ℹ ️ Project Overview
By reframing failure as growth, the campaign empowered parents and children through a platform that combines resilience-building with nutritional tracking.
🗝️ ️ Role
Platform Design: Crafted a user-friendly nutritional tracking platform for the campaign.
Collaboration: Optimized designs based on user feedback.
Visual Consistency: Developed a cohesive design system to ensure branding alignment across the platform.
🕛 ️ 4 Months Duration
👫 Team
2 Designers
3 Developers
1 Campaign Lead
🛠️ Tools
🎉 Outcome
TayyariJeetKi.in reached 50,000+ parents
#TayyariJeetKi sparked widespread social media
20M+ Views: The Boy Who Failed film
Athlete Partnerships: Hima Das and Ashish Kumar Chaudhary
Objective
Shift the narrative around failure and resilience.
Empower parents and children to embrace failure as a step towards success.
Guide through nutritional tracking.
Reinforce growth through failure.
Key Features
Interactive Nutrition Tracker
Real-Time Insights
Inspirational Stories
Emotional Journaling
Parenting Guide
Design Process
👨🏻️ User-Focused Design
Define
Ideate
Design
Validate
Empathy
Empathy
User Research & Insights
Validate
Usability Testing
A/B Testing
Metrics and Analytics
Feedback Loop
Post-Launch Observations
Define
Persona Creation
Information Architecture
Design
Wireframing: Desktop & Mobile
High-Fidelity Design
Ideate
User Journey Map
Ideation & Concept Development
Rapid Prototyping
Uncovering Emotional Connections
Empathy: User Research
👨🏻👩🏻 Parents
Struggle to guide children through failure without harming self-esteem.
Need tools for emotional growth and managing nutrition.
Seek simple solutions to build resilience and healthy habits.
👶🏻 Children
Fear failure and avoid challenges.
Need reassurance that failure is part of learning.
Seek guidance on bouncing back from setbacks.
🗝️ Key Insights
Parents need tools to help children embrace failure as a learning opportunity.
Children need positive reinforcement to build confidence.
The experience should provide emotional support and practical, data-driven insights.
Focusing on the Emotional Journey
Define
Challenge
Design a platform that tracks a child’s nutrition and incorporates the emotional journey of failure and resilience.
Emotional Journey Focus
Failure Acceptance: Help children view failure as part of learning.
Learning from Failure: Guide children to reflect and grow from failures.
Building Resilience: Empower children with tools to face future challenges confidently.
Problem Statement
How can we create a platform that tracks nutrition while providing emotional support to help parents and children embrace and learn from failure?
User Needs: For Parents & Children
Tools to discuss failure positively with children.
Actionable nutritional data for better health.
Encouragement to see failure as a stepping stone.
Role models to inspire resilience.
Crafting Creative Solutions
Ideate
Concept Development
Inspiring Athlete Stories: Real-life stories from athletes like Hima Das and Ashish Kumar Chaudhary, showcasing how failure led to success.
Interactive Journaling: A digital diary for children to reflect on meals and failures, helping them track progress and gain emotional clarity.
Parenting Guides: Practical tips for parents on discussing failure constructively and offering emotional support.
🗝️ Key Features
Interactive Nutrition Tracker: Parents can log meals and track nutrients (e.g., Vitamin C, Iron, Protein), with real-time feedback.
Real-Time Feedback: Instant insights on health progress, with improvement suggestions.
Nutritional Insights and Growth: Visual nutrition graphs showing strengths and areas for improvement.
User Flow
Design
Wireframe
Design
High-fi Designs (Mobile)
Design
Home
Form
Add Meals
Score
High-fi Designs (Desktop)
Design
Style Guide
Colors
Brand Color Primary
Brand Color Secondary
Brand Color Tertiary
Expressive Color 1
Expressive Color 2
Expressive Color 3
Expressive Color 4
Headings
Aa
Helvetica
Neue
Subheadings/Body
Aa
Work Sans
Buttons
Button
Button
Button
Texture
Icons
In the News
THE BOY WHO FAILED
28 November 2024
Edition nº 1
Cadbury Bournvita’s new ‘Tayyari Jeet Ki’ campaign emphasizes how failure can make us stronger
‘Tayyari Jeet Ki’ (English: ‘Preparing To Win’) is a 360-degree advertizing campaign aiming to raise awareness of childrens’ mental and emotional health issues in India.
Photos from medianews4u.com & campaigns4youth.com
🏆 Failure is a lesson, not a defeat
Through Tayyari Jeet Ki, Bournvita helped families see failure as a stepping stone to growth
