Hana Liu is the current leader of Platform Design Division in JOOX Music Streaming Service Department, Tencent. And the judge of the design promotion channel. Before becoming a member of Tencent in 2014, Hana has worked for Alibaba and Qunar. With 9 years of practical experience in design and 5 years in management, she had accumulated rich experience in practice by working as a part of design the team of Coolrunning, WeChat, WeChat pay, Ai Transfy and Tencent meeting, and international products such as Fantasy Fighter (oversea version), iPick, VOOV and JOOX.
As one of the elemental drives to survive and grow in the global market, Brand operation has gradually become an integral part of a modern enterprise. A strong brand image reflects high revenue and dominance in the market. In 2019, the famous Brand valuation platform BrandZ introduced a new dimension to their algorithm — Brand Contribution, based on quantitative and qualitative research conducted on 3 million consumers in more than 50 countries and regions. This ultimately means that consumers’ experience with every single touch points in the product determines their favorability towards the brand.
Based on aforementioned backgrounds, this workshop will combine real-life case studies (i.e. JOOX), to explain the key aspects of brand experience design for international products. The content will be delivered through three major dimensions: ‘Growth hacking’ of consumers’ decision-making map, product’s life cycle and brand power. At the end of this workshop, participants should be able to deliver the brand image to consumers efficiently with the use of Growth Hacking to reach the stage targets of product’s life cycle. This workshop also aims to provide an opportunity for designers to enhance their professional skills, gain a deeper understanding of their products, deliver better brand experience to the consumers and achieve brand premium.
Eliminate the misconceptions — Achieving a deep understanding of brand experience design
1.1 Current state of the brand market — Analyzing Brandz 2020’s top 100 brands and their characteristics.
1.2 The ‘formula’ of brand — Breaking down ‘brand contribution’ dimension in Brandz ranking calculation.
1.3 The key of brand experience — Introducing the concept of ‘Growth hacking’ by combining the map of consumer positive experiences.
2. Conundrums of international product design: The design of brand experiences under cultural conflicts.
2.1 Cases from Thailand, Malaysia and Indonesia: Challenges in regional design.
3. Promoting consumers’ brand experience: How to minimize regional elements and establish a modular design applicable for the global market.
3.1 Knowing the current stage of your product: How to use ‘Growth hacking’ to establish a globalized modular design of brand experience.
3.2 The role of Design in Introduction stage: Common methods to obtain and activate potential consumers and how to increase initial brand preferences.
3.3 The role of Design in Growth stage: How Design aids marketing strategies of consumers retention, recommendations and service charging — 1. Combining common product design strategies and consumer’s behavioural patterns to cultivate and deliver users’ habits, brand concepts, and brand preferences.
3.4 The role of Design in Mature stage: Alternative use of brand design to promote brand preferences when the product reaches stability.
4. Respecting the local markets under a universalized design model.
4.1. The importance of understanding local markets’ unique rules and preferences: 1. Cases of regional, cultural and religious festival designs. 2. Cases of local markets’ colour preferences.
1、 Introduction of workshop: A brief overview of the content
2、Exploration of theoretical methods with case studies: How to use Growth Hacking to aid experience design based on product life cycles from the perspectives of function and operation.
3、Hand-on practice: Choose a product example within groups. Analyze products’ current stages and develop a detailed designing strategy.
1、UE designer/ UI designers/ Visual designers with 3 years of experience or more.
3、Employees in Internet relevant industries/ Individuals that are interested in Internet Mindset.
1、An understanding of how to use Growth hacking in design of international product to promote brand experience and achieve brand premium.
2、Based on the mindset of Growth Hacking, Designers can grasp the the core ideas of different product stages to aid the success of products.
3、Promote the competitiveness of Designers’ profiles.