B2B
PWA/API
MarTech
Bees Bolao
App Experience
Context: Bolao no BEES is a gamification experience inside the BEES app that allows B2B partners to participate in a thrilling guessing game, all centered around the prestigious FIFA World Cup theme.
Challenge: Create a guessing game with already existing components of the DaVinci Design System to reduce the launch timeline.
Timeline: August 2022 - December 2022
Role: Product Designer
Team: PO, PM, QA, Devs
Tools: Figma, Adobe Photoshop, Miro, Jira
Client: Ab InBev together with Squadra Digital
The way we conducted the design process
Understand
Talk to all the stakeholders, and cross teams
Research
Benchmark, and secondary research of gaming mechanism
Define
Propose one component to comply with the deadline
Prototype
Prototype a design for Drupal CMS
Test
Communicate with QAs and Devs to test interactions
Project Highlights
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The game has two different gameplays that allows users to play for fun or play for prizes.
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Creation of a real time guess mechanism and ranking that required constant updates. The database of users had to hold thousands of users at once.
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Eligible POCs that no longer have guesses can still see previous games, but are not able to play until they buy more products and get more chances.
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Play for fun was a successful way of allowing users to engage in the campaign without initial commitment, but inviting at the same time to participate in the promotion.
How did we communicate globally?
Following the agile methodologies, together with the engineering team, QAs, Product Managers, Product Owners, I participated checkpoints to go over the development of the product to make sure that the design was delivered on a timely matter. I also engaged on weekly calls with each country representative to listen to their needs and accommodate design changes.
The main platforms used were Slack, Discord and Jira.
Benchmark
Even tho this was mainly a Brazilian campaign, it had to resonate with other countries that would like to apply this game for their merchandise campaigns. I looked for references worldwide, and they all were very similar. The challenge here was to design something that would be feasible technically, and that could be incorporated as an API.
User Flow
Before ideating, the definition of the flow had to pass the approval with the stakeholders and campaign managers. The need of designing two circumstances was decided upon the opportunity of letting the users have some trial on how the game works before using their points accumulated from buying the merchandise.
Wireframes
Key features: Guessing Component
Deliverables
Full gameplay containing the guessing component, ranking component, prizes page and instructions page for a whole start to end experience.
This customizable game template serves as a base for future campaigns that use this type of gamification.
Conclusion
Working on a tight deadline with major restrictions such as design the least components to create a gaming mechanism and incorporate to the Design System was a challenge.
Complying with legal, copywriting and the Drupal CMS was a learning opportunity on how global product development and launch. Problem solving skills and communication were used to accomplish this release.
This project resulted in 1 Million unique B2B Partner participation.
