Worklore

Worklore is an interactive promotional quiz developed for the HR marketing agency ARRR. Project participants include Magnit OMNI, Wildberries & Russ, and Rostic's. The quiz introduces users to the companies' corporate cultures in a playful format and motivates them to visit their career websites and participate in voting on HH.RU.

We had to develop a promotional landing page with real-time content delivery. The ARRR team was responsible for design, copywriting, animations, and promotion, while we integrated into the process as white-label developers handling the technical aspects. The project was completed within a tight timeframe—two weeks turnkey, including revisions. The main challenge was content optimization, which was critical for seamless user navigation through the quiz screens. The second equally important task was developing complex screen-switching logic. Despite the site's apparent simplicity, the project utilized a large volume of custom solutions: the logic script alone consisted of 372 lines of code. It included navigation, user progress saving, randomization of results and partner logo positions, as well as handling niche interaction scenarios. We needed to ensure that each client received equal chances for user attention.

We organized the workflow in sprints: first, we prepared the site framework, then made improvements as materials arrived and conducted intermediate testing. This approach allowed us to maintain momentum even with phased content delivery. For content optimization, we applied a combination of lazy loading and preloading, as well as the lightweight GSAP library for some animations. Additionally, over 30 analytics indicators were added to the site, enabling detailed tracking of each quiz stage's effectiveness and user behavior at all funnel levels.

The well-thought-out quiz logic ensured equal attention to each of the three partners—Magnit OMNI, Wildberries & Russ, and Rostic's. Over the course of one month, the site processed more than 60,000 visits with excellent conversion to quiz completion. We preserved the best solutions from the design mockup, finding a balance between visual appeal, user experience, and content loading speed. Thanks to the coordinated work of the ARRR team and our technical expertise, we successfully transformed an ambitious mockup into a working product. The project fulfilled all its objectives and demonstrated the effectiveness of the interactive format for HR communications.