Discovering User Needs

We began by diving into user research, uncovering key insights about BjörkåFrihet and user attitudes towards climate change. Women generally cared more, but 40% of Swedes thought the crisis was exaggerated.

Ideation Challenges

Involving the whole team, we brainstormed but struggled to connect ideas until Brainwriting sparked six concepts. Despite voting, the winning idea wasn’t feasible, leading us to pivot to a 2D endless runner game that highlighted fast fashion’s environmental impact. We chose a pixelated design to speed up development and evoke a retro feel, adding a dystopian edge to underscore the environmental theme and the unsure future of our planet.

Integrating Research Insights

Noting that men throw away more clothes and prefer new ones over second-hand, I created proto-personas to in an easy way align the team with our findings and target users.

Prototyping and Testing

Our prototype tested if players would collect clothes naturally and understand the landfill message. Feedback showed obstacles were pointless, but positive "pling" sounds worked. We needed clearer visual cues and messaging about new clothes.

Refining the Game

We made the game accessible with a single jump button and improved visibility with a black silhouette around the character. Small background changes enhanced contrast, making our vision clearer.

This project resulted in a game that doesn't give the user any instructions only for the player to get the urge to jump and collect as many clothes as possible. It is only at the end the user meets an ugly truth about the choices made during the game. Will the user play again and change their fate?​I challenge you to play for yourself and beat the record! Highest at 56 and lowest at 1!

It was exciting working tight in a cross-functional team, it gave me a better understanding of my UX role and how to work to best complement each other. ​