An onboarding experience that helps realise the dreams of 3500 kids and launch Google's first-ever campaign in Vietnam.

User Research and Testing with kids
Art Direction
Web Design
Graphic Design
Prototyping
Animation
Film Production

Web Design
Educational campaign for Google Vietnam

Year: 2015

My Role

Project Type

Team

Results

Phibious Vietnam
ED: Nicole Marold
Account: Uyen Tran, Son Truong
Copy: Daniela Varela
Design: Van Nguyen, Nguyen Tran-Ngo, Van Do, Truc Dinh
Social Media: Thuy Nguyen
Producer: Melanie Casul
Production House: Yeti Film

Launched the first consumer-facing campaign for Google in Vietnam. Generated:

  • 3500 submissions

  • 1.2+ million impressions within 48 hours

  • US$ 484,000 worth of media

  • 174 PR articles from high-profile TV stations and publications

Doodle 4 Google

Each year, Google gives the opportunity to kids to express themselves using Google homepage as a canvas. For the first time in Vietnam, the contest invited children (aged 5-12) from all over the country to unleash their imagination with a doodle.

The goal is to inspire the next generations to unleash their imagination and get rewarded so that they would believe in their dreams, in themselves, and have untethered creativity that can contribute to their country and their future.

Click image to enlarge

Challenges

How to:

  • Introduce parents and kids to the campaign

  • Get them inspired, and

  • Have a place for all the submissions.

Solution

A centralised platform that allows both kids and parents to:

  • Learn more about the campaign

  • Get inspired

  • Receive support

  • Submit their creations

Ultimately raising awareness about the campaign and the role of Google in the country's development.

Sophie Tran
Director of Marketing, Google Vietnam APAC.

The tool enabled the children to contribute to the development of Vietnam in the future, which is also how we want to encourage them, and ourselves, to never stop dreaming and never give up on your dreams

"

User Research

9/10 people agreed that a built-in event organiser within WhatsApp would make keeping in touch easier:

Click image to enlarge

Personas

To understand the users’ pain-points, I created two personas: Alex (Event Creator) and Céline (Participant)

Alex

32, Designer
San Francisco, US

Background

Being confined at home, Alex wants to create an event to keep in touch with his mum Céline in Paris and his sister Anne in Tokyo.

Pain-points

  • Create an event in the middle of the conversation.

  • Having to remind his family.

  • Having to switch apps to change event details and communicate those changes.

  • Having to switch apps to manage events.

Needs & Goals

  • Having to switch apps to create events.

  • Invite his family.

  • Set reminder, in different time zones.

  • Easily change event details and communicate changes.

  • Organise and manage his events.

Céline

60, Retiree
Paris, France

Background

Living on a different continent from her children, Céline wishes to keep in touch with them even more during the confinement.

Pain-points

  • Having to switch app to note down events.

  • Having NO direct way to suggest or modify event details.

  • Having NO direct way to share events.

  • Having to switch apps to manage events.

  • Having a hard time learning new features.

Needs & Goals

  • Functions easy to discover and understand.

  • Easily see events created.

  • Easily keep track of events.

  • Easily suggest changes.

  • Share the event.

  • Organise and manage her events.

Despite having different roles, Alex and Céline both need to communicate updates quickly and easily to finalise the event.

Challenges

The User Research also revealed that there are 2 main types of users: the tech-savvy Alex and his mum Céline, who is much less so.

This means the feature needs to be easy to discover and learn to use for different users.

Human Challenge

The feature also has to comply with WhatsApp’s principles and challenges:

Technological Challenges

  1. Unintrusive UI
    Simple Interface with simple interactions.

  2. Effortless introduction
    New features should provide obvious utility that requires little introduction.

  3. No auto-detection

    of the date and time and making it clickable as in the case of Facebook’s Messenger since WhatsApp is an encrypted platform.

Design

A platform for both parents and kids

Although kids were the main target audience, they’d still need parents’ supervision and guidance for the submission of their work. We built the Doodle 4 Google Vietnam website to inform parents and inspire kids.

Challenges

How to:

  • Increase submission rate

  • Keeping the kids inspired

Parents are busy, knowing this we designed the section for parents with a tutorial video that explains the submission process step by step.

The content and art direction of the video are kept inline with the overall campaign look and feel. Detailed information is provided below the video.

Simplified submission process to spare the parents from all most of the work and increase submission rate

Animation is the best medium to keep kids entertained and focused.

I came up with an idea of using a mini-series of mixed reality/animation to illustrate how to bring the kids' dreams to life.

Content-driven section for kids to entertain and inspire them

Mainstream media quickly picked up the series. This guerilla tactic has resulted in a tremendous organic ROI on media investment and served as a mouthpiece for the campaign.

The series would then direct the audience back to the platform where they are featured in long-form formats, completing the cycle of the user journey, increasing the submission rate.

We partnered with Phở Đặt Biệt, a Vietnamese influencer loved by kids to produce a series of snack-bite videos showing kids what they could do with their imagination.

The series was disseminated through selected social media channels to raise awareness.

To get buy-ins from stakeholders, I directed, shot, edited and created the animations on the spot from our office and quickly showed it to the team.

These videos were extremely helpful at communicating the idea to the rest of the team but also to different stakeholders, both the kids and Google.

Moral of the story: When trying to prototype a complete user experience, sometimes it helps to look outside of Adobe XD and/or InVision. Videos and After Effect are your best friends in communicating the idea.

A template to doodle on

We released the first batch of the printed template with suggestions to help kids get started

Expectation v. Reality

The test quickly revealed that kids of younger ages (5-6) have a hard time drawing straight lines and intricate designs. The kids could see that their drawing didn’t match the suggestions. As a result, they were disappointed, affecting the submission rate.

There's a mismatch between projected experience and target audience age.

Solution

Focusing on imagination rather than technique.
Having the Google logo mark in contour, leaving the whole canvas blank so kids can explore their imagination.

Winning
Doodle

Results

Launched the first ever consumer-facing campaign for Google in Vietnam

The integrated design and campaign generated:

  • 3500 submissions

  • 1.2+ million impressions within 48 hours

  • US$ 484,000 worth of media

  • 174 articles from high-profile TV stations and publications

But also:

  • Established partnerships with the Youth Union and the Ministry of Education and Training against a backdrop of continued regulatory challenges

  • Produced over 1500 drawing kits to support children in rural areas.

Bringing Vietnamese dreams to the world stage

The winner of the competition, Le Hieu (8), was the first Vietnamese to win a Doodle 4 Google contest. As a reward, Hieu was sponsored by Google for a trip to Mountain View to learn more about the world and the future.

Inspired generations of Vietnamese with creativity

More importantly, the competition has inspired millions of Vietnamese kids and parents to believe in the importance of creativity and how it plays a significant role in making the community and the world a better place.

Have a good read!

Halfway there!

Thanks for reading!