Ho Jeng AR
Bringing smiles to the people of Hong Kong 

Back Market
Refurb products with a brand new experience 

Back Market
Refurb products with a brand new experience 

Back Market
Refurb products with a brand new experience

APP DESIGN • GAMIFICATION •  AR • ML

More than ever, the city of Hong Kong and its residents are in need of a bit of joy. We partnered with the Google Pi team to create ‘Ho Jeng AR’, a mobile app that combines machine learning, AR, and a rabble of playful characters to remember and celebrate the city’s wonderful culture.

Using the app, residents are encouraged to explore and uncover characters hiding within key cultural objects across the city. Once found they can be placed in AR space, played with, and shared with others. To achieve this, we collaborated with formidable teams at Google, Animade, and Bit Studio.

Back Market are a punchy start up from Paris who are fed up of seeing perfectly good electrical products go to landfill so they created a platform where old products could be refurbished and resold, giving them a new lease of life. As a five week sprint, I joined the product team in Paris to help explore new ideas and bring a fresh new approach.

Back Market are a punchy start up from Paris who are fed up of seeing perfectly good electrical products go to landfill so they created a platform where old products could be refurbished and resold, giving them a new lease of life. As a five week sprint, I joined the product team in Paris to help explore new ideas and bring a fresh new approach.

Experience_Snapshots

Meet Leni

Leni is the face of Ho Jeng’s machine learning. Leni was taught (Bit Studio) to accurately recognize six undeniable Hong Kong staples, one to unlock each character. When in 'scan mode', Leni is always on the lookout for special objects and when one does draw near — he struggles to contain his excitement. Leni is friendly and therefore also doubles up as a helpful companion, always on hand to guide people through the journey.

This is certainly not the world’s first retail platform so we didn’t want to reinvent the wheel. Through extensive retail research we designed search with best practices built in and saved a little space for some quirks too.

Gamification & joy levels

Our characters love nothing more than to play — they would play all day if possible. With each playful tap, the character’s joy level rises and continues to become more animated. However, if they are neglected, they soon become disgruntled and call out for attention. If their joy levels become full, they will bust out a dance awarding the player a ‘Hypermode heart’ that can be traded in the store.

The store sells a collection of new character skins and multiplayer options to include all six characters in one scene. In addition, we introduced other gameplay mechanics by way of badges to reward the most determined players.

We analysed the environment of refurbished goods, the drawbacks, the reservations people may have. Essentially, it isn’t glamorous. Why can’t refurbished products be sold like they were from the Apple store? These are high quality products afterall.

 

Gamification_Badges
Gamification_Shop-items

UI & motion prototyping

Quick click and checkout

To capture the fun and joy our characters express in UI, we crafted a detailed library of cheerful icons and conducted focused experiments on each interaction with motion prototypes.

Text that talks about an amazingly quick checkout service with 2 clicks for registered users and how we really wanted to celebrate the reloving of the preloved and promote the swap possibility.

UI_Character-Icons
UI_Icons
Character-groups-HR

the team

the team

Sennep
Bridget Dawodu  Product Manager
Christoph Lorenzi  Technical Director
Alex Thurman  UX & UI Designer
Matt Rice  Design Director
Kin Man Leung  UX & UI Designer

Google Pi
Shan Huang  Creative Technologist
Eddie Azadi  Creative Director

Animade
Ed Barrett  Creative Director
Tom Judd  Creative Director
Jim Wheeler  Designer
Georgie Lister-Fell  Product Manager

Bit Studio
Boon Panichprecha  Creative Technologist
Pye Chinagarn  Developer

Sennep
Matt Rice Creative Direction & Motion
Alex Thurman Creative Direction, Motion & Product Design

Back Market
Julien Laureau Product Design
Nassima Ouahrani Product Design
Tony Hagnéré Head of Product
Vianney Vaute Co-Founder & CCO

GET IN TOUCH

alexander.j.thurman@gmail.com
(+44) 7481 835 732

current location

London, UK