Google

Celebrating The Lunar New Year Together

Google Brand Studio was looking for ideas to celebrate the Lunar New Year(LNY) with users across the APAC region. After settling on the creative campaign direction as a team, and got the green light from Google. My role is to lead the UI design of all interactive games.

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Embraces the cultural nuances

In the research, I found that LNY traditions may vary across different countries. So, besides ‘bringing people together’, it is also the time for google users to experience different traditions of other countries.

UX -Design Thinking

Unique Moments we can tap into

01

Preparation
1, Deep cleaning of the living space. 2, Stocking food and buying new clothes. 3, Decorating the home with spring couplets

User:
In the meantime, users can enjoy a simple and individual game.

02

Family and Friends Reunion
1, Greeting on a meal. 2, Giving lucky money in a red pocket.
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User:
Multi-player games will be perfect for them while hanging with friends and family.

03

Celebration Activities
‍Attend some traditional celebrations. 1, Seeing a dragon dance. 2, Make a wish at a temple. 3, Watching fireworks.

User:
Recall happiness with a memorable game that can share their emotions.

Rapid Prototyping

With Google’s brand guidelines, I started to work on low-fidelity prototyping for each interactive game. And I ran a usability test with everyone on the team. After the tests, I adjusted the game UX and had more straightforward in-game guidance for the first-time game launch.

UI Design

Visual Execution & Production

Our team spent two weeks working collaboratively with the Google tech team in Tokyo, Japan. My role was to lead the UI design process, cope with countless deliverables, and figure out the design solution with illustrator and developers.

Performance

Project Success Metrics

To determine the campaign's success, here are some metrics to help us to measure it. 1, The click-through rate on doodles, YouTube ads, and video views. 2, The engagement rate through the Google culture team reports. 3, Surveys with Google users.