Nutricia is a thought leader when it comes to information about nutrition in the first 1000 days of a child. To strengthen their brand in the market, they briefed us to design and develop a game on the Nutricia Early Life Nutrition platform that enables healthcare professionals to learn more about nutrition in the first 1000 days of the Mothers Journey.


Created at

Lead UX & Concept

Defining the experience

Concept phase

The concept phase was very iterative. As soon as we had a sense of the game mechanics, I immediately started with creating the screens to define the flow for the user. I went back and forth with the development team to see what was possible within the technical requirements.

Game mechanics

Nutricia Trophy is a game that enables users to learn more about Nutricia products in a fun and engaging way. The goal of the game is to score as many NutriPoints as possible by giving correct answers to multiple choice questions, unlocking achievements and engage with content. By doing so, the user has to become the #1 healthcare professional on the leaderboard. Nutricia Trophy also has a weekly challenge: a quick exercise to educate the healthcare professional and a way to earn more points.

Personalised content

All content is tailored to a specific profession. Based on the profession of the user, we show the right content, to create a more immersive experience.


The game exists of a few modules that have a number of multiple choice questions with additional content: Pregnancy, Breastfeeding, Weaning, Baby and Toddler.


NutriPoints are the reward system in the game. The points are divided in different levels: high, medium and low. We never subtract points, because we want to encourage a positive gameplay.


Each question has a time limit of 30 seconds, to create tension in the game. There is no pause functionality and questions/answers are scrambled by using an algorithm, to prevent cheating. Each module will consist of maximum 15 questions.


To create more engagement, we introduced ‘Achievements’. These are small tasks that the user can do to score more NutriPoints, such as giving 3 correct answers in a row. Achievements can only be achieved once per module.

Weekly Challenge

To keep players engaged, we introduced a Weekly Challenge: an extra, temporary module that pops up on the dashboard with a few questions to earn more NutriPoints.

Providing clarity for the team


To make it easier for the development team and other stakeholders to understand how things work, I made a flowchart that defined all paths in the game. This was really helpful for everyone because it enabled us to look at the whole experience from a helicopter view to see if we were missing things in the game.


After log in, the dashboard is the starting point of the game. The user can see all modules, visit the leaderboard and look at all the achievements. The dashboard enabled us to push messages (such as the Weekly Challenge) and show progress within the whole game.

More than just a quiz

Nutricia Trophy is more than just a simple multiple choice quiz. We really put thought in the content we provided and ways of engagement. We knew that details matter for healthcare professionals, so that is why we incorporated a few game mechanics throughout the game that enabled them to learn more about certain subjects.

Providing closure

After each module, the game shows an overview of all the achieved NutriPoints and achievements. It also updates the leaderboard position of the player, based on the scored points. To provide the right closure for the player, we also show all the answers given and more information if the answer was flase. This way, we tried to achieve to goal to let healthcare professionals learn more about nutrition.


Achievements is a game mechanic that we used to create a higher engagement in the game. By introducing these small goals, we nudged the user into playing more and being more engaged with the content. When an achievement is reached, the user will see a modal window that shows the points gathered by achieving the goal.

Build, measure, learn

The first minimum viable product was launched as a pilot for 80 healthcare professionals. The pilot was a great way for the team to gather insights and learn what we could improve. One of the things that became immediately clear was that some of the content wasn’t aligned with the gameplay.

Together with the Business Intelligence Analyst, I came up with a measurement plan to measure the success of Nutricia Trophy. Using a variety of sources such as Google Analytics, SiteCore and an online survey objectives, KPI’s could be measured.

Overview of objectives and related metrics

  • 75% acceptance during the pilot phase participates
  • 80% of the participants one or more complete module
  • 60% of the participants engaged in multiple more modules
  • 3,5-5 on the combined Likert-Scale for knowledge improvement
  • >8 overall attitude towards Trophy

Trophy is a great way to improve my knowledge. The level of information is good. Great addition to existing e-learning programs, and easy to play. The only downside is that some correct answers are wrong in the game, so the content needs some work.

— Feedback from a player during pilot phase


The pilot turned out to be successful. After making a few minor adjustments to the content and gameplay, the game was launched. Here are a few great results that we achieved with Nutricia Trophy.




Modules completed


Of players say Nutricia Trophy improved their knowledge about nutrition

Credits to this amazing team

Product owner
Daniel Hooyng

Scrum master
Wouter van Kuipers

Visual design
Mitch Ohello, Simon van Acht

UX Lead & Concept owner
Simon van Acht

Menno Beeren

Wouter van Kuipers, Sander Bouwmeester, Alessandro Lo-Presti, Robin Hermanussen, Yusuf Celik

Hugo van den Berg

Business Intelligence
Jan Albert Veldman