Breadcrumbs Digital Experience App
Creative Direction | Game Design | Mobile UI/UX Design
What is Breadcrumbs? It’s a location-based game that brings users through a gamified experience. The idea is to incentivise users to discover (or rediscover) places while learning through different digital interactions, bringing them on a journey to explore, learn and get rewarded.
The conception of Breadcrumbs came from the concept of “getting rewarded for breathing”. Every day, people are visiting different attractions and locations across Singapore for their leisure. Usually these visits involve a very “touch-and-go” experience, but what if there was a way for them to interact with these locations in a deeper way and take something away from it?
This is where Breadcrumbs comes in as an added layer to the otherwise static physical location to enhance and augment the user experience and interaction. Working together with Mandai Wildlife Reserves, the inaugural trail released on the app was the Wild About Twilight trial within Night Safari which garnered 6000+ downloads in a 5 week period.
Utilising Adobe XD to design and prototype the Breadcrumbs app.
A Design With Scale In Mind
Breadcrumbs was not mainly designed for use in the Night Safari, but to be deployed for any brand who wanted to create a trail to drive audiences to interact with the brand through gamification. Each project would have its own unique narrative and identity, allowing anyone to work with Breadcrumbs moving forward.