Sam Hutch

Sam Hutch

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Sam Hutch

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Uniting digital & real-world experiences through
playful storytelling

Scavenger hunt to find digital wearables for your own branded avatar

ROLE

Lead Product Designer

SErvices

Product & Web Design

CLIENT

Doodles

Project Details

Project Details

Project Details

Designing across platforms to cultivate new fans for a new brand

Designing across platforms to cultivate new fans for a new brand

Designing across platforms to cultivate new fans for a new brand

Challenge

Design was needed across tablet app, responsive web, and email campaign.

Opportunity

To broaden its appeal, Doodles collaborated with CAMP, crafting an immersive, in-person storytelling experience.

Hypothesis

We believed that forging fun and emotional connections with the brand would transform visitors into lifelong fans.

Success Metrics

We measured success through sentiment, engagement during the experience, email capture, and growth in social media following.

Process & Approach

Process & Approach

Process & Approach

Elevate joyful moments & alleviate frustrating moments

Elevate joyful moments & alleviate frustrating moments

Elevate joyful moments & alleviate frustrating moments

Audited the existing designs to evaluate best next steps

Mapped business goals & users’ anticipated emotions

Streamlined build with structured layouts & UI library

Planned, tested & presented with prototypes

Final Product

Final Product

Final Product

Collect wearables and customize your very own Doodle to take home with you

Collect wearables and customize your very own Doodle to take home with you

Collect wearables and customize your very own Doodle to take home with you

Results

Results

Results

Single largest opening in CAMP's history to date selling 2000 tickets weekly at its peak

Single largest opening in CAMP's history to date selling 2000 tickets weekly at its peak

Single largest opening in CAMP's history to date selling 2000 tickets weekly at its peak

Created an emotional connection with the brand

We received lots of positive feedback from both children and parents, indicating that guests experienced joy and fun during the experience.

Created an emotional connection with the brand

We received lots of positive feedback from both children and parents, indicating that guests experienced joy and fun during the experience.

Created an emotional connection with the brand

We received lots of positive feedback from both children and parents, indicating that guests experienced joy and fun during the experience.

Exposed new audience to the brand and characters

Within the first month, over 400 new avatars were created daily, culminating in over 11,000 successful onboardings with users returning every 3 collectibles found.

Exposed new audience to the brand and characters

Within the first month, over 400 new avatars were created daily, culminating in over 11,000 successful onboardings with users returning every 3 collectibles found.

Exposed new audience to the brand and characters

Within the first month, over 400 new avatars were created daily, culminating in over 11,000 successful onboardings with users returning every 3 collectibles found.

Captured many emails for post-experience follow-up

Initially, we captured 62% of emails for those who started the email capture flow; however, there were a lot of fake emails.

Captured many emails for post-experience follow-up

Initially, we captured 62% of emails for those who started the email capture flow; however, there were a lot of fake emails.

Captured many emails for post-experience follow-up

Initially, we captured 62% of emails for those who started the email capture flow; however, there were a lot of fake emails.

Increased social follow for future engagement

Despite achieving 23% unique opens, our clickthrough rate of 2.7%, which fell slightly short of our 3% goal.

Increased social follow for future engagement

Despite achieving 23% unique opens, our clickthrough rate of 2.7%, which fell slightly short of our 3% goal.

Increased social follow for future engagement

Despite achieving 23% unique opens, our clickthrough rate of 2.7%, which fell slightly short of our 3% goal.

Testimonial

Testimonial

Testimonial

"Sam's creativity, support, and willingness to get into the weeds with little to no ramp time was something inspiring to be a part of.

As a result of their efforts we've sent 70 thousand people through the experience and it continues to be one of our partner's best performing immersive experiences."

Remy Brommer, Product Manager

NBA Topshot