YUNQING JI
RangerBuddies
Ranger Buddies empowers children to be heroes every day through fun and exciting missions. Little daily actions built into missions on the Ranger Buddies web app teach children C.O.U.R.A.G.E. and inspire them to care for themselves, others, and the Earth.
Click here to embark on an enthralling RB experience:
RangerBuddies official website:
iF Design Award 2023 winner:
This programme is presented by Mandai Wildlife Reserve, my role in this project is Product Designer and Assistant PM, deeply involved in the design and development process from ideation to implementation, including subsequent product iterations.
We're planning to organize fun and engaging offline campaigns as well as partnering with schools to inspire and educate children in Singapore and beyond about environmental conservation. Our goal is to ignite a passion for environmentalism in young minds and empower them to take action for a sustainable future.
🚧 Challenge: RB started as an experimental MVP, the product prototype quickly validated its feasibility but also exposed many design shortcomings. It requires continuous iteration to improve the product to better suit the target users (kids aged 4-10), and enhance their absorption of the product content.
🛣️ Process: Using a two-week sprint cycle for rapid iteration, we adopted a dual-track approach of design and development, I was working on requirement gathering, design review, and assisting with usability testing.
🍎 Outcome: Since Nov 2021, cumulative registered family account: 20,000, reached out to 30,000 children, week retention rate: 21%.
Revamping after MVP
Following the initial MVP launch, the RangerBuddies project sought a redesign to enhance user retention, gameplay experience, and UI/UX appeal, particularly for a younger demographic. Our revamp initiative commenced with the landing page.
The original landing page merely presented a list of available missions/activities. Subsequent on-site observations and user research highlighted a significant loss of children's interest, resulting in low engagement and premature exits. Informed by market research and usability tests, we opted for a game-oriented landing page, addressing this issue.
Insights from MVP
Some insights I've gathered:
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Users were motivated to explore and discover
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Users need help to feel confident and competent in navigating and using the app
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Categorisation is unclear on landing page, which cause confusion to users
Research and initial usability test
According to insights gathered, we have conducted market research and came out with quick prototyping. I’ve then set out 3 tasks for participants to find out if there are any difficulties they face when interacting with the current website and the revamped version. The first usability testing was conducted between 4 participants.
Task 1: Navigate on map
Task 2: Find an activity
Task 3: Start an activity
Refine design elements
Gathered and grouped feedbacks from usability test, we see opportunity points in our design while the overall design direction was correct. We then further enhanced and finalised the design elements.
Deliver new design
Apply new design language to the application, consolidated design guide, and collaborate with development team to deliver new deign into production. After new design launched, user interaction rate and retention rate has increased significantly.
Old Design
New design
Please contact for more detail.