Kinoo: Activity Menu Optimization Design Challenge

Background

Kinoo (Winter 2021 launch) bridges the gap between grandparents and 3-7 year olds with video chat and interactive games. A key feature is the Kinoo Controller (KC), a motion controller for enhanced gameplay.

The Challenge:

Monetization focused on selling the KC as a holiday gift. To incentivize purchase, a free trial offered access to premium features with KC purchase. The challenge was designing an Activity Menu that:

  • Scales with new content

  • Engages kids with easy access to fun games

  • Upsells adults on the KC's value (without bombarding kids)

My Role (Sr. Product Designer):

  • Designed the Activity Menu layout and user interactions for both age groups.

  • Collaborated with a Unity developer, UI artist, and Chief Experience Officer to implement the design and meet business goals.

 

Challenge: Balancing Scalability & Launch Needs

The initial menu design prioritized scalability, allowing for a large volume of content. However, to meet launch deadlines, the focus shifted to showcasing a curated selection of high-quality games.

New Menu Structure:

  • Featured: 3 Horizontal slots for new or popular games.

  • Themed Categories: Collections like "KC Only Games" or "Story Making."

  • Recommended: Games suggested based on past play (using BI data & AI).

  • Played Before: Easy access to previously played games.

  • Search Filter: Refine the view based on desired filters.

Initial Navigation:

The plan was for a flexible system with both:

  • Vertical Page Scrolling: Reveal categories.

  • Horizontal Section Scrolling: Explore individual categories.

However, time constraints and implementation challenges led to a simplified approach.

Revised Navigation:

  • Single Vertical Page Scroll: View all categories and content.

  • "See All" Button: Explore full content within a category.

Impact of the Revised Design:

  • Faster User Onboarding: Helps users find a game quickly (important due to potential waiting).

  • Effective Recommendations: Curated content and suggestions led to better engagement.

 

In-Session Layout: Original Design vs Redesign

V1 design: User able to scroll vertically and horizontally to explore the menu

 

V2: Design User is only able to scroll vertically but there are more tiles per category

V2: [See All] Option View

 

Challenge: Upselling the KC Discreetly

Kinoo offers unique experiences for grandparents and grandchildren within the Activity Menu. Upselling the KC (required for some games) needed to be balanced:

  • Inform Adults: Clearly communicate the need for the KC.

  • Protect the Child's Experience: Avoid overwhelming kids with sales messages.

Solution: Differentiated Upsell

  • Grandchildren: Fun screenshot with a brief game description. (No upsell message)

  • Grandparents: Fun screenshot with an upsell option to request more info about the KC.

Impact:

  • Clear Communication: Users understand KC requirement without interrupting gameplay.

  • Targeted Upsell: Presents KC information only to adults, avoiding overwhelming children.

Childs View: No Upsell

 

Adult View: With email request upsell. Blurb is temp

The menu also has a dedicated category for KC games, making them easier to find and potentially promoting sales.

 
 
 

Rough Mockup to Final Mock Up

Rough Mockup translated to Final Mock Up with UI Artist

 

Original Horizon Navigation Panels call out.

 

Additional Design Specs for Activity Menu

Zones for each of the categories

Summary: Activity Menu Design Challenge

This case study highlights the design process and impact of the Kinoo Activity Menu.

Challenges:

  • Balancing Scalability & Launch Needs: The initial menu design prioritized scalability for future content, but launch deadlines necessitated a focus on a curated selection.

  • Upselling the KC Discreetly: The Kinoo experience caters to both grandparents and grandchildren. Upselling the KC (required for some games) needed to be clear for adults without overwhelming children.

Solutions:

  • Agile Redesign: The menu layout was simplified to address development constraints and improve user experience.

  • Differentiated Upsell: Grandparents see upsell options for KC games, while grandchildren see only game descriptions.

Impact:

  • Faster User Onboarding: The revised menu simplifies navigation and content discovery, especially for older adults.

  • Clear Communication: Users understand KC requirements without gameplay interruption.

  • Targeted Upsell: KC information is presented only to adults, avoiding confusion for children.

Initial User Testing:

Early user testing shows positive results, with adults engaging with the upsell CTA ("Send Me Info"). Further testing is needed to measure the overall campaign effectiveness.