Created for Vibeji.com, formerly LandedVibe.com / 2019 - 2020
Being the first of its kind to curate experiences in Vietnam, LandedVibe struggled with the general public's understanding of the product.
The challenge
LandedVibe sought to be a marketplace of local, indie experiences / workshops / entertaining activities, but had little solidity and clarity in key message, generic, vague target public ("cool humans"), and limited visual and content direction.
Phuc Lam / Brand Analysis + Strategy
Ngan Huynh / UX + Visual Design
Ngan Huynh / UX + Visual Design
LandedVibe.com evolved from an initial design system created by Nhan Nguyen. [Left] Homepage Hero message, early 2020
[Right] Key section name and description
[Right] Key section name and description
The process
Yielding the potential through current-state analysis
Key steps in analysing the brand's current state:
1. Review of current product copy & inventory of experiences
2. Analysis of immediate and deeper needs of consumers
3. Exploration of common use of language within the target
4. Analysis of capacity for growth in the category
Giving LandedVibe a voice
Key deliverables in solidifying the brand:
1. Customer personalities, motivations & fears
2. Brand attributes, tag-lines & slogans
3. Product descriptions in a succinct and effect way
4. Keywords, definitions of key terms
5. Information architecture reflecting different categories of needs
6. Key messages & Call-to-actions specific to each groups
Interviews and usability testing were also conducted to get deeper into the motivations and fears experienced by our target public.
6 types of LandedVibe personalities, motivations & fears, consolidated after qualitative inerviews with target public - by Phuc Lam
[Notes] What makes an experience worthwhile?, from interviews with target publics - by Phuc Lam
From these analyses, brand directions and language, visual tone and style are established. New strategies are formed, with focus on building communities.
LandedVibe Homepage, Pre-footer section, Early 2020
LandedVibe demo video / Storyboard and Copy-writing by Phuc Lam / Video by Lam Khe / UI Mock-ups by Ngan Huynh
Going borderless
In March 2020 as more cities went into lock-down, we saw LandedVibe's potential in being a platform that facilitates learning and entertaining right from people's homes. We shifted our focus to onboarding and facilitating online workshops.
Phuc Lam / Copy Writing
Ngan Huynh / UX + Visual Design
Ngan Huynh / UX + Visual Design
Lennie Lam / Marketing
Hoang Le Duy, Quan Tran & Tri Le Cao / Operations
Vu Tran / Development
Graphics created to call-out for hosts. We had 10 online experiences when we first launched our online collection at the end of March.
Launching Vibeji through the Living Room Series
Along with this initiative to bring experiences online, LandedVibe rose to the occasion to solidify the brand and addressed a known issue: the brand name was difficult to pronounce by many locals. LandedVibe then became Vibeji.
The Living Room Series curates activities that can be enjoyed live, online, by many people at the same time. It is a safe & cosy place for us to learn, entertain, interact with like-minded young hearts.
Living Room Series at a glance / View the actual wrap-up post on Facebook
Evolving Vibeji with our guests in mind
We continuously evolved the design of our platform, from interaction to copy, with our guests in mind. We let real feedback drive enhancements. Experiences were constantly packed and categorised into collections that serve the needs of our guests.
[Notes] Collection description for team to reference, created in Notion by Phuc Lam
Insights extract from user testing conducted by Ngan Huynh (left)
Phuc Lam's reflection and rationale for new hero message (right)
Phuc Lam's reflection and rationale for new hero message (right)
Audience-centric, new and improved platform
Introducing major updates to the site following user testing conducted in May 2020: (1) revised image direction with more faces, more smiles, (2) ability to browse by Interests, or Collections + ability to search by Keywords or Host names, and (3) a money-back guarantee feature
