The Power of Asking

Ask questions!
to win the 1K Ask King Scholarship from Snapask’s brand campaign.
Year
2019
Category
UI / UX Design
Brand Design
Client
Snapask. inc
Industry
EdTech
Role
Visual design, art direction, website design, project management
Collarborators
Brand designer - Amy Lin, product designer - Roy Wong, maketing manager - Andy Li, design assistant - Vivi Wang and Danny Weng, photographer - Gabriel Huang.

"The Power of Asking" marks Snapask's first brand campaign, uniting participants from 7 countries in pursuit of scholarships. As the lead designer of the project, I led my team to create a dynamic, time-limited campaign landing page. Beyond outlining the campaign's objectives and procedures, the website aimed to captivate audiences with engaging content and visuals that embody Snapask's brand ethos: "It begins with a question." By integrating storytelling elements, we made the campaign more relatable and inspiring, encouraging participants to embrace the power of asking questions.

UX design

Step.1

Define the goal

As Snapask has been in the market for some time without much interaction with potential users through brand campaigns, when we finally decided to host our first online brand campaign, our team collaborated with the marketing department to establish three primary objectives. These objectives serve as the basis for measuring the ultimate success of the campaign.

Campaign
engagement

The number of participants in this campaign.

Brand
awareness

SEO search rate of Snapaks after the campaign.

Instagram
followers

The number of followers on our Instagram account.

Step. 2

Interaction model

After setting our three main objectives, we designed the brand campaign process to reflect our brand ethos. Participants were encouraged to ask unexplored questions on social media. Each question raised added a dollar to the scholarship fund, with the highest-liked post receiving the final award. While primarily a social media initiative, the webpage served as the campaign's hub, providing easy access to information and facilitating interaction among participants from different countries.

Step. 3

Functional map

To facilitate better communication with both the design and marketing teams, I employed a functional map to clearly outline the necessary functions and information for the webpage. Beneath these two layers, I further divided it into items directly impacting participation in the brand campaign and items aimed at directing traffic to the Snapask app.

Step. 4

Flow chart & wireframe

I structured the webpage into three main sections: the "home page" displayed the visual of the campaign and concept, the "join page" outlined the campaign process and offered real-time updates, and the "training page" instructed participants on asking good questions. To ensure clarity and cohesion, I used flow charts to plan the assets like buttons, copywriting, and images for each page, and to illustrate their interconnections. Additionally, I created wireframes to visualize the information hierarchy, aiding effective communication.

Step. 5

Low-fi prototype

Finally, after solidifying the webpage's structure and content, I created a simple prototype to simulate the final effect of the campaign webpage. I then presented our idea to the entire Snapask team. Fortunately, after developing the prototype and clearly sensing the attitudes of team members, we transitioned from initial concerns to full support and anticipation.

UI & Visual design

Creatives

8 Stop-motion visuals

To more effectively convey the concept, we used stories of historical figures who achieved greatness through questioning as the basis for our visual design. We crafted eight captivating stop-motion animated visuals, each representing a different story of achievement through questioning. These GIFs were used on the webpage and as key design assets for early social media promotion of the campaign.

Why did the apple fall from the tree ?

Sir Isaac Newton

Why is the lid jumping and moving ?

James Watt

Why is so exhausting to look at all the official documents ?

Cai Lun

Why do we have to kill people when we are worshiping something ?

Zhu Ge Liang

How did
the toy fly ?

The Wright Brothers

Why did mom think I got her a pair of red socks ?

John Dalton

Dad, did you apply for a patent ?

Hymen L. Lipman

Why does it stick to my clothes ?

George de Mestral

Logotype

We developed localized versions of the campaign's logotype for Singapore, Taiwan, Hong Kong, Japan, and Thailand to ensure effective promotion across different countries. Each version includes two color variations and layouts to suit diverse usage contexts.

Design system

Afterward, I collaborated with other brand designers to create the design system. We maintained blue as the primary color to embody the brand essence of Snapask. The macaron color palette was chosen as secondary colors to convey fresh, energetic, and creative vibes. In terms of typography, for greater versatility, we selected Rubik as the primary English font for this campaign. Additionally, we also defined  localized fonts for other languages.

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