Breakfree with Ravensburger

Challenge

Ravensburger has always been known as a family company, offering entertaining and educational games to kids and parents. But the same kids that grew up on these games dwindle as they reach adolescence and young adult. In order to expand into reaching Gen Z, Ravensburger asked us to explore a marketing campaign around online dating and games. The initial brief was called "The Right Match," and it was our task to find an opportunity in the dating space of Gen Z.

Client

Ravensburger

Team

Mariyam I., Zeeshan K., Elisa P., Sally T. Israa Z.

Research

How might we use the concept of playful socializing to improve the matchmaking platform user experience through Ravensburger products?

Methodology

Desk Research

User/Expert Interviews

Survey

Focus Group

Digital Diary

Using the initial HMW question, we designed a research plan that focused on the possibility of using games on dates. We also explored the difficulties of dating for Gen Z and how games can alleviate awkward encounters.

Main findings

While meeting someone new, people are more likely to enjoy games that they invent together

Gaming expert

People's main motivation in playing games on dates is to learn about each other

Focus group

Games with strangers can put an added pressure on players

Gaming expert

Dating apps are limited in terms of self-expression

Extreme user

In addition to interviewing donors and experts, we also sent out a survey and received 60 responses. To gain more qualitative insights on the topic, we designed a VIP themed Cultural Probe for 6 individual donors to fill out.

Personas

Reframed HMW

How might Ravensburger use its core values to assist connection building on matching apps so that the users can feel more confident in expressing themselves to their matches?

Ideation

To understand our target audience even more, we invited some Gen Z's to brainstorm along with us. This allowed us to expand our imagination and to find common themes.

Methodology

Brainstorming

Idea Napkin

Protoacting

Crazy 8's

Heaven and Hell

How the idea started...

After multiple failed ideas that included vending machines and puzzles, we suddenly remembered a focus group participant saying that she would play Make n' Break on dates only because they can build things without too much pressure. Hence the idea of the blocks was born!

I. App Interaction and Onboarding

II. Scenario Rooms

III. Socializing Area

Empower Phase

Service blueprint

To create the first date situation, we invited 6 strangers and paired them up. We placed each couple into a scenario room, one with small blocks and one with big blocks. In each room, they were given 10 minutes to compete for points. Afterwards, they were asked to give their feedback.

"Definitely works to break the ice as it adds playfulness to the date."

DJ - Participant

"As a person who likes cooperation, I can tell through the game if this person is my type.

Rohit - Participant

"Scenarios helped with finding the common topic to talk about."

Rizwan - Participant

Prototype and Testing

The idea that charades with blocks of various sizes would enhance first date situations needed to be tested and validated to work.

Methodology

Roleplay

User testing

Acknowledge Phase

Making it viral

As a marketing campaign for Gen Z, we needed an initial phase that has the wow factor and creates the viral effect. Throughout our interaction with Gen Z, we realized the underlying theme of mental health especially in social situations. Therefore, we wanted this campaign to shed light on being open about their insecurities and to have the space to release frustrations.