Drew Van Diest

Design

Earthlings

Earthlings

Entrepreneurial Project

Entrepreneurial Project

Project type

Project type

My role

My role

Founder & Interaction Designer

Founder & Interaction Designer

Responsibilities

Responsibilities

Lead team & end-to-end design process

Lead team & end-to-end design process

Methods

Methods

Game Design

Design Research

Prototyping

Branding

User Interviews
Jobs to be done

Journey Maps

Design Principles

Game Design

Design Research

Prototyping

Branding

User Interviews
Jobs to be done

Journey Maps

Design Principles

Tools

Tools

Principle

InVision

Illustrator

Photoshop

Hand sketching

Principle

InVision

Illustrator

Photoshop

Hand sketching

01 I Inspiration

02 I The Game

We make saving the planet

a fun game.

We make saving the

planet a fun game.

We make saving the planet

a fun game.

An Earthling is your digital pet. They love to play, eat, and grow.

Doing sustainable actions throughout your day makes you pet happy.


An Earthling is your digital pet. They love to play, eat, and grow. Doing sustainable actions throughout your day makes you pet happy.


Riding your bike to work, planting trees, shopping with reusable bags, and picking up litter are some of the many easy actions that your pet loves.

Taking these actions with the help of your pet earns players points and rewards!


Augmented reality prototype

Augmented reality prototype

I made this prototype with Principle to mimic AR gameplay.

The player can scan the surrounding environment with their phone.

When the player sees a lotus symbol, they know there's an earth-saving action they can take with their pet.

Players also earn points for tagging actions in their environments for other players to complete, even if they don’t have the time to complete it themselves.


I made this prototype with Principle to mimic AR gameplay.

The player can scan the surrounding environment with their phone. When the player sees a lotus symbol, they know there's an earth-saving action they can take with their pet.

Players also earn points for tagging actions in their environments for other players to complete, even if they don’t have the time to complete it themselves.

03 I Problem & Solution

Problem

Our Earth is in trouble. Climate change is happening rapidly. Cities and land covered in

trash and litter.


People are overwhelmed by the climate crisis and don’t know how to take action.


Sustainability needs to be actionable.

Problem

Our Earth is in trouble. Climate change is happening rapidly. Cities and land covered in

trash and litter.


People are overwhelmed by the climate crisis and don’t know how to take action.


Sustainability needs to be actionable.

Solution

A fun augmented reality game-- like a mix of Poke Mon Go and Tamagotchi.


It’s fun, easy, and rewarding to hang out with your pet and do sustainable actions.


Connect with retailers where players can redeem the rewards they earn.

Solution

A fun augmented reality game-- like a mix of Poke Mon Go and Tamagotchi.


It’s fun, easy, and rewarding to hang out with your pet and do sustainable actions.


Connect with retailers where players can redeem the rewards they earn.

03 I Problem & Solution

Problem

Our Earth is in trouble. Climate change is happening rapidly. Cities and land covered in

trash and litter.


People are overwhelmed by the climate crisis and don’t know how to take action.


Sustainability needs to be actionable.

Problem

Our Earth is in trouble. Climate change is happening rapidly. Cities and land covered in

trash and litter.


People are overwhelmed by the climate crisis and don’t know how to take action.


Sustainability needs to be actionable.

Solution

A fun augmented reality game-- like a mix of Poke Mon Go and Tamagotchi.


It’s fun, easy, and rewarding to hang out with your pet and do sustainable actions.


Connect with retailers where players can redeem the rewards they earn.

Solution

A fun augmented reality game-- like a mix of Poke Mon Go and Tamagotchi.


It’s fun, easy, and rewarding to hang out with your pet and do sustainable actions.


Connect with retailers where players can redeem the rewards they earn.

04 I Previous Iteration

But first,

there was Beautify.

Beautify was born at a weekly Civic Hack Night at the Los Angeles Cleantech Incubator.

Litter and trash cover the streets and neighborhoods of Los Angeles. It’s a huge systemic problem requiring an innovative solution to solve it.


I was inspired by the popular Swedish fitness craze called Plogging. Ploggers go on group jogs while picking up litter and trash along the way. What if we could make cleaning up your neighborhood a fun game?

Collaborators

Los Angeles CleanTech Incubator

Stanford University Design Department

Offered future partnership in A/B testing

Duration

2017 - 2019

Awards

Social Impact Award

Angelhack Los Angeles 2018

04 I Previous Iteration

But first,

there was Beautify.

Beautify was born at a weekly Civic Hack Night at the Los Angeles Cleantech Incubator.

Litter and trash cover the streets and neighborhoods of Los Angeles. It’s a huge systemic problem requiring an innovative solution to solve it.


I was inspired by the popular Swedish fitness craze called Plogging. Ploggers go on group jogs while picking up litter and trash along the way. What if we could make cleaning up your neighborhood a fun game?

Collaborators

Los Angeles CleanTech Incubator

Stanford University Design Department

Offered future partnership in A/B testing

Duration

2017 - 2019

Awards

Social Impact Award

Angelhack Los Angeles 2018

Job stories framework

Job stories framework

Using the Job Stories framework helped us determine essential user goals and actions important to gameplay both on the screen and in the Augmented Reality environment.

Using the Job Stories framework helped us determine essential user goals and actions important to gameplay both on the screen and in the Augmented Reality environment.

A player’s journey

with their pet

A player’s journey

with their pet

This is how we mapped Ethan’s daily journey, where, and how he interacts with his pet

and plays the game throughout the day.

This is how we mapped Ethan’s daily

journey, where, and how he interacts with his

pet and plays the game throughout the day.

Our interviewees say..

Our interviewees say..

Millenials

School-age

Corporate Partners

Discovering Earthlings

&cthose who love them

Discovering Earthlings

& those who love them

We focused on 2 main audiences who we know have a passion for the planet: Gen-Z,

& millenials. We also got to know our potential corporate partners and how they would

work with our game and overall strategy.

We focused on 2 main audiences who we know have a passion for the planet: Gen-Z & millenials. We also got to know our potential corporate partners and howvthey would work with our game and overall strategy.

05 I Research & Synthesis

Millenials

School-age

Corporate Partners

User personas

08 I Next steps

08 I Next steps

Prospective partnerships

Prospective partnerships

Rewards with companies

who care

Rewards with companies

who care

Sustainable consumers will demand sustainable practices from retailers where they can spend their rewards. In return, participating retailers will win more business, cache,

and esteem.

Sustainable consumers will demand sustainable practices from retailers where they can spend their rewards. In return, participating retailers will win more business, cache, and esteem.

07 I Strategy & Partnerships

07 I Strategy & Partnerships

Earthlings 3.0

In progress

Earthlings 3.0

In progress

Character design & development


Dive deeper into gameplay interactions + prototype them


World-building

Design Principles

Empowerment

Our designs create belief and confidence

that change can happen.

Action-driven

Earthlings motivates players to

take action throughout their day

Fun

Earthlings is fun and enjoyable in its

own right.

Inside the game

Inside the game

  • Search the map for quests & actions


  • Drop a lotus to tag a quest for others


  • Check your pet’s health profile


  • Interact with friends

  • Search the map for quests & actions


  • Drop a lotus to tag a quest for others


  • Check your pet’s health profile


  • Interact with friends

Visual thinking starts

with sketching

Visual thinking starts

with sketching

Earth-saving actions that players can do with their pet to score points

Picking up litter

Taking transit

Buy sustainable

Reusable bag

Travel by bike

Plant native plants

Earth-saving actions that players can do with their pet to score points

Picking up litter

Taking transit

Buy sustainable

Reusable bag

Travel by bike

Plant native plants

Drew Van Diest

Design

Picking up litter

Taking transit

Buy sustainable

Reusable bag

Travel by bike

Plant native plants

Earth-saving actions that players can do

with their pet to score points

Design Principles

Empowerment

Our designs create belief and confidence

that change can happen.

Action-driven

Earthlings motivates players to

take action throughout their day

Fun

Earthlings is fun and enjoyable in its

own right.

06 I Design & Prototype

Designing for fun

& impact

Designing for fun

& impact

Our design principles act as guidelines that we can always refer back to throughout

the design process. They help to ensure our game is engaging, enjoyable, and true

to our mission of making an impact on the planet.

Our design principles act as guidelines that we

can always refer back to throughout the design

process. They help to ensure our game is

engaging, enjoyable, and true to our mission of

making an impact on the planet.

04 I Previous iteration

But first, there

was Beautify.

Beautify was born at a weekly Civic Hack Night at the Los Angeles Cleantech Incubator.

Litter and trash cover the streets and neighborhoods of Los Angeles. It’s a huge systemic problem requiring an innovative solution to solve it.


I was inspired by the popular Swedish fitness craze called Plogging. Ploggers go on group jogs while picking up litter and trash along the way. What if we could make cleaning up your neighborhood a

fun game?

Collaborators

Los Angeles CleanTech Incubator

Stanford University Design Department

Offered future partnership in A/B testing

Duration

2017 - 2019

Awards

Social Impact Award

Angelhack Los Angeles 2018

01 I Inspiration

The lotus flower is a

metaphor for hope

The lotus flower is a

metaphor for hope

The lotus flower is a

metaphor for hope

We chose the lotus as our logo. The flower only grows in mud, yet its growth reveals the power of its beauty and resilience.


We must believe that collective change is possible and inspire communities to live in harmony with our  Mother Earth. If we can accomplish this, our planet will rise above the polluted swamp and blossom in majesty.

We chose the lotus as our logo. The flower only grows in mud, yet its growth reveals the power of its beauty and resilience.


We must believe that collective change is possible and inspire communities to live in harmony with our  Mother Earth. If we can accomplish this, our planet will rise above the polluted swamp and blossom in majesty.

Earthlings

Visual thinking

begins with sketching