- Senior UX Designer in the Tencent JOOX Music Business Department
- Responsible for the brand and operation design of overseas music app JOOX
- 8 years of overseas Product Design and Brand Operation Design experience
- Systematic knowledge about international design
- Rich practical experiences
- Participated in the design of products across many countries and regions.
- Worked in the Baidu Internationalization Business Department for several years, was responsible for the design of Japanese input method Simeji, Baidu antivirus and other products.
- Design concept: to pursue subversive and innovative design concepts and empower business with the power of design.
Introduction of workshop：
With the comprehensive penetration of the mobile Internet,the effect of traditional brand marketing is declining. Because users are distracted by different types of apps, the method of brand propagation also presents a trend of fragmentation. Based on the background, if a brand wants to stand out among competitive products and occupy users' minds, the brand owner should also think about how to make users remember the brand image and products quickly and establish emotional connection，in addition to the creation of super symbols and emotional expression.
Recently, brand character-building has gradually become a way to help brands/products stand out among competitors, break through the marketing bottleneck, and increase user stickiness. A brand creates a distinctive personality for itself and a character that comprises the core and characteristics of the brand in order to endow its product a personalized behavior and personality expression. Users can quickly understand the brand value and attitude through brand personality image and at the same time establish a fair and efficient way of communication with brand. The brand then continues to have valuable interactions with users through content, which in turn resonates with users and wins more and more users' affection.
In this workshop, Tencent’s overseas music app JOOX will be used as an example to explain practical cases, allowing participants to quickly understand how to define brand character design strategies based on branded personality models and how to think from the perspective of users and businesses to create different character images. Through the creation of stories and gameplay, we will share values and warmth in the process of interacting with users, moving people's hearts, and achieving a win-win situation between design value and commercial value. This will help participants establish a systematic knowledge for brand character design and help improve design thinking.
The contents of this workshop mainly include:
1. Introduction to brand personality definition and brand character design process
1.1Three stages of brand exploration: symbolization, Emotionalization and personification
1.2 Brand personality exploration method and model
1.3. Brand character design process based on brand personality direction
2. How does Joox deduce brand personality image
2.1. The introduction of JOOX
2.2.The brand positioning & tonality of JOOX
2.3.The analysis of JOOX brand personality
2.4.The display of joox brand character application example
3. Joox brand character - Design and application of JOJO
3.1. Insight: Based on business objectives, brand communication issues & brand personality refining character label and personality
3.2. Definition: character definition strategy of JOJO
3.3. Creation: divergent / convergent design thinking creates the charater of JOJO
3.4. Application: formulate norms, create interact methods, and let JOJO play in operation project
3.5. Evolution: analysis of communication effect, precipitation of experience and optimization direction
4. Joox brand character- Design and application of jaxon
4.1. Insight: through user research, collect crowd information, obtain character tags, and extract the common characters
4.2. Definition: jaxon's character definition strategy
4.3. Creation: creating the character of jaxon based on user portrait
4.4. Application: formulate norms, create stories, and let jaxon convey the core of the brand in the brand video project
4.5. Evolution: analysis of communication effect, precipitation of experience and optimization direction
5. Joox brand character - cross border derivative to achieve the maximum value of brand character.
5.1. Application of brand character in diversified touch points & scenes
6. Practice & Interaction
6.1. The practice is in the form of grouping. Participants can choose a product to analyze its personality image and define the design strategy of Brand character.
1、1. Workshop introduction: an overview of the content
2、2. Case analysis: explain the specific practice of brand character design through the design case of brand operation, such as brand personality model, brand character design process, brand character definition strategy, etc
3、3.Practice& interaction: design and practice the brand character in groups.
4、4. Q & A
5、5. Summary and review
1、1. Junior brand / operation / creative designer
2、2. Junior visual designer
3、3. Internet practitioners / people who interested in Internet thinking
1、1. Help designers understand how to define brand chacter design strategy based on brand personality models, establish systematic knowledge system and improve design thinking.
2、2. Help designers understand how to balance business objectives, user objectives and brand communication objectives in the design process.
3、3. Help designers advance and improve to learn to establish efficient brand character design workflow, and maximize design value.