ASIS

Cummins & Partners, a renowned creative agency, was tasked by ASIS (The Australian Secret Intelligence Service) to enhance the efficiency of the Australian spy recruitment process. The objective was to engage specific user groups through targeted advertising and assess their skill sets via an online job interview game, ultimately identifying the most suitable candidates for application. As the lead product designer on this groundbreaking project, I took charge of crafting the game's captivating interface, offering valuable insights into best practice UX strategies, devising user flows, and conducting thorough research on cutting-edge technology and online gaming platforms.

THE GAME EXPERIENCE

The game experience was meticulously crafted to deliver an interactive and immersive journey, leveraging the latest accelerometer technology for mobile devices and precise mouse movements for desktop users. This innovative approach granted players the freedom to explore their virtual surroundings, enhancing their sense of involvement and engagement.

To achieve optimal user engagement, the timing of the game's video segments was a paramount consideration. Extensive research into user behavior and attention spans played a pivotal role in determining the optimal duration of each segment. By carefully calibrating these timings, we ensured that users remained captivated and focused throughout the entire interview, mitigating any potential distractions or boredom.

The game's design deliberately embraced challenges, aligning with the client's directive to filter potential candidates effectively. As a result, we strategically limited user feedback to indicate correct and incorrect answers subtly. This approach aimed to encourage individuals who displayed some of the required skills and expressed genuine interest in the role to attempt the game again, striving to improve their scores. Such an approach fostered a competitive spirit and a desire to excel, aligning perfectly with the client's recruitment objectives.

By blending cutting-edge technology, user-centered research, and purposeful design, the game achieved its mission to identify the most ideal candidates while delivering an exhilarating and rewarding experience for all participants.

The User Interface

The game's UI was a pivotal focus of the project, requiring careful attention to ensure it remained fully visible yet unobtrusive during video segments as to not distract users but provide them with feedback of their progress when necessary. Through multiple iterations, we meticulously refined the UI, exploring various designs before reaching the final product.

Interaction and animation design played a crucial role, infusing the UI with slick sophistication to complement the video footage and elevate the overall immersive gaming experience.

the awards

Through meticulous efforts and an unwavering commitment to excellence, the game achieved resounding success. In June 2018, The Most Interesting Job Interview received the prestigious Silver Lion for UX, UI & Journey Design at the 2018 Cannes Lions International Festival of Creativity. The following year, it was honored with the People's Voice Award for Best User Experience at the 2019 Webby Awards and claimed the first prize for The Best Use of User Experience at the 2019 Mumbrella Awards. These accolades served as a testament to the innovative and user-centric approach adopted in the game's development, solidifying its position as a trailblazing solution in the realm of spy recruitment and fostering national security.