Wanders in Wonder
Client
Bottega Veneta
Year
2024
Scope
AR, WeChat
TL;DR
To celebrate the new Summer 24 collection, Bottega Veneta China created an AR campaign on WeChat that invites fans to embark on an interactive wandering experience around their city.
Functioned as a UX designer, working closely with the UI designer and rest of the team.
Promoting Bottega Veneta’s Summer 2024 collection in China with a WeChat AR experience.
Context
In their Summer 24 campaign, Bottega Veneta aims to break boundaries and seek inspiration from travel and imagination. Our experience echos the collection’s theme of constantly “being on the road”, constantly moving, pulsating, while incorporating elements of nature into the garments.
Role
In this project, I functioned as a UX designer while working closely with the rest of the team in Shanghai whilst based in Singapore.
Start experience
Users open up WeChat and go to our Mini-Program, alternatively, they can scan a QR code in-store that sends them in.
User flow
AR Camera
They start the experience and scan the surface to encounter the animals.
Stamps collected
Users unlock stamps for each animal they discover. These stamps can also be saved as stickers, hugely popular on the platform amongst friends.
Social sharing
Users can share their experience with their friends to unlock a special stamp. They can also download a special Bottega wallpaper after collecting all stamps.
Process
As someone who doesn’t live in China, I first had to do a bit of research into how WeChat works before diving into how the flow and mechanics of our project can live on the platform.
Built on HTML5 and functioning as a webpage would, WeChat Mini-Programs hold a wealth of possibilities natively on a users’ phone.
In an early concept of the project, we looked to utilise the Bottega Veneta logo as a gateway into starting the experience.
We also explored how we can further gamify the experience by unlocking portions of the map with each AR scan, rather than free “open-world play” as we have in the final version.
I first started with a user flow to understand how the user flow would look like. Taking the user from our Mini-Program to the core of the AR experience, how each animal is unlocked and finally on how they can share their experience and download the prize of a wallpaper.
Then I dived into the wireframes, taking a page out of the client’s book on travel to explore the concept of passports and stamps as the mechanic for users.
Inspired by my disappointment on the disappearance of passport stamps with electronic gantries…
What if each animal was a passport stamp that you collect?
Credit
Agency
Monks in Shanghai, Singapore, and Kuala Lumpur
Creatives
Nicolas Barlier, Associate Creative Director
Zoe Young, Creative Group Head (Copy)
Yoni Liu, Creative Group Head
Thea Qian, Senior Copywriter
Amber Ding, Art Director
Ben Lunt, VP, Experience Design
Roman Levin, Creative Director
Designers
Kayla Chia, UX Designer
Yi Shi, Senior UI Designer
Animators and Illustrators
Hadi Muslim, Senior Animator
Aaron Webber, Senior Animator
Kerby Ng, Animator
Grace Wattimury, Senior Illustrator
Tech
Ed Lee, Lead Developer Front-End & Experience
Jonas Tillman, Lead Developer Front-End & Data-Visualisation
Producers
Eunice Ying, Experiential Production Lead
Layne Shi, Experiential Producer
Fabian Lum, Senior Post Producer