Project Overview
On this project, we collaborated with Warner Bros. to create a virtual challenge where users virtually follow Frodo’s footsteps and do miles-based fitness activities to advance on the path from The Shire to Mordor.
My responsibilities involved overseeing the production of creative marketing materials done by my team and take on all user experience and user interface needs on the project.
The UX/UI side of the project involved creating high-fidelity funnels for conversion as well as rebranding parts of the core app to be in line with The Lord of The Rings's design guidelines.
mARKETING FUNNEL
On the website, I had to create a highly engaging and thematic experience to help users understand the concept of the virtual challenge and create enough hype and anticipation even before the release to ensure a high conversion rate.
This proved to be quite a challenge given the wide age range of the existing customer base (18 to over 55 years old), and the funnels needed to provide all the necessary information simply and comprehensively while retaining the fantastical theme of The Lord of The Rings.
Also, the funnels needed to cover several promotional offerings without being too cluttered.
App Rebrand
On the application side, we had to rebrand the current features and layouts to fit the theme of The Lord Of The Rings by adding custom textures and even adding new features like:
Stories
The user would view the events of the movie trilogy as they progress on the map.
Custom Map
We contracted a cartography company to create an accurate map of Mordor that includes all the real distances from the movies and books as well as the main points of interest.
