AT&T College Football Playoff (CFP) Touchdown Dash Game
Project Overview
In collaboration with Wasserman and AT&T, Groove Jones developed an interactive experience for fans at Playoff Fan Central, a three-day event celebrating the College Football Playoff National Championship. AT&T's Fan Bowl activation spanned 4,000 square feet and featured exclusive athlete meet-and-greets, autograph sessions, and the AT&T Scene Machine—a standout attraction utilizing volumetric scanning technology.
My Role
As the Lead UX/UI Designer, my responsibilities included:
- Experience Design: Crafting an immersive user journey that seamlessly integrated fans into the interactive game.
- Interface Development: Designing intuitive interfaces for both the on-site arcade stations and the mobile game version.
- Avatar Integration: Ensuring accurate representation of participants' avatars within the game environment.
- Feedback Systems: Implementing real-time feedback mechanisms, including scoring and instant replay features, to enhance user engagement.
The Challenge
The primary challenge was to create a captivating and immersive experience that could handle high participant throughput while delivering personalized content. The solution needed to be both technically robust and engaging to cater to a diverse audience.
Solution: Touchdown Dash Game
We developed an interactive game where participants, after being scanned by the AT&T Scene Machine—a 360-degree body scanner—controlled their digital avatars in a football-themed game. The gameplay involved:
- Obstacle Course: Racing down the field, dodging practice pylons, hopping over ladders, and collecting floating footballs for boosts—all while being timed.
- Game Modes: Participants could race against the clock or challenge a friend in a head-to-head competition.
- Instant Replay: At the end of the game, participants received a replay of their entire experience to relive the excitement.
For those unable to attend in person, a mobile version of the experience was available at ATT.com/touchdowndash, allowing fans nationwide to play.
Design Process
1. Research & Planning
- Stakeholder Collaboration: Engaged with AT&T and Wasserman to align the game concept with brand objectives and event themes.
- Technical Assessment: Evaluated the capabilities of the volumetric scanning technology to ensure seamless integration into the user experience.
2. User Flow & Wireframing
- Journey Mapping: Outlined the participant's path from scanning to gameplay and post-game engagement.
- Wireframes: Developed wireframes for game interfaces and replay features to establish a cohesive design language.
3. Visual & Interaction Design
- Thematic Aesthetics: Incorporated College Football Playoff branding elements and event motifs into the visual design to create an authentic atmosphere.
- Interactive Elements: Designed responsive controls and feedback systems to enhance user engagement during gameplay.
4. Development & Testing
- Prototype Development: Collaborated with developers to build a functional prototype, integrating avatar scanning and game mechanics.
- Usability Testing: Conducted on-site testing to gather participant feedback, refining the experience for optimal engagement and performance.
Outcome & Impact
- High Engagement: The activation attracted a significant number of participants, fostering a competitive and lively atmosphere at the event.
- Social Media Amplification: Personalized instant replay videos encouraged sharing, increasing event visibility and participant interaction online.
- Accessibility: The mobile version extended the experience to a broader audience, allowing fans nationwide to participate.
Key Takeaways
- Immersive Technology: Utilizing volumetric scanning technology can create personalized and engaging user experiences.
- Multi-Platform Engagement: Offering both on-site and mobile versions of an experience can broaden reach and inclusivity.
- User-Centric Design: Incorporating features like instant replays and social sharing can enhance user satisfaction and event visibility.
Final Thoughts
The AT&T College Football Playoff Touchdown Dash Game exemplifies how innovative technology and thoughtful design can create memorable, engaging experiences that align with brand objectives and resonate with event attendees.
