The Problem
Ford’s Mustang Customizer, originally a web-based Flash product, was being reimagined as a native mobile experience. As part of the project, I pitched a mobile-exclusive game component, envisioning a highly engaging feature that would allow users to immerse themselves further in the Mustang experience. The game would highlight Ford's iconic design elements while introducing a fun, competitive aspect to the app.
Business Goals
The game component had specific goals:
- Increase Engagement: Provide users with a compelling activity beyond customization to increase app usage time.
- Promote Brand Appeal: Use gameplay to immerse users in the Mustang brand, giving them a way to interact with it beyond traditional customization.
- Enhance Retention: Create a game mode that would encourage repeat visits and make the Mustang Customizer app a standout in automotive mobile applications.
Product Goals
The objectives of the Mustang Customizer game were to:
- Develop Level-Based Gameplay: Build a progression-based structure to keep users motivated and engaged across multiple sessions.
- Incorporate Brand Features: Integrate Mustang features and visual elements into the game, making the brand an intrinsic part of the experience.
- Ensure Touch-Friendly Interaction: Design the game interface and mechanics to be intuitive and fluid for a mobile touch interface, enhancing ease of play.
Users
The primary users were car enthusiasts and Ford’s target customer base, with a secondary focus on mobile gamers seeking a quick and engaging play experience. The game was designed to appeal to Mustang fans while being accessible enough for casual users, creating a bridge between automotive branding and mobile gaming.
Project Overview
As the UX lead for the game component, I directed all aspects of its development, including:
- Concept Development: After pitching the idea to Ford, I sketched out the initial concept for a game that incorporated Mustang customization elements as part of a multi-level gameplay experience.
- Level and Asset Design: Working with graphic artists, I established levels and built assets that reflected Mustang’s iconic aesthetic. Each level included unique visual elements tied to different Mustang models and brand themes.
- Gameplay Mechanics: I created a point-based mechanic that rewarded users for completing challenges, customizing vehicles in a game mode, and unlocking levels, thereby enhancing user engagement and creating a dynamic play experience.
- Testing and Iteration: With Ford's feedback and user testing, I iteratively refined the gameplay, adjusting difficulty, game flow, and visual assets to balance fun with the brand's polished look.
Outcomes and Impact
The Mustang Customizer game had a significant impact on user engagement and brand loyalty:
- High Engagement: The game component contributed to a 30% increase in average session duration for app users.
- Positive User Feedback: Post-launch surveys revealed strong user affinity for the game, citing it as a highlight of the app.
- Brand Amplification: The game successfully reinforced the Mustang brand identity, creating a lasting impression that complemented the broader customization features.
Reflection
This project allowed me to innovate within brand guidelines and explore new ways of engaging users. The game component successfully brought Mustang’s legacy into an interactive mobile format, showcasing my ability to design playful, brand-aligned experiences and lead them through from concept to completion.