The brief
Vitality’s popular Active Rewards Programme was already motivating members to move more, but there was an opportunity to boost engagement with the in-app rewards, turning weekly points into something members genuinely looked forward to.
The Vitality team already had the foundations for the 'Stanleyboard', a gamified mechanic built around Stanley, Vitality’s energetic mascot, but they saw potential to push the concept further, making it more immersive, playful, and rewarding.
We were brought in to elevate this core idea, crafting a richer experience through playful interaction design, expressive animation, and personality-driven details that truly brought Stanley and the gameboard to life. All of this delivered within a focused four-week sprint.
Designing the Stanleyboard
With such a unique and joyful offering, we knew the Stanleyboard had to be more than just a game mechanic, it needed to feel like a moment of discovery. Something playful, memorable, and bursting with personality.
So we asked ourselves: what would Stanley do?
That question shaped everything. We imagined him bounding through parks, diving behind bushes, full of energy and curiosity, and brought that spirit into every detail of the experience. The static grid of tiles evolved into a dynamic little world, filled with motion, anticipation and a sense of adventure.
We introduced motion that made each board feel alive, bushes that rustle, backgrounds that gently sway, and a burst of energy when Stanley pops into view. We brought in full-body animations so he could wag his tail, look around, and just be… Stanley! Full of charm and personality, we also added confetti that scales with success, and the result is a little moment of joy, whether you find one Stanley or all of them.
In just four weeks, we built a rich toolkit of assets and bespoke components, laying the foundation for Vitality Play to grow as its own playful sub-brand.
Redefining rewards through play
The Stanleyboard reframes the way members interact with their earned points, what began as a simple new feature became a standout moment in the member journey which is joyful, visual and something users are excited to return to.
It’s a fresh take on gamification in wellness. One that brings Stanley’s personality to the forefront, makes positive habits feel good in the moment, and lays the groundwork for even more playful, Stanley-driven experiences in future.
