HP China Gaming
Experience Zone
Led a series of marketing plans and design strategies for competitive gaming in China, one of the world's fastest expanding markets. From commercial efforts to major tactics approaches, the goal was to establish OMEN as China's dominant eSport brand and to create a more unique and engaging consumer experience.
Role: Design Lead
Know your goal before you score
Because the Chinese market is so different from the US market, we collaborated closely with the local team to build the marketing plan from top to bottom. The intent was to fully activate crucial eSport endeavors on League of Legends, implant brand awareness through the force of professional gaming team endorsement, and further build the OMEN fan base through engagement programs and better digital experience.
We designed an information architecture as well as an expanded menu. Ideally, we ought to remove the navigation from the main header of HP, or build a microsite dedicated to the OMEN brand. Given that this is a trial initiative, we must identify an existing appropriate solution.
Design is 20% skills and 80% strategy
The following stage is to rapidly sketch wireframes and navigate each page with suitable structure. Determine the essential user flow that will lead the user to various internal/external product or e-commerce pages. Propose early prototypes later to demonstrate visual style and ensure content capabilities.
To win the game best remain in the game
We focused not just on creating synergy between the OMEN and RNG team spirits, but also on experience-driven partnerships to promote product and lifestyle targets. With this solid foundation, we can develop a content strategy, market it, monitor it, and assess its effectiveness.
Be part of something major
ChinaJoy is one of the largest gaming community gatherings. We were able to work hand in hand with local teams and manage exhibit design to give a holistic OMEN experience. Also, we were able to partner with and incorporate a livestreaming platform to boost traffic while building the most engaged fans.
