IMVU: New Culture, New Design

In 2019 IMVU launched a campaign to introduce its mobile app into the South Korean market. Leadership believed, IMVU’s product aligned well with Korean consumers. In order to bring awareness of this new expansion of the IMVU mobile app, the design team was tasked with building a new promotional campaign to bring potential users into the fold. During this time I developed and built a design approach to maximize this campaign’s effectiveness through UX research with limited resources.

Problem Summary

How to design for a different culture that has different expectations from the company's core consumer market? 

Considerations

  • IMVU’s target audience was teens and young adults

  • The team was given less than 3 weeks to create a campaign 

  • Designs created would have to appeal to both western and South Korean markets because they would be distributed via the company’s centralized social media pages

  • Available research was limited and done by a third party organization that was less familiar with IMVU’s platform

Impact

There was not enough time or money to do thorough fromal studies and design new marketing material before the launch. To address this, I organized research using one of the company's natrual resources. By reaching out and interviewing IMVU co-workers and contractors from South Korea, we were able to start defining what a sucessful campaign could look like and how to avoid. 

Solutions

There was not enough time or money to do thorough fromal studies and design new marketing material before the launch. To address this, I organized research using one of the company's natrual resources. By reaching out and interviewing IMVU co-workers and contractors from South Korea, we were able to start defining what a sucessful campaign could look like and how to avoid. 

More coming soon...