DESIGN
Design is not about "making things pretty." Design is about solving problems, and the mindset is solution focused with imagination, logic, ideas, and intuition... thinking out of the box and exploring possibilities.
RESPONSIBILITIES / CREATIVE DIRECTOR
As creative director at Wrap, I created template team processes with brand creations. Create immersive template solutions such as e-commerce, lead gen, landing page, events, digital companion, real estate, content publishing, and sales enablement by using different components like add to calendar, video, location services, timer, forms... and many more.
ABOUT WRAP
Wrap & Template Solutions
ABOUT WRAP
Tell your story, provide service, and sell products in the messaging feed with no programming, waiting, or apps to download.
Automation Marketing, cloud service, databases, point of sale, and customer service.
WRAP TEMPLATE SOLUTIONS
Pre-packaged templates, a mobile app-like experience for commerce, digital companions, lead gen forms, or branded content in a few easy steps.
Create template grouping by using the marketing funnels principle.
1. Awareness - To show the value of a product or service, provide educational content and build a relationship. Prospects that are strangers to your brand and company learn who you are.
2. Consideration - To build a deeper relationship with your subscriber, introduce them to your product/service
3. Conversion - To convince your subscriber to purchase.
4. Loyalty - To retain customers and instill loyalty by delighting subscribers with helpful content and awesome service.
5. Fans - To talk about your company and refer you to their friends.
DESIGN CHALLENGES
Cover card optimization
Prioritizing the contents for mobile use
Maximizing CTA placement with a clear purpose
Creating an App-look layout with an elegant, clean design and strong marketing content
Creating multi-layers movement animation transition with the purpose
Improving the campaign by iterating the design layout based on the analysis of data
NEIMAN MARCUS
Project 01
Company: Wrap.co
Client Pitch: Neiman Marcus
Neiman Marcus - The Christmas Book for Her 2014
2014 - 2016 / Wrap / Client Pitch
RESPONSIBILITIES - Art direction, Story Arc and design
PROJECT - Based on Neiman Marcus 2014 Christmas book created winter end of year Christmas marketing campaigns.
MILLOR KIMS
Project 2
Company: Wrap.co
Project: Wrap Template Solution
Commerce Template
2015 / Wrap / Template Solution
RESPONSIBILITIES - Art direction and Story Arc I Design Team: World Design Agency
PROJECT - Create modern style Stripe Relay commerce template.
YAYE, GET FIT.
Project 3
Company: Wrap.co
Client: Yaye
Yaye, App Download
2015 / Wrap / Client Wrap
CLIENT - Yaye brings groups together to get fit and healthy, wherever, whenever.
RESPONSIBILITIES - Art direction and Story Arc I Design Team: World Design Agency
PROJECT - Create Yaye marketing campaign using Wrap solution by proving rich media, easy to download and social networks.
CAPITAL ONE
Project 4
Company: Wrap.co
Client: Capital One
Capital One
2015 / Wrap / Client Pitch
CLIENT - Capital One, cash back reward plans.
RESPONSIBILITIES - Art direction and Story Arc I Design Team: World Design Agency
PROJECT - Create rich mobile experience Capital One marketing campaign using Wrap solution.
DREAMFORCE
Project 5
Company: Wrap.com
Client: Salesforce
Salesforce
2015 - 2016 / Wrap / Client Wraps
CLIENT - Salesforce, a customer success platform.
RESPONSIBILITIES - Art direction, production, Story Arc and wrap build.
PROJECT - Create 2016 Wrap booth Dreamforce marketing campaign.
OTHER SALESFORCE WRAPS
What you Missed at Dreamforce 2015
Salesforce Sales
EXPLORATION / RESEARCH - This is the early stage of design process: researching, taking notes, understanding competitors, sketching rough mock-ups, no idea is a bad idea at this stage, thinking out side of box, pushing boundaries and be creative.
Project overview timeline; having clear break-down of tasks and review dates. Project Planning, resource allocation, online scheduling, reporting. Identifying and detailing activities required in each phase of a project and lead teams with members of your staff to carry out each phase.
Whiteboarding sessions
Design Process + Case Study
It is very important to have a design process, it helps to set clear expectations; it allows us to establish realistic project deliverables. Design process should be flexible so it can fit for different projects and clients.
DESIGN PROCESS FRAMEWORK
Have clear user goals of the product before using any creative tool. Understanding end user needs, better user experience. The outcome is how end users are going to benefit from it.
(1) EXPLORATION / RESEARCH
The goal of the exploration is to collect information at an early stage of the project process.
(2) FOCUS ON RESEARCH FINDINGS
(3) INVESTIGATING OPTIONS
(4) DEFINE INTERFACE, INTERACTIONS AND USER FLOW
- Sketching, whiteboarding sessions
- Wireframes
(5) VISUAL DESIGN
- Conceptual design (rough mock ups)
- Set up visual tone of voice
- Finalized visual
(6) USABILITY ANALYSIS
- Prototype
- Usability testing
(7) PRODUCTION DESIGN
(8) REVIEWS
(9) DELIVER
(10) REVISING AND IMPROVING
Pen Sketch ideas and wireframes before digital wireframes
Wireframing mock-ups with different user cases. This is the early stage of project process, start exploring all possibilities, applying user centered design as foundation.
Example of finalized digital visual layout based on the wireframe.
Wrap in action: https://wrap.co/wraps/d5c1eede-1767-4b48-8b85-369f01d50b5a
WRAP SOLUTIONS
Goals
(1) Creating user friendly easy to use wrap solutions
Authoring / template tool:
Easily create, design, write, and send without having to start from scratch.
(2) Widget Components
Weather, sound, video, location-nearby, click to call, chat, calendar, review feedback and rating, download PDF, subscribe contact form...
(3) Personalization
Creating wrap with customized data, like name, references prior behavior, dynamic call-to-action and follow up email. The goal is to make recommendations for users on their next actions.
How/Why
Benefits of personalized content:
(1) Increases conversions / easier conversion
One-click purchases, by remembering their behavior, preferences, and information
(2) Builds a passionate audience
Viewers usually are pretty specific about what exactly they love or what looking for
(3) Improves lead nurturing (the process of developing relationships with buyers at every stage of the sales funnel and buyer’s journey)
Personalize content to each person’s interests and behavior
(4) Welcomes newcomers
Showing new viewers information relevant to their interests or needs. It could be the first offer they convert on, the campaign that drove their response, or even the pages they visited on your website
(4) Detailed Analytics
Engagement metrics:
Beyond the impressions and click-through rates of standard ads, engagement metrics can offer a clearer picture of audience engagement.
The tracking capabilities to measure when, where and for how long someone interacts with an ad.
The better engagement rate, the higher lifetime value translates into greater customer retention
Data / Monitoring ad campaign / Measurable results:
Providing data and campaign results with easily understood format of how each creative element in a campaign is performing so can craft a more effective marketing strategy and give better directions.
Wrap analytics monitoring tool with break down of each cards; total views, CTA clicks, CTR rates, bounce rates, avg. time in wrap.
Wrap authoring tool / Wrap creation
Wrap authoring platform tool
Wrap analytics monitoring tool
Mapping out all marketer user cases with all possible built-in component widgets.
Example of marketing funnel, small business, service with font style - billboard and Condensed.
Example of marketing funnel, small business, retail store with font style - elegant modern serif.
Example of marketing funnel, artist, design, life style product with duotone modern magenta.
* An application program interface (API) is code that allows two software programs to communicate with each other
Example of Apigee pitch with user story and outcome
User story: I don't know Paris that well. I am pleasantly surprised that I got this sharing hotel text. Accorhotel group has some great hotels. I love Sofitel! "I love how this experience seems to pop up just at the right time."
(1) Solution space - give user enough interest to lead user to web check out
(2) Preferred path: Have the full mobile experience
(3) Entry point - The Wrap
Outcome: "I got what I needed. It was easy and I felt everything was well thought out for me during my stay."
Bohemian Brewery
2015 / Wrap / Client Wrap
CLIENT - Bohemian Brewery, a eclectic microbrewery crafting traditional lagers & European-inspired pup.
RESPONSIBILITIES - Art direction and Story Arc I Design Team: World Design Agency
PROJECT - Create Bohemian Brewery marketing campaign wrap.
JW MARRIOTT
Project 7
Company: Wrap.co
Client Pitch: JW Marriott
JW Marriott
2015 / Wrap / Client Pitch
CLIENT - JW Marriott, a luxury hotel and resort.
RESPONSIBILITIES - Art direction, Story Arc and Wrap design production.
PROJECT - Create JW Marriott marketing campaign wrap, wrap solution offer receipt, room online check-in, mobile hotel room service orders and other services.
SPACE TOUR
Showcase 8
Company: Wrap.co
Project: Wrap Template Solution
Space Tour
2015 / Wrap / Template Solution
CLIENT - Wrap Template Solutions
RESPONSIBILITIES - Art direction and Story Arc I Design Team: World Design Agency
PROJECT - Create Real Estate template, it covered click to call, book appointment, add to calendar, map, videos, tour details, download detail PDF and agent profiles.
Business Profile
CLIENT - Wrap Template Solutions
RESPONSIBILITIES - Art direction and Story Arc I Design Team: World Design Agency
PROJECT - Create business profile, digital business card template.
Home Furniture Receipt
CLIENT - Wrap Template Solutions
RESPONSIBILITIES - Art direction and Story Arc I Design Team: World Design Agency
PROJECT - Create receipt and up sales solution template
The Allergy Wife
CLIENT - The Allergy Wife, Client pitch
RESPONSIBILITIES - Art direction, Story Arc and wrap build
PROJECT - Showcase New York city allergy free restaurants and shops for "The Allergy Wife" marketing campaign.
Design + Art Event
CLIENT - Wrap Template Solutions
RESPONSIBILITIES - Art direction and Story Arc I Design Team: World Design Agency
PROJECT - Create events template, it covered click to call, book appointment, add to calendar, map, videos, tour details, download detail PDF, timer and weather widgets.
Recipes With MARIS
CLIENT - Wrap Template Solutions
RESPONSIBILITIES - Art direction and Story Arc I Design Team: World Design Agency
PROJECT - Create cooking recipes template, it covered videos, recipe details, lead gen, rating and blogs.
Ballet Studio
CLIENT - Wrap Template Solutions
RESPONSIBILITIES - Art direction and Story Arc I Design Team: World Design Agency
PROJECT - Create event template.
BMW UI PICKER
Demo. 1
Company: Wrap.co
Project: BWM Wrap UI Picker Demo
BMW UI Picker Pitch Demo
ABOUT THE PROJECT
Create BMW UI Picker for tablet use - The picker allows the customer to make selections for each category, then the sales team can send a recap Wrap visual summary in real time. This will be a great vehicle for up-sale purposes.
RESPONSIBILITIES - Art direction, wireframe, design layout
MOBILE PICKER
Demo. 2
Company: Wrap.co
Client Pitch: Telco Demo
Playable Ads
Company: mnectar
Project: Create playable Ads
mNectar
ABOUT THE COMPANY
mNectar is a leading app streaming company. Playable Ads allow users to play your game instantly without installing. Users only install games they try and like. The company is focused on optimization for high ROI installs and higher lifetime value (Post-Install Data shows longer retention, which leads to higher LTV).
RESPONSIBILITIES / CREATIVE DIRECTOR
Guide and provide design leadership to customers and external agencies. Managed the creative department and led a team of 3 designers.
DASHBOARDS / CAMPAIGN TRACKING
Data-driven creative strategies to ensure the best possible campaign outputs.
Reviewing all banner performances: total impressions, CTR, total number of installs and CVR with tools like Mixpanel, Optimizely, Google analytics and internal build tools.
A/B TESTING
A/B testing is a great way to determine which variation of a marketing message and design element will improve conversion rates. It's important to implement it correctly and with enough sampling to provide results and making decisions.
DIGITAL MENU
Company: Tanjerine
Project: integrated tabletop ordering solution.
Tanjerine
THE PROJECT
A solution combining tablet-based ordering, server handhelds, pay at the table and guest entertainment. The solution offer large chains or independent casual dining restaurants all of these capabilities: menu customization, real-time data and on-menu browsing, Individual and multiplayer games and POS integration.
Project covered: Dashboard and screen server, payment alerts, games, menu payments, NAV log out, build drink, welcome global elements.
RESPONSIBILITIES / CREATIVE DIRECTOR
Oversee all creative projects, working with HUGE agency based in NYC for all creatives, team of 4 designers, art director, copywriter and PM.
GREE GAMES
Company: GREE International
About: Mobile social gaming.
GREE Gaming
ABOUT THE COMPANY
Gree, Inc founded in 2004, a free-to-play social gaming company
RESPONSIBILITIES / CREATIVE LEAD
As marketing creative lead, I managed a team of 5 designers. I liaised with digital agency Duncan Channon based in San Francisco.
Games that I worked on: Zombie Jombie, Alien Family, Monster Quest, NFL Shuffle, Knights & Dragons, Jackpot Slots.
In the example below, I was responsible for the Zombie Jombie marketing campaign. It covered: landing pages, social medias, web and mobile banners, video and billboards.
DASHBOARDS / CAMPAIGN TRACKING
Data-driven creative strategies to ensure the best possible campaign outputs.
Review all banner performances: total impressions, CTR, total number of installs and CVR with tools like Mixpanel, Optimizely, Google analytics.
A/B TESTING
A/B testing is a great way to determine which variation of a marketing message and design element will improve conversion rates. It's important carried out properly and with enough sampling to provide results in order to make right design decisions.
THE TEAM
GREE art team, Marketing creative team and D/C digital agency.
