Guess the Gibberish

What Do You Meme


Inspired by the popular game concept from Mad Gab, "Guess the Gibberish" is an AR word game on Instagram that prompts the user to guess the real phrase from a bunch of words that make no sense at all, aka gibberish.

Due to unprecedented virality within the first few days, we had the opportunity to form a brand partnership with the company "What Do You Meme" and its subsidiary "Incohearent".

Try it out on Instagram here.

The Idea

During quarantine, I watched a ton of content on platforms like YouTube, Netflix, and TikTok. One of the videos I happened to watch involved a bunch of YouTubers (Jenn McAllister, Elle Mills, Luke Korns, etc.) playing a game called Incohearent. I thoroughly enjoyed watching them guess the phrases and even caught myself playing along. And so on a whim, I decided, "why not make it into an Instagram filter!"

The User Experience

Once I had the idea for the game, it was time to move onto how it would look like and what the user experience would be. Fortunately, SparkAR (the tool used to create AR effects for Instagram and Facebook) provided a variety of user interactions for us to play around with.

Since the main focus of the game is the text, I wanted to make sure the interface was clean and simple as possible. In addition, due to the nature of Instagram astories, users are limited to small screen sizes and have limited time to take in information. This means that interactive filters, like this, should be intuitive and frictionless.

UI/UX Design Iterations within Figma

Concepts Applied

  • Color as Feedback
    In my opinion, color is the fastest method to give feedback to users, even faster than icons or even text. This is why streetlights are colors. Changing the background color to indicate a change in state makes it intuitive for the user to understand the progression of the game.
  • Minimalistic Visual Design
    Every visual element in the filter (text, boxes, shapes) exists only to convey useful information to users. I made the design choice to minimize unecessary elements so that users don't have to waste time figuring out what to do during the game. For example, the shape that houses the text is simply a rectangle with rounded corners and a small shadow to give it depth and dimension. And for the timer, its purpose is to tell users when their time of guessing is up. It appears only when it is needed and disappears once it has served its purpose.
  • Delightful Animation
    Animation is an excellent way of adding delight to a filter. Additionally, it's a useful method to smoothly transition between different states of a filter. I used a simple rotation animation to indicate the start and end of the game as well as pulses for the timer for emphasis.

Maximizing Replay Value

The best filters tend to be those that can be used over and over again. It's a lot more fun when users can keep replaying the filter with a different experience each time.

Having a high replay value also helps to boost the virality of the filter. More times played per user means more stories posted and higher changes of their followers discovering and using the filter.

So what is a strong reason to motivate users to continue to replay? They just want something fun to play or something funny to post.

The Result

After some testing and tweaking, the result was more than I could have ever imagined. Below are the stats since the filter launched in April of 2020.

Impressions: 3,212,714,825

Opens: 951,413,244

Captures: 702,030,755

Shares: 45,426,956

Last updated: 11/11/2021

Example Content

It was amazing to see the filter go viral and spread from the US to India to all over the world. Influencers, celebrities, and everyday people were playing it, making it the top filter of 2020.

The Press

The filter was also featured in a few articles:

The Future?

Merch and NFTs 👀

Ready to take off?