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Yami needed to refresh the brand after 8 years of operation to expand the target audience's size and reach another plateau.

My Role: Visual Design, UI/UX Design, Web/App Design

Team Members: Aaron Lupin, Justin Damer, Lily Xue

At Yami, visual is utilized to promote the brand and products across all channels including the website/app, social media, and paid acquisition. Inspire customers with vibrant, lively imagery that helps them discover and taste the best of Asia, visually.

My Role: Visual Design

Team Members: Aaron Lupin, Lily Xue, Vy Nguyen

The Marketing team needed a tool to convert website visitors to newsletter subscribers by making it easy for them to join your email list.

Meanwhile, the pop-up should also serve the role to give the new user a basic understanding of what Yami is and make them feel welcome.

My Role: UI/UX Design, UX Research, Visual Design

Marketing emails are heavily utilized by Yami for promoting products and campaigns.

The design and aesthetics of emails are asked to help the Marketing team retain existing customers by delivering the messages, creating engagement, and encouraging repeat website/app visits.

My Role: Visual Design

Team Member: Lily Xue

Yami Box is a series of monthly gift boxes curated with authentic Asian snacks and sometimes beauty products.

Yami Box is also a primary marketing vehicle for the company to boost brand awareness, engage with existing customers and reach potential audiences through web/app content, emails, and paid ads.

My Role: Art Direction, Visual Design, Motion Design

Team Members: Aaron Lupin, Vy Nguyen, Julia Walck

Team Members: Aaron Lupin, Nico Wu

Emails Examples

Brand Identity

It's all about creating a new type of Asian experience. Rebranding Yami with a trendy visual identity and experience that's intriguing for mainstream customers and welcoming for current customers. Unbox the best of Asia.

Motion Videos

Video Ads on Meta and Google bring the story to life for  target audience.

"Unbox the best of Asia"

Web/App

Make the unfamiliar familiar by showcasing the best of Asian experiences. Simplicity can be applied to any culture. A style that transcends categories.

Motion Videos

Video Ads on Meta and Google bring the story to life for  target audience.

UI/Visual

Motion Videos

Video Ads on Meta and Google bring the story to life for  target audience.

Welcome more users to discover Asian products, and earn their trust, all while making it easier for current customers. Inspire customers with vibrant, lively imagery that helps them discover the products, visually.

Trigger Emails Templets

Consistent looking of trigger email templates was designed alongside the web/app to represent the new identity and are used for customer retention.

Motion Videos

Video Ads on Meta and Google bring the story to life for  target audience.

Challenges

Design a new email subscription pop-up for the Marketing team so they can re-target new users through emails.

Research

The conversion rate is better when a pop-up:
With image, two input fields
• Is on mobile than it's on PC
Show up after 8 secs or after a visitor scrolled 35% of a page

Interview

The potential users are more likely to interact with the pop-up if it:
• Has clear discount information
• Uses signature products as design elements
• Has warm color tones
• Uses lifestyle image over specific products
• Food over other categories

Emails

Level the game up through emails to reach out existing customers.

Userflow

Based on the research, an email subscription flow was created to define what decisions users could make before sketching out some wireframes.

Wireframes

Wireframes were created from user flow and some low-fidelity ideas highlighting the discount, input fields, and CTA.

Motion Videos

Video Ads on Meta and Google bring the story to life for  target audience.

Visual Design

Visual Design was based on the interview and wireframe, it began with a mood board and then extended to all the screens.

Consistent font, type size, and colors were used along with balance, proximity, alignment, hierarchy, repetition, and contrast.

Motion Videos

Video Ads on Meta and Google bring the story to life for  target audience.

Prototypes

Prototypes were also developed for testing purposes. After two rounds of testing with users and discussion, some minor changes have been made to buttons, font sizes, and hierarchy.

Motion Videos

Video Ads on Meta and Google bring the story to life for  target audience.

Test & Refine

Designs are refined and more feedback was received from users showing that they are satisfied to see the important messages are easy to be spotted and the visual design helps them to have a quick understanding of what Yami is. 

The modal has helped increase email subscription rates by 60% and is also used as a template for other pop-ups such as promotions and campaigns.

Motion Videos

Video Ads on Meta and Google bring the story to life for  target audience.

Web Banners

Banners that serve as the face of the campaign are used for the different sections on the web/app to attract attention.

Emails

Themed email was created for the box to highlight key products and reinforce the campaign.

Motion Videos

Ads on Meta and Google bring the story to life for the target audience.

(Click/Tap the image to play)

More Work