Designing a Singles' Day Interactive Game to Drive 58 Rental App Engagement

Preface

Every November, China celebrates Singles' Day (11/11), a youth‑driven entertainment holiday. To capture the festive mood, we launched an interactive puzzle game called “How Do You Spend Singles' Day?” allowing users to assemble their holiday status with fun copy, also promoting the 58 rental mini‑program.

Style Exploration

Launching around Double 11 required a design that fit into shoppers' limited time and served as a traffic source for the rental app. We chose a "stroke illustration" style for its ability to exaggerate characters, customize scenes, and keep components lightweight for H5 performance. This approach also standardized design to avoid inconsistencies among designers.

Design Execution

With the style set, we needed to deliver in eight days. Two key actions were taken:

Content format standardization : Defined low‑saturation colors and character dimensions to ensure visual comfort and consistency.

Independent collaboration : Each designer owned a specific element category, guaranteeing efficiency and uniformity.

Characters were broken into facial expression, hairstyle, upper body, and lower body components, with detailed specs to ensure seamless assembly. Scenes were designed to match diverse user personas, such as a lonely dog’s shabby room, a rich man's hotel, a gamer’s den, a travel‑loving girl’s home, a student dorm, and an office for overtime workers.

Final Effect

The H5 homepage serves as the game entry point, using animated transitions to encourage clicks. Users can swap outfits and backgrounds freely, reflecting various Singles' Day scenarios.

The operation page originally used a narrow horizontal selector, but after testing we merged categories and sub‑styles into a single bottom carousel, expanding the touch area. If users select a sub‑style without choosing a category first, a prompt appears.

After completing the puzzle, users can choose from 30 pre‑written Singles' Day quotes or add their own, generating a personalized poster.

User Feedback

The game quickly went viral on social media, achieving high completion and conversion rates, especially among young users. Feedback highlighted its fun, strong interactivity, and creative appeal.

Project Summary

Exploring a new interactive game model presented challenges but yielded valuable lessons: design, development, and testing must run in parallel; rapid creation and collaboration are critical; and cross‑platform user habits need careful consideration. The experience provides a reference for future activity‑driven operations and encourages broader design thinking for upcoming campaigns.