VIRGIO (2022)
Elevating User Experience during Singles’ Day Sale Campaign.
A UI/UX case study on designing mobile app experience for VIRGIO’s 11.11 Singles' Day Sale Campaign.
My Role
UX Design
Visual Design
Prototyping
Tools
Figma
Whimsical
Adobe Photo
Adobe Illustrator
Adobe After Affect
Team
4 Designers
3 Product Manager
1 Content Writer
2 Sales & Marketing
8 Developers
Timeline
2 months
Context & Background
VIRGIO is a dynamic fast-fashion brand that offering a diverse range of trendy and affordable clothing and accessories for the Gen-Z and Millennials.
The company had just launched its cutting edge mobile app in August, 2022 and wanted to increase their brand awareness and introduce its new products and services to the new generation of fast-fashion customers.
Project Challenge
Inspired by Alibaba's success with its Singles’ Day (11.11) campaign, VIRGIO aimed to leverage this concept to promote its brand and products, boosting user engagement and sales.
The challenge lies in designing an engaging and seamless user experience within VIRGIO's existing mobile app that captivates users throughout the build-up period, culminating in a significant sales event on the final days of the campaign.
This requires the creation of interactive, gamified activities that attract and retain users while effectively promoting the brand's products. The goal is to drive increased traffic and conversions through a captivating and user-friendly app experience.
Old app design
"How can we leverage gamification and storytelling to build an engaging mobile app experience for 11.11 Singles' Day campaign, aiming to boost significant sales"
Business Goals
Understanding what are the business goals and what are the areas that I need to concentrate on.
1. Brand Awareness
Promote awareness for a new fast-fashion brand, VIRGIO and its products.
3. Boost sales
Allow users to explore our new styles and products, and boost sales in the campaign.
2. User Engagement
Increase user engagement for a week-long campaign. (Unique storytelling and gamification)
4. User Retention
Retention and habit building so that they come back again and again to the app. (Reward & Loyalty program)
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Singles’ Day Storytelling
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5 - Days Engagement Buildup
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3 - Days Big Sales Event
Research
I started with a SWOT Analysis of the current situation and looked into the existing problems and opportunity areas.
I then conducted some Secondary Research over the net to study more about how others have done so far, user behaviour and the scope of gamification. I went through many articles and case studies for my study.
After that, I conducted a Competetive Benchmarking on some of the popular apps for e-commerce, engagement and gamification. This helped me analyse successful campaigns by competitors to identify effective strategies and potential areas of improvement for this campaign.
User Personas & Journey Map
Based on the previous user interviews and interactions with our app users, I created these three personas. These personas were used to create a journey map for the current experience.
Ideation & Brainstorming
We conducted a joint workshop session with representation from different teams; business, marketing, product, and design. We started by asking "How Might We" questions on promoting and boosting sales for the Singles' Day Sale campaign. We noted all the ideas from different members and bucketed all the important ones into five main areas.
We then used these ideas and further brainstormed on possible feasible solutions in a smaller group of design and product team.
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Feature Prioritisation
We included the tech team in this stage and mapped out the prioritization based on what new features to build and what features could be improved in the given time.
Including the tech team allowed us to narrow down our approach and prioritize tasks.
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Wireframes
I then quickly jumped into wireframes using pen and paper, to map out the structure and flow. This was later converted into low-fidelity wireframes to test with internal users.
After a series of alterations and variations I then went into the final design phase for approval and feedback.
Strategic Gamification
We incorporated gamification into our 11.11 Singles' Day campaign to enhance user engagement, foster a deeper emotional connection, and drive continuous interaction with the mobile app.
Gamification features & elements were strategically integrated to create a fun and rewarding experience, optimizing user engagement and boosting sales on the final days of the campaign.
Game 1 : Guess The Price
We developed the interactive game "Guess The Price" to engage users and promote product discovery. Using a simple card structure, the game featured new products not yet in our catalog. Users guessed the prices of these items, earning Virgio tokens for correct guesses.
This design encouraged daily engagement and deeper exploration of our product range.
Game 2 : Solve The Puzzle
We designed a gamified experience by incorporating a puzzle-solving game that connects the storyline theme to the user's emotional journey. Each day, users faced a jumbled puzzle featuring hand-made illustrations representing different campaign stages.
Solving the puzzle within the time limit earned them Virgio tokens as rewards.
Game 3 : Share Fashion Badges
We designed "Share Fashion Badges" feature to enhance user engagement and leverage social sharing to increase app visibility. By aligning the badges with individual fashion styles and personalities, we created a personalized and relatable experience for users.
The integration of social sharing, particularly through WhatsApp, facilitated seamless communication and fun interactions among friends, while the Virgio token rewards incentivized participation and referrals.
Storytelling to capture emotions
We incorporated gamification into our 11.11 Singles' Day campaign to enhance user engagement, foster a deeper emotional connection, and drive continuous interaction with the mobile app.
Gamification features & elements were strategically integrated to create a fun and rewarding experience, optimizing user engagement and boosting sales on the final days of the campaign.
Theme Based Stores revealed daily
Fitting all the pieces together
Improving existing features & designs
Building User Behaviour & Motivations
Persuading users with Daily Token Streak
Nudges, Alerts and Gratification
