Kiehl’s Holiday Virtual Interaction Page
Launched during the peak 2021 holiday season, this project reimagined Kiehl’s Christmas and New Year giveaway into a high-engagement digital experience. To elevate traditional sample distribution, I designed an interactive "Claw Machine" mini-game set within a bespoke, Kiehl's-styled illustrated world. This gamified approach transformed a routine promotional campaign into an exciting festive event, successfully capturing consumer attention and creating a seamless funnel that drove high-intent traffic to both the e-shop and brick-and-mortar retail locations.
PROJECT TYPE
Web design, Interactive gamification, motion graphic
YEAR
2021
ROLE
UXUI Designer
TEAM
Developer, Project manager
TOOLS
Figma, Photoshop, After effects
Challenge
Reimagine Kiehl’s traditional holiday giveaway into a fun, highly attractive, and visually captivating gamified experience. The goal was to cut through intense seasonal digital noise using interactive design to maximize brand awareness and rapidly drive consumer conversions.
Impact
The gamified approach captured consumer attention and created a high-conversion funnel, driving a 24% increase in O2O (Online-to-Offline) traffic compared to traditional sampling campaigns. It successfully translated digital curiosity into a massive wave of high-intent consumers funneled directly to physical stores and the e-shop.
Problems
User Experience Perspective
-
Stagnant User Experience: The traditional sample distribution model relied on uninspiring, text-heavy sign-up forms that lacked emotional resonance and failed to engage younger demographics.
-
Friction-Heavy Journey: The standard user flow offered no interactive incentive, making the data-collection process feel like a chore rather than a rewarding holiday experience.
-
Production & Timeline Constraints: With a highly aggressive launch timeline, complex dynamic animation or heavy web-based motion design for the lucky draw was impossible to build and deploy from the development side. The design needed to deliver high visual impact and the feeling of interactive motion without relying on heavy development execution.
Business Perspective
-
Low Conversion ROI: Routine holiday giveaways struggled to cut through intense seasonal digital noise, resulting in poor engagement metrics and low conversion rates.
-
Disconnected O2O Funnel: The campaign lacked a cohesive bridge to turn initial digital curiosity into foot traffic, missing key opportunities to drive high-intent consumers directly to the e-shop or brick-and-mortar retail locations.
User Flow
The user journey begins via brand social posts or emails, directing users to the campaign landing page featuring an introductory game-rule pop-up. Users then enter the interactive "Claw Machine" game page. Upon playing, they transition to a registration page to input their details, followed by a thank-you page confirming their entry. The digital flow concludes here, seamlessly driving users toward the ultimate system decision: an offline reward redemption at brick-and-mortar retail locations.
The Solution
To elevate the experience, I designed an interactive "Claw Machine" mini-game set within a bespoke, Kiehl’s-styled illustrated holiday world. By blending nostalgic, playful UI elements with intuitive UX mechanics, I transformed a standard form-filling chore into an exciting, rewarding gamified experience that felt unique to the brand's identity.
Registration Page
Acting as the reveal stage of the campaign, this page presents the user with their lucky draw result. To claim the winning samples, users are presented with a streamlined form to input their contact details and select their preferred physical retail store and pickup window.
Thank You Page
Once registration is complete, this page confirms their submission and reminds them of upcoming SMS verification details. It keeps the momentum alive by highlighting social links and exclusive online-only holiday bundles to further incentivize e-shop purchases.
Redemption Page
Designed specifically as a mobile-only interface to cater to the offline environment, this page acts as an on-the-go digital voucher. It displays the user's booking summary, confirmation number, a "Save to Calendar" feature, and a secure validation field intended for Kiehl's store beauty advisors to enter a verification code upon physical prize collection.
Key Takeaway
This project reinforced that when transactional interactions are elevated through thoughtful, narrative-driven gamification, user engagement skyrockets. Designing with a "joy-first" mindset not only strengthens brand loyalty but also builds a highly effective bridge for O2O (Online-to-Offline) commerce.