Earthlings
Earthlings
Earthlings
Earthlings
Earthlings
Project type
Entrepreneurial Project
Entrepreneurial Project
My role
Founder & Interaction Designer
Founder & Interaction Designer
Responsibilities
Lead team & end-to-end design process
Lead team & end-to-end design process
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
Principle
InVision
Illustrator
Photoshop
Hand sketching
Principle
InVision
Illustrator
Photoshop
Hand sketching
01 I Inspiration
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.
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.
02 I The Game
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.
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!
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!
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!
Earth-saving actions that players can do with their pet to score points
Earth-saving actions that players can do with their
pet to score points
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
Augmented reality prototype
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.
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
03 I Problem & Solution
Problem
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.
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.
Our Earth is in trouble. Climate change is happening rapidly.
Cities and land are covered in trash and litter.
\People are overwhelmed by the climate crisis and don’t know how t
to take action.
Sustainability needs to be actionable.
Solution
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.
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.
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
04 I Previous Iteration
04 I Previous Iteration
But first,
there was Beautify.
But first, there was Beautify.
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?
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?
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
Los Angeles CleanTech Incubator
Stanford University Design Department
Offered future partnership in A/B testing
Los Angeles CleanTech Incubator
Stanford University Design Department
Offered future partnership in A/B testing
Duration
2017 - 2019
2017 - 2019
2017 - 2019
Awards
Social Impact Award
Angelhack Los Angeles 2018
Social Impact Award
Angelhack Los Angeles 2018
Social Impact Award
Angelhack Los Angeles 2018
05 I Research & Synthesis
05 I Research & Synthesis
Discovering Earthlings
& those who love them
Discovering Earthlings &
those 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, & millennials. 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, & millennials. We also got to know our potential corporate partners and how they wouldwork with our game and overall strategy.
Millenials
School-age
Corporate Partners
User personas
User personas
Our interviewees say..
Our interviewees say..
Our interviewees say..
A player's journey with their pet
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.
This is how we mapped Ethan’s daily journey, where, and how he interacts with his pet and plays the game throughout the day.
Job stories framework
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.
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.
Visual thinking
starts with sketching
Visual thinking starts with sketching
Visual thinking starts with sketching
06 I Design & Prototype
06 I Design & Prototype
06 I Design & Prototype
Designing for
fun & impact
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.
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.
Design Principles
Design Principles
Empowerment
Empowerment
Our designs create belief and confidence
that change can happen.
Action-driven
Action-driven
Earthlings motivates players to
take action throughout their day
Fun
Fun
Earthlings is fun and enjoyable in its
own right.
Inside the game
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
Search the map for quests & actions
Drop a lotus to tag a quest for others
Check your pet’s health profile
Interact with friends
07 I Strategy & Partnerships
07 I Strategy & Partnerships
07 I Strategy & Partnerships
Rewards with
companies who care
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.
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.
Prospective partnerships
08 I Next Steps
08 I Next Steps
08 I Next Steps
Earthlings 3.0:
in progress
Earthlings 3.0: in progress
Earthlings 3.0: in progress
Character design & development
Dive deeper into gameplay interactions + prototype them
World-building
Character design & development
Dive deeper into gameplay interactions + prototype them
World-building
Character design & development
Dive deeper into gameplay interactions + prototype them
World-building
