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Animation & Motion GraphicBranding and IdentitySocial Media and Digital AdvertisingWeb UXUI Design

ShopbyColor – UXUI, Art Direction & Branding

The Challenge & background.
My role is the assistant digital design manager in the regional eComm digital creative team of Samsonite Group. I created a brand new digital shopping experience for American Tourister called "ShopbyColor" from UXUI to digital art direction and published it to all APAC countries. Also QC the development through UAT and brief and manage developers.  Increase brand awareness and sales. Increase average time on page, increase CTA click-through rate and increase conversion rate. It basically a “colour selector” but need to create a special interactive experience on the site

From the Identity, Key Visual ( Both still and animated ), social/on/offline channel campaign visual ideas and the whole user interface (UI) and user experience (UX) on the official site I designed before. We branded this ‘function’. Working with all parties and copywriter to come up with the brand name “ShopbyColor” and I created the logo and trademarked it. The design tends to focus on the mobile user, so it made to be an endless scrolling wheel selector.

Finally, the experience is proudly launched to the APAC countries and with significant good results in Page view, CTR, ROI and Page view time.
In 2021, the branding and function of ShopbyColor were widely applied to the EU and Americas countries.

Try it on Australia site

Samsonite Asia Limited




Digital Designer, Assistant Digital Design Manager

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