Unilever
We’re proud to work with Unilever, a trustmark that stands for good and sustainable living.
Create strong emotional connections through personalized experiences
The Ask
Unilever wants to digitize the SuperSaver coupon program in order to reach a wider range of audiences. Through numerous discussions and collaboration sessions over a year, the evolution of the ask has become creating a long-lasting relationship with their customers and driving incremental growth for all Unilever brands. We are so excited to take on this challenge and ready to bring this idea to life.
My Role
Creative Director
Project Lead
The Task
Strategy Research
Experience Design
Roadmap for Activation
North Star
Interactive Prototype
Carefully Researched.
Value
Delivered.
Through our five-phase delivery process, we’ve gone through numerous stakeholder interviews, customer surveys, vendor discussions, research synthesis, competitive analysis, and multi-discipline assessments. We’ve defined the brief of what this product is as well as the North Star: an interactive prototype of what this experience should be.
Sample slide: Market Research
Sample slide: Competitive Landscape
Sample slide: User Survey
Sample slide: Personas
Sample slide: Personas
Sample slide: Persona Details
Sample slide: Blue Sky
Sample slide: Strategic Roadmap
Process Snapshot : Information Architecture
Using Invision Freehand as the primary online tool for team collaboration. Using card sorting, benchmarking, keywords research and prototyping techniques to inform decision making. Sessions were led by Creative Director. Other main contributors include UXers, , Visual Designer, Content Strategist and Experience Strategist.
Process Snapshot: Ideation + Wireframing
The best idea doesn’t always come first. Through the Research & Analysis phase, we’ve gained a better understanding of their customers - who they are and how they behave. We’ve also gathered in and out-of-category benchmarks to inform design decisions.
Empower.
Inspire.
Nurture.
To Empower, Inspire and Nurture Unilever’s existing and future customers, we’ve proposed an experience that addresses the key pain points throughout their customer journey. Taking the existing data framework and internal/external resources into consideration, we’ve made a strategic roadmap to map the high-level plan for activation. Below is a sneak peek into our master plan:
Break the silo
Create a unified, centralized, device-agnostic experience that integrates the Reward Experience into the Unilever ecosystem.
Start from 2.0
Utilize the rich data from 3rd-party vendors to drive the initial engagement. Leverage SSO to drive brand awareness from multiple avenues.Deepen user engagement
Focus on a data-driven approach to drive personalization at all levels. Coupon recommendations are given based on session data, browsing activities, purchase patterns, and more.Beyond transaction
Surface educational and inspirational content that aligns with user values, interests, and motivations. When customers feel an emotional connection with the program, deeper engagement and higher loyalty follow suit.Integration for activation
Identify key data dependencies from an integration perspective which will combine coupons, rewards, loyalty accessibility into a unified consumer-centric platform.
Mobile forward-thinking
A balanced approach to achieve a user-centric experience
The
Navigation
Fully immersive menu experience creates a strong first impression upon landing on a homepage.
Micro-animations calls attention and adds delight.
Persistent brand logo allows users to easily access to the menu at any point of their journeys.
Parallax and More
A sense of depth to a 2 dimensional page
Relative motion holds user’s attention
A good mix of illustrations, colors and typography creates emotions
Micro-interaction & Animation
Lead user’s eyes to the next important content
A human-like element creates some emotions
We’ve Completed
140
Pages of Research
150+
Daily Smiles
11
Discovery Sessions
45+
Head Nods per Meeting
1
Interactive Prototype
10+
Cryptic Laughs from Jim ( Client )
10
Weeks to completion
- 0.5
Hour of Sleep Loss
I want to thank my teammates who have worked on this project with me together. It was an incredible journey for me to participate, lead, and enjoy. This is truly a team effort. Please ask me for credit info and recommendations.