How a ‘Global Experience Officer’ Avatar Boosted JD International’s User Engagement

In early summer, JD International approached the design team to create a more distinctive dog‑shaped brand character. By extracting core business traits, the team developed visual symbols and a mood board.

The result was a “Earth Experience Officer” persona—an experienced traveler who enjoys high‑quality life—designed to feel authentic in the brand’s storytelling.

To address the loneliness of a single IP and operational gaps, a female counterpart named Snow was added as a CP, paving the way for future interactive operations.

Lightweight professional props such as ID cards and invitation cards were chosen as key identifiers, allowing easy adaptation for regional or country‑specific campaigns.

After the initial proposal, the client approved the virtual profession but required richer visual elements. A second round of deep communication revealed that operational scenarios are categorized more by product type than by country, prompting rapid adjustments based on real‑world cases.

The first visual change increased the sea‑blue JD International VI color to enhance the initial visual impact.

Costume choices included a Panama hat, rolled‑sleeve white shirt, jeans, and a delicate belt to convey a light‑luxury feel. The CP combo was dropped to focus resources on the main IP.

Two functional props were created: a flat passport suitable for online pop‑ups and pages, and a 3D suitcase for merchandise and animation. The 3D model received refined materials.

The team questioned whether an IP could be more than a static image, aiming to blur its functional boundaries and tightly fuse it with business scenarios. The goal was a lightweight, high‑frequency, easily replicable design.

During the style guide creation, the avatar and its props were integrated into the UI, including a passport‑style banner inspired by the popularity of Animal Crossing’s passport and badge system.

Gamified concepts were proposed: a travel‑themed passport that accumulates shopping mileage, visa‑collecting tasks, marking purchases as trips on a global map, and periodic cultural quizzes with random rewards to increase user retention.

A rapid redesign embedded the experience‑officer passport into the personal page, revealing the need to revamp the JD International membership growth system. Interaction designers were brought in to rebuild the system and discuss gameplay mechanics.

Psychological triggers such as compensation and achievement were leveraged—collecting visas, lighting up a world map, and earning badges—to drive conversion and user engagement.

The initiative demonstrated how extending an IP’s narrative into product and membership systems can boost activity, illustrating a novel blend of branding, gamification, and product design.

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