
"We had to figure out how to first get someone to engage and then how to take a topic full of friction and make it frictionless. We did so through utter simplicity in the experience and through truth and authenticity in the storytelling."Preston Spire


Q: Tell us about your initial moodboard, wireframe, or prototype. How did things change throughout the process?
A: Our initial plans looked similar to the final product. We originally had planned for more video, but in order to keep the content easily digestible went with a simpler approach. Following some initial feedback that there was difficulty understanding how to move forward through the quiz, we reworked the gameplay UX. We continue to add to, and change up, the end resources to provide a variety of options.
Q: What influenced your chosen technical approach, and how did it go beyond past methods?
A: As a team we had seen too many educational tools that weren’t made with usability and simplicity in mind. We knew to succeed we needed a short on-ramp. What we ultimately created was a super simple interaction that provoked people, then directed them to deeper information via the YMCA of the North’s Equity Innovation Center — the true experts. We just needed to do our jobs as marketers, get users interested and bring them to the right resources.When did you experience a breakthrough or an "a-ha" moment during this project?
We used real people with real stories. Anything we could come up with wouldn’t come close to being as powerful, moving or interesting as real people. The fact that many of our participants “broke the mold” of what we expected — based solely on our own biases — is a testament to the concept of the experience and the complexity of humans. The more time we spent with the project, the more we understood just how useful this tool could be.