SimLife: a mobile simulation game in which teenagers learn to make ethical choices around designer clothing.
Design challenge
How do we make teenagers realise that designer items are no guarantee of fitting in with social groups, to prevent these items from being obtained through crime?
The project in motion
1UX Design
During my studies we received a brief from REIC-AA (Amsterdam-Amstelland): prevent teenagers from getting designer clothing through crime. Together with three fellow designers, I translated that goal into a sharp design challenge.
2UX Design
Our research focused on behavior and behavior change. Teenagers with low self-esteem, an addiction, debts or a disability are extra vulnerable to criminals. We spoke with two financial researchers and with a man who had been involved in youth crime, and looked at motives and which psychological principles would work best.
3UX Design
That research led us to SimLife: a mobile simulation game with true-to-life storylines. We deliberately applied psychological principles: the spotlight effect (you are the main character), the storytelling effect, rewards, social proof and status, and the Barnum effect.
4UX Design
We developed the design in iterations: from sketches via lo-fi screens to a fully illustrated game. Within the team I worked as a researcher and UX designer, with a focus on behavior design.
5UX Design
In SimLife you explore the neighbourhood and run into events that challenge you to think. You answer statements about your own norms and values, earn virtual coins that way and spend them on a nice outfit. That is how you learn to make ethical choices and form your own opinion.
Result
A simulation game with storylines that never get boring.
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Learn what is ethically responsible and form your own opinion.
A new story every week; usable as a conversation starter in class.
You don't change behavior by telling people what is right, but by letting them discover it themselves.
Let's work together?
I'm looking for a permanent role as a UX designer. Do you have a spot on your team, or would you just like to meet? I'd love to hear from you.
