Holiday Season Component Designs
홀리데이 시즌 컴포넌트 디자인
Why the need for new festive components:
The end of the year holiday season is one of the most important sales periods for fashion brands. To revamp the holiday shopping experience and to make the experience special, the digital team rolled out new festive digital activations in 2021 and 2022. As of the first week of December 2021, the new experience added 125% in sessions and 167% in revenue year over year. The two years of festive campaigns include a new shopping Gift Guide page, new visual icon and navigation elements, and an advent calendar reveal component.
연말 홀리데이 시즌은 패션 브랜드에게 가장 중요한 세일즈 기간 중 하나 입니다. 이 특별한 시즌을 맞이하여 고객들의 쇼핑 경험을 더욱 풍부하게 만들기 위해 2021과 2022에 새로운 홀리데이 디지털 경험을 고안해 내었고 이 새로운 디지털 캠페인을 런칭한 후 2021년 12월 첫주에 작년 대비 125% 늘어난 방문 수와 167% 늘어난 수익을 낼 수 있게 되었습니다. 이 디지털 경험 중 제가 디자인 했던 부분은 새로운 기프트 가이드 페이지, 아이콘 및 내비게이션 장식과 어드벤트 캘린더 등이 있습니다.
<I have executed this project with a project manager, senior digital designer, and developers. 90% design contribution. >
2021 Gift Guide Page - Brainstorming
To design a new component for the festive season, I first started off by collecting data points from the e-commerce festive season sales from the year before. From the Customer Data Platform, I was able to find that there were several types of customer clusters and lists of products that performed well. There were also some specific product categories that the merchandizers wanted to prioritize for this new experience that I took into account as well. With these in mind, I have first drafted what this new page can showcase using some existing components as well as a couple of new component ideas.
Gift Guide Page - Final Designs
As it was important to present gift categories such as For Him, For Her, and Gifts Under $300, the solution was to create visual tiles that can showcase the categories in an attractive way that can make the path to purchase and easy gift findability.
The top main tiles included the most important category links and the smaller minor tiles below included some other creative categories such as Lux Gifts, Novelty Gifts, Red Color Items, and Travel/Tech Items.
Additional navigation call-outs such as an image to the navigation gift guide menu and a decorative moving gif element for emphasis have been added.
The entire gift guide layout is showcased on the right.
Regional e-commerce managers were able to customize the tile contents with the category groupings they wanted to push.
2022 Daily Reveal Calendar Component - Brainstorming
Aligning with the advent calendar concept of AW22 festive marketing campaign, we started to develop ideas related to a “reveal” or a “surprise”. Since this was an additional component that was decided to be added on top of the existing Gift Guide component, this component was intended more for branding purposes rather than just as a shoppable experience. To the right are some of the ideas that I mocked up for the brainstorming stage.
Daily Reveal Calendar - Final Designs
The decision was made to go with the daily reveal calendar concept as it aligned with MCM’s holiday advent gift campaign concept and we expected the new interactive and hype-building daily revelation of gift ideas for 25 days would help engage customers.
Left is the video recording of the daily calendar feature live on site.