A Fully In-House Interactive Quiz Project by SBWD That Went Viral in Singapore
Overview
Every festive season brings a fresh opportunity to engage audiences in new, delightful ways. At SBWD, a full-stack web design agency in Singapore, we set out to create something that would not just entertain but become part of people’s celebrations during the CNY period in 2025. The result? A personality quiz that captured hearts — and clicks — across Singapore and beyond.
Ideation & Strategy
Finding the Right Hook
We began with one key question: What makes people feel festive and connected? Drawing from cultural traditions and seasonal nostalgia, we conceptualized a playful scenario — a zodiac snake at a Chinese New Year dinner party — to anchor our quiz. The idea was both whimsical and uniquely tailored to the season.
Our Process: Fully In-House Execution
Theme Creation
We brainstormed extensively around familiar CNY elements, ensuring relatability while introducing a quirky spin. The end concept needed to feel personal yet humorous — and who doesn’t love imagining themselves as items such as a pineapple tart or a red packet (*Ang Bao)?
Quiz Development
- Questions & Flow: 12 custom-written, scenario-style questions guided users through the party, subtly assessing traits and preferences, allowing us to do results mapping for the next stage.
- Logic & Algorithm: We engineered a matrix scoring system to calculate results based on weighted answers, offering accurate and engaging feedback to generate a item most suited to the user’s personality.
- Results: Sixteen distinct CNY personas were designed from scratch by our design team. An overview of the graphics we’ve created is shown below.
| Yuan Bao | Traditional, practical, values stability and future planning |
| Mahjong | Strategic, thoughtful, thrives on mental challenges |
| Firecrackers | Energetic, spontaneous, life of the party |
|
Wushi (Lion Dance) |
Bold, action-driven, physically expressive |
| Orange | Simple, refreshing, beauty in everyday moments |
| Red Lantern | Bold, intense, leads with confidence and passion |
| Lohei | Joyful, unifying, builds festive community spirit |
| Steamboat | Warm, sociable, fosters comfort and togetherness |
| Cai Shen | Witty, curious, loves discussion and ideas |
| Pineapple Tart | Sweet, introspective, finds meaning in small things |
| Angbao | Generous, inspiring, spreads joy and positivity |
| Pomfret | Refined, thoughtful, values depth and quality |
| Nian Gao | Ambitious, organized, believes in rising success |
| Fu Sign | Analytical, independent, seeks meaning in symbols |
| Lucky Bamboo | Caring, steady, brings comfort and protection |
| Huat Kueh | Vibrant, joyful, celebrates life’s little wins |
Content Writing
We created the entire plot and storyline of the quiz, along with the interesting questions and resulting answers. In the persona card that created, we gave each persona a fun, short profile with a mix of personality insights, humor, and modern quirks — encouraging people to laugh, share, and compare with friends.
(Personality Card Samples)
Visual & UI Design
Every asset — from buttons to background illustrations — was designed in-house with mobile-first principles. Based on our experience, we estimated that over 90% of users would be using their mobile devices to try out our quiz and our google analytics data showed that we were spot on, with 94% of users using mobile. Our visual tone was festive, clean, and optimized for fast load times and high engagement.
Responsive Web Development
We built the quiz to be seamless across devices. It featured animations, snappy transitions, and accessible UX that encouraged completion and social sharing.
Testing & QA
Multiple user testing cycles helped us refine the logic, interface, and pacing. We polished micro-interactions and refined language based on user feedback. This resulted in an impressive completion rate for users who entered the landing page, with an average engagement time of 3mins, which was the time taken for us to complete the quiz during our testing phase as well.
Analytics Integration
Google Analytics was embedded to capture performance data — from user location and device to bounce rates and average engagement time.
Viral Mechanics & Tracking
We incorporated social sharing buttons, WhatsApp-friendly links, and a backend system to track sharing behavior and award small CNY prizes to randomly selected users. It truly became a game bringing joy to everyone, everywhere with the demographic information proving so. We had a balanced mix of age groups, gender taking the quiz, with even thousands of users trying out the quiz from the US, Malaysia, Indonesia, Australia, Canada and more.
Takeaways & Impact
This project not only achieved virality but also showcased our end-to-end digital expertise — from branding and storytelling to technical execution and marketing analytics. The quiz became part of the national conversation during Chinese New Year, widely shared on social media, and even featured in Time Out Singapore.
We proved that when great UX, cultural insight, and creative strategy meet, the results are magic — and measurable.
Want to Create Your Own Viral Experience?
Whether it’s a personality quiz, interactive campaign, or seasonal microsite — we can help you ideate, design, and launch a branded experience that people love to share.
Let’s make something memorable together.
