Lee Gardens

Immersive tennis experience beyond Hong Kong Harbor

Lee Gardens is one of the busiest shopping centers in Hong Kong. They are looking for an innovative marketing campaign to attract consumers to spend time at Lee Gardens shopping malls in Causeway Bay.

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Catch the Public Emotion

One of the critical insights of the idea is emotion. In my observation, people who attended a live sports game would have an emotional period and be obsessed with that sport. That benefited the shopping malls nearby the tennis court.

UX -Design Thinking

Goals

01

Innovative Experience
In 2017, we worked with a VR production team, ManyMany Creations, on this project to create the world-first tennis game that supports two players at a time.

My role:
I was the visual lead of the immersive experience, provided art direction on the in-game UI, and worked closely with the production team to modify the in-game UX.

02

Bring traffic to Lee Gardens shopping malls
We brought people to Lee Gardens with an integrated mobile platform, where consumers can redeem prizes at the shops and hang around while waiting for the VR experience.

The mobile-only website is the campaign terminal. Where consumers can win and redeem prizes through a highly interactive daily game, register for the on-site VR experience, manage and customize the tennis ball printing, and get themed food & beverage information.
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My role:
I handled the UIUX design for the interactive mobile platform, from wire-framing to deliverables.

03

Social Engagement
Few photo moments allow people to share on their social media. 1, In-game VR selfie photos, 2, On-site physical installation, 3, Live-streaming screen and audience viewpoint at the main stage.
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My role:
Considered to cater to the social engagement flows in the UX design thinking.

User Journey & Roadmapping

I kickstarted the mobile platform wireframe with the basic style guide, and started to test with the backend developer.

In the meantime, I worked collaboratively with the VR production team to provide the UI design direction for the virtual visuals.

Art Direction

In Game Visual Experience

To provide an immersive experience for every players. From the virtual indoor court to beyond the Victoria Harbor.

UI Design

Refine UIUX design for a better result

While testing the VR tennis game, we found a disconnection between the real-time vibe and the in-game world. In the game, it was always bright sky and pleasant weather. However, the event starts in the morning and ends at 10 pm daily, so I have added the dark mode UI elements to reflect the real-time environment. I also worked with the production team on this refinement. Luckily, the team had built the Hong Kong Harbor in bright and dark modes at the beginning, saving us some time in this additional adjustment.

With the day and night game modes, we found that players tended to spend longer at Lee Gardens to experience two different game modes.

Key Takeaways

Design Solutions

Fortunately, I had a great time with my team, and the intelligent tech partners were very supportive throughout the working process. This project taught me that sometimes we must compromise the design for a better UX that contributes to better accessibility for every user.