Mobile Arcade was an event where we collected thousands of data points from the participants’ brand mobile sites, and then analyzed it. But instead of just giving them complex numbers, graphics or charts, we gave them an experience. We developed four entertaining and interactive data-driven games, to give C-level executives real time feedback, showing how good or bad their mobile UX was and how it impacts their business.

The games were all based on specific UX problems: Performance, Navigation, Search, and Checkout. And through data insights, we were able to give each participant precise feedback for their brands own problems, giving each participant a tailor made experience to solve their mobile sites user experience issues.

First, we developed a matrix where we listed 25 UX good practices. Then, we tested each brand mobile site experiences in order to detect the problems. After that, we created four interactive data-driven games to explain the issues in a fun and simple way: to test performance and see how fast a site can load we created the Loading Time Machine; for Navigation we developed The Experience Machine; to check how accurate the Search of the mobile sites were, we created a VR Game called The Search Maze, and to analyze the Purchase journey and Checkout we came up with the Castaway Purchase game.

The participants were invited to a workshop to go deeper into the problems their mobile sites had. We discussed mobile design principles and UX good practices. All 23 companies left Google Plex with a custom tailored plan to address their unique problem areas.

This was a business to business campaign targeting 23 of the biggest Brazilian companies. The goal was to change the behavior of the target group and help Google improve its mobile business in Brazil. After the event, 19 out of 23 participants changed their mobile sites based on the feedback received at our event and Google increased the intention of investments among the C-Level participants by 55%.