IBM Watson, a global technology powerhouse, harnessed personality insights to explore a fascinating dimension of sports personalities. As sponsors of the England Rugby team in 2018, they aimed to leverage this connection. My mission was to design an engaging quiz based on these personality insights, allowing readers to discover their ideal position in the England Rugby Team. We distilled 100 mindset questions into a concise and engaging set of 20 for maximum reader participation.
In my role, I took charge of the creative and art direction, devising the sequence for readers to interact with the quiz seamlessly on both mobile and desktop platforms. I meticulously crafted wireframes, conceptualised the user experience, and designed the interactive elements, ensuring an intuitive and enjoyable quiz experience.
The campaign's resounding success translated into repeat business, and in 2019, we enlisted the acclaimed Rugby players Matt Dawson and Maggie Alphonsi to serve as the faces of the his and hers versions. This format provided two distinct channels for men and women to discover their positions on the England Rugby Team. To further promote the quiz, I designed social media images tailored for Facebook and Twitter, effectively amplifying its reach and impact.
Client
IBM Watson x The Telegraph
IBM Watson x The Telegraph
Category
Sport
Sport
Role
Creative Direction, Art Direction, Digital Design, Information Architecture, UX
Creative Direction, Art Direction, Digital Design, Information Architecture, UX
