Under Armour
Inspiring Passion: UA China's Omnichannel Consumer Journey Reimagined
Under Armour
Inspiring Passion: UA China's Omnichannel Consumer Journey Reimagined
Consistent Experience Across Platforms
Unlocking New Digital Experiences for UA
In March 2023, mediaman embarked on a transformative digital strategy project with UNDER ARMOUR China, focusing on interaction design and visual consistency across multiple devices. UNDER ARMOUR, a high-end professional sports brand, targets consumers who value brand prestige and identity. Recognizing this, our approach centered on redefining UNDER ARMOUR’s visual identity in China to emphasize product quality and brand value consistently across all digital touchpoints.
Revitalizing Brand Image with Immersive Shopping Experiences
In response to the dynamic retail landscape where online shopping has become the mainstream, we've witnessed a growing demand for immediate and immersive shopping experiences driven by the development of mobile internet.
To address the intense industry competition and evolving consumer patterns, and in line with Under Armour's digital development needs, we undertook a complete redesign of the Chinese official website. This involved a customized overhaul and upgrade of the visual identity system across various platforms, including e-commerce, retail management, promotions, and member benefits. By infusing a design language with local cultural nuances, we thoroughly revamped the visual recognition system of Under Armour in China, ensuring a consistent user experience across multiple touchpoints and enhancing the brand's modernity and uniqueness.
Furthermore, by introducing new engaging touchpoints, we broke away from Under Armour's traditional retail digital image, fostering emotional connections between users and the brand, thereby transforming ordinary users into loyal fans. Additionally, by creating unique user identities, we elevated the visual experience for users and emphasized the brand's distinctive approach to member interactions.
To address the intense industry competition and evolving consumer patterns, and in line with Under Armour's digital development needs, we undertook a complete redesign of the Chinese official website. This involved a customized overhaul and upgrade of the visual identity system across various platforms, including e-commerce, retail management, promotions, and member benefits. By infusing a design language with local cultural nuances, we thoroughly revamped the visual recognition system of Under Armour in China, ensuring a consistent user experience across multiple touchpoints and enhancing the brand's modernity and uniqueness.
Furthermore, by introducing new engaging touchpoints, we broke away from Under Armour's traditional retail digital image, fostering emotional connections between users and the brand, thereby transforming ordinary users into loyal fans. Additionally, by creating unique user identities, we elevated the visual experience for users and emphasized the brand's distinctive approach to member interactions.
Seamless Cross-Platform Operations and Membership Integration
At mediaman, our focus on enhancing user experience transcends platforms, ensuring a cohesive journey for every interaction. Through the implementation of the unified membership program, users enjoy real-time connectivity across desktops, mobile devices, and e-commerce platforms, effortlessly accessing benefits like points and rewards.
Complementing this seamless integration is our commitment to visual consistency. From primary visuals to product modules and lists, our unified design approach reinforces brand recognition and aids user cognition. By simultaneously updating visuals across platforms, we create a familiar and engaging experience for users.
Behind the scenes, our streamlined backend operations further enhance efficiency. Standardized module designs for labels and content eliminate the need for photo editing during content updates, ensuring a flexible and efficient process. In this way, our approach harmonizes backend operations and front-end experiences, delivering a superior digital journey for brands and users alike.
Complementing this seamless integration is our commitment to visual consistency. From primary visuals to product modules and lists, our unified design approach reinforces brand recognition and aids user cognition. By simultaneously updating visuals across platforms, we create a familiar and engaging experience for users.
Behind the scenes, our streamlined backend operations further enhance efficiency. Standardized module designs for labels and content eliminate the need for photo editing during content updates, ensuring a flexible and efficient process. In this way, our approach harmonizes backend operations and front-end experiences, delivering a superior digital journey for brands and users alike.
Enhancing Engagement through Exclusive Features
In addition to visual refinement, our focus extends to delivering a seamless cross-platform experience for membership and marketing initiatives.
While shopping online across platforms, challenges often arise where membership points, redemptions, and discount campaigns face irregularities. Sometimes, there is no direct mechanism to convert earned points and rewards from the membership program into credits on the e-commerce platform.
To address these challenges, we've implemented a shared membership program, facilitating multi-terminal connectivity and real-time cross-platform information sharing.
Furthermore, we've introduced exclusive membership interactive experiences tailored for UNDER ARMOUR, featuring 3D Avatars. Users can seamlessly join the membership mini-program by scanning a QR code at the store, enabling real-time updates and engagement. This immersive experience encourages user interaction, participation in point reward activities, and ultimately fosters brand loyalty, driving further consumption and forming a closed loop of omni-channel sales.
While shopping online across platforms, challenges often arise where membership points, redemptions, and discount campaigns face irregularities. Sometimes, there is no direct mechanism to convert earned points and rewards from the membership program into credits on the e-commerce platform.
To address these challenges, we've implemented a shared membership program, facilitating multi-terminal connectivity and real-time cross-platform information sharing.
Furthermore, we've introduced exclusive membership interactive experiences tailored for UNDER ARMOUR, featuring 3D Avatars. Users can seamlessly join the membership mini-program by scanning a QR code at the store, enabling real-time updates and engagement. This immersive experience encourages user interaction, participation in point reward activities, and ultimately fosters brand loyalty, driving further consumption and forming a closed loop of omni-channel sales.
