Client: IATA-Training (International Air Transport Association)
Role: Lead UX Designer/Graphic Designer
Overview: Led the design of a culturally localized WeChat microsite for IATA, ensuring seamless integration with Chinese user behavior. Enhanced brand presence through custom social media assets tailored for IATA’s WeChat platform.
Target Audience: Local(China) WeChat user
Language: Chinese
Approach:
Developed user-centric, mobile-first designs in WeChat, respecting Chinese UI/UX standards.
Created engaging, culturally relevant social media campaigns, boosting user interaction by 25%.
Collaborated with marketing teams to align designs with strategic goals and market expectations.
Key Deliverables:
High-fidelity wireframes and prototypes for the WeChat microsite.
Visual design for WeChat posts and interactive elements, adhering to IATA’s global brand identity while localizing for the Chinese market.
Process-Microsite & WeChat
The microsite has been created with a specific focus on catering to the needs of Chinese users who utilize the WeChat app. In order to uphold its unique branding, IATA wanted to implement a design that incorporates simple UI, geometric icons and elements, and the organization's distinctive blue, red, and yellow color scheme. Furthermore, as part of this project, there is a requirement to develop and publish 2-3 new landing pages or banners on a weekly or monthly basis.
Throughout this project, IATA gained and improved in three different phases:
Phase 1: Launched a fully localized microsite, increasing IATA’s reach in the Chinese market, with notable growth in user interaction.
Phase 2: Started weekly posting about IATA’s company, courses, and benefits besides the microsite. Analyzed and researched the best time to leverage insights from behavioral analytics to target young professionals to be on the WeChat app to improve the number of clicks, readers, and followers on IATA accounts.
Phase 3: Achieved consistent reader growth 3 digits of numbers on readers, leading to a transition from weekly to monthly campaigns as the audience became well-established.
Low-fidelity
Final Design
Localized Social Feed Post
Every week new posts are updated on WeChat social accounts to maintain and increase the number of users;
Ensuring the number of organic/referral traffic to the IATA site and microsite.
Original vs. Localized Social Feed AD
The client requested the original design style be maintained while introducing culturally relevant elements, such as local typography, region-specific logos, and ethnically diverse imagery. I enhanced the visual appeal by incorporating brand colors and playful imagery, creating a more engaging and culturally aligned post that resonated with the target audience on digital platforms.
