Common Ground

De-polarising communities through play
How might we design a game to foster empathy and connection between polarised strangers with opposing views through play, empathy and rewards?
What we did

UX/UI Design
Webflow Development

Love Theme
Love Category
Us and Them
David & Team Empathy
Common Ground


The world is getting more and more polarised. We get so sucked up in our own identity politics, we make assumptions about others' beliefs, impacting our ability to empathise with each other and focus on what we have in common.

Common Ground is an online experience where players are rewarded for building empathy and challenge stereotypes.

Bringing design to life

Love is finding the common ground through which we can understand and maybe even love one another

Players are paired together based on their answers to questions about polarising topics, but won't know this until the end.

They are assigned a partner and then are asked to:

  • Complete an icebreaker challenge together
  • Answer questions about themselves - e.g. describe in 5 words what it's like to be you
  • Complete another challenge requiring team work - e.g. a puzzle
  • Make a decision - they're shown how they answered the polarising questions. They have the option to settle their differences over a shared reward, or walk away with nothing.

We may have differing views or backgrounds, but through listening and working together, we can still find common ground in a polarising world.

Key Insights


  • Common Ground is built on a childhood principle of 'learning through play. Instead of presenting a point of view, it's an invitation to play; and the only way to 'win' is through collaboration.
  • This means listening to different points of view than your own, creating deliberate moments to reflect on whether someone's opinion defines who they are (or not) and deciding what to do next.
  • Receiving a shared reward for continuing to build a relationship, despite differences, is an opportunity to create lots of small anti-polarising interventions, leading to a larger scale change.


Next Steps / Key Questions

  • Taking part requires having some degree of an open mind - what's the best way to pique someone's initial interest?
  • What kind of reward or inventive would be most effective? Needs to feel proportionate
  • How can we design an algorithm that matches people based on opposing views, but who are still likely to have a positive experience? It's the algorithm.
  • Can we prototype a low-cost physical experience first, before exploring a more scalable, tech-enabled one?

Selected work

Love in with us

We believe in making life-long love connections through great design.

"Working with Project Love is...Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
"This project expands the vocabulary of design and takes creativity to new territories that enhance our empathy and compassion for others."
"It has been incredible to see how design has been so simply and subconsciously integrated in how we give and recieve love. What can we design for the next modern century to experience?"
"I’ve thought a lot about love, as no doubt many people have. But working on project love is a revelation because the design element makes all sorts of aspirations and hopes so tangible"


We begin by thoroughly researching the full spectrum of love and it's target audience, as well as goals for the project. This helps us understand what Love means in different dimensions and how we can understand the insights to build new prototypes.


Next, we bring together our team of designers and senior business leaders to brainstorm and generate new ideas of Love based on the insights we found. We take a collaborative approach to ensure that we come up with the innovative and modern approaches to fostering love.


We begin the low-fidelity design process, creating wireframes of conceptual engaging assets that align with your our goals with Fetzer.


Finally, we bring everything together in the deliver phase, building and testing our high-fidelity product to ensure that it meets our target audiences needs and is ready for launch.

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Get in touch

Do you have an idea with Project Love? Send us an email and get in touch.