Overview
Amidst the COVID-19 pandemic, many companies accelerated their digital transformation, diversifying business models and formats that previously didn't exist in the digital world. In this growing digital landscape, immersive experiences and virtual tours emerged as a way to keep physical spaces connected to the public.
It was with this premise in mind that, in 2020, Vale Virtual Visits was born. The goal was to communicate, educate, and connect with the public through an immersive experience, fostering a positive relationship with Vale's target audience.
In this project, I had the opportunity to apply and deepen my knowledge in experience design, gamification, motion design, and illustration to create a truly enriching journey.
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💪 Team: Isabel Freitas, Humberto Malavasi
🛠️ Tools: Adobe XD, Adobe After Effects, Adobe Illustrator, Script Lottie
📅 Project Duration: 6 months
🎯Activities: Wireframing, Benchmarking, Illustration, Animation, Interaction Design, and Gamification.
🛠️ Tools: Adobe XD, Adobe After Effects, Adobe Illustrator, Script Lottie
📅 Project Duration: 6 months
🎯Activities: Wireframing, Benchmarking, Illustration, Animation, Interaction Design, and Gamification.
Kick-off & Challenge Definition
Our initial contact with the project happened during the commercial phase, but our deep dive into the world of Vale Virtual Visits truly began at the Kick-off meeting. This meeting was fundamental for us to understand the touchpoints, goals, target audience, challenges, opportunities, scope definition, and methodology.
For this project, we adopted the Agile methodology due to its flexible approach and continuous delivery, with weekly and daily follow-up meetings.
The main challenge was to create an environment that simulated a tour through Vale's operations across Brazil, including their socio-environmental activities. Regarding the audience, we aimed to reach 90% of the local communities where Vale has a notable presence, in addition to 5% of Vale employees and their families.
Initial Wireframes & Gamification
Based on the client's requirements, challenges, and scope, we initiated semantic research to gather global references. After creating a mood board and collecting the foundational content, we developed low-fidelity wireframes, which were subsequently validated by the client.
These low-fidelity wireframes allowed us to validate key flows and functionalities crucial to the project. During this phase, we also conducted a gamification analysis, utilizing the Octalysis framework and the 6D model to identify and activate engaging mechanics that would evoke important behaviors within the application.
Prototype & Animations
With the previous stage validated by Vale's internal teams through alignment meetings, we advanced to the high-fidelity prototype.
The prototype was developed in Adobe XD, while animations and micro-interactions were created in After Effects, utilizing the Lottie script for SVG export. The use of this technology, combined with close collaboration with the responsible developer, was essential to ensure the quality of the delivery and the fluidity of the animations.
Illustrations & Gamified Experience
One of the most important mechanics for the platform's gamification was the creation of the avatar. Based on navigation and consumption of new content, users earned points that could be exchanged for items to style their avatar in the virtual shop.
For this, over 100 variations of illustrations were created, ranging from objects to clothes, scenarios, and animals, all to ensure a fun and accessible experience within the platform.
All illustrations were based on the Vale's universe: scenarios depicted real operations and clothing represented uniforms. All animals were species found in protected reserves by Vale. This proximity ensured that the company's operations were subtly and effectively understood, imprinting Vale's presence and activities across Brazil in the users' minds.
Handoff
After the content, prototype, illustrations, and animations were approved, we initiated the handoff process. In this project, close collaboration with the PO, PM, and Developer was fundamental, as it was necessary to understand and closely monitor the entire development process in addition to documentation.
The result is a portal that invites users to explore Vale virtually. Users can navigate through the company's various fronts and socio-environmental projects, accessing 360° tours, audio, videos, and images.
Beyond navigation, the portal also offers a gamified experience with the collection of tickets, which can be exchanged for items in the virtual shop to customize one's character. This project represents a significant learning experience, both in terms of technology and social impact.