In the Spring of 2016, LEGO Ninjago (the popular Cartoon Network Television Show and product line) launched an exciting new campaign for fans the world over. Kids were asked to "Join the Wu-Cru" to sharpen their skills and harness the wisdom of the ninja. This global campaign was activated through messaging on packaging, a US mobile tour obstacle course, a YouTube short form content series and a web and mobile experience encourging kids to find thier inner ninja.
On this project the user experience design team worked closely with content strategy to develop an enticing training experience for the children users. These type of training exercises consist of LEGO building challenges, Quizes, Seek and Finds and game missions. Over the course of 2 weeks, we developed a fully functional prototype that included some more challenging user tasks (especially children aged 7-11) such as log-in and registration flows. The prototype was then tested at an International School in Vejle in a statistical usability test. Late in the design phase, we were challenged to add a 'Leveling Up' system that needed to be intuitive and meaningful for the young users.
To do this, we utilized the various ninja 'guis or outfits that had been used throughout the several seasons of the show to tell the story of level progression. We then devised a reward system that would tie in closely to the television show's emphasis of metals and gemstones to motivate users to stay engaged with the level up missions. This was then tested several times again prior to the rpoduct release.
By the end of 2016, the Wu-Cru experience had resulted in a 15% lift in site visitors and a 48% increase in users submitting LEGO creations in the site gallery.
Role: User Experience Design & Strategy, Visual Design Direction, Reseacher, Team Lead