Burberry is a leading global fashion brand and the first fully digital luxury company. In China, Burberry excels in digital marketing, achieving significant WeChat success through innovative advertising and KOL collaborations on limited editions.
Right before the Qixi Festival (Chinese Valentine’s Day) and coinciding with the rebranding launch by new chief creative officer Riccardo Tisci, we assisted Burberry in strengthening their presence in China with their first WeChat Mini Program.
As a lead designer, my main tasks were:
1. Illustrate user stories using storyboards, user flows, and mindmaps;
2. Collaborate with the marketing team, and internal and Burberry designers to ensure the creation and delivery of tailored experiences for the digital user.
The Biggest Challenges
The product is launching for the September Show, and there are many rules for each drop to launch during the show. Clarifying the flow and journey is the biggest part.
Project Follow-up
After building the product from MVP, the Mini Program has become the official store of Burberry, used by millions of people.
