Project Overview
TAOBAO’s 11.11 Interactive Entertainment Game is a platform-based interactive game design launched during the Double 11 shopping festival. It aims to attract users to engage with TAOBAO’s mobile app, participate in interactive activities, and earn shopping discounts, ultimately driving sales. The design also aims to reinforce users’ awareness and habits of using TAOBAO Coins as a discount currency after Double 11 shopping festival. In 2024, TAOBAO introduced a comprehensive upgrade to its Double 11 Interactive Entertainment Game, centering on user needs to deliver a whole new “shop while you play”experience.
Organisation
Team
Gu Xiaoyuan, Qin Baoyu, Niu Zhenyu, Wen Yujian
Project Brief
Instead of relying on heavily gamified interactions, TAOBAO implemented a precision strategy centred around four core pillars: incentives, gameplay, tasks, and shopping guidance. By optimising information hierarchy, the platform directed users’ attention to key content, significantly enhancing their shopping experience. Also emphasising user engagement and real-time feedback, it employed an instant gratification mechanism “shop while you play”, enabling users to earn tangible rewards during game playing. Moreover, IP mascot (Taojinzai), enhanced motion design & dynamic effects, and a 2.5d visual style collectively created a lively yet orderly shopping environment where users could effortlessly complete their purchasing journeys while enjoying a visual feast.
Project Need
Innovative Mechanism: The traditional “gameplay accumulation—reward explosion” model was replaced with an instant gratification mechanism “shop while you play”, allowing users to redeem TAOBAO Coins for discounts at any moment. This shift eliminated the gap between engagement and purchase, making the shopping journey more natural and fluent.
Innovative Interface: TAOBAO also adopted a highly intuitive, user-centered information hierarchy to maximize engagement, in which key content was prominently displayed and strategically aligned with the F-shaped eye-scanning pattern, ensuring crucial elements remained within the user’s primary field of vision. A combination of modern sans-serif fonts and minimalist graphic elements enhanced readability, reducing cognitive load and simplifying purchase decisions.
Innovative Visual Expression: Enhanced motion design & dynamic effects further optimised user engagement, guiding interactions and ensuring a smooth, immersive experience. A 2.5d visual style—the ingenious integration of perspective principles and shadow effects—added depth and dimensionality, while a vibrant, high-saturation colour scheme cultivated an electrifying promotional atmosphere.
Innovative Emotional Design: TAOBAO redesigned its IP mascot, Taojinzai—the leading character that connected the game. By virtue of its lighter, simplified design and expressive personality, it forged deeper emotional connections with users, strengthening user engagement and fostering brand loyalty.
User Experience
User experience is the driving force behind shopping conversion. To enhance immersion and engagement while ensuring a fun user experience, this design adopted a precision strategy centred around incentives, gameplay, tasks, and shopping guidance. The optimised information hierarchy and reward mechanism guided users to focus on key content and make instant purchases during game playing, contributing to a seamless integration of gaming and shopping. An instant gratification mechanism, “shop while you play”, enabled users to earn tangible rewards as they played, eliminating the gap between engagement and purchase. An intuitive layout, coupled with modern sans-serif fonts and minimalist graphic elements, further simplified purchase decisions.
Additionally, a 2.5d visual style and a vibrant, high-saturation colour scheme created a lively yet orderly shopping environment. The emotionally expressive IP character, complemented by enhanced motion design & dynamic effects, guided interactions for a smooth, immersive experience.
Project Marketing
The design organically embedded merchant storefronts and product displays into user engagement tasks: users were rewarded with in-game incentives or brand gift pop-ups for visiting designated flagship stores or browsing product pages. This approach achieved deep platform-brand integration while providing an immersive experience for users.
Project Privacy
This project prioritized user privacy, and utilized a comprehensive, multi-layered security system. Adhering strictly to minimization principles during data collection, it only gathered essential information while employing advanced encryption to ensure secure data transmission. For data storage, the project adopted industry-leading encryption algorithms and anonymization technologies to prevent data breaches or unauthorized access. Furthermore, it supported clear privacy policy explanation and convenient data management, empowering users with full control over their personal information.
Digital - Retail & Shopping
Digital design that makes our online retail experiences seamless and enjoyable or have that Wow factor is what will stand out here.
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