The whole process of HTML5 design and experience summary of the national assault

Tencent game HTML 5 combat cases! In this circle of friends advertising design process, encountered a lot of stumbling block, there are surprises have depressed, but in this process I harvested a lot about the design experience and understanding of the project. Below, I from the designer's point of view to share in this circle of friends in the advertisement of some of the process and sentiment, with the design flowchart yo.

　　Objective:

Recently a lot of good friends circle ads appear in front of us, get a lot of people's attention.

Xiao Bao is also looking forward to be able to do an interesting circle of friends to play ads, did not expect the dream come true!

This interesting article, I will be divided into 3 parts to tell you, please the screen before you patiently listen to my "ink" Bai:

An unprecedented challenge;

A review of the design of the advertisement of the "National Blitz" friend Circle;

is a very shocking summary of the Force;

Then I'll start!

　　First, unprecedented challenge (airborne a large demand)

Heard a 3D shooting hand Tour "national Blitz" to the micro-trust Friends Circle ads AH. The team of students and our designers are stunned, hand busy casters hurriedly start planning and discussion.

　　1.01 Project Background

As the shooting hand of the competition is more and more fierce, players on the "National assault" awareness is not enough, need to do a brand exposure publicity, so that the player's awareness of the "national blitz" more in-depth to pull a new propaganda effect, but also with the help of micro-letter friends Circle advertising channels, to create a "national assault" Is the first on the micro-letter friend Circle ads shooting game category of the game. The little friends are all "chicken frozen wet"!

1.02 demand purposes

The "National Blitz" is to be carried out at this stage, brand exposure, enhance product visibility, but also to maintain the old player activity and pull back the purpose of the transformation of new, enhance market share, do a brand of integration and dissemination, around the whole initial idea of planning a H5 to its spread.

Subsequently also developed the circle of friends advertising positioning of the crowd of people to put the mechanism:

The purpose of the delivery mechanism is to pull new, to target users to stimulate, triggering transmission and exposure. The information is effective to improve the arrival rate when the target player is hit.

For the early project objectives of the excavation and development direction, we and the project team also discussed for a long time, and finally thank everyone for their mutual positive cooperation, efficient to make a number of decisions, let us continue to go down.

　　Second, "The National Blitz" the micro-letter friend Circle Advertisement Design Review

　　2.01 Preliminary Ideas

This link is the most important to catch the knot is the most learned things. We have a brainstorm on this design idea, focusing on the latitude of the micro-credit Circle AD:

A. Is the expression of emotion more appropriate?

B. The elements of the game should also be reflected in the inside?

C. What content will be rejected or objectionable to the player?

D. Will the storyline be too simple for the player to be at all?

E. Will there be any privacy risks involved in the extraction of micro-letters and game information?

... (endlessly thinking and throwing out all the problems that come to mind just because we have too much brains)

After repeated entanglements and considerations, we selected 2 directions for the design:

　　Direction 1:

Emotional: From childhood love to play gun-love gun nature, tells a small to large, toy gun evolution, calling nature-related to the game characteristics of the national assault: The gun in hand at any time war. (Insight: Men like to play guns, this is the nature, our goal is to like to play the gun of the male users to play our "national blitz" to experience the thrill of conquering the world with guns!) so we use the medium of the gun to do a story of feelings, want to trigger the heart of each man's love gun dream, so as to achieve the core goal of pulling into the new ;

　　Direction 2:

Socializing: Using the story of the Game + social (strong relationship chain), the social performance of thousands of people, describe a call for you to join the Battle of the Story; (Insight: What is the best way to play the game?) is to play with friends, to spit ... So we use this relationship between friends, do a strong relationship between the chain of interaction, the expression "we have so many people have come to play, why don't you play?" A pull-man scene that inspires him to join the game, thus reaching the goal of pulling the new one. This is everybody plays, I also want to play the psychological game.

Let's begin by introducing the design process that makes people tense and exciting:

　　2.02 design process (tangled knot, repeated, day and night)

According to the thought of the design direction, we started the interactive design of our concepts and ideas--the idea of flatness, and the deep understanding that my interactive design (high progress Interactive) effectively improved our and micro-trust teams, as well as the efficiency and enthusiasm of reporting with the boss. Many experiences and details can be directly reflected in the interactive manuscript and direct collection of recommendations to optimize the changes, promoting the efficiency of cross-sectoral cooperation.

　　Direction 1 Creative Process:

Emotional--The unchanging toy, the man's Forever Game

　　Derivation of ideas:

The total number of players is 9:1 (male players occupy all), so we are exploring why most of them are boys who love to play shooting games, and how attractive is the attraction of guns? Is this the nature of a boy? Born to love a gun?

After discussion and entanglement, we decided to use different gun form as the carrier, carrying the "fun" to "blood" mood transition and change, and finally to "regain the fun and blood" reversal fell to the national assault, Han "unchanged toys, men forever game!" Arouse his inner impulse, download the game to play a hand.

　　Interaction diagram:

　　Copywriting & Interactive processes:

1. The fun of a hit--homemade slingshot

As a child, under the locust tree, dry snot, clenched slingshot, who is bead, Tangwu's that sharpshooter.

2. The glory of the valiant--wooden pistol

Spell Dad's age, the legendary wooden gun, who put it in the waist, became the yard of the small general.

3. The courage to sweep all--the invincible water gun

Hours of the sun smoke in the "whining" sound, soaked underwear vest, who has the most water, who has the farthest range, who conquered a whole summer.

4. The determination to assemble and fight--bb gun

After school, the playground see, the table on the equipment, the basket lined up shape, countless small horse brother jump to the battlefield, who can lead everyone to the peak of life.

5. Over page

Blood, stimulation is the mystery of the gun. The brave charge is the invincible weapon in the battle.

6. Drop page (account topic, provide download)

The whole H5 feeling is like a memory, a gun of the present and copy of the mutual cooperation, and then the corresponding environment foil, create the whole past to the present memories of the atmosphere.

Style deduction:

In the overall style we use the way of painting to express, in the overall picture will be relatively good control and design, if it is physical photos, relative to the material needs of a high standard to find the desired effect, in order to improve efficiency and quality, we have a painting and typography design.

　　Visual presentation: