Unilever’s “Fragrant Flowers” Facebook Game

Here is a screen capture for the first level of a Facebook game called “Fragrant Flowers” that I helped develop while at Razorfish for Unilever’s Drive/Rinso/Surf laundry detergent. (It is called Surf in the UK and Asia and Rinso in Turkey)

The goal of the game is to grow a virtual flower. A different flower every week, for 6 weeks. Each flower is representative of the different fragrances of laundry detergent. The player has to water the flower, talk to it and protect it from different types of weather.

This version, which runs for 6 weeks, was launched in Argentina and the text is in Spanish. My role was user experience consultant, information architect, project manager, I created the game design document, the wireframes and coordinated the audio recording for sound FX.

The project had a very short launch window, a small budget and skeleton crew, so I think the team did an awesome job.

Crytek’s GFACE Social Network

The project I was working on for the last year and a half is FINALLY LIVE! My “technical title” was Senior Information Architect for Crytek’s new social network called GFACE.

It is hard to describe all the roles and responsibilities I had on this project because I wore so many hats that covered so many touch points. I can honestly say that I have never put so much effort and personal blood, sweat, tears and great ideas into a project as with this one. I am really proud to have worked with such a talented team and I am really happy that it is now live.


This was a lead position acting as Senior IA, UX designer and marketing consultant, working closely with a creative director, biz dev, social game designers and developers with the goal of building: a gamer-focused, next generation social network that “Played Like a Game”

My Roles included:

  • User Experience Design
  • Information Architecture
  • Interaction Design
  • Creative Direction
  • Mobile iOS UX/IA design
  • Social Media Marketing Consulting

High level concept development for:

  • Social & viral advertising
  • Social & Brand Strategy
  • Game layer/gamification
  • Virtual currency & Economy
  • Achievement systems
  • Social & Casual Game conception

The service is now in Closed Beta release. Check it out!

Follow me: If you are a gface user, you can follow me there at: https://gface.com/seanearley