My Role: Lead Interaction Designer

Services: UX Research, Ideation, Gamification, Interaction Design, Prototyping, Visual Design

Platform: Native iPad Application + Apple TV

Agency: Eyecatcher AG, Zurich

Timeline: 3 months, Feb – April 2015

Interactive scratch quiz – through playful curiosity

Mercedes-Benz needed to spark conversations at trade shows and generate quality leads. Through a scratch-to-reveal iPad quiz with gamification, smooth flows, and delayed registration, we nearly doubled lead conversion while creating effortless engagement. The tool later scaled as eyeQuiz across multiple major brands.

Core shift: From sales pitch to shared experience – through playful interaction.

3 Min. Read

How we solved problems

Three challenges, three breakthroughs

Trade show booths don't need forms. They need conversation starters.

The brief said «lead capture tool.» Reality said «nobody wants to fill out forms.» We interviewed hosts and visitors. Discovered the tension: visitors want privacy and speed, hosts want conversations and contacts. We built a scratch-to-reveal quiz inspired by scratchcards. Physical. Satisfying. Curiosity-driven.

Result: almost 2× higher lead conversion. Play beats pitch. Always.

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Registration kills momentum. Move it to the end.

The client wanted the registration form at the start. Full of fields. Right where curiosity dies. We challenged it. Ran workshops. Let users experience the flow. They scratched. They smiled. They wanted to play. Moving registration to the end changed everything. Frictionless start. Higher finish rate. Natural conversations. Sometimes the most powerful feature is knowing what to remove.

Public spectacle drives engagement. Privacy preserves trust.

We mirrored the quiz to Apple TV. Big screen. Shared excitement. Bystanders drawn in like moths to light. But we split visual layers – the game stayed public, contact details stayed private. Built smart. Felt simple. The quiz became a bridge between curiosity and conversion – and later scaled across multiple brands as eyeQuiz.

Final Designs

A co-created experience in action

In 2015, I hacked the game shoulder-to-shoulder with Gerd; today, we can hack with Geminin. The same? Nope.

Apple TV Mirrored Output

Shared excitement and visibility – public spectacle drives engagement while preserving privacy where it matters.

iPad (Gameplay)

Video Output (Beamer, Big-Screen)

Event Booth in Action

Attendee engagement in real-world use – natural conversations sparked by playful interaction.

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Gameplay

Some Shots of the gameplay

During the initial moments of the scratching game, players can choose to stop when they believe they've identified the Benz. However, the clock continues to run regardless.

Instant feedback after the participant answered the question, "What Benz is it?"

Transition screen to the next quiz image. The dots' appearance reverses and blends with the approaching car.

From mission to product

eyeQuiz – Lead generation Tool

This project laid the groundwork for eyeQuiz, our in-house product used by several major corporations. The system offers customizable settings for the client's unique quiz configuration and appearance – unique and activating

We offer three purchase tiers:

Corporate:

Fully customizable and styleable

Identity:

Logo customization with adjustable fonts and colors

Game:

Standard design without customization

Key Learnings

What this project taught me

Co-creation unlocks what pitch decks cannot

The client wanted the registration form at the start. We had wireframes proving otherwise. The pain: arguing with spreadsheets. What worked: inviting real users into a workshop and letting the experience speak for itself. Suddenly, moving the form made sense.

Mechanics kills emotion. Animation revives it.

Scratching images felt slow. The pain: mechanical logic worked, but emotional impact died. What saved it: combining animation techniques, asynchronous loading, and refined mechanics. Performance + polish = extraordinary experience. UX goes far beyond visual.

Design thinking means designing for both sides of the interaction

Visitors want privacy and speed. Hosts want conversations and efficiency. We interviewed both. The pain: conflicting needs. What helped: mapping dual motivations early and designing the system around the shared moment – not just the form.

Why this still matters

Attention is earned, not captured

Trade shows are noisy. Forms are friction. The brands that win don't demand attention – they design moments worth sharing. Curiosity beats coercion. Play beats pitch. This quiz later became eyeQuiz, scaled across multiple major brands, proving one truth: people don't resist experiences. They resist being sold to.