Date 2021
Duration3 weeksKeywords User Experience, Branding Tool FigmaMy RoleExperience Designer
MentorsKaki Law (Creative Director), Jennifer Tai (Senior User Experience Designer)
Overview From June to August 2021, I joined the Shanghai office of R/GA, an innovation consultancy, and digital design and advertising agency, as an experience design intern. During this internship, I  contributed to 5+ UX research and UI design for digital products, delivering experience design solutions for internationally renowned clients, including Vans, Timberland, and Nike. 

I was deeply involved in revamping Vans brand showcase store experience, designing an O2O new retail interactive concept themed “穿搭盲盒 (Outfit Style Blind Box).” My roles include: 1. leading the conceptual development process; 2. collaborating with the design strategy team to conduct on-site retail experience research and brand analysis for Vans; 3. proposing nine creative experience solutions, segmented target users, and mapping their journey flows to optimize interactive experiences between Vans’ official Mini Program and in-store smart screens. This project launched in January 2022 on the Vans Mini Program and six offline stores across Beijing, Shanghai, and Shenzhen.


Related Articles

• “你肯定没玩过的Vans小游戏 (A Vans Mini-Game Like You’ve Never Played Before)”
  
• “范式穿搭，盲盒上线 (Style Paradigm, Blind Box Now Live)”

WeChat Mini Program
By entering the “Store Experience” section of the Vans official WeChat Mini Program, users can freely mix and match outfits, modify their styling based on personal preferences, save and share their creations. New styles are updated monthly, and members can enjoy exclusive reward points. Carefully curated BGM is also included to enhance the immersive shopping experience, making virtual try-ons even more engaging.



In-store Smart Screen
In offline Vans stores, users can interact with smart screens to play the “blind box” game on-site. After customizing their outfit, they can approach any store staff to try on the same style. Participating in the in-store experience also comes with exclusive rewards.