Lead Game Designer

2 weeks ago

London Area, United Kingdom c93b8c10-06a8-469d-90cd-db952de7e687 Full time £80,000 - £120,000 per year

Lead Game & Experience Designer (Children's Gamified Apps & Rewards)

(B+, b-mee ecosystem — Kids FinTech & Life Skills)

Overview

We are building one of the world's most engaging financial education and life-skills ecosystems for children and teens — combining gamification, rewards, story-based learning, and behaviour design.

To bring this vision to life, we are hiring a Lead Game & Experience Designer with deep experience in creating apps that children love — fun, habit-forming, visually engaging, emotionally rewarding, and safe.

This role blends gaming, behavioural psychology, product design, and kids' digital engagement.

⸻

Mission of the Role

Design the core engagement loop, gamified mechanics, rewards journeys, character interactions, and habit-building features that make B+ and b-mee as irresistible to children as gaming platforms — but with positive, real-world outcomes.

This person will define how children feel, play, earn, learn, and grow inside our app.

⸻

Key Responsibilities

  1. Gamification & Behavioural Systems


• Build the full gamified reward loop — earning, streaks, progression ladders, XP, levelling.


• Create habit-building flows that make routines fun and rewarding.


• Develop challenges, quests, badges, and token-based achievements.


• Design systems that evolve with age (5–9 → 10–13 → 14–18).

  1. Child-Friendly UX & Emotional Design


• Create playful, intuitive UI that children can navigate without help.


• Use colour/animation/micro-interactions to spark dopamine safely.


• Design interfaces that feel magical, positive, and deeply rewarding.

  1. Engagement, Retention & Motivation


• Build systems that keep kids returning daily:


• Daily missions


• Weekly reward goals


• Monthly "big" unlocks


• Surprise & delight moments


• Use positive reinforcement, not addictive patterns.

  1. Character & Story Development


• Collaborate on character creation (B-MEE Champions / B+ personas).


• Develop in-app animations, fun personalities, and emotional reactions.


• Create short micro-stories or quests connected to money, life skills, and wellbeing.

  1. Reward Architecture


• Design how digital rewards (B-Bucks / tokens) feel, sound, animate, and unlock.


• Align digital rewards with real-world benefits and parenting controls.


• Ensure everything is balanced, encouraging, and age-appropriate.

  1. Prototyping & Testing


• Build clickable prototypes using Figma or Unity.


• Run weekly testing with children and parents.


• Analyse engagement data to evolve and improve mechanics.

  1. Safety & Ethics


• Ensure all design follows:


• COPPA compliance


• Age-appropriate design code


• No dark patterns


• High parental trust


• Build healthy habits — not dependence.

⸻

Ideal Background


• Experience designing children's games, kids apps, or playful mobile products.


• Prior work with:


• Gacha-style systems


• Progression design


• Habit loops


• Reward-based UX


• Character-driven interactions


• Skilled in Figma, Unity, animation tools, or prototyping software.


• Passion for turning real-life lessons (money, routines, life skills) into engaging interactive play.


• Familiar with Gen Alpha digital behaviour and emotional motivation.

⸻

Personality & Culture Fit


• Playful but strategic


• Understands child psychology


• Obsessed with dopamine micro-moments


• Blends creativity with data


• Loves building worlds and systems


• Always designing with a parent's trust in mind


• Thrives in fast-paced startup environments

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