RoadSet RoadSet
RoadSet RoadSet
RoadSet RoadSet

Brand + Strategy

ARSF RoadSet

Client

ARSF

What

Naming + brand identity design
Creative direction
Character development + illustration
Experience design + development
Script + storyboarding
Animation
UX design + UI design
User testing
Landing page design + development

Despite the millions spent on road safety awareness programs aimed at young people, the message just hasn’t been getting through. Road trauma is still the leading cause of death among young Aussie teens. So, when ARSF were awarded Government funding to develop a digital learning tool for Year 9 students, they knew it was time for a rethink. Our challenge was to help them define the ‘how’ - and transform their topline vision into an engaging learning experience that could change behaviour and save lives.

01.

The Solution

We started with one simple but powerful insight: teens learn differently to adults. Not only are their brains’ frontal cortex (the bit that controls reasoning) less developed, their brain chemistry is heavily wired towards the positive. It’s why they’re so sensitive to the dopamine hit they get from feelings of reward and pleasure. So, we designed an experience that embraced these characteristics, instead of overlooking them.

Experience design - Development

Animation - UX & UI

02.

Experience design

We used design sprints to identify the principles that would shape our approach, then tested them with users to validate our thinking. From the outset, we knew that Roadset had to be immersive, easy to digest and, above all, fun. So we steered clear of preaching and scaremongering in favour of a narrative-driven approach, a conversational, non-authoritative tone of voice and relatable characters who felt more like peers.

03.

Character design, scripting + animation

Our user testing group helped us to evolve and stress-test our cast of characters. Then, our crack team of scriptwriters, illustrators and animators got to work, building out comic scenarios and an appealing world for them to inhabit.

04.

Tone of voice

To bring our scripts to life, we needed a narrator who could really nail our tone of voice. So, we borrowed the voice talents of stand up comic and ex-Triple J host Gen Fricker, who brought her brand of irreverent humour to the role.

Experience design -

05.

Gamified learning interactions

06.

Technology

Leveraging AWS infrastructure and scalability, we built Roadset as a PWA (Progressive Web Application). This gave us all the benefits of a native app without encountering the download and app store barriers to engagement.

Through a combination of user research & insights, carefully-considered strategy, creative thinking and meticulous planning and attention-to-detail, T+P helped us shape our initial vision into a polished finished product that is just as groundbreaking and innovative as we had hoped it would be. The team’s hands-on approach and enthusiasm for the project also made them a real pleasure to work with.
Russell White, Founder

07.

The results

In the first six months alone, 600 secondary schools and 12,000 students signed up to Roadset. The pilot scheme is now being rolled out nationwide, with both teachers and students heaping praise on the program for its innovative approach. A funding application to expand the concept for other age groups is now in progress.