
Founder Emily Miller is author of the cookbook Breakfast and host of “Breakfast Club”. She launched OffLimits with two flavors accompanying with characters Dash and Zombie respectively. Miller worked with Pentagram on the branding and Studio Number One to create the cereal characters. They have transformed a cereal shopping experience into a gamified and engaging experience.

When the user clicks on the “Shop Cereal” on the menu or the button at the hero section, an overlay will pop up to show the two flavors. It works well for an online store with a small collection. Not just it can present the options to the users in the layout easier to understand, it can also avoid having a product collection page filled with just two products.

At the Product page, the user can choose to go for the monthly subscription or one-time purchase. The default selection is the monthly subscription which is a subtle trick to encourage the user to select the subscription model. There is a chatting window that the user should reasonably expect there should be some “surprising” element or interesting conversation that can happen there. However, it seems the response is all the same no matter what the user inputs. If it can enhance the interaction, it will definitely boost the gamification experience to the next level.

As part of the gamification experience, buying any cereal will reward the user some “tickets” to redeem the toys.

Users can browse around the online store and collect “star” that can help to get tickets for redeeming toys. A simple gamified feature to encourage the user to stay in the online store for a long time and get a high chance to impress the user.

The Toy Store page is a complete gamified design that allows the user to redeem the toy with the tickets. After inputting the code of the toy, the item will be automatically added to the cart.

The About Us page tells more about the concepts behind the characters.

Some of the artworks about the characters can be purchased on the Gallery page. Parts of the fund will be donated to the after school art programs.

The two products in the store are shown a prominent way in the menu of the mobile view.