— PROJECT NAME
Animal Discovery Video Game
City of Dublin
— ROLE
Project Lead
Concept
Graphic Design
— DATE
July – Nov. 2018
In 2018, the City of Dublin was looking to highlight seasonal animal activity to their residents and help position their Nature Education Coordinator as an expert resource. 'Animal Discovery' was created to help school age children learn more about local wildlife throughout each season of the year.
This project could not have been completed without the help of City of Dublin staff (Economic Development, Nature Education, Parks & Recreation, Communications & Public Information) and our amazing game developer Game-U.
UNDERSTANDING
What’s better than a fridge magnet?
The original request was for a fridge magnet that displayed a chart of local animal activity.
After some discovery meetings, it became clear that a fridge magnet would not be the best solution to display large amounts of information and the engagement could not be measured.
APPROACH
A new idea. Gamification.
Further interviews with Dublin’s Nature Education Coordinator revealed that a target demographic for animal activity information was elementary-aged children.
Gamification was trending on social media in 2018 and emoji polls and other interactive experiences were gaining in popularity. I determined that “gamifying” the information would be a viable approach to try to reach children in addition to other users.
Expertise and resources were limited on our team so it was important to find a partner to create the video game. Through discovery (google search), I was able to find a local Dublin business called Game-U that taught coding and video game development to students.
VIDEO GAME DESIGN
Game-U was an outstanding partner to work with. Their instructors created a video game design competition among their students. The winning concept would be developed by the student with instructor support. Also, the student received a $500 college scholarship.
WINNER
"Maggie the Magnifying Glass" concept by Mia Martinez.
Launch Day at Game-U with Mia, Austin (Game-U instructor) and City of Dublin staff.
Mia designed a concept that featured “Maggie the Magnifying Glass” moving through a map of Dublin to discover local wildlife.
The player would select a location and then have to find animals in a 360º view of that area. The map and scenes were updated seasonally to show specific animal activity.
Home screen
Base map for navigation around Dublin.
Search a 360º view to find an animal.
Animal checklist.
Animal information.
TESTING & EVALUATION
Prototypes were tested by Game-U instructors, City of Dublin staff and Dublin City Schools teachers and students. Testers were surveyed and the majority of responses were positive 👍.
Previous to launch, I was aware of some constraints due to budget and people resources.
Issue #1
The game would only work on computer browsers; not mobile.
Issue #2
Updates would not be made after 2020.
Dublin City School students playing Animal Discovery.
Dublin City School students playing Animal Discovery.
Students playing Animal Discovery at the Dublin Community Rec Center.
GOALS ACHIEVED
Goal #1
Animal Discovery brought seasonal wildlife activity awareness to the Dublin community by reaching 50,000+ Dublin residents and followers on Dublin’s communication platforms. Nature education used the game as a resource and marketing tool at classroom visits, camps, and classes. The Nature Education page had a 500% increase in followers after Animal Discovery was launched.
Goal #2
The Nature Education department was positioned as an educational resource through increased website visits and through the creation of a new communications strategy that became some of the most engaging content on the City of Dublin’s social media.