Mandai Wildlife Reserve

Creative Direction & Design // Wireframing // User Experience // Mobile App Design // Product Management // Design Ops // Campaign Design // Product GTM Management

Challenge

Mandai Wildlife Reserve needed an interactive and gamified way to encourage visitors to explore Night Safari’s Wild About Twilight campaign. The goal was to create a unique digital experience that would engage visitors, enhance their learning journey, and provide a more immersive park experience.

Solution

I spearheaded the creation of Breadcrumbs, a location-based mobile game designed to enhance visitor engagement through gamification. The app encouraged users to explore attractions, complete challenges, and unlock rewards, adding a layer of interactive storytelling to the Wild About Twilight campaign.

To ensure a seamless user experience, I designed a custom app interface that integrated Mandai Wildlife Reserve’s branding while maintaining an intuitive navigation system. Additionally, I developed a unique narrative and identity for the app, incorporating elements that aligned with the park’s conservation and educational mission.

The impact was significant—Breadcrumbs garnered over 6,000 downloads within just five weeks, demonstrating the effectiveness of using gamification and digital engagement to enhance the visitor experience.