MY ROLE
I was the UX Designer on this project and worked closely with the Creative Director, designer, developers and the account director to land on the creative execution and then my responsibility was iterate the solution with the client and work closely with the developers until the campaign was ready to go live.
I created clickable wireframes and prototypes in Axure to communicate and share the expected experience with the client, then captured all annotations and wireframes in InDesign to create alignment with Unilever’s annotation and delivery pattern.
THE APPROACH
ENCHANTING ELIXIRS - A PLAYFUL AND SOCIAL WAY FOR WOMEN TO CONNECT
By leveraging local events and occasions, we wanted LUX to inspire women to playfully connect with friends through personalised unique charms. To keep engagement up, we released new charms weekly and added a gamification element to the campaign to further drive ongoing interactions and social sharing.
THE DELIVERABLES - A SNAPSHOT
Below are some of the flows and wireframes I created and iterated with the client and developers to make sure the campaign covered every scenario and use-case needed. Below are also a sample visual to show the close alignment between wires and final design.
The wires were originally created in Axure as a clickable prototype but later converted into InDesign for annotations and delivery.
Wires in the flow.
The final visual design closely aligns with the wireframes and structure set.
THE IMPACT
360,821 CHARMS SHARED IN 6 WEEKS
360,821 charms were shared over the course of 6 weeks and LUX’s fan base grew by 18%. The application had a 67.8% conversion rate and users stayed on the site for an average of 3.7 minutes.
For full case-study details, please watch video above.
