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Online Interactive Sweepstakes

ROLE: UX DIRECTOR/DESIGNER - havas worldwide | PLATFORM: responsive web

“Open Sound” for Camel is a 12-week interactive sweepstakes experience, with $2 Million worth of prizes (28% of unique IDs won a prize).
In a secure web browser, a tap interface helps users create and submit a short beat for a chance to win a prize related to music.

While the program was active, the website saw 53,538 new registrants with 45% of the new registrants visiting Open Sound. While the program was active, there were 4,462 average new registrants per week, compared to 2,332 from the preceding 12 weeks, an increase of 90% per week.

 
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Video: Create Beat experience (Desktop version)

 

Overview

Target Customers

Adults 21-35 years of age, pre-registered (with SSN) website, in the U.S., mobile to desktop usage of 60/40.

Customer Problem

Except for direct mail, email and a select social events, the web is the only channel to provide a deeper connection for our customers to the brand. We need to continually engage with our consumers in relevant and delightful ways which will in turn promote brand loyalty and word of mouth, reducing marketing costs.

We also wish to learn which types of content users engage with to plan for future content creation.

Goals Primary

  • Grow engagement and WOM

  • Increase in the amount of time spent across entire site

  • Retention of brand loyalists

  • Beat submissions/Page views per visits

  • Video play rate/percentage (other signals)

  • New accounts registration during the program

Goals Secondary

  • Which specific users participated, from which demographic, region?

  • Time on page, video completion

  • Did they complete the tasks easily? Time on task?

  • Page visits

  • Return visits (retention)/time spent between visits

My Role

  • I led the product design experience as UX Director.

  • Managing and designing throughout discovery, design and build.

  • Piloted the first time Havas onsite UX testing with responsive prototypes and observation room.

  • Main contact with Client and working alongside Strategy Account and Creative counterparts.

Team

  • Agency side: Myself, 3 Product Designer/Researchers. Partnering with 2 Account Managers, 2 Visual, 1 copywriter and U.S. based development team.

  • Client side: Senior Marketing, Strategy.

  • Project duration 4 months.

 

Video: Sound Library & Create Beat experience (Mobile Web version)

 
 

View Sound Library (0:00-1:43)
Create and Submit a Beat (1:44-4:55)

 

Problem Definition

Users want to connect to the brand in an enjoyable and meaningful way and be rewarded for their loyalty (incentives). Reinforce learning through play. People want to feel part of something exclusive that cannot be found elsewhere.
The experience needs to be simple and completed in less than a few minutes as a moment of distraction or "on the go" with a low barrier to entry with fast load times.

• Stay with the brand thematic of art/music/technology.
• Create a 'Soundboard" experience over the course of a 12 week program.
• Support the program with weekly soundboard "themes", contextual video content and "un-lockable" features to promote retention.
• Provide prizing incentives to reward engagement.
• Learn from user behavior to determine future programs and content creation.

Mapping & Scoping

Onboarding and instructional UX language was an integral part of the experience while adhering to brand pillars and tone of voice throughout the project working with copy team. Main content areas were:

• Landing Page - Home
• Landing Page - Video shorts of Weekly Theme
• Soundboard UI & Coachmarks
• Visual of Community submitted Beats (Gallery)
• My Beats
• Notification Modals
• Help/Address/Prizes/T&C’s

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Low fidelity wireframe of My Beats page.

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Mobile header with unlock-able extras. To increase user retention, frequent user engagement opened up additional sounds and filters within the soundboard tool.

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Usability Testing and Focus Group

User Testing

  • Web Audio API Prototype: Tested MVP of web, mobile web in moderated usability lab.

  • Focus Group: Is there an appetite for this type of promotion?. Ease of use, comprehension.

  • Use Cases:

    • First time user onboarding and education.

    • Create/upload a beat, play My Beats, play community beats.

  • Participants:

    • Recruited adult demographic.

    • 12 participants, 2 days.

Findings Summary

  • Soundboard UI too difficult, confusing - revisit hierarchy of controls and grid tap size.

  • Adjust loops, volume and pitch to emulate a good result.

  • Clearer language needed pertaining to odds of winning.

  • Unlocking features based on participation to promote retention.

  • How to visually differentiate themes and tie-in producer backstory.

Design

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Success Metrics

Post launch retrospective

  • In 12 weeks, more than 1.1 Million beats were submitted. With over 50% user participation rate.

  • The team successfully delivered a highly technical program that was compatible in both mobile and desktop.

  • Teams pushed technology limits to offer a truly unique experience. The team employed the rarely used Web Audio API to create a unique sound board and used WebGL for the particle-based library. Both of these technologies were cutting edge and set the brand apart from competitors.

  • Based on feedback from participants, this was a truly unique experience for visitors and they were very impressed that they hadn’t seen anything like this before.


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