Balance

Features Balance

Balance is the a research project by Priyamvada Singh, student of MA Design, Innovation and Brand Management at University for the Creative Arts, UK.
The project was aimed to understand user navigation process, modern day consumer psychology in digital era, online shopping experiences, user interaction with technology and pros and cons of using elements of gamification for advertising and promotion by online retail giants.The application #dressmeup was created to conduct experiments and understand if such applications actually turn out useful for brands.
Many brands are using gamification to evoke core drives in consumers however apparently these promotional applications fail to fulfill the real cause.
Neither they provide satisfying experiences to the users nor are able to evoke the major core drive of providing 'epic meaning'.
In the end such applications only turn out to be a gimmick within a short span of time.
This application is an experiment to show that we need firm research, understanding of targeted user's needs and successful usage of gamification while creating such campaigns to provide positive emotional experiences to an online shopper.