Chicks
Role
Researcher
Type
Client project at PolyU
Timeline
2 months
Promotion Strategy
Ads design
Project Brief
Given the client's requirements of "increasing the download rate and sustain using Chicks app", we discovered the essence of Chicks' existing problems via interview -- Brand awareness. In order to expand Chicks to a younger customer segment, we produced several design guidelines for ads promotion and app prototypes based on competitor analysis and case study to strengthen its brand image in customer's mind. Validation results showed the feasibility of our new strategies on brand image.
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Understanding client needs
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Analyze existing data to discover Chick's existing problems
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Initial hypothesis using AIDA model
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Conduct interview & survey to understand target audience's shopping behavior
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Interview analysis with empathy map
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Discover the mismatch of the brand image Chicks convey and the one customers perceive
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Validate the problem existing in brand awareness
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Competitor analysis
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Case study
Prototype
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Design guidelines to build consistency across channels
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Storytelling methods to evoke emotional resonance
User Test
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The Ads's consistency across different channels
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The correctness of brand image communicated through Ads
