Airi Nakayama

End the Gender Pay Gap

An interactive game to educate the public to test their knowledge and learn more about gender equality in the workplace.

Project Summary

We partnered with the Workplace Gender Equality Agency (WGEA) to create a retro-inspired game that tackles misconceptions around the gender pay gap. Using a simple Q&A format, the game educates players, challenges perceptions, and shares practical insights while directing audiences to WGEA resources for deeper learning. Supported by a targeted paid and organic campaign across Facebook, Instagram, and LinkedIn, the initiative effectively engaged audiences who might otherwise overlook the issue.

My Contribution

I worked across the full game design process, from mapping the flow and structure to designing the UI. I also collaborated closely with the motion and sound designer to bring the experience to life through engaging movement and interactions.

Client:

Workplace Gender Equality Agency

My Role:

Lead Designer

Year:

2024

Service Provided:

UX/UI Design

User Experience Design

User Research & User Flows

Wireframing

Prototyping

Animation design

Flow for Engagement & Education

Even though the game was simple, I explored different user flows to ensure players could both enjoy the experience and effectively learn about the gender pay gap. At the completion of the game, it was important to guide users toward further resources for deeper learning. Depending on their results, players were directed to different destinations—such as WGEA’s resource pages or replaying the game—maximizing opportunities for ongoing engagement and education.

Initial Personas and their user flows for the marketing landing page

Retro-Inspired Pixel Art Design

The UI was designed in a retro, pixel-art game style to create a fun and engaging experience. As users answered questions correctly, blocks would rise from the bottom of the screen to gradually fill the gap. If all eight questions were answered correctly, the character could walk across the completed path—symbolically representing progress in closing the gender pay gap.

Product focused vs Solution focused sitemaps

Polishing the Experience

Once the game was developed and the coded build integrated with motion and sound design, we conducted further testing to ensure everything worked seamlessly together. Careful attention to detail and precise timing across visuals, interactions, and audio created a smooth, cohesive flow throughout the game.

Suntory Oceania Brands page screenflow

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