Designing a cross media experience that transformed developer recruitment into an interactive story.
Maxomedia needed to attract frontend developers in a highly competitive recruitment market.
Rather than relying on traditional employer branding or job advertisements, the challenge was to create an experience that reflected the curiosity, technical mindset, and problem solving skills of its target audience.
The campaign needed to capture attention at the Frontend Conference and seamlessly bridge the physical and digital worlds.
My Contribution
As Lead UX Architect, I defined the experience strategy and user journey for the campaign.
I designed the interaction flow that connected the physical conference experience with a digital storytelling journey, creating a seamless transition between analogue and digital touchpoints. The focus was on building curiosity through progressive discovery, encouraging users to actively uncover the story instead of passively consuming content.
I designed the interaction flow that connected the physical conference experience with a digital storytelling journey, creating a seamless transition between analogue and digital touchpoints. The focus was on building curiosity through progressive discovery, encouraging users to actively uncover the story instead of passively consuming content.
Design Principles
Design for curiosity
Reward exploration
Connect physical and digital experiences
Turn recruitment into discovery
Guide users through progressive storytelling
Create memorable first impressions
Key Design Decisions
Rather than presenting a conventional recruitment campaign, the experience began with a printed poster and a decoder lens distributed at the Frontend Conference.
Only by interacting with the physical material could visitors reveal the hidden message that unlocked the digital experience. From there, an interactive story guided users through a playful narrative, transforming recruitment into an experience of discovery rather than a traditional application process
Outcome
The project combined print, interaction, and digital storytelling into one coherent recruitment experience.
By encouraging exploration instead of simply presenting information, the campaign created an engaging journey that reflected both Namics' culture and the mindset of the developer community. The seamless transition between physical and digital touchpoints became the defining element of the experience
Impact
The project demonstrated how experience design can transform recruitment into an engaging act of discovery.
By connecting physical interaction with digital storytelling, the campaign created a memorable employer branding experience that stood out in a highly competitive talent market. The work received Bronze at the SDV Award 2016 in the Art Direction category.
