Google presents: INTERLAND 

 

Keeping kids safe online

In the Fall of 2016, Google set out to create solutions to help children, whom for the first time in history, are growing up with technology is an integral part of their life but not having the proper guidance or education to stay safe. We decided to design a program and an online interactive game that would inspire the next generation of kids to be fearless explorers of their own digital world by teaching them foundational online safety skills through exploration and play.

For the ‘Be Internet Awesome’ initiative I was brought onto the project to create a user activation strategy for campaign influence, design the architecture and UX for the main initiative hub, provide feedback and UX gameplay direction for the Interland game, and create a comprehensive in-house user testing plan.

 


GOOGLE TEAM
UX Lead
: Christine Dani Cruz
Creative Lead: Wade Convay
Lead Design: Sarah Wilson
Visual Designer: Javier Lopez
Project Manager: Corey Hart

Agency Partner: North Kingdom

Copyright © 2017 Google. All rights reserved

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AWARDS WON

 

User journey mapping

The ‘Be Internet Awesome’ campaign encompassed many tools including a classroom kit, planner, online hub, and interactive online game, each equally important to get our message of kids internet safety out to the public. In order to successfully do this amongst our three key stakeholders of parents, teachers, and students, we needed a comprehensive activation strategy. I created a detailed roadmap through user journeys mapping of our key personas through four key stages of discovery, inspiration, engagement,
and sustainment.

 

Be Internet Awesome site

We needed a hub to connect teachers, parents, and kids to informational resources and connections to our partners while creating insight into our game and its key safety principles. I designed the site architecture and strategy to be complementary to the game experience in a way that promotes awareness and efficacy.

 
Interland hub2.png
 

Sitemap

 

Gameplay

We set out to make an online game that would serve as the primary tool to teach kids foundational online safety habits. During the creation phases, I provided critical UX gameplay direction and consultation with the focus on Understanding of Overall Concept, Message Retention, Ease of Use (usability), Level of Difficulty, and Level of Fun & Engagement. My goal was to make sure we were achieving key milestones within the game and if there are any existing and foreseeable pain-points we could avoid.

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User Testing with Kids

We wanted to make sure kids were learning key lessons but were also having fun and were engaging. In order to accomplish this, we needed to user test with our key stakeholders, 9-12-year-old users. Testing helped us gather information based on different stages of cognitive, physical, and developmental stages.  I developed a testing plan and in partnership with Google's kid division the Unicorn team to do in-house user testing with the following goals in mind:

  • Fine-tune ideas that might come up from a kids perspective.
  • Find usability issues so we can fix them in development.
  • Understand what’s most enjoyable through play-testing and observation.
  • Tap into their creativity if at all possible to make changes in art direction, look and feel.

 (photo credit: Google)

(photo credit: Google)

 

Impact!

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The initiative and site game had 2.5 million page views,
with 26.k Interland game completion, and an average 4:07 minute average session duration.

The campaign reached our EDU audience of 70M teachers and released push notifications of 20M Chromebooks in schools.

Press: VentureBeat, Venturebeat, PCMag, The Verge, ABC News, VICE, Engaget
Awards: FWA - Website of the day, AWWWARDS - Site of the day, Webby Awards - Games - Best Art Direction

 

We teamed up with Youtube influencers like John Green to take the #BeInternetAwesome challenge and spread online saftey awareness to parents and kids.