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%.

We created a B2B experience that put C-Level executives in their customers’ shoes, to make them feel what their customers feel when navigating through their brands’ mobile sites. To do so, we developed four interactive data-driven games based on Google’s UX best practices. Each game gave C-level executives specific responses about their brands’ mobile sites, and real time feedback on how good or bad their mobile experience was.

We invited C-Level executives from 23 of the biggest Brazilian companies to spend an entire day at Google Plex in São Paulo, in order to raise the urgency about how a bad UX experience can affect their business. The goal was to place them in their customers’ shoes, to make them feel what their customers feel when navigating through the brands’ mobile sites. Our call to action was: “Feel what your customers feel when navigating through the mobile sites of your brands.” With this we were able to start the conversation.

The experience allowed key market players to fully understand, discuss and collaborate with Google to develop solutions for their specific problems. Ultimately, solving the brands’ problems and helping Google grow its mobile business.

In Brazil, C-Level executives don`t seem to understand how a bad mobile experience can impact their business. This behavior affects Google`s ability to grow its mobile business in the country. To change that, Google needed an effective way to help the target understand this problem. For that, a marketing campaign wouldn't be enough. C-Levels needed real “proof” to improve their brands’ mobile experience.