INTRODUCTION:
key visual design,
ui & interaction design for mobile and desktop version,
mini app in wechat & edm.
02 - 04
Vans invited a Chinese artist "ZHAO ZHAO" to design a head to toe collection for the year of Rat in 2020 which played with grey color and a highlight neon pink color. Our creative team created a teaser that was about five characters' adventure story in a rat hole. There was an online debut "Vans Mouse Zodiac Series", one of the candidates in Tmall Super Brand Day event.
Inspired by the teaser, the user would be a RPG character to explore the rat's world. I think it was interesting to imitate our vision when in those tubes. So I researched some creative websites with skew and scaling effect when scrolling and discussed with the team and engineer. After meeting, we decided a simplify solution in that short period of time.
There was a fade-out effect with perspective by scaling down elements when in parallax scrolling, the visual elements passed by with different speeds in their own scenario. Avoiding one page was too long that reduced customers' interest in the last few products, a hero section included "more details" to direct user to Individual Product Section were needed. It is new in our feature pages but the complex structure made a good result on sale.
Here is an O2O mini app campaigns which is designed to encourage our customers participated in by visiting stores during New Year. The interfaces of 掃"鼠洞"贏新衣 were listed as below.
When it comes to the mechanism, it was easy to finish the letter "R" and "A" by scanning the round shaped black holes. When it came to letter "T", we raised the difficulty of the game. In Fail Scenario, there was a notice popup and scanning strategy button which advised participants to visit Vans' stores. By clicking the "Vans 门店", a list of location showcase was shown based on the nearest store.
