back day after day to try and hit the new record score.
Retrospective
Conclusion & results
The app was met with a very positive reaction from the client. Additionally it has and continues to receive engagement from both new and returning users looking to compete with each other on the leaderboard. Overall, this was a strong addition to Romeo's continuing blossoming relationship with Containers for Change QLD since it first began in 2018. The scheme also continues to hit new milestones, recently reaching over 10 billion containers kept out of landfill and $1 billion returned to Queenslanders, communities and charities.
Retrospective
Conclusion & results
The app was met with a very positive reaction from the client. Additionally it has and continues to receive engagement from both new and returning users looking to compete with each other on the leaderboard. Overall, this was a strong addition to Romeo's continuing blossoming relationship with Containers for Change QLD since it first began in 2018. The scheme also continues to hit new milestones, recently reaching over 10 billion containers kept out of landfill and $1 billion returned to Queenslanders, communities and charities.
Retrospective
Conclusion & results
The app was met with a very positive reaction from the client. Additionally it has and continues to receive engagement from both new and returning users looking to compete with each other on the leaderboard. Overall, this was a strong addition to Romeo's continuing blossoming relationship with Containers for Change QLD since it first began in 2018. The scheme also continues to hit new milestones, recently reaching over 10 billion containers kept out of landfill and $1 billion returned to Queenslanders, communities and charities.