I. Vans Brand Showcase Store Experience Revamp

During the summer of 2022, I interned at R/GA Shanghai as an Experience Designer. I worked with Clients including Nike, Vans, Xiaomi, Vechain, and McCormick. I was most proud of the Vans project since I joined the team as the user experience designer from grounds-up pitching our idea to the client.

After reviewing the client deck and completing consumer research with the Strategy Team, I led our team to brainstorm ideas. We ideated 9 different creative experiences. I then transported my ideas into user journey maps. During the project development, our team was having some misunderstandings about the issue we needed to solve. Knowing that it was important, I contacted our client relations manager and scheduled an urgent meeting with the client. From that, our team moved on smoothly. After polishing and updating the user journey map into three variations, we pitched our idea to the client. Our plan stood out from all the other agencies and won the project pitch.

Coming from a Media Art background and having experience in building installations, I also worked on researching technology solutions for carrying out our idea for Vans Mix&Match design.

The project launched in Vans stores in January 2022. It’s now available at 6 offline stores across three cities (Beijing, Shanghai, and Shenzhen). More stores will be available in the future.