VML: Sprite Squad
10 Weeks at VML XD Team
As an experience design intern, I took on key responsibilities across various projects, including:
UX Research & Ideation
Conducted in-depth user, market, and competitive analysis; participated in creative workshops and brainstorming sessions to generate fresh solutions to design challenges.
UX/UI Design Support
Designed and refined user flows, wireframes, and interactive prototypes for brand campaigns such as Coca-Cola and Oreo, ensuring intuitive and engaging experiences.
Design System Development
Helped build and maintain design systems that improved consistency, scalability, and efficiency across multi-platform projects.
Identifying Key Drop-off Points
After the initial one-month launch, user research and data analytics revealed significant friction points in the user journey
User Confusion & Lack of Clarity
Users were confused about how the program works and had a poor understanding of the "Sprite game" (the scan/unlock process).
The perceived effort to engage was too high due to a lack of immediate, clear value and confusing instructions.
Data-Driven Drop-off
We identified several high-friction points that were negatively impacting user activation and sweepstakes entry.
Simplifying the Core Journey & Value Exchange
Based on the research and data, I designed and iterated the experience flow and interfaces to create a more intuitive, value-forward, and streamlined journey.
1. Merging Two Pages into One for Instant Access
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Before
Separate Landing Page (LP) and Partnership Page, creating unnecessary steps.
After
Combined LP and Partnership Page into a single, cohesive hub to reduce friction, eliminating a drop-off step.
2. Centralizing All Rewards on the HERO Carousel
Before
Value exchange (prizing, content) was scattered and hidden behind multiple interactions.
After
All value exchange offerings are laid out on the HERO carousel on the main page. Immediate clarity on what users can get, aligning with the finding that prizing still leads value exchange.
3. Simplification of the 'How It Works' Flow
Before
Confusing 'How it Works' section.
After
'How it Works' was further simplified and integrated more contextually. Reduced user confusion and friction to entry.
4. Decoupling Content Access from Purchase Authentication
Before
Sweepstakes entry was coupled with the content unlock step (post-authentication).
After
De-coupled content unlock from sweep entry. Content is now available for all site guests. Removed a significant barrier. Users don't have to scan/authenticate just to see the content, improving the perception of value.
Elevating comfort and sustainability
The final design empowers users with features that blend functionality and personalization. Effortlessly switch between modes like Eco, Sleep, and Comfort or create custom modes to match your lifestyle and preferences. Gain valuable insights through an intuitive Analytics page, helping users track energy use, optimize efficiency, and embrace a more sustainable way of living.
A Quick Glance: My Extra Internship Projects
Coca-Cola: Friday for the Win
Overview: Seasonal sweepstakes campaign tied to football and hockey games, offering weekly chances to win prizes.
Contributions: Supported UX/UI flows for campaign microsite. Helped align design with Coca-Cola’s brand objectives and fan engagement goals. Ensured the flow was mobile-first, accessible, and engaging for sports audiences.
Impact: Delivered a cohesive digital experience that amplified Coca-Cola’s sports partnership, encouraging repeat engagement every Friday.
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Oreo: Don’t Ghost The Good Stuf
Overview: A Halloween mini-game campaign designed to boost brand engagement and drive sales through gamification.
Contributions: Developed UX/UI for the Spook N’ Scan AR experience, mini-games, and the photo booth. Proposed interaction patterns that encouraged UGC and O2O engagement. Refined the designs to ensure a balance between engaging gameplay and a smooth prize redemption process.
Impact: Created a playful, interactive campaign that enhanced brand exposure, seasonal excitement, and product engagement.
Takeaways from this internship
