Jump’n JIF: Data-Driven Gamified Ad Campaign

Overview

Jump’n JIF is an interactive advergame designed to boost brand engagement by combining dynamic gameplay with strong brand messaging. As the Design Lead, I used user testing to refine the design pre-launch and relied on post-launch analytics to optimize user engagement. This iterative process led to a 1.5% increase in CTR rates by addressing user drop-offs during the tutorial and focusing more on gameplay engagement.

The Challenge

Objective: Create a fun and engaging advergame that aligns with the brand’s identity while maximizing user engagement.

Challenges:

• Pre-launch: Gathering and integrating user feedback to ensure intuitive gameplay and effective tutorials.
• Post-launch: Using analytics data to identify and address issues, including users spending excessive time on the tutorial.
• Ensuring the tutorial provided essential guidance efficiently without diminishing user interest in the game.

The Process

1. Pre-Launch: User Testing & Feedback Integration

Conducted user testing with diverse audiences to identify pain points and refine the game pre-launch.

• Key feedback: Instructions needed clearer object recognition and simplified text placement. Gameplay mechanics (e.g., shot speed) felt sluggish.
• Design improvements: Added rotating visuals of edible objects, resized and repositioned UI elements, and increased projectile speed with animated trails.

2. Post-Launch: Data Analysis & Iterative Enhancements

Post-launch analytics revealed users spent excessive time on the tutorial, reducing gameplay engagement. To address this:

• Tutorial Optimization: Shortened the tutorial to focus only on essential instructions. Replaced static guidance with visual cues, resulting in a 1.5% increase in CTR rates.
• Gameplay Refinements: Adjusted pacing by speeding up the assembly line after three successful hits, slowing it slightly after mistakes, and introducing bonus scoring indicators (X2/X3) to encourage strategic play.

Results & Outcomes

• 1.5% increase in CTR rates due to optimized tutorial and enhanced gameplay.
• Improved user retention and satisfaction through refined pacing and responsive mechanics.
• Positive feedback highlighted the game’s seamless integration of brand messaging with engaging gameplay.

Key Takeaways

The success of Jump’n JIF underscores the importance of combining qualitative user feedback with quantitative analytics to drive design decisions:

• Pre-launch user testing allowed for iterative improvements in gameplay clarity and mechanics.
• Post-launch data analysis identified and resolved critical engagement issues, such as tutorial duration.
• This approach ensured that user engagement remained the core focus, ultimately delivering both brand and user goals.