How to Win a One-Month Launch: A UI/UX Case Study of the Hi Travel Medal Cloud Diamond Project

1. Project Initiation

Background : With Double‑11 approaching, e‑commerce platforms scramble for traffic. The goal was to attract new users, increase daily active users for Suning.com, and boost engagement through a fun, collectible medal activity.

Project Management Triangle : Time, budget, and quality are the three constraints. With only one month to launch and unclear requirements, time became the dominant factor.

2. Early Phase – Defining & Decomposing Goals

Multiple brainstorming sessions produced a concise product statement: “Complete five tasks, share 10 billion cloud diamonds, and fuel Double‑11 traffic.”

The overarching goal was to generate traffic for Double‑11, but it needed to be broken down into user interaction objectives and commercial value targets.

3. Project Execution – Interaction & Visual Design

Interaction Design

Architecture : The experience is simple, entertaining, and fast. Five tasks are wrapped as medals themed around the classic Chinese tale “Journey to the West”.

Process Flow : Because the product spans app, WAP, and PC, three rounds of flow mapping were performed (activity flow, page flow, and full‑scene task flow).

Pain‑point Mitigation : Identified issues such as long award‑distribution time, cumbersome medal‑earning steps, competition for entry slots, and broken flow points; each was addressed with push‑notification strategies, task “slimming”, early‑slot planning, and added exit guidance.

Visual Design

Character Design : Combined cartoon simplicity with traditional 3D style to evoke nostalgic “Journey to the West” imagery while keeping the UI clean.

Interface Design : Blue‑green palette, semi‑transparent layers for a “clear” feel, and minimal information to reduce visual noise.

Motion : Subtle animations were added to guide users and increase fun.

4. Post‑Launch – Data Observation & Optimization

After release, daily data monitoring identified issues that were quickly iterated. Promotional “explosion points” were reinforced to drive further sharing and traffic.

5. Summary – Collaboration, Reflection, and Continuous Improvement

Effective design requires cross‑disciplinary understanding: developers need good interaction, product managers need solid UX, and designers must grasp technical constraints. The team—director, product manager, interaction designer, visual designer, front‑end, back‑end, and tester—learned to respect each other's roles, communicate constantly, and iterate based on data.

Key takeaways: set clear goals, decompose them, focus on critical flows, address pain points, drive experience, observe metrics, create viral moments, and promote the product continuously.

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