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Food Heroes Octalysis Design Challenge (Adventure Box) by Simón Duque


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Simón Duque's submission for the Food Heroes Octalysis Design Challenge (Adventure Box)

Published in: Design
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Food Heroes Octalysis Design Challenge (Adventure Box) by Simón Duque

  1. 1. GAMIFICATION DESIGN CHALLENGE (Adventure Box) By For Contestant - Simon Duque Video presentation: pending
  2. 2. STEP 1: STRATEGY DASHBOARD DEFINE USERS: Three main users have been previously identified by the Octalysis Group; in one hand we have the kids who are the focus of attentions for this particular project. The kids (4-6 years old) are urban kids with no close siblings. Typically well-off and tend to be taken care of by grandparents, aunties or nannies. As almost every kid on that age, they have a high energy/short attention span, meaning that movement-related activities are important on a daily basis. They may tend to take advantage on their inexperienced parents by self-proclaiming the “emperors” of the family.
  3. 3. On another hand we have the parents/caregivers who are always trying to get parental knowledge so the kids will become less of a headache. Having kids is a new experience for them and despite the fact that they are still learning how to be good parents, they feel guilty because of an overwhelming social pressure towards other parents and teachers. Teachers are also a very important part of the project, but since this particular “Adventure Box” design doesn’t affect them directly, we will be skipping their player profile. ANTI-CORE DRIVES: Some anti-core drives are present and drive the kids into eating unhealthy food and the parents into not caring very much about it. One of the most important anti-core drives is CD5 since many kids at young age tend to imitate their friends/relatives, so when seeing someone eating garbage food they will tend to do the same
  4. 4. (besides the fact that it tastes very good). Also, based on the “taste” part, they will also try to imitate other people who DON’T like healthy food. CD6 also plays an important role on the bad nutritional habits of the kids. The moment a candy, soda, hamburger or any other unhealthy food becomes a scarce resource, the body will always be trying to get it. I’m saying it becomes “scarce” since many parents tend to offer this kind of food as a price for the kids, sending them at the same time a wrong message. Finally for the kids and because of the constant marketing campaigns hosted by big fast food companies, CD8 become more and more intense, creating a “FOMO Punch” effect on the kids every time they see fast food adds on the media or in the streets (fear of missing out the good taste, happy experiences, the toys that come with the “Happy Meal”, etc.). For the parents the lack of CD3 may be one of the causes of them giving fast food to their kids (by not knowing what to cook at home). A false sense of CD2 may lead them into thinking that because their kids are happy when taken to a fast food restaurant they are succeeding as parents. Obeying the previous anti-core drive (CD2) we may assume that CD5 also comes into play if the parents want to show off that their kids are happier than other kids. Lastly, CD8 comes into play when the caregivers feel they will be losing a lot of valuable time and effort if they try to come up with new ideas on how to make their kids eat healthy and also actually preparing the food themselves.
  5. 5. DEFINE DESIRED ACTIONS -> Win States: The project has its basis on 3 main rules: 1. Food fuels my mind and body. Objective: Making the connection between food, mind and body. Recognizing that different foods have different nutritional benefits the first step in creating healthy, balanced meals. Active lifestyles and nutrient-rich diets boost overall happiness and wellness. 2. Real food makes me healthy and happy. Objective: Know what kinds of food are good for your body and which ones are bad. Eat good first. Eat a variety of colors and textures of food. Be open to trying new food. A Food Hero transforms food into fuel by exercising every day. 3. Love the world with every bite. Objective: Food Heroes protect the environment by eating more greens and less meat. Learn where your food comes from, how it’s prepared and how it’s grown. Eat food that’s in abundance, not endangered animals. Eat fruits and veggies that are local and seasonal. Don’t take more than you can eat.
  6. 6. To make kids want to follow those rules some modules have been designed and attached to the previous rules: 1. Food fuels my mind and body. a. MOD 5. Don’t be gross. i. Objective: Lean the importance of food safety and how to buy and prepare food safely. 2. Real foods make me healthy and happy. a. MOD 1. Eat a rainbow every day. Objective: Learn to eat a diversity of foods, particularly fruits and vegetables. Eating a variety of foods is essential to achieve adequate coverage of macro- and micronutrients needs. b. MOD 4. Super food. Super me. Objective: Finding alternative sources of calcium (bones) and protein. Diversify your diet. c. MOD 2. Real food. Fake food. Objective: Identify and eat real food, avoid processed food-like substances. d. MOD 3. Sneaky sugar. Objective: Avoid added sugar in food and drinks. 3. Love the world with every bite. a. MOD 6. Where does my food come from. Objective: Learn the food supply chain and the environmental impact along the way. b. MOD 7. Dig for treasures nearby. Objective: Students learn to eat local and seasonal. Next there is a part of a table made by the Octalysis Group showing how the desired actions impact every phase of the player’s experience (Discovery, Onboarding, Scaffolding and Endgame) during the project, these desired actions stand for the Teacher, Child and Parent point of view. The idea is to impact as many of these desired actions as possible (reinforce the concepts learned by the kids on the 7-week program and reach the Endgame desired actions) by enriching the Adventure Box with as many gamified elements as possible.
  7. 7. DEFINE FEEDBACK MECHANICS Feedback Mechanics Vehicles (always/sometimes/do not comes with box):  Subscription site ranking system  WeChat  Kid feedback/interaction  Caregivers feedback/interactions  Kid’s friends feedback/interactions  Comic  Thank-you note  Hero plate  Origami – Cootie Catcher  Tazos  Golden tazo  Video/Physical Recipes  Monthly Challenges  Augmented Box  Promotional Code  Featured Healthy Restaurant  Chef-kit utensils
  8. 8. Feedback Mechanics => Triggers  They trigger all of the 8 Core Drives in about an equal intensity (probably less intense on CD1 and CD6), all pointing towards reinforcing the lessons from the 7 weeks program and also to create instrinsic motivation towards eating healthy.  The also incentivize interaction between kids, caregivers and friends. Most activities emphasize on CD3 and CD5 a little bit more and are always food-related.  Most of the components of the Adventure Box are thought to have Evergreen Mechanics, so that by adding new content they kids and caregivers will stay engaged in an “infinite” loop.  Finally, some of the elements in the box (and in combination with the subscription website) strongly incentivize parents to recruit new members to the program, in order for them to obtain increased benefits. Kids will also be recruiting but this time without knowing they are actually doing it, they will recruit other kids simply by playing with them with the branded elements/games the box has to offer. INCENTIVES – REWARDS
  9. 9. REWARD AFFECTED CORE DRIVES SAPS  Ranking system (parents get to choose a faction/color with their kids and rank up by doing desired actions). Their rank gives them visibility among the community and increased benefits (lower subscription cost, higher discounts in healthy restaurants, etc.). CD1, CD2, CD4, CD5, CD8 Status, Access  Sharing multimedia on WeChat’s official Food Heroes groups will help parents feel accomplished. CD1, CD2, CD5 Status  Reading and collecting each comic volume will take kids into a fantasy world in which they will be taking part to save the world! CD1, CD3, CD4, CD7 Stuff  Parents will have a very strong sense of achievement once they receive a hand- written tank-you note from the director of the Food Heroes program telling them how amazing they are by investing in their kid’s future. CD1, CD2, CD5, CD7, CD8 Status  Collectible “Hero Plate”. Kids will be able to have fun with every meal and will be remembered of the healthy food they need every day. CD1, CD3, CD4, CD8 Stuff  Origami – Cootie Catcher: build from scratch and play with friends. CD2, CD3, CD5, CD7 Stuff  Collectible tazos. CD2, CD3, CD4, CD5, CD6, CD7, CD8 Stuff  Very rare “Golden Tazo” with a special surprise for the family that gets it. CD7 Access  Video/Physical Recipes to prepare and enjoy as a family. CD2, CD3, CD5, CD7 Stuff  Monthly challenges for both parents and kids. CD2, CD5, CD6, CD8 Access  Promotional codes. CD5, CD6, CD8 Access  Featured healthy restaurant. CD7 Stuff  Chef-kit utensils for kids. CD1, CD3, CD4 Stuff
  10. 10. STEP 2: IDEATION (Brainstorming) – “Creative” The above ideas (summarized) are: 1. Superhero ranks 2. Comic 3. Thank-you note 4. Hero plate 5. Origami – Cootie catcher 6. Tazos 7. Recipes 8. Monthly challenges 9. Augmented box 10. Promotional code 11. Featured Healthy Restaurant 12. Golden tazo 13. Chef-kit utensils for kids
  11. 11. Ideas explanation Superhero ranks: Once a parent purchase the subscription for the Adventure Box a new profile will be created in the site, ie. “Family X”. The first step after subscribing to an Adventure Box will be for the parents + kid to choose a Food Hero faction (every color/hero will represent a faction). Once they choose, say, the “Green Faction” (belonging to the Hero Sean Strong) they will be awarded a title as a “Food Hero Buddy – Rank D”. Following the “graduation” to a rank D hero the site will display information about what it means and about how to rank up. Information: Hero ranks go from D to S (D, C, B, A, S), rank S being the highest rank of them all. Rank is awarded by the impact of the Hero Buddies in the FH community. Rank also determines which families get higher benefits and visibility, it is also pretty hard to get to the higher ranks, so any family that get there should be very proud of their determination and commitment. Some benefits may include:  Higher discounts in featured restaurants.  VIP Adventure Boxes.  Global family tours to know more and be part of world-leading health-oriented organizations.  Global visibility as top achieving families within the Food Heroes program.  Kids becoming official ambassadors for the Food Heroes program globally. There are several ways to rank up, every one of them is essential to advance within the ranking system. To rank up, the family as a whole must: 1. Have social media activity (related to the FH program). 2. Achieve monthly-annual challenges. 3. Acquire Adventure Boxes. 4. Send Adventure Boxes as gifts. 5. Recruit new heroes. By doing the previous steps, families will be granted virtual “Food Tokens”. Every step gives the family different token and different amounts of tokens are required to rank up.
  12. 12. Step 1 (Social Media) will reward families with “Pumpkin Tokens” (related to the hero Feliz Lopez). Every time they share a picture on social media of them with any box-related/healthy food-related activity plus a “#FoodHeroes + ID number” they will receive 1 pumpkin token. (website should be able to track (via bots) whoever post a related picture. Step 2 (Challenges) will give “Eggplant Tokens”. The Adventure Box will come with 2-3 challenges per month, each worth an “X” amount of tokens depending on the difficulty of the challenge. There will also be a featured challenge on the website which will be more complex, but will award much more tokens to the achievers (ie. “Collect all 200 different tazos and send them to the FH headquarters”). Adventure Box challenge will normally award 1-5 tokens. Another example, this time of one of the Adventure Box challenges would be:
  13. 13. Step 3 (Acquisition) will give “Broccoli Tokens”. This one is pretty straight forward, every time a family gets an Adventure Box (every month), the system will award them with 1 Broccoli Token. Step 4 (Gifting) will give “Banana Tokens”. Very similar to the previous one, the system awards 1 Banana Token for every gifted Adventure Box / Birthday Adventure Box. Step 5 (Recruitment) will give “Strawberry Tokens”. Every family will receive an invitation link / QR code once they subscribe to the Adventure Box. Every time someone else subscribes to the program using the referral link/ QR code, the system will award the link owner with 1 Strawberry Token. TOKEN REQUIREMENTS TO RANK UP Rank Pumpkin Tokens Eggplant Tokens Broccoli Tokens Banana Tokens Strawberry Tokens D 0 0 1 0 0 C 10 5 2 1 1 B 100 75 6 3 5 A 500 300 12 10 15 S 1000 750 24 20 30 The Family X, which is composed by parents/caregivers and the kid will be able to check their profile on the website/app at any time. The profile will show their Hero Rank, active challenges within the community and a progress bar towards their next rank up.
  14. 14. Comic: All Adventure Boxes will come with a comic volume. The comic features a new mysterious hero whose face is hidden. This new hero wears white (neutral) and lives in an almost destroyed world. The world has been almost consumed by humankind; all the bad eating habits have damaged the planet almost until the point of no return. The new hero carries an “Adventure Box” (yes, the same that the kids will get with the subscription) filled with all kinds of nutritional food. This new hero doesn’t have just one super power as the ones already representing the 7-weeks program. This one has the ability to acquire all the powers by eating the right fruits/vegetables. The hero wanders the earth with a broken hearth and no hope, just surviving the threats of the new world. SPOILER ALERT: The hero will go through a series of adventures to rescue the kidnapped Food Heroes (Sean, Feliz, Samantha, Helen and Electra). The adventures are divided in seasons, and each season in volumes (12 volumes per season, delivered one by one every month). At the end of the series, the mysterious hero reveals its face, only to show a blank space. The kids (real kids) will be told to paste their own photo in it, making them the mysterious hero! They were the ones saving the world all along. The comic will contain hidden puzzles to solve over time, they will appear as “Easter Eggs” ACTUAL COMIC:
  15. 15. Thank-you note: This note comes with the first box and after that every year of subscription. This will be a hand-written note from the director of the Food Heroes program expressing his/her gratitude towards the parents who decided to invest in their kid’s health by purchasing the Adventure Box subscription package. The note should be emotional and personal so it boosts the parent’s CD1. Hero plate: A “Hero Plate” will come with every box. The plate will come with a hero face drawn on its center, so that the kids can “color” it with their food, making every meal fun! (CD3). The plates also come with vegetables and fruits featured in the 7-week program with their names in Chinese and English. A side note will remember the kids to try to put as many of those as possible in their plate in every meal they have, because that what FOOD HEROES DO! (CD1, CD2, CD5, CD8). The plates vary in color (according to the hero they feature, plus a white one featuring the new hero from the Comic). Every color will be delivered twice per year. 6 colors/heroes - 12 months. The difference with say, the two green plates is that they have different vegetables and fruits around it, with their names in Chinese and English.
  16. 16. Customizable bamboo fiber (eco-friendly) plates costs stand between $0.29 – $1.65 dollars. There are several suppliers that are able to produce big amounts in short periods of time. One of the best suppliers is “JoyHome”, as seen below: Supplier link:
  17. 17. Origami – Cootie catcher:
  18. 18. Every box will come with a Cootie catcher origami pattern and materials. The idea behind it is that the kids remember all the healthy food they learned about in the program at school. The Cootie catcher will be themed with the same color as the box it comes with (same as for the “Hero Plate”), varying on the food displayed on the edges. NOTE: the space where the messages are shown will come as a blank space, hopefully with a material that allows kids/caregivers to write their own messages, erase it and write new ones again (such as a school board). Tazos: Tazos are probably the ones that have the highest potential amongst all the items included in the Adventure Box. CD2, CD3, CD4, CD5, CD6, CD7, CD8 A previously stated, they cover most of the Core Drives if used properly: CD2: There is always a sense of achievement when collecting the rarest pieces or by completing the whole collection set of tazos. Also, playing with friends becomes very competitive, instantly activating this Core Drive. CD3: There is no official way of playing tazos, we all came up with several ways of playing tazos with our friends in our early years, some were decent, and some were great! In any case, every kind of game always translated into several hours of fun (unless we lost all of our tazos…). CD4: Tazos are by nature a collection set, meaning that the kids will always be trying to improve and take care of their tazos’s collection. CD5: We can’t play tazos alone, it’s really boring! The essence of the game is to share and gamble with friends. Testing our skills against others might end up creating new friendship bonds. CD6: Some tazos are common, other are very special and hard to get (scarce resource). The feeling that there is only a limited amount of tazos might drive kids into wanting to get them, resulting in more sold boxes or more interaction between the owners of the tazos.
  19. 19. CD7: Tazos come randomly in the Adventure Boxes! You never know if you’re going to get the rare ones, or even the ultra-secret GOLDEN TAZO. CD8: You don’t want to be the only kid at school with no tazos, you need to get those boxes to never run out of them! (Especially if you’re not very good at playing with them). Tazos manufacturers are easily accessible in China, after a few clicks in AliExpress I was able to find manufacturers that could produce tazos for as low as $0.01 dollars per piece. Round_60684485293.html?spm=a2700.7724857.main07.71.6ee4c35CHe5UT Golden tazo: There is a special Golden Edition of a tazo, the family that gets the Golden Tazo in their Adventure Box will win a BIG prize (to be defined, depending on budget).
  20. 20. Recipes: Recipes will also come with every box. They could be physical recipes, but then someone would have to come up with it and them someone else should design the actual booklet to make it appealing. This might be too much additional work, that’s why I think the second option is better: 2nd option: Make an alliance with an influencer who already has an actual known YouTube channel. I found “煮家男人 Bob's Your Uncle” channel to be the most entertaining one. All videos have Chinese audio and both Chinese and English subtitles. The idea is to contact “Bob” and offer him a potentially big amount of subscribers from the Food Heroes community in exchange for him to make one (private) video per month cooking something delicious with some of the featured ingredients of the month (SPOILER: every month will be attached to one color, and therefore, to the food from that color). Bob’s channel:
  21. 21. Monthy challenges: See “Step 2 (Challenges)” in the Superhero Ranks explanation above. Augmented box: The box itself will be one of the items the kid will get every month. Its design will allow the kid to unfold it until it becomes a part of a map (replica of the Foodland poster as the first one and then different patterns of Food Heroes posters with useful nutritional information that can double as dining area decor). To complete the whole poster the kid must collect 6 “unfoldable” boxes in a row (first or second semester of the year). (This picture shows an idea for the design of the crate, only that for our box the design would come in the interior of the box).
  22. 22. The boxes are set to come with featured colors every month: Color Hero Month Yellow Electra January Blue Samantha February Red Helen March Green Sean April Orange Feliz May White Mystery hero (Comic) June Yellow Electra July Blue Samantha August Red Helen September Green Sean October Orange Feliz November White Mystery hero (Comic) December The color of the month determines not only the color of the box; it also determines the theme for the Hero Plate, Cootie Catcher, Comic, Recipes, Monthly Challenges and Featured Healthy Restaurants. One type of box that can be used in order for it to be “unfoldable” and then transformed into a part of a poster would be the “FPF” box type:
  23. 23. Most of the box suppliers will be able to produce this type of box; prices vary between $0.4 and $1 in AliExpress. Supplier link: Carton-Box_60445800797.html?spm=a2700.7724857.2017115.1.6ee4c35CHe5UT&s=p Featured Healthy Restaurant + Promotional Code: Each month a healthy restaurant in Shanghai will be featured in the Adventure Box, but not only that, the Box will include 3 promotional codes for the family to enjoy a nice Lunch/Dinner together for a better price. Discounts start at 10%-15% but increase depending on the Hero Rank of the family. Hopefully a Rank S family will be able to obtain more than 50% discount codes in their boxes, this obviously depends on how many subscriptions (clients for the restaurant) there are.
  24. 24. Chef-kit utensils for kids:
  25. 25. These previous images display some examples of kid’s utensils that could be included in the box in order to give the kids a sense of belonging and empower them to actually use the knowledge they got at school with the 7-week program by cooking simple meals with the help of their parents/caregivers. The cost for such utensils should not be above $5 dollars. Further investigation is needed in order to choose which are the most proper ones for the kids in China and based on that information, choose the right provider. NOTES: Flash cards may be included in the box, since we already have the provider for the 7-week program. It would be a good reminder of all the important concepts. Main activity loop (Adventure Box)
  26. 26. STEP 3: IDEATION (Brainstorming) – “Marketing / Distribution” Marketing plan: The idea is to use BTL Marketing to spread the word about Food Heroes. Before getting to the BTL, I would personally recommend to add to the future cartoon that are to be shown in the 7-week program the actual box, so the kids can relate to the characters when receiving the Adventure Boxes in their houses. Another way people find out about the program is by personal referral methods already analyzed in the Creative part of this design, associated with the “Superhero Ranks”. BTL: I propose to create a BIG QR code and display it in the main supermarkets. The QR code will be 2x2 meters long and will a steady structure filled with fruits and vegetables. The QR code will automatically link to the introductory video of food heroes which will display on the subscription-based website.
  27. 27. Potential website design for ordering Adventure Boxes
  28. 28. The site was conceived as a landing page, meaning that it looks for a specific desired action. The conversion in this case is to have people subscribe to a monthly/biannual/annual Adventure Box plan; that is why the page design does not show additional information (we assume the user is already informed by other means). Our target audience is the kid’s parents; therefore the graphic design is simple, sober and not too childish. It also matches the future design of the box itself.