Dubai Quiz

Web App Design

Project Overview

In January 2022, in order to promote Emirate’s territory to italian students, the Department of Economy and Tourism of Dubai (DET) signed a partnership with thefaculty App to organize a tourism contest. Among other prizes up for grabs, there were 4 airplane tickets for a free trip to Dubai.

My Contributions

As lead designer for thefaculty, I also worked at partner projects like this one. This project required to integrate Dubai’s design guidelines with the Design System I created for thefaculty (since the contest had to take place inside of the App).

Wireframes and user flow

Dubai Quiz

Jan 2022 – Mar 2022

The contest was designed in a way that students could earn “spins” while participating in a daily quiz about Dubai’s culture and territory: each correct answer granted them a spin they could use for the lucky wheel whenever they wanted. Spinning the wheel could mean winning gems (to redeem gift cards inside the app) or, during time events, tickets to Dubai.

The goals for this project were to:

1. Reach a large number of italian students so they could receive DET’s promotional message

2. Educate participants in the Emirate’s culture, correcting false stereotypes and showing them what the city of Dubai had to offer

After receiving the brief, I designed a few wireframes in order to study the best possible solution to welcome new users into the App.

Our partner’s greatest concern was that, since everything had to take place inside thefaculty, downloading the App was an important entry barrier for new users interested only in the contest.

For this reason, the user flow was split into two steps:

1. Web 1st attempt

Potential interested users would be targeted by a contest ad, that would land them on a dedicated web page. There, tehy could have a free first attempt at the daily quiz outside the App.

2. App download

After earning spins for each correct answer on the promotional page, to each user was given a custom code to reedem their spins inside thefaculty App, redirecting them to the app store. This loss aversion nudge made sure 83% of these users registered on the App.

Interface Design

Dubai Quiz

Jan 2022 – Mar 2022

Once the general flow was approved, I started working at the integration between the two graphic systems in order to design an interface that could respect both identities. I chose to keep thefaculty’s distinctive and fun iconography style, while using shapes, photography, typography and colors from Dubai’s guidelines.

The contest engaged over 40,000 players, for a total of 150,000 daily quizzes completed within 2 weeks.