Telepronto
6 months
Product Designer, Animator
Website Design, Product Improvement, Animation
Seducta was presented as the most joyful dating community for singles.
It worked akin to a freemium dating service, with users able to unlock additional features by using keys
(purchasable tokens).
A fresh dating experience based on tokens aimed at young people with many gamifying features. The vision was to bring together a wholesome community of singles. To reinforce it, we planned a webseries with a deeply emotional touch for them to empathize with either the characters or the scenarios presented.
2 complex battlefronts to tackle.
Both brand and product had to match the Seducta philosophy. However, we needed to bring something fresh
to the experience. The webseries had to be presented in short chapters, be fun and have a clear plot.
The dating site was updated with fresh visuals and an overall positive user experience, supporting the
simple search and contact flow.
However, the diamond in the crown was the top-notch
webseries. We took down the reality-fiction wall by having the characters interact regularly on the site
and on social media.
When I first started working on the Seducta webseries, they had just finished casting, had written the screenplay, and were getting ready to film.
They needed someone who could handle animation software to take care of the intro, credits and some product interaction that would occur in-series (mostly on chapter 5).
In the same way that a boxing coach encourages his boxer to jump to the ring and win, Carlota and Oscar act as their own coach through their reflection in the mirror cheering herself up, dressing up for the occasion, and posing different strategies that will lead them to victory.
Through a fixed shot in front of the mirror, each protagonist reveals part of the truth that the imminent date involves and part of their personal expectations to encourage themselves. Both Carlota and Oscar combine an internal voice in the form of a voice-over - thoughts - with a normal voice, which can even contradict their inner self.
If you can take anything away from this case - even if it's only this one thing - make it the series.
They are brilliantly produced, and the cast and technical team were among the top of their field. We
crafted a true work of art here.
They're a lot of fun and short enough that you won't get bored. English subs. Enjoy!
At the same time the series were produced, I was working on Seducta as a whole, from social media and mailing to interactions, new features and testing.
In that context, Seducta was conceived as a fun, hassle-free dating experience. To achieve that, we conducted research on how young people engaged in online dating at the time. We successfully concluded that subscription models caused a lot of friction and that gaming elements were highly enjoyed.
Seducta established the tokenized, microtransactions model from conception, thanks to a great research process. Tokens would take the form of keys and may be earned in a variety of ways. Many of them for free just by interacting with the site, logging in, filling up the profile, uploading pictures, and completing tasks.
Keys would then be used to unlock features, profiles, and conversations. The good thing of this paradigm was that people would really think over whose profile and conversation to engage with. It gave significance and value to that other person right from the start.
Not only did Seducta aimed to be enjoyable, but also wholesome and sympathetic in the sense that it wanted to make users feel there was another person on the other side. The idea was to combat the perception of online dating as a "flesh market" in which people are heavily objectified.
Gamifying Seducta was one of the biggest task I conducted. Basically these were gifts, achievements and powers. I carefully designed and crafted every initial collection of gifts that users could send to potential contacts.
The powers available to unlock played a big role in Seducta's gamifying system.
Ever wanted to be a ghost and visit profiles without leaving a trace? You got it.
What about a shinny aura so people notice you faster? Done.
Area-remove stealth and reveal rogues and ninjas? Have at it.
A master key to unlock every profile? You guessed it.
Powers had a time duration and the master key was losing durability. Seducta held
brainstorming sessions when, among other things, new crazy powers would sometimes pop up.
The last spark left to be managed was the social media accounts, as Seducta would bring Oscar, Carlota
and Nino, fictitious characters, to the reality by having the actors interact from time to time with the
community.
As part of the branding I developed social media assets templates so any social media manager could have
a starting point.
I also created different background to match seasons, and special events backgrounds were also planned.
The webseries, and the whole marketing plan in general, was widely celebrated with a smile. People found
this to be an innovative and fun concept and brought lot of traffic to the site.
The improvements to the experience, gamification and the strong involvement of social media rounded what
it was about to become one of the most enjoyable, wholesome and fun dating sites on the spanish market.
We were on pair with "Adopt A Guy" and that was just the first of few iterations we made.
Did you know an advert for cinema had to be delivered as a series of photo frames rather than as a video? I didn't before Seducta.
Thanks!
I hope you enjoyed the case study.
If you read it whole, you are EPIC.
If you like what I did for Seducta, contact me and we can talk about YOUR project.
DO IT NOW for extra awesomeness.