UX / UI /
Digital
Projects
SHANGHAITANG.COM
BACKGROUND
BRINGING CLASSIC HONG KONG STYLE TO THE WORLD
Shanghai Tang faces challenges with their outdated CMS that hindered the flexibility the marketing team needed and lacked proper mobile responsiveness. Seeking a modern and sophisticated overhaul, the business turned to Tag to redesign the site, address mobile and flexibility issues, and integrate with Magento CMS. Additionally, the client required integrations with their ERP, loyalty points, Netsuite, multi-currency support, and migration of historical order data.
SOLUTION
The redesign was meticulously crafted to express the elegance and sophistication of the Shanghai Tang brand and products using Magento CMS, ensuring a visually stunning and seamless experience. The site fully integrates with third-party systems, ensuring mobile responsiveness and greater flexibility for future marketing campaigns. Multi-currency support caters to the global market, and meticulous historical order data migration provides a seamless transition for customers. The result is an exquisite and technically advanced global fashion retail website poised for sustained success.
OBJECTIVE
We aimed to develop an online eCommerce platform that empowers SmarTone staff to curate exclusive SmartHome solution packages for Sun Hung Kai Estate buyers and the general public. Additionally, we aimed to enable online customers to gain a comprehensive understanding of the individual functionalities of various SmartHome products and showcase how they seamlessly integrate to create personalized and immersive experiences within their homes.
CHALLENGE
Our primary challenge lies in creating a digital platform capable of effectively conveying the intricacies of SmartHome products to an online-only audience. Without the ability for physical interaction, we needed to devise a solution that would enable potential customers to grasp the unique features and benefits of each product and comprehend how they harmoniously combine to form a cohesive SmartHome ecosystem. Furthermore, once convinced of the value proposition, we faced the additional hurdle of facilitating the online purchase of multi-product packages.
SOLUTION
To address the challenge of customers needing to fully understand the advantages of SmarTone's SmartHome solutions before purchasing, we devised a strategy centred around an omnichannel virtual showroom experience integrated into the eCommerce site. We collaborated with 3D application designers and the UX/UI team to create a bespoke and immersive virtual showroom. Customers could explore a multi-room 3D environment, interact with over 20 individual SmartHome technologies, and experience the advanced features firsthand. Leveraging customer data, including their home address, we personalized the virtual showroom experience to guide customers towards tailored SmartHome solution packages. Customers could easily browse and purchase bespoke packages by seamlessly integrating the product catalogue. Simultaneously, the platform served as a B2B staff portal, enabling sales staff to manage inventory and tailor special offers, fostering efficient operations.
IMPACT
+110%
Average Weekly Page View
50% up
Total Smarthome Sales Lead
STARCRUISES.COM
BACKGROUND
Star Cruises had a regional brand site at "starcruises.com" and a booking site "booking.starcruises.com." They planned to revamp and combine these two existing sites and are now required to gain more digital presence in the region.
This was the first pure digital project for ARC Hong Kong. Led a team with one UX designer, one digital producer and two graphic designers; from the user test, we found that the existing Brand Site, Booking Site, and Online Check-In Site are three individual sites with separate entry homepages, inconsistent looks and unfocused entry points to purchase. The sites are overloaded with unplanned social content that drives consumers away. Also, the CMS is not user-friendly to internal users.
SOLUTION
We proposed to build a mobile responsive site with cross-selling content and social media integration to feature user-generated content on the page.
The e-commerce booking platform has also been simplified, which supports multi-language content entry on the same content management page. Comprehensive content management tools such as content scheduling, expiration, archiving, and versioning are incorporated.
More straightforward SEO maintenance: Personalise on specific content pages to increase conversion rate (by Geo IP and browsing behaviours/cookies).
Cathay Pacific - Feel More
IFE 2.0 Launch
BACKGROUND
Cathay Pacific, a business airline, faces a threat to homogeneity and the challenge by budget airlines that resulted in losing the top of mind awareness and brand affinity to millennials.
Leverage the new and improved in-flight entertainment (IFE) experience as a key differentiator to increase brand awareness and preference.
IDEA
Feel More –
There’s more in-flight entertainment to enjoy. You’ll never miss the latest blockbusters, award-winning box sets and live coverage of sports events. You won’t miss out on anything, even flying in the air.
The modern traveller, especially millennials, doesn’t want to stop their always-on and FOMO lifestyle, even flying at 35,000 feet.
By creating a fully digital, multi-asset campaign to reach out to millennials and stimulate them with non-stop, numerous entertainment options. Using various emotional expressions with Collection Ad and Instant Experience connect with movie buffs, sports fans and drama lovers.
FROM PASSIVE TO ACTIVE
Short Mobile-First Videos and interactivity lead to the IFE portal, allows audiences to learn more about the enhanced service and view the movies and event schedule in advance.
RELEVANT MESSAGES
Short Mobile-First Videos targeted to different audiences based upon their interests.
IMPACT
23.7 million
Reach
3.9 million
Engagement
5.4 million
Total Revenue
THE WORKS (LONG VERSION)
SK-II JAPAN INBOUND SEM SITE
BACKGROUND
Tourists from China has contributed a significant amount of money to their sales figure of SK-II. In order to maximise the revenue in this segment, SK-II Japan would like to further boost the awareness to the Chinese tourists who are planning to visit or already travelling in Japan.
The original brief is simple and straight forward:
To adapt the latest product print ad to digital banners and provide suggestion on keywords search.
SOLUTION
From both user shopper journey and UX point of view, we see this brief has a much bigger potential than the brief was original stated. Instead of straightly answer the brief, we have proposed a full functioned mobile first mini site for them. Featuring Japan market exclusive products, best sellers and promotional sets (which fascinate the tourists the best). As well as a full shop list that links to GPS enabled Google map, that make consumers easily receive latest product news and most important can access all SK-II counter without hassle while they are in Japan.
CATHAY PACIFIC "PERTHect" PROMOTION CAMPAIGN
Partnered with West Australia Tourism Board. To create an IG-Story based promotional campaign to attracts HK customers to travel to Perth / West Australia with special offers from Cathay Pacific.
