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There is a lot to like about this but also a lot missing. I loved the character design, really interesting characters that I wanted to stay with for longer. The music was quite nice too. And the approach to the topic I liked too. First time I see the "Be the NPC" played out well, like I felt like I was actually doing NPC stuff.
What was missing though was good UX. I wasn't sure when something was selected or when I had to press play (for first few minutes I didn't even see the play button). I was not sure whether I am removing an item or giving it at times. I'd say highlighting stuff more and maybe adding another tab to show which item is currently being given would help that.
What was nice at first but later fell a bit flat was that the responses from the "players" didn't relate much to the quests. I also felt that I didn't have much control. I had a random set of quests to give and had no idea which rewards would they get from it. Most of the time I felt like I had to give the characters some item that wouldn't help them. 
Again love the idea and the characters but it felt a bit lacking in the design.

Thanks for you comment, its really useful!

I second this. A lot of the UI made the game harder to play than it needed to be