The Result: No Fluff, Just Impact.
Top 10 ranking in the HK App Store (Lifestyle Category) at launch.
10,000+ new members acquired within the first month.
6+ new product modules shipped, enhancing the core white-label app product for all future clients.
Positive user feedback specifically highlighted the personalized card feature, validating the gamification strategy.
Umm, But Why Did Sanrio Want An App?
Sanrio's loyalty program was fragmented. The current system unfairly limits point earning and redemption to website purchases only, neglecting in-store customers. The brand also had no unified platform to launch marketing or loyalty campaigns. This created a disjointed experience for their most dedicated fans and missed a key opportunity to convert customers into loyal members.
Our Design Strategy: Three Paths to a Fan's Heart
1. Brand Immersion: From Generic to "Kawaii"
I first conducted a deep character study within strict brand guidelines and created animated prototypes to align global stakeholders on the "cute village" aesthetic. The fully customized UI ensure authentic and respectful representation of the iconic Sanrio characters, securing buy-in from the Japan headquarters and fostering an emotional connection with users.
2. Linking Touchpoints: Unifying the Online & Offline Journey
I then analyzed the existing module framework and designed new core features, including an Account Linking flow and a Unified Rewards Hub with smart filtering. This seamlessly synchronized online and in-app points, creating a true omnichannel experience and solving the primary business problem.
3. Gamified Engagement: Fostering Loyalty
Finally, I researched game mechanics to design a personalized membership card system and a scalable collection gallery with satisfying unlock animations. We also included a voting event that allow users to multi-vote for over 100 characters or products. These features drove significant user engagement and provided a sense of ownership, turning transactional interactions into a memorable experience.
From Pixel to Product: Ensuring Flawless Execution
Beyond the UI, my focus was on building a foundation for long-term success.
Design System: I created a comprehensive and scalable design system that Sanrio can leverage for future app enhancements and broader application such as web and marketing materials.
Documentation: I delivered detailed UX flows and module documentation to ensure clear handoff and maintain product integrity for future teams
My Biggest Takeaway
This project honed my ability to drive innovation within constraints. It reinforced how to:
Balance brand desires with technical feasibility in a white-label product.
Design for scale from day one, ensuring the system could grow with user and business needs.
Communicate effectively with diverse stakeholders, from global brand managers to developers, to achieve an optimal solution.
