Macy's Wish Writer App
Overview
Business Objective
Macy's wanted to create a Christmas app/product that seems magical while encourages the joys of generosity and giving to kids aged 3-9.
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Background
Macy's has a long standing tradition with Christmas and collecting letters to Santa. For Christmas of 2015 they came to us to ​find a digital tool to facilitate this task while still keeping the magical feeling of this tradition alive. We proposed and magical wish writer app that would allow kids to send their letters to Santa plus teach generosity through games and interactions involving neighbors in an animated Christmas town.
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Success Measurements
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Create awareness of App within stores and on tv
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Wish Writer stylist purchase
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App downloads and multiple engagements metrics during the holiday season
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Letters sent to Santa via app
Research
User Research Sessions
After multi-disciplined creative iterations, we conducted a 2 day research session with kids aged 3-9 and their parents. Testing was to validate the app writer idea and games, as well as get a deeper understanding of what types of games engage different age groups. I worked with an agency to recruit the kids and parents. I then wrote up the test plan and script, organized the different segment workshop groups, created a prototype of different game ideas, moderated the groups along with a child psychiatrist, and presented results & recommendations to client.
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Top findings
Top 3 Positives:
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Kids highly enjoyed the drawing/writing of the Santa letter and using the magical inks
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Replay high on all proposed games
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Children were able to easily navigate between games
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Top 3 Opportunities:
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Tools need to have consistent interactions
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Pinboard needs to be tied better to the narrative in order to attract & reward children
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Directions need to be clear and visual. Visualization might work best in case volume is turned off
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Solutions
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UX responsibilities
After completing user testing, I updated the wires, prototype, and user journeys based on the outcome and then collaborated with a third party animation/gaming group to design and animate the app. I also teamed up with the "Magic Wish Writer Pen" creative team to make sure the pen was integral with the experience within the game.
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UX deliverables
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Personas
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User Testing Proposal/Scripts/Moderation
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Research Results/Recommendations
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Site map
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User Journey
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Wireframes
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Prototype
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UAT