art director /// ux designer
Campeonatu: relationships, Gaming, Learning, and Plenty of Rewards
Let’s start at the beginning
Who is Natulab?
Natulab is one of the largest pharmaceutical companies in Brazil, specialising in the production and commercialisation of over-the-counter medications, herbal medicines, and vitamin supplements. With a comprehensive portfolio of more than 150 products, the company is a leader in the production and sale of herbal medicines and ranks fifth in the over-the-counter medications category.
Project Overview
This project was developed by the advertising agency Zero11 Idea Co. for Natulab, aiming to enhance the relationship with pharmacy counter staff and pharmacists across Brazil. The goal was to familiarise these professionals with the company’s portfolio, providing a deeper understanding of the products offered by Natulab.
Challenge
How can we teach pharmacy counter staff and pharmacists across Brazil more about the key products in Natulab’s portfolio?
Goal
To find a way to connect the target audience with Natulab and educate them about the key medications and their differentiators so that pharmacy staff can explain the dosage and differences to consumers, further connecting the pharmaceutical company with professionals and expanding the B2B relationship.
Main tasks
→ CSD Matrix
→ Desk Research
→ Survy
→ Persona
→ Brainstorm
→ User Journey
→ Mood Board
→ Wireframe
→ UI Design
→ Testing
→ Delivery
My role
As Senior Art Director at the agency, my role in this project was to direct the designer who created the visual concept of the game alongside me, as well as getting hands-on with the UX and UI Design.
Design process
CSD Matrix
Based on data provided by the client, we created a CSD matrix that helped clarify what we needed to discover and what we already knew about our user.
Certainties
40% Men
60% Women
Age range between 20 to 35 years
Assumptions
Use their phones during lunch breaks
Use the internet to check medication information
Would need an incentive to engage with any pharmaceutical initiative
Doubts
Do they do other activities on their phones besides social media?
Do they study medications on their phones?
Is the informational material about the medications uninteresting and complex?
Desk research
We combined client data with our desk research and discovered demographic and behavioural data about Brazilians and our user.
We discovered the size of our universe:
Over 70,000 pharmacies across Brazil
Number of employees
+120k
79.3% of the population owns a mobile phone
Brazil ranks 13th in the world for gamers with
66.3 mi players
Women
41%
Men
59%
Suvery
We needed to learn more about our target audience and map their pain points, problems, and desires. We conducted an online survey and also interviewed some users to delve deeper into their needs.
73%
would engage in an activity if there was a reward
97%
use their phones during lunch breaks and intervals
82%
find the medication promotional material unattractive and complex
88%
would prefer to learn about medications in a different way
”During my breaks, I spend 90% of my time on my phone”
“When I'm not on social media, I'm playing a game”
“Sometimes the information gets lost in the pharmacy”
“I answer every quiz that pops up”
“I have my phone next to me at lunch”
Persona
The data collected from our research helped us create two personas, Julia and Adriano, which helped us understand the pain points and goals of these users, guiding our ideation and solutions while keeping the main users in focus.
Brainstorm
With all this data in hand, we gathered the entire team for a brainstorm and prioritisation of ideas together with all stakeholders, using the MoSCoW method.
The idea
Based on the data collected from users and our investigation, the viable solution to cover all of Brazil and be easily adopted was gamification, creating a quiz game app with questions and answers.
User Journey
We created a journey map to understand our users’ behaviour at all touch points regarding the product. This made it clear to the team the gains and pain points and how we could overcome and benefit from them.
Mood borad
“Perguntados 2” was a very popular question-and-answer game that also used gamification
Duolingo, one of the most popular learning apps, uses gamification to engage its users
Let’s Create Some Wireframes
After approving the content structure, I started creating wireframes to keep everything organised and ready for the UI.
The Game
CampeoNatu is a quiz game with a nature-related aesthetic aligned with the company's brand, aiming to educate pharmacy staff about Natulab's products, using gamification and rewards to engage the user.
How It Works:
For each correct answer, participants earn a Nat, equivalent to one real. There are five levels with 10 questions each, and the opportunity to earn extra points with açaí and pitanga medals worth 3 and 7 reais, respectively. As they progress and answer all questions correctly, players can earn up to R$ 100.00, which can be redeemed on a reward platform and exchanged for prizes in more than 50 online stores or used as a discount on more expensive items.
In this game, everyone wins. Pharmacy professionals transform their knowledge into rewards, learn new content, and consolidate the information they already have. At the end of the day, the public can count on more knowledgeable professionals to meet their needs and answer their questions.
José Carlos de Lucca,
Marketing Director at Natulab.
Advertising
Results
The game achieved its goal with all available registrations filled, along with excellent feedback from users and all stakeholders.
Conclusion
This project demonstrated the importance of a user-centred approach to strengthen Natulab’s relationship with pharmacy professionals. By implementing gamification through a quiz game, we were able to create an innovative and engaging solution that not only educated pharmacy staff about the company’s products but also incentivised learning in a fun and rewarding way. The game’s success was evident through high engagement and positive feedback, solidifying Natulab as a company that invests in quality B2B relationships and the training of its partners.
