Design Strategy, Creative Direction & UX
Unilever
We’re proud to work with Unilever, a trustmark that stands for good and sustainable living.
- My Role
Creative Director
Project Lead
- The Task
Strategy Research
Experience Design
Roadmap for Activation
- North Star
Interactive Prototype
- Delivery
Five-phase process
10 weeks to completion
01The Ask
Create strong emotional connections through personalized experiences
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 ask evolved into creating a long-lasting relationship with their customers and driving incremental growth for all Unilever brands. We were excited to take on this challenge and bring this idea to life.
02Research
Carefully researched. Value delivered.
Through our five-phase delivery process, we conducted stakeholder interviews, customer surveys, vendor discussions, research synthesis, competitive analysis, and multi-discipline assessments. We defined the brief of what this product is as well as the North Star: an interactive prototype of what this experience should be.
03 · Process Snapshot
Information architecture
We used InVision Freehand as the primary online tool for team collaboration, with card sorting, benchmarking, keyword research, and prototyping techniques informing decisions. Sessions were led by the Creative Director, with UX designers, a Visual Designer, a Content Strategist, and an Experience Strategist contributing.
Process Snapshot
Ideation + wireframing
The best idea doesn’t always come first. Through the Research & Analysis phase, we gained a better understanding of their customers — who they are and how they behave. We also gathered in- and out-of-category benchmarks to inform design decisions.
04Experience Strategy
Empower. Inspire. Nurture.
To empower, inspire, and nurture Unilever’s existing and future customers, we proposed an experience that addresses key pain points throughout their customer journey. Taking the existing data framework and internal and external resources into consideration, we made a strategic roadmap to map the high-level plan for activation.
01
Break the silo
Create a unified, centralized, device-agnostic experience that integrates the Reward Experience into the Unilever ecosystem.
02
Start from 2.0
Utilize the rich data from third-party vendors to drive the initial engagement. Use SSO to drive brand awareness from multiple avenues.
03
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.
04
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.
05
Integration for activation
Identify key data dependencies from an integration perspective which will combine coupons, rewards, and loyalty accessibility into a unified consumer-centric platform.
05 · The Experience
Mobile forward-thinking
A balanced approach to achieve a user-centric experience.
The navigation
- A fully immersive menu experience creates a strong first impression upon landing on a homepage.
- Micro-animations call attention and add delight.
- A persistent brand logo allows users to easily access the menu at any point of their journeys.
Parallax and more
- A sense of depth brings dimension to a flat page.
- Relative motion holds the user’s attention.
- A mix of illustrations, colors, and typography creates emotion.
Micro-interaction & animation
- Lead the user’s eyes to the next important content.
- A human-like element creates an emotional connection.
We’ve completed
- Pages of research
- 140
- Discovery sessions
- 11
- Interactive prototype
- 1
- Weeks to completion
- 10
- Daily smiles
- 150+
- Head nods per meeting
- 45+
- Cryptic laughs from Jim (client)
- 10+
- Hour of sleep loss
- −0.5
I want to thank my teammates who worked on this project with me. It was an incredible journey to participate, lead, and enjoy. This is truly a team effort. Please ask me for credit information and recommendations.