https://vickiqian.com Vicki Qian Sat, 10 Jan 2026 20:27:05 +0000 https://vickiqian.com en https://vickiqian.com/Home-Image-Scroll Mon, 22 May 2023 16:40:32 +0000 Vicki Qian https://vickiqian.com/Home-Image-Scroll <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/7dd301948c400e618d4d00090b6ec6c6399cade476dc3b5995e842ac4c30abf5/oven-gif_1.gif" data-mid="243070638" border="0" src="https://freight.cargo.site/w/1000/i/7dd301948c400e618d4d00090b6ec6c6399cade476dc3b5995e842ac4c30abf5/oven-gif_1.gif" /><img width="1080" height="724" width_o="1080" height_o="724" data-src="https://freight.cargo.site/t/original/i/9af7d1596aa157caf90fda7a1f8aa782f6e7993f2c3b7016cafb1204a2ca66e6/CF-OOH-mockup_2.gif" data-mid="243070089" border="0" src="https://freight.cargo.site/w/1000/i/9af7d1596aa157caf90fda7a1f8aa782f6e7993f2c3b7016cafb1204a2ca66e6/CF-OOH-mockup_2.gif" /><img width="1080" height="600" width_o="1080" height_o="600" 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https://vickiqian.com/Info Mon, 22 May 2023 16:40:33 +0000 Vicki Qian https://vickiqian.com/Info <img width="3024" height="4032" width_o="3024" height_o="4032" data-src="https://freight.cargo.site/t/original/i/dd775220c5e58d7f4b8a5c520f19a81286f3db01f2fabe5eb381c86eb0ebb8dc/vickiqian-face.jpg" data-mid="180447060" border="0" src="https://freight.cargo.site/w/1000/i/dd775220c5e58d7f4b8a5c520f19a81286f3db01f2fabe5eb381c86eb0ebb8dc/vickiqian-face.jpg" /> Vicki is a visual designer specialises in performance marketing, brand, and motion design, with 8+ years’ experience delivering data-driven creative across Paid Social (Meta), YouTube, PPC (PMax), and Organic Social. She is a specialist in video, motion, experimentation, and creative optimisation, partnering with growth, product, and analytics teams to improve CTR, VTR, engagement, ROI, and brand lift at scale. Clients &amp; Experiences <img width="500" height="300" width_o="500" height_o="300" data-src="https://freight.cargo.site/t/original/i/e910c159bbe9323a128631f020680afa0ace68e95503e9cde930f018eb866ee5/Frame-5.png" data-mid="180336300" border="0" src="https://freight.cargo.site/w/500/i/e910c159bbe9323a128631f020680afa0ace68e95503e9cde930f018eb866ee5/Frame-5.png" /> <img width="500" height="300" width_o="500" height_o="300" data-src="https://freight.cargo.site/t/original/i/2a0b8dfeaad109b2d33d3574e6d3d1ac222f7b1c3c6f14ee83c49148a80bd743/Frame-4.png" data-mid="180336299" border="0" src="https://freight.cargo.site/w/500/i/2a0b8dfeaad109b2d33d3574e6d3d1ac222f7b1c3c6f14ee83c49148a80bd743/Frame-4.png" /> <img width="500" height="300" width_o="500" height_o="300" data-src="https://freight.cargo.site/t/original/i/01965e91c6db1cab158803a4ad1321286054206e748d185d8bd31a6f6fc458bd/Frame-1.png" data-mid="180336296" border="0" src="https://freight.cargo.site/w/500/i/01965e91c6db1cab158803a4ad1321286054206e748d185d8bd31a6f6fc458bd/Frame-1.png" /> <img width="500" height="300" width_o="500" height_o="300" data-src="https://freight.cargo.site/t/original/i/84a3aae58d8bcb10e09b7664ae8fd24336224b1e07789e762624290e5ce9d826/Frame-3.png" data-mid="180336298" border="0" src="https://freight.cargo.site/w/500/i/84a3aae58d8bcb10e09b7664ae8fd24336224b1e07789e762624290e5ce9d826/Frame-3.png" /> <img width="500" height="300" width_o="500" height_o="300" data-src="https://freight.cargo.site/t/original/i/e6b006b84ae70f0a7a46c23bffc817a40903635ace7cca66f6ee723b56008bc9/Frame-2.png" data-mid="180336297" border="0" src="https://freight.cargo.site/w/500/i/e6b006b84ae70f0a7a46c23bffc817a40903635ace7cca66f6ee723b56008bc9/Frame-2.png" /> https://vickiqian.com/Energy-Boost-AI-Campaign Fri, 09 Jan 2026 13:36:00 +0000 Vicki Qian https://vickiqian.com/Energy-Boost-AI-Campaign Energy Boost AI Campaign Marketing Design / AI creative / Motion Graphics ︎︎︎ Campaign: Energy Boost AI Campaign︎︎︎ Role: Senior Visual Designer︎︎︎ Channels: Meta (static + motion), YouTube︎︎︎ Focus: Multi-channel creative tested and iterated in a live performance environment <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/b130d7ea3d563563436b48489d9762a83d5b9d96c1ba72a5bf7edb5b9da0cece/oven-gif_1.gif" data-mid="242666709" border="0" src="https://freight.cargo.site/w/1000/i/b130d7ea3d563563436b48489d9762a83d5b9d96c1ba72a5bf7edb5b9da0cece/oven-gif_1.gif" /> Background&nbsp; I led a growth initiative to test how generative AI could increase creative velocity, reduce costs, and improve scalability for paid Meta and YouTube, without compromising brand quality or performance. We deliberately ran this experiment against a high-stakes business initiative: Energy Boost. The campaign ran on YouTube as 8s, non-skippable video ads targeted at audiences aged 24–54. To ensure learning was commercially meaningful, the project was underpinned by a rigorous testing plan. We designed a 28-day geo-based experiment to measure: Sales incrementality of YouTube energy investment Incrementality of creative strategy (multiple rotating creatives vs. a single hero) Halo impact of YouTube energy spend on Broadband, SIMO, and Handset sales This ensured AI experimentation was directly tied to incremental revenue and cross-product growth, not vanity metrics. Creative assets I explored how to visualise the emotional burden of high energy costs in a simple, relatable way. Household appliances were shaped into the Uswitch “U” logo, serving as a visual metaphor for everyday frustration with energy bills. For the video assets, ads followed a three-part storytelling structure, in line with Google’s ABCD (Attention, Branding, Connection, Direction) best practices: Problem state – Appliances malfunctioning or glitching Solution state – “Switch and save now at Uswitch.com” in the first 3 seconds Branded end-frame – Clear identity + CTA Four distinct variants were developed and tested to support high rotation and variation across Meta and YouTube, preparing the creative for early performance insights. Variant 1 - Washing machine Problem state: A washing machine spins uncontrollably as energy bills churn inside, visually representing rising costs and loss of control over household energy spend. Solution state: The machine settles and reveals fresh, clean laundry, signalling relief, stability, and the return of normal household routines. Branded end-frame: “Uswitch We Put U First” reinforces trust and positions Uswitch as the enabler of that resolution. <img width="945" height="2045" width_o="945" height_o="2045" data-src="https://freight.cargo.site/t/original/i/08fbd2d60d56438de0669ca33feba3edc08f5347f4463b272cc59995d0def49c/image-12.png" data-mid="243122402" border="0" src="https://freight.cargo.site/w/945/i/08fbd2d60d56438de0669ca33feba3edc08f5347f4463b272cc59995d0def49c/image-12.png" /> <img width="946" height="2048" width_o="946" height_o="2048" data-src="https://freight.cargo.site/t/original/i/ea79411d0af365cba47f18f9981bc2c859d18fb7c9f91ea10fd9bcbdb4b24552/image-8.png" data-mid="243122357" border="0" src="https://freight.cargo.site/w/946/i/ea79411d0af365cba47f18f9981bc2c859d18fb7c9f91ea10fd9bcbdb4b24552/image-8.png" /> Variant 2 - Fuse box Problem state A fuse box crackles with visible electrical shocks, plunging the room into darkness and conveying uncertainty and disruption caused by energy costs. Solution state Power is restored as the fuse box returns to normal, representing reliability, security, and peace of mind. Branded end-frame:“Uswitch We Put U First” reinforces trust and positions Uswitch as the enabler of that resolution. <img width="945" height="2045" width_o="945" height_o="2045" data-src="https://freight.cargo.site/t/original/i/3b18bc9eeace4b7fc7040d63093603626b48e5acc7489d8efeadcfc747e2f870/image-17.png" data-mid="243122419" border="0" src="https://freight.cargo.site/w/945/i/3b18bc9eeace4b7fc7040d63093603626b48e5acc7489d8efeadcfc747e2f870/image-17.png" /> <img width="946" height="2048" width_o="946" height_o="2048" data-src="https://freight.cargo.site/t/original/i/c64a0b808385b7779314dd44eb57628a31be4a969275f815a571958e0faa65fe/image-23.png" data-mid="243122418" border="0" src="https://freight.cargo.site/w/946/i/c64a0b808385b7779314dd44eb57628a31be4a969275f815a571958e0faa65fe/image-23.png" /> Variant 3 - Oven Problem state Dough rises aggressively inside an overheated oven, creating tension and unease that mirrors the pressure of increasing energy bills. Solution state The oven temperature stabilises and the dough bakes into a perfect loaf, symbolising control, balance, and a better outcome through smarter energy choices. Branded end-frame:“Uswitch We Put U First” reinforces trust and positions Uswitch as the enabler of that resolution. <img width="946" height="2048" width_o="946" height_o="2048" data-src="https://freight.cargo.site/t/original/i/bc4490bfc70af870138e9e7fbdadf0fc117fd745b76f9513082bd5fa39ba1e9d/image-11.png" data-mid="243122432" border="0" src="https://freight.cargo.site/w/946/i/bc4490bfc70af870138e9e7fbdadf0fc117fd745b76f9513082bd5fa39ba1e9d/image-11.png" /> <img width="946" height="2048" width_o="946" height_o="2048" data-src="https://freight.cargo.site/t/original/i/8978d537e1c8a1df3e6926e0e5a5c8f121563e8c0af2c7ddc36bc19facce2fdb/image-9.png" data-mid="243122433" border="0" src="https://freight.cargo.site/w/946/i/8978d537e1c8a1df3e6926e0e5a5c8f121563e8c0af2c7ddc36bc19facce2fdb/image-9.png" /> Variant 4 - TV Problem state The TV screen glitches with signal interference and visual distortion, creating frustration and uncertainty that reflects the disruption caused by rising energy costs. Solution state The signal stabilises and the screen becomes cleanly lit, revealing a calm, well-defined Uswitch “U”, symbolising restored control and clarity. Branded end-frame:“Uswitch We Put U First” reinforces trust and positions Uswitch as the enabler of that resolution. <img width="945" height="2045" width_o="945" height_o="2045" data-src="https://freight.cargo.site/t/original/i/69244541c22492a423c1c8c14d08016aa352f4613865b507c3ce6a921e243741/image-19.png" data-mid="243122456" border="0" src="https://freight.cargo.site/w/945/i/69244541c22492a423c1c8c14d08016aa352f4613865b507c3ce6a921e243741/image-19.png" /> <img width="946" height="2048" width_o="946" height_o="2048" data-src="https://freight.cargo.site/t/original/i/c2ea3898d959b10d071862426fa47a30709e0265f7b8c4eb8ac51c3d59e3866b/image-21.png" data-mid="243122455" border="0" src="https://freight.cargo.site/w/946/i/c2ea3898d959b10d071862426fa47a30709e0265f7b8c4eb8ac51c3d59e3866b/image-21.png" /> Challenges AI adoption risked inconsistent quality, brand drift, and unclear impact. I audited all marketing channels and built a Decision Framework scoring AI suitability by impact, risk, cost saving, and testability. YouTube paid media emerged as the highest-impact entry point, with a clear benchmark: 80% quality at 50% less effort, validated via rapid A/B testing. When a 20s ATL-style ad proved technically unfeasible, I pivoted to 8-10s YouTube non-skippable ads, aligning with platform best practices and delivery constraints. <img width="1376" height="995" width_o="1376" height_o="995" data-src="https://freight.cargo.site/t/original/i/f86397b30f18da16d87de8d18bb68cbe3f03240544e344f07aee3a84decce563/process.png" data-mid="242670767" border="0" src="https://freight.cargo.site/w/1000/i/f86397b30f18da16d87de8d18bb68cbe3f03240544e344f07aee3a84decce563/process.png" /> From Zero to Scalable AI Performance Creative Results The AI creative campaign drove clear incremental growth, generating a 14.9% revenue uplift and a blended 3-month ROI of 1.89. Washing Machine variant (ran in Bristol) generated the highest 3-month ROI at 2.57. Fuse Box variant (ran in Newcastle) followed closely with a 3-month ROI of 2.43, while the Oven variant (ran in Liverpool) delivered a 3-month ROI of 2.18.The AI creatives tested to be highly commercially viable while significantly reduced production time and cost vs. traditional agency workflows.Established a repeatable AI testing framework for performance creative. Process <img width="1904" height="1718" width_o="1904" height_o="1718" data-src="https://freight.cargo.site/t/original/i/e0966c3d6820062c3a842bcb8ce0a9287c230e3ff947f4bd9b3eec2f10123988/Screenshot-2026-01-09-at-14.21.47.png" data-mid="242667181" border="0" alt="Process work" data-caption="Process work" src="https://freight.cargo.site/w/1000/i/e0966c3d6820062c3a842bcb8ce0a9287c230e3ff947f4bd9b3eec2f10123988/Screenshot-2026-01-09-at-14.21.47.png" />Process work in FigJam <img width="2606" height="1138" width_o="2606" height_o="1138" data-src="https://freight.cargo.site/t/original/i/24519ed4470fbbe13f661d90a7db43715279bf2c0be60d600bf9000ebd05ae18/Screenshot-2026-01-09-at-14.24.01.png" data-mid="242667237" border="0" src="https://freight.cargo.site/w/1000/i/24519ed4470fbbe13f661d90a7db43715279bf2c0be60d600bf9000ebd05ae18/Screenshot-2026-01-09-at-14.24.01.png" />Video development with iterations <img width="2316" height="1526" width_o="2316" height_o="1526" data-src="https://freight.cargo.site/t/original/i/3303575094f1a629fce25426193cf1ebac15f34cf267e472f6be601073068ba4/Screenshot-2026-01-11-at-14.25.34.png" data-mid="243085025" border="0" src="https://freight.cargo.site/w/1000/i/3303575094f1a629fce25426193cf1ebac15f34cf267e472f6be601073068ba4/Screenshot-2026-01-11-at-14.25.34.png" /> Storyboards for the 20S&nbsp;ATL-quality paid video before the brief change Video experiment for the 20S ATL-quality paid video before the brief change Learnings:AI is most effective as an acceleration layer, not a replacement. AI-assisted workflows significantly improved speed, volume, and flexibility, but creative quality and performance depended on human judgement, brand control, and iterative testing. Platform best practices should act as the creative north star. Creative strategy must align with how platforms optimise delivery. For example, YouTube favours multiple creative variations over a single high-production asset, reinforcing the importance of designing for testing, rotation, and iteration rather than perfection. What I’d do nex: Template and operationalise the AI video production workflow to fully leverage AI efficiency, enabling high-volume, performance-led creative production at scale for future campaigns. 🖤️ https://vickiqian.com/Next-Gen-Full-Fibre-Campaign Sat, 10 Jan 2026 20:27:05 +0000 Vicki Qian https://vickiqian.com/Next-Gen-Full-Fibre-Campaign Next Gen Full Fibre Campaign Marketing Design / Visual Identity / Motion Graphics ︎︎︎ Campaign: Next Gen Full Fibre (Uswitch × CityFibre) ︎︎︎ Role: Senior Visual Designer ︎︎︎ Channels: Meta (static + motion), YouTube, Digital OOH, Website ︎︎︎ Focus: Multi-channel creative tested and iterated in a live performance environment <img width="1080" height="724" width_o="1080" height_o="724" data-src="https://freight.cargo.site/t/original/i/e4b8978786aa131b13fe13e92d4c52d7e2cd498e65ac839c0834e7f6a6174290/CF-OOH-mockup_2.gif" data-mid="242942462" border="0" src="https://freight.cargo.site/w/1000/i/e4b8978786aa131b13fe13e92d4c52d7e2cd498e65ac839c0834e7f6a6174290/CF-OOH-mockup_2.gif" /> DOOH in Milton Keynes <img width="1081" height="2399" width_o="1081" height_o="2399" data-src="https://freight.cargo.site/t/original/i/1b2ea7227a27b003e391544b7649f55c9100c06525db7f0028e218f0917301d7/social-1.gif" data-mid="243069202" border="0" src="https://freight.cargo.site/w/1000/i/1b2ea7227a27b003e391544b7649f55c9100c06525db7f0028e218f0917301d7/social-1.gif" /> <img width="2160" height="4678" width_o="2160" height_o="4678" data-src="https://freight.cargo.site/t/original/i/405d3052099f92d434b265ca1671881086da7084406718071a45f8633bec5bb3/IG-Preview-2.jpg" data-mid="243057375" border="0" src="https://freight.cargo.site/w/1000/i/405d3052099f92d434b265ca1671881086da7084406718071a45f8633bec5bb3/IG-Preview-2.jpg" /> <img width="1081" height="2399" width_o="1081" height_o="2399" data-src="https://freight.cargo.site/t/original/i/8b34a19b43c2afaa9af294baa58af09fc729ae450e8dd5df4b549ca08d8ba9fb/social-1_1.gif" data-mid="243069313" border="0" src="https://freight.cargo.site/w/1000/i/8b34a19b43c2afaa9af294baa58af09fc729ae450e8dd5df4b549ca08d8ba9fb/social-1_1.gif" /> <img width="2160" height="4678" width_o="2160" height_o="4678" data-src="https://freight.cargo.site/t/original/i/b294b76b020183b0ecccc7950ad8594a5dc741aff7db415dc510112df9e25c55/IG-Preview-1.jpg" data-mid="243057359" border="0" src="https://freight.cargo.site/w/1000/i/b294b76b020183b0ecccc7950ad8594a5dc741aff7db415dc510112df9e25c55/IG-Preview-1.jpg" /> 2D &amp; 3D routes A/B tested on Meta &nbsp; <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/5312c2e74e6a5e1eece6826d18480c6ac4b7e9098d16a5f75c78a1ffd2c669b0/CF-Product.gif" data-mid="243069966" border="0" src="https://freight.cargo.site/w/1000/i/5312c2e74e6a5e1eece6826d18480c6ac4b7e9098d16a5f75c78a1ffd2c669b0/CF-Product.gif" />On site motion banner Campagin Setup Two-phase performance funnel: &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Phase 1: Awareness &amp; education on next-generation full fibre &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Phase 2: Deal-led remarketing to drive switches Geo-split trial across Milton Keynes and CoventryMulti-channel rollout with high creative volume Two visual themes developed for A/B creative testing Three-month trial with success measured by the trajectory of new CityFibre connections over time <img width="2184" height="1024" width_o="2184" height_o="1024" data-src="https://freight.cargo.site/t/original/i/216de625c24a5afb1a991434d140d9a85d8ce714641ff69f76be7b9745233e96/Screenshot-2026-01-10-at-23.56.33.png" data-mid="243069458" border="0" src="https://freight.cargo.site/w/1000/i/216de625c24a5afb1a991434d140d9a85d8ce714641ff69f76be7b9745233e96/Screenshot-2026-01-10-at-23.56.33.png" />A/B creative testing routes Creative Execution - Phase 1&nbsp;(Awareness &amp; Education) Phase 1 focused on building understanding of next-generation full fibre broadband, translating a complex, abstract proposition into a clear, scalable visual language. Creative emphasised speed, reliability, and future-proofing, designed to work consistently across formats, from a single static image to longer paid video. Creative route 1: 3D Paid YT&nbsp; <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/2503b03e616103c4f5fb7c83916a19231e5b5e8a863fff01990110f48c7a6c2e/1-1---Milton-Keynes---3D---Generic-02.gif" data-mid="242960474" border="0" src="https://freight.cargo.site/w/1000/i/2503b03e616103c4f5fb7c83916a19231e5b5e8a863fff01990110f48c7a6c2e/1-1---Milton-Keynes---3D---Generic-02.gif" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/ec558559bb4d734459ea480f8f66bbe68f19547f7de5946e5ad2e29669789f67/1-1---Coventry---3D---Generic-01---Black.gif" data-mid="242960010" border="0" src="https://freight.cargo.site/w/1000/i/ec558559bb4d734459ea480f8f66bbe68f19547f7de5946e5ad2e29669789f67/1-1---Coventry---3D---Generic-01---Black.gif" /> Paid Meta Left: creative tested in Milon Keynes; Right: creative tested in Coventry Paid Meta - 8s awarenessCreative route 2: 2D <img width="1200" height="628" width_o="1200" height_o="628" data-src="https://freight.cargo.site/t/original/i/5cc391b530f3d28cd11a4d1a746d0bdf752252e75e4301cca3110bb67a282d63/1-91-1---2D---Generic-02.gif" data-mid="243069702" border="0" src="https://freight.cargo.site/w/1000/i/5cc391b530f3d28cd11a4d1a746d0bdf752252e75e4301cca3110bb67a282d63/1-91-1---2D---Generic-02.gif" /> <img width="1080" height="1350" width_o="1080" height_o="1350" data-src="https://freight.cargo.site/t/original/i/de803a809a8d2626fb71b6ff8f5d2c6d29a71b77d486bc6bb4bf1447864b9f44/4-5---2D---Generic-01---Blue.gif" data-mid="243069678" border="0" src="https://freight.cargo.site/w/1000/i/de803a809a8d2626fb71b6ff8f5d2c6d29a71b77d486bc6bb4bf1447864b9f44/4-5---2D---Generic-01---Blue.gif" /> <img width="1080" height="1350" width_o="1080" height_o="1350" data-src="https://freight.cargo.site/t/original/i/83f4add3425204a143a8da3af88ccb193fcfb7d563d47902e40feea3c3665351/4-5---2D---Generic-02.gif" data-mid="243069697" border="0" src="https://freight.cargo.site/w/1000/i/83f4add3425204a143a8da3af88ccb193fcfb7d563d47902e40feea3c3665351/4-5---2D---Generic-02.gif" /> <img width="1200" height="628" width_o="1200" height_o="628" data-src="https://freight.cargo.site/t/original/i/859ccfadf660aed05e2f17d2c85c8e04454d2403d32379990649a1507c6c3ec3/1.91_1---2D---Generic-01---Blue.jpg" data-mid="243069703" border="0" src="https://freight.cargo.site/w/1000/i/859ccfadf660aed05e2f17d2c85c8e04454d2403d32379990649a1507c6c3ec3/1.91_1---2D---Generic-01---Blue.jpg" /> <img width="1080" height="1350" width_o="1080" height_o="1350" data-src="https://freight.cargo.site/t/original/i/46e7d716f4de9cd97243482dc05efba38d8fe39472e2837e85c5b88644a1d066/4_5---Milton-Keynes---2D---Regional-01.jpg" data-mid="243069709" border="0" src="https://freight.cargo.site/w/1000/i/46e7d716f4de9cd97243482dc05efba38d8fe39472e2837e85c5b88644a1d066/4_5---Milton-Keynes---2D---Regional-01.jpg" /> <img width="1080" height="1350" width_o="1080" height_o="1350" data-src="https://freight.cargo.site/t/original/i/1867bb7e87139d37864e8e19c18d40f42f55877d3aa79fac5b7ab721b990da13/4_5---Coventry---2D---Regional-02.jpg" data-mid="243069704" border="0" src="https://freight.cargo.site/w/1000/i/1867bb7e87139d37864e8e19c18d40f42f55877d3aa79fac5b7ab721b990da13/4_5---Coventry---2D---Regional-02.jpg" /> Paid Meta Paid Meta - 8s awareness Performance Check → Iteration Early performance showed that the creative was successfully driving mid-funnel intent, achieving a 76% session-to-serviceable rate, but conversion lagged, with a 40% click-out rate limiting overall performance. Analysis revealed high competitive overlap in the trial areas, with 66% of premises able to access both CityFibre and incumbent FTTP, reinforcing that price and perceived savings, not speed alone, were the primary conversion drivers. User feedback and live performance data also indicated that “next-gen full fibre” terminology lacked immediate clarity. A/B testing across Meta showed geo-specific messaging (Coventry / Milton Keynes) delivering the strongest early engagement, with savings-led and generic variants also performing well, while static formats, particularly 3D statics, outperformed motion assets overall. Based on these signals, I rapidly iterated the creative for Phase 2, shifting the focus toward savings, offers, and switching incentives, while retaining the core campaign identity. This ensured the creative direction aligned more closely with conversion behaviour, not just awareness engagement. Creative Execution - Phase 2 (Conversion-Led) <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/5460729c42d5da34bc14576e1f1a03b054413a66cdc82cd36ce4f575c3f92466/Test-1.png" data-mid="243069890" border="0" src="https://freight.cargo.site/w/1000/i/5460729c42d5da34bc14576e1f1a03b054413a66cdc82cd36ce4f575c3f92466/Test-1.png" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/177e7d806ddd7530c6a48ff92cd0cd5541819c867322b25296fe8c502b2b862c/Test.png" data-mid="243069891" border="0" src="https://freight.cargo.site/w/1000/i/177e7d806ddd7530c6a48ff92cd0cd5541819c867322b25296fe8c502b2b862c/Test.png" /> <img width="1200" height="628" width_o="1200" height_o="628" data-src="https://freight.cargo.site/t/original/i/b2acd663ab5113c853aad2d471620e0f3609d6115e8eda8eb04ddb230b01d940/1.91_1---Infinity---Price-rise.png" data-mid="243069889" border="0" src="https://freight.cargo.site/w/1000/i/b2acd663ab5113c853aad2d471620e0f3609d6115e8eda8eb04ddb230b01d940/1.91_1---Infinity---Price-rise.png" /><img width="1200" height="628" width_o="1200" height_o="628" data-src="https://freight.cargo.site/t/original/i/9cbe1ae9747e2c676f5aa206fe14c70f9ae84abf25d945ddcc7c870174be9745/1.91_1---Annual-savings.png" data-mid="243069884" border="0" src="https://freight.cargo.site/w/1000/i/9cbe1ae9747e2c676f5aa206fe14c70f9ae84abf25d945ddcc7c870174be9745/1.91_1---Annual-savings.png" /> Results Geo-targeted creatives showed sustained positive performance over a 3-week periodPhase-based funnel structure improved downstream efficiency Messaging learnings directly informed future broadband campaign strategy Extensive OnePulse testing reduced creative risk and supported confident iteration <img width="1280" height="842" width_o="1280" height_o="842" data-src="https://freight.cargo.site/t/original/i/c9e2c556b240e1c1225663c29e04202fed23b524711ddafb0f57cb6c103d3cd9/Screenshot-2026-01-11-at-01.11.05.png" data-mid="243069952" border="0" src="https://freight.cargo.site/w/1000/i/c9e2c556b240e1c1225663c29e04202fed23b524711ddafb0f57cb6c103d3cd9/Screenshot-2026-01-11-at-01.11.05.png" /> Sample OnePulse survey question Process Brief → Creative → Test → Insight → Iterate → Scale <img width="1920" height="1920" width_o="1920" height_o="1920" data-src="https://freight.cargo.site/t/original/i/0fd21f71c52a46d4f082740d69c2ff8a9fd1117dfeeb0433e3001d4654c3058e/Comp-5_1.gif" data-mid="243070039" border="0" src="https://freight.cargo.site/w/1000/i/0fd21f71c52a46d4f082740d69c2ff8a9fd1117dfeeb0433e3001d4654c3058e/Comp-5_1.gif" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/216c87591d546dc89e23cb81678ba7e88e6fd2aefaea3071b20e5b74b25f0b69/echo-3_2.gif" data-mid="243070042" border="0" src="https://freight.cargo.site/w/1000/i/216c87591d546dc89e23cb81678ba7e88e6fd2aefaea3071b20e5b74b25f0b69/echo-3_2.gif" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/a8bde7b5857fa5de365ac61c4ebdb3a3ac7e5d9b162ef3b84bc6eba48bbdc8b5/echo_1.gif" data-mid="243070043" border="0" src="https://freight.cargo.site/w/1000/i/a8bde7b5857fa5de365ac61c4ebdb3a3ac7e5d9b162ef3b84bc6eba48bbdc8b5/echo_1.gif" /> <img width="1920" height="1920" width_o="1920" height_o="1920" data-src="https://freight.cargo.site/t/original/i/bd46fbcc9e92e12cfdba146d5e8ad8552365e24331c0c64622a89b45dd777143/Comp-1_1.gif" data-mid="243070036" border="0" src="https://freight.cargo.site/w/1000/i/bd46fbcc9e92e12cfdba146d5e8ad8552365e24331c0c64622a89b45dd777143/Comp-1_1.gif" /> <img width="1920" height="1920" width_o="1920" height_o="1920" data-src="https://freight.cargo.site/t/original/i/ea71df1a13aeab16eb57b5e31b4721f5343c543872e23ccee5942fe3ad4a20a3/main-2_1.gif" data-mid="243070049" border="0" src="https://freight.cargo.site/w/1000/i/ea71df1a13aeab16eb57b5e31b4721f5343c543872e23ccee5942fe3ad4a20a3/main-2_1.gif" /> <img width="1920" height="1920" width_o="1920" height_o="1920" data-src="https://freight.cargo.site/t/original/i/d447308b912a3306a69066f0cd74ad138f89a4c82bb6cc1f98ce9fbc086c7764/kinetic-type-tube.gif" data-mid="243070086" border="0" src="https://freight.cargo.site/w/1000/i/d447308b912a3306a69066f0cd74ad138f89a4c82bb6cc1f98ce9fbc086c7764/kinetic-type-tube.gif" /> Motion sketches <img width="1500" height="736" width_o="1500" height_o="736" data-src="https://freight.cargo.site/t/original/i/21b1dd84d881e362efd40ac50b45879765ef1e3f4869437757f6e2d8dad0cd88/CF-process-work-main.gif" data-mid="243069982" border="0" src="https://freight.cargo.site/w/1000/i/21b1dd84d881e362efd40ac50b45879765ef1e3f4869437757f6e2d8dad0cd88/CF-process-work-main.gif" /> Creative process in 10s Learnings This campaign demonstrated the importance of decoupling creative ego from performance outcomes. By pairing strong visual craft with rapid testing, user research, and data-led decision-making, I was able to adapt creative direction quickly and improve effectiveness under real commercial pressure.What I’d do next: lead with savings earlier in the funnel and test education as a secondary reinforcement layer. 🖤️ https://vickiqian.com/Uswitch-Price-Rise-Campaign Mon, 22 May 2023 20:31:37 +0000 Vicki Qian https://vickiqian.com/Uswitch-Price-Rise-Campaign Uswitch Price Rise Campaign Motion Graphics / Marketing Design <img width="1920" height="500" width_o="1920" height_o="500" data-src="https://freight.cargo.site/t/original/i/caf00c73c8b707fb505668e891909bfa72c38c1ea741edd461d91603316654ca/Price-Rise-Header.gif" data-mid="179811232" border="0" src="https://freight.cargo.site/w/1000/i/caf00c73c8b707fb505668e891909bfa72c38c1ea741edd461d91603316654ca/Price-Rise-Header.gif" /> Background&nbsp; Uswitch is a UK-based price comparison service and switching website that allows consumers to compare prices for a range of energy, personal finance, insurance, and communications services. Many broadband and mobile providers increase mid-contract prices in April 2023 due to the rising inflation rate. To help customers save money and avoid sudden price increases, Uswitch aims to raise awareness among customers before April and allow them to act quickly by switching to providers who don't increase prices mid-contract, and continue to provide deals options after April for those who didn’t switch in time. Challenges Lead the campaign with paid ads, as they are one of the first touchpoints in the user journey. Create a series of paid social ads on Facebook, as well as paid video ads on YouTube, showcasing two sets of messaging themes: one before and one after the April price increase. Emphasise the importance of the matter in the design with the end goal of driving conversions to Uswitch. Results Facebook £23k GP, + 1.1M impressions,&nbsp;5.2k clicks, £10k spend&nbsp;Creatives favoured by Facebook which put the most spend behind itYouTube 2.1M impressions, 256k full video views, 7.5k clicks, £5k spend&nbsp; 35% of plays resulted in a full video view (vs ~25% average) <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/2ed4b70dfb1e022485dd873540bcff63002b8c90817b159804e3b6f644ac188f/BB-Post-Price-Rise-1080x1080.jpg" data-mid="179589057" border="0" src="https://freight.cargo.site/w/1000/i/2ed4b70dfb1e022485dd873540bcff63002b8c90817b159804e3b6f644ac188f/BB-Post-Price-Rise-1080x1080.jpg" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/7ca612270e2fa2f692d72421c6e6797ffc1132bafeea4f35d94eed63dd3ba625/SIMO-Post-Price-Rise-1080x1080.jpg" data-mid="179589056" border="0" src="https://freight.cargo.site/w/1000/i/7ca612270e2fa2f692d72421c6e6797ffc1132bafeea4f35d94eed63dd3ba625/SIMO-Post-Price-Rise-1080x1080.jpg" /> Price Rise Paid YouTube Video As part of the brand's visual identity evolution, I created a hand-drawn marking element to be used around headline messages. This emphasises key information and adds a human touch to the Uswitch brand. In the price rise campaign, I chose pink on black as the main colour palette since it's a serious topic. All designs were executed cohesively in marketing designs and on the product to convey the message of "Uswitch is here to help.” Post Price Rise Paid YouTube Video The "Post Price Rise" video follows the same design approach as the "Price Rise" video, but with a less serious tone. The messaging has been shifted to focus on savings figures, and the overall mood of the footage is more upbeat. https://vickiqian.com/Uswitch-Telecoms-Awards Wed, 24 May 2023 17:33:31 +0000 Vicki Qian https://vickiqian.com/Uswitch-Telecoms-Awards Uswitch Telecoms Awards&nbsp;Lottie Animation / Logo Animation / Brand Design <img width="1920" height="500" width_o="1920" height_o="500" data-src="https://freight.cargo.site/t/original/i/892f311e0a11d33f4e94dfe7b21139459999482e4ed4c62451ab396484df9894/ezgif.com-optimize-1.gif" data-mid="179847320" border="0" src="https://freight.cargo.site/w/1000/i/892f311e0a11d33f4e94dfe7b21139459999482e4ed4c62451ab396484df9894/ezgif.com-optimize-1.gif" /> Background&nbsp; The Uswitch Telecoms Awards is an annual event that recognises the broadband, TV, and mobile providers that powered Uswitch customers' lives in the past year. It acts as the North Pole of the telecoms industry, empowering providers and guiding customers. I was tasked with elevating the design of the Uswitch Telecoms Awards logo by creating its first-ever animated version. As the awards happened in parallel with Uswitch's brand visual identity evolution, I explored various animation options for the logo. My goal was to strike a balance between representing Uswitch as the authoritative connection between providers and customers, and presenting it as a modern, technology-focused service. ChallengesThe logo animation should be versatile enough to serve various business channels, including on-site, organic social, emails, and DRTV.&nbsp;The static version consisted of simple geometric shapes, which failed to convey the depth of meaning and objectives of the awards. I needed to add motion design to enhance its impact.&nbsp;The logo animation will not be used solely internally. It needs to be supplied to providers and stand out on their marketing assets. ResultsOrganic Social250k impressions, 1.9k engagements, with more than 600 link clicks Web lottie animation Visit the Awards page to see the full journey. <img width="1200" height="700" width_o="1200" height_o="700" data-src="https://freight.cargo.site/t/original/i/be5d88a200c54b8c2374cdd5a6db40a26ae1a9fb109deb246ccd3963fcb5ca31/ezgif.com-optimize-4.gif" data-mid="180164551" border="0" src="https://freight.cargo.site/w/1000/i/be5d88a200c54b8c2374cdd5a6db40a26ae1a9fb109deb246ccd3963fcb5ca31/ezgif.com-optimize-4.gif" /> Static logo vs. Animated logo The static logo features the Uswitch logo (the U tile) with two additional boxes representing our customers and providers in the telecoms industry. The animated logo aims to depict that Uswitch leads the industry trends, empowers customers to make confident choices, and promotes telecoms providers with the best service and products in the ever-evolving telecoms industry. The non-moving U tile sits above the two transforming boxes, symbolising that Uswitch awards are the choice of both customers and professionals. <img width="536" height="400" width_o="536" height_o="400" data-src="https://freight.cargo.site/t/original/i/ff2b94c7962328146eb879e8f6573d4a18d0617dab04f006ba729002437f44b1/Uswtich-Awards-logo-final-0-00-00-00.png" data-mid="180164832" border="0" src="https://freight.cargo.site/w/536/i/ff2b94c7962328146eb879e8f6573d4a18d0617dab04f006ba729002437f44b1/Uswtich-Awards-logo-final-0-00-00-00.png" /> <img width="536" height="400" width_o="536" height_o="400" data-src="https://freight.cargo.site/t/original/i/c887696598727bf0ba8c8e4601bd263d681d44833bc9ef2f37a3a028e8842282/Uswtich-Awards-logo-final.gif" data-mid="180164710" border="0" src="https://freight.cargo.site/w/536/i/c887696598727bf0ba8c8e4601bd263d681d44833bc9ef2f37a3a028e8842282/Uswtich-Awards-logo-final.gif" /> Motion Sketches To appeal to an audience in the telecoms industry and promote Uswitch as a leading tech company, the logo motion needs to be simple yet clever. I experimented with different textures, materials, colours of the boxes, and various directions of their movements, using motion techniques such as morphing and liquifying. Ultimately, the morphing route was chosen, and I delved into the details to refine the pacing, timing, and sequence of the animation. <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/098e1eb27e202677ca0e2a9352028b6aadf8c2374b403e10af7189a89f2fc2e9/Uswtich-Awards-logo-fold.gif" data-mid="180165717" border="0" src="https://freight.cargo.site/w/1000/i/098e1eb27e202677ca0e2a9352028b6aadf8c2374b403e10af7189a89f2fc2e9/Uswtich-Awards-logo-fold.gif" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/fbf25e3316ba63a0b6dcdf1fccf5c7ec9ceecb52bd0caa1cc00fc19d0d8e402a/Uswtich-Awards-logo-1.gif" data-mid="180165718" border="0" src="https://freight.cargo.site/w/1000/i/fbf25e3316ba63a0b6dcdf1fccf5c7ec9ceecb52bd0caa1cc00fc19d0d8e402a/Uswtich-Awards-logo-1.gif" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/aa10fd8e934b41f37237182f8bc3f80de971d1dada805248af720fe6c56b775e/Uswtich-Awards-logo-2.gif" data-mid="180165719" border="0" src="https://freight.cargo.site/w/1000/i/aa10fd8e934b41f37237182f8bc3f80de971d1dada805248af720fe6c56b775e/Uswtich-Awards-logo-2.gif" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/2e3f907c0c0f3b06b45a776e2be00aaa1ce1404f3b35ea34385e60071dde5af6/ezgif.com-optimize-6.gif" data-mid="180165822" border="0" src="https://freight.cargo.site/w/1000/i/2e3f907c0c0f3b06b45a776e2be00aaa1ce1404f3b35ea34385e60071dde5af6/ezgif.com-optimize-6.gif" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/a6a0db785dc71ed5f57d390b6b2cdb674624f0fb1aca73fb1938cf09b16b5232/ezgif.com-optimize-7.gif" data-mid="180165889" border="0" src="https://freight.cargo.site/w/1000/i/a6a0db785dc71ed5f57d390b6b2cdb674624f0fb1aca73fb1938cf09b16b5232/ezgif.com-optimize-7.gif" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/0511a3c7647519da681989929a3a4df3f64aff9ec1828b4f013cf237df71393d/Uswtich-Awards-logo-3.gif" data-mid="180165720" border="0" src="https://freight.cargo.site/w/1000/i/0511a3c7647519da681989929a3a4df3f64aff9ec1828b4f013cf237df71393d/Uswtich-Awards-logo-3.gif" /> Winners Announcement Animation Sketches After finalising the logo animation, I designed options that emphasise the concept of "the big reveal" for announcing award winners on Uswitch's organic social media pages. The first option was chosen because it is the most straightforward and allows the winner's information to be read for the longest time. <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/1f627cb594ba6cf7fab0c49df85b6e32d90ea9a5aeae6d5a48693d09f4eb5ee6/ezgif.com-optimize-8.gif" data-mid="180167052" border="0" src="https://freight.cargo.site/w/1000/i/1f627cb594ba6cf7fab0c49df85b6e32d90ea9a5aeae6d5a48693d09f4eb5ee6/ezgif.com-optimize-8.gif" /> <img width="1920" height="1080" width_o="1920" height_o="1080" data-src="https://freight.cargo.site/t/original/i/b77d67fc037a13d4f621492ddf77d61a546a4d9e8405f7c9d29c1acdc8b40b84/ezgif.com-optimize-9.gif" data-mid="180167156" border="0" src="https://freight.cargo.site/w/1000/i/b77d67fc037a13d4f621492ddf77d61a546a4d9e8405f7c9d29c1acdc8b40b84/ezgif.com-optimize-9.gif" /> <img width="700" height="394" width_o="700" height_o="394" data-src="https://freight.cargo.site/t/original/i/57545689da87d4bbf62bb18cac51592257ca3f909e2e7da888834377026a660b/Comp-1_1.gif" data-mid="180166980" border="0" src="https://freight.cargo.site/w/700/i/57545689da87d4bbf62bb18cac51592257ca3f909e2e7da888834377026a660b/Comp-1_1.gif" /> Final Look on Social <img width="940" height="788" width_o="940" height_o="788" data-src="https://freight.cargo.site/t/original/i/3eaf1ac031ad189720efc98b714fc1a7e98275085c7eab62753492d34b17ff88/ezgif.com-optimize-17.gif" data-mid="180168205" border="0" src="https://freight.cargo.site/w/940/i/3eaf1ac031ad189720efc98b714fc1a7e98275085c7eab62753492d34b17ff88/ezgif.com-optimize-17.gif" /> <img width="940" height="788" width_o="940" height_o="788" data-src="https://freight.cargo.site/t/original/i/f7c6d7188a147a71aca4d7d9631ec2e6c563e9d12beb1f90c511eb8db669f112/ezgif.com-optimize-10.gif" data-mid="180168212" border="0" src="https://freight.cargo.site/w/940/i/f7c6d7188a147a71aca4d7d9631ec2e6c563e9d12beb1f90c511eb8db669f112/ezgif.com-optimize-10.gif" /> <img width="940" height="788" width_o="940" height_o="788" data-src="https://freight.cargo.site/t/original/i/6b768bfccd378670be5eedf602b072440ad828c0f49427c78ed050b729f17282/ezgif.com-optimize-12.gif" data-mid="180168210" border="0" src="https://freight.cargo.site/w/940/i/6b768bfccd378670be5eedf602b072440ad828c0f49427c78ed050b729f17282/ezgif.com-optimize-12.gif" /> <img width="940" height="788" width_o="940" height_o="788" data-src="https://freight.cargo.site/t/original/i/e4955a87b21ebba2c38052b62884df5838d1452d3d8d538e6e9ecba7b9cc01dd/ezgif.com-optimize-18.gif" data-mid="180168204" border="0" src="https://freight.cargo.site/w/940/i/e4955a87b21ebba2c38052b62884df5838d1452d3d8d538e6e9ecba7b9cc01dd/ezgif.com-optimize-18.gif" /> <img width="940" height="788" width_o="940" height_o="788" data-src="https://freight.cargo.site/t/original/i/49b4b8e714bd3205699be2cfb9ee4cca416b418797c481d371d62dff55f168fd/ezgif.com-optimize-14.gif" data-mid="180168208" border="0" src="https://freight.cargo.site/w/940/i/49b4b8e714bd3205699be2cfb9ee4cca416b418797c481d371d62dff55f168fd/ezgif.com-optimize-14.gif" /> <img width="940" height="788" width_o="940" height_o="788" data-src="https://freight.cargo.site/t/original/i/9db1b864bf43882b685fa4244419f7d65b1d3d75f7941501696e2cc8679560ed/ezgif.com-optimize-16.gif" data-mid="180168206" border="0" src="https://freight.cargo.site/w/940/i/9db1b864bf43882b685fa4244419f7d65b1d3d75f7941501696e2cc8679560ed/ezgif.com-optimize-16.gif" /> <img width="940" height="788" width_o="940" height_o="788" data-src="https://freight.cargo.site/t/original/i/72d4efebce4fd55daacd302c27ffb6179927a0fdf6707915db2a70d8f4eb7451/ezgif.com-optimize-11.gif" data-mid="180168211" border="0" src="https://freight.cargo.site/w/940/i/72d4efebce4fd55daacd302c27ffb6179927a0fdf6707915db2a70d8f4eb7451/ezgif.com-optimize-11.gif" /> <img width="940" height="788" width_o="940" height_o="788" data-src="https://freight.cargo.site/t/original/i/34bf045a05769cf6ef92a78c25dc92ede12bc8d5ef56d1ddc1a04139002d80a0/ezgif.com-optimize-13.gif" data-mid="180168209" border="0" src="https://freight.cargo.site/w/940/i/34bf045a05769cf6ef92a78c25dc92ede12bc8d5ef56d1ddc1a04139002d80a0/ezgif.com-optimize-13.gif" /> <img width="940" height="788" width_o="940" height_o="788" data-src="https://freight.cargo.site/t/original/i/164c92ecaac52171e269722d11173cbf51b049570bb88b7ba0d4e32cc9790f11/ezgif.com-optimize-15.gif" data-mid="180168207" border="0" src="https://freight.cargo.site/w/940/i/164c92ecaac52171e269722d11173cbf51b049570bb88b7ba0d4e32cc9790f11/ezgif.com-optimize-15.gif" /> &nbsp; Organic Social Carousel Template <img width="6168" height="9329" width_o="6168" height_o="9329" data-src="https://freight.cargo.site/t/original/i/e611525ba9fb41063bd23fb48f3dc7196111b0e83a36e59a9b268cefedcab060/Uswitch-Awards.png" data-mid="180169120" border="0" src="https://freight.cargo.site/w/1000/i/e611525ba9fb41063bd23fb48f3dc7196111b0e83a36e59a9b268cefedcab060/Uswitch-Awards.png" /> https://vickiqian.com/Utack-App-Animations Sat, 27 May 2023 19:13:15 +0000 Vicki Qian https://vickiqian.com/Utack-App-Animations Utrack App AnimationsMotion UI / Lottie Animation / Vector Illustration <img width="1920" height="600" width_o="1920" height_o="600" data-src="https://freight.cargo.site/t/original/i/4adeeba8f17017801a748f205ab8c0d911c2b9057f18630be3ed9653ef33eb2d/ezgif.com-optimize-20.gif" data-mid="180181406" border="0" src="https://freight.cargo.site/w/1000/i/4adeeba8f17017801a748f205ab8c0d911c2b9057f18630be3ed9653ef33eb2d/ezgif.com-optimize-20.gif" /> Background&nbsp; Utrack is an energy tracking app launched by Uswitch that helps customers save on energy usage, develop habits to monitor their energy use, and manage their energy bills easily. To upgrade Utrack from a minimum viable product to a minimal lovable product, we decided to include a series of animations guiding users through their journey. From the landing page to error alerts, these animations aim to provide better context for users, enhance their experience, and add visual delight. I also designed the animated Utrack logo, which was incorporated into the Utrack marketing page and landing screen. Challenges Include 10+ animations in Utrack while keeping the app size as small as possible to ensure that it can be easily downloaded and used on a variety of devices. Set a unified animation style that would work in all situations throughout the journey, from complex and realistic depictions of real-life energy usage scenarios to minimalist and easy-to-understand alert icons. Solutions Collaborated with product designers and engineers to determine the optimal format for the animations. We decided to use Lottie JSON to reduce the weight of the animations without compromising their quality. Designed two sets of easing curves and applied a consistent motion pattern to the animations based on their intended usage. Logo Animation The Utrack logo should have a similar style to Uswitch, but also convey its main function of helping users track their energy usage. We aimed to communicate "household" and "tracking" through the logo design to provide the most content. The house/graph symbol represents energy usage, while the animated fluctuating line better showcases the concept of tracking. <img width="1200" height="692" width_o="1200" height_o="692" data-src="https://freight.cargo.site/t/original/i/0e606578f8d29d1697b2b1f2ac63a90a2f2e2e937b5a784b2d96e5fc413339b0/Utrack-logo-graph-BoW.gif" data-mid="180176986" border="0" src="https://freight.cargo.site/w/1000/i/0e606578f8d29d1697b2b1f2ac63a90a2f2e2e937b5a784b2d96e5fc413339b0/Utrack-logo-graph-BoW.gif" />Motion Sketches <img width="1200" height="1050" width_o="1200" height_o="1050" data-src="https://freight.cargo.site/t/original/i/0617d6985a42ec4467eeb3ccf41c5e576a99b893e1cc11a9ad80863e1bd4a235/U-track-Motion-Sketches.gif" data-mid="180181477" border="0" src="https://freight.cargo.site/w/1000/i/0617d6985a42ec4467eeb3ccf41c5e576a99b893e1cc11a9ad80863e1bd4a235/U-track-Motion-Sketches.gif" /> App Animations <img width="700" height="1000" width_o="700" height_o="1000" data-src="https://freight.cargo.site/t/original/i/823946fdfa4869804ef53f2a604703b95436ce81ef2c17bc4634f3a2d8db4d06/ezgif.com-optimize-22.gif" data-mid="180292800" border="0" src="https://freight.cargo.site/w/700/i/823946fdfa4869804ef53f2a604703b95436ce81ef2c17bc4634f3a2d8db4d06/ezgif.com-optimize-22.gif" /> <img width="700" height="1000" width_o="700" height_o="1000" data-src="https://freight.cargo.site/t/original/i/a6028f1479f16dff8894f8fe7a45e796ba2b112395fd3ebcd8d503442bea0116/Utrack-landing-screen-mock-up_2.gif" data-mid="180292568" border="0" src="https://freight.cargo.site/w/700/i/a6028f1479f16dff8894f8fe7a45e796ba2b112395fd3ebcd8d503442bea0116/Utrack-landing-screen-mock-up_2.gif" /> <img width="700" height="1000" width_o="700" height_o="1000" data-src="https://freight.cargo.site/t/original/i/ca1098964bc8913305dfc509db7585040f41f73b50aabb791efe6592e3a2f5b6/Utrack-landing-screen-mock-up_4.gif" data-mid="180293055" border="0" src="https://freight.cargo.site/w/700/i/ca1098964bc8913305dfc509db7585040f41f73b50aabb791efe6592e3a2f5b6/Utrack-landing-screen-mock-up_4.gif" /> <img width="700" height="1000" width_o="700" height_o="1000" data-src="https://freight.cargo.site/t/original/i/6ec4bd3baa6f950be7ef356c28c06fb39555efba5bc0707091bf8cbae30950b8/Utrack-landing-screen-mock-up_5.gif" data-mid="180293281" border="0" src="https://freight.cargo.site/w/700/i/6ec4bd3baa6f950be7ef356c28c06fb39555efba5bc0707091bf8cbae30950b8/Utrack-landing-screen-mock-up_5.gif" /> <img width="700" height="1000" width_o="700" height_o="1000" data-src="https://freight.cargo.site/t/original/i/6a00406ea113ca91a38a788ee4f5c53bb37d26846fa8688dfa3acda528610bd1/Utrack-landing-screen-mock-up_6.gif" data-mid="180293784" border="0" src="https://freight.cargo.site/w/700/i/6a00406ea113ca91a38a788ee4f5c53bb37d26846fa8688dfa3acda528610bd1/Utrack-landing-screen-mock-up_6.gif" /> <img width="700" height="1000" width_o="700" height_o="1000" data-src="https://freight.cargo.site/t/original/i/767ff18fb1d8b569120f37aa98e70909d3f700356e3e5bd0dc32008b39c81606/Utrack-landing-screen-mock-up_7.gif" data-mid="180294808" border="0" src="https://freight.cargo.site/w/700/i/767ff18fb1d8b569120f37aa98e70909d3f700356e3e5bd0dc32008b39c81606/Utrack-landing-screen-mock-up_7.gif" /> https://vickiqian.com/Uswitch-Black-Friday-Campaign Mon, 29 May 2023 20:36:21 +0000 Vicki Qian https://vickiqian.com/Uswitch-Black-Friday-Campaign Uswitch Black Friday Campaign Motion UI / Lottie Animation / Vector Illustration <img width="1650" height="928" width_o="1650" height_o="928" data-src="https://freight.cargo.site/t/original/i/31cb6896d55588b66ab497c002546573f0d6f35a7f0fc2a41929a6c0978f64e3/ezgif.com-optimize-25.gif" data-mid="180338649" border="0" src="https://freight.cargo.site/w/1000/i/31cb6896d55588b66ab497c002546573f0d6f35a7f0fc2a41929a6c0978f64e3/ezgif.com-optimize-25.gif" /> Background&nbsp; Uswitch is a UK-based price comparison service and switching website that allows consumers to compare prices for a range of energy, personal finance, insurance, and communications services. Black Friday is the most important campaign of the year, with mobile and broadband providers offering the best deals exclusively on Uswitch. We developed a Black Friday-themed visual system with animated stickers and applied it to UI components such as the homepage hero and deal cards, as well as marketing channels such as DRTV and paid social. Challenges Target a younger audience and promote Uswitch as a technology company as Uswitch has shifted its main business focus from energy to telecoms following the energy crisis in the UK.Cover various telecom products, including broadband, handsets, and SIM-only deals, highlighting their unique selling points with one cohesive design.Introduce an animated homepage banner design and A/B test it against the static version, measuring traffic and engagement rates. ResultsHomepage7.7k sales (+9% YoY) from homepage lands with £320k revenue (+4% YoY) in total DRTVTime on air and spend (24% vs. 16% similar length DRTV ad) Paid Social Conversion Rate 2.99% (+38% vs. average) ROI 3.28 with £29k gross profit (+673% vs. average) Black Friday Homepage <img width="1013" height="975" width_o="1013" height_o="975" data-src="https://freight.cargo.site/t/original/i/5c7eb4e4df705a8bc7611e193b04edf474631f7c47da62dc810b0b91edc7814b/Homepage-Mockup.gif" data-mid="180342409" border="0" src="https://freight.cargo.site/w/1000/i/5c7eb4e4df705a8bc7611e193b04edf474631f7c47da62dc810b0b91edc7814b/Homepage-Mockup.gif" /> Black Friday Paid Social Ads <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/5366e6c56e75580d80f199dcc050b67dbc6d916cc187b1f4ffb2ebff345875c1/ezgif.com-optimize-27.gif" data-mid="180344192" border="0" src="https://freight.cargo.site/w/1000/i/5366e6c56e75580d80f199dcc050b67dbc6d916cc187b1f4ffb2ebff345875c1/ezgif.com-optimize-27.gif" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/00b41b9d355efe408b72186ef7a6b9d0e343373b3754b4f4c8d1b978537ca53f/ezgif.com-optimize-29.gif" data-mid="180344474" border="0" src="https://freight.cargo.site/w/1000/i/00b41b9d355efe408b72186ef7a6b9d0e343373b3754b4f4c8d1b978537ca53f/ezgif.com-optimize-29.gif" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/0cd6f145fbe8d91f2fd9ed989e9031190ffb534e550df2d91895e96e3b25426b/check-out-1080x1080.gif" data-mid="180344092" border="0" src="https://freight.cargo.site/w/1000/i/0cd6f145fbe8d91f2fd9ed989e9031190ffb534e550df2d91895e96e3b25426b/check-out-1080x1080.gif" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/6b1570dd916aea90fd4e244489daf90c76575342e606a6300d6d3af2a5c469bf/ezgif.com-optimize-30.gif" data-mid="180344473" border="0" src="https://freight.cargo.site/w/1000/i/6b1570dd916aea90fd4e244489daf90c76575342e606a6300d6d3af2a5c469bf/ezgif.com-optimize-30.gif" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/e93940e6aee668dd6ea068c1d3cf712ddf108f0450c90452745eab859bd05537/ezgif.com-optimize-26.gif" data-mid="180344109" border="0" src="https://freight.cargo.site/w/1000/i/e93940e6aee668dd6ea068c1d3cf712ddf108f0450c90452745eab859bd05537/ezgif.com-optimize-26.gif" /> <img width="1080" height="1080" width_o="1080" height_o="1080" data-src="https://freight.cargo.site/t/original/i/e1977a959086f581bda74adef52a997c434833d884cb9e021ec6beb5904f92e7/ezgif.com-optimize-28.gif" data-mid="180344475" border="0" src="https://freight.cargo.site/w/1000/i/e1977a959086f581bda74adef52a997c434833d884cb9e021ec6beb5904f92e7/ezgif.com-optimize-28.gif" /> Black Friday DRTV Endframe <img width="1500" height="1000" width_o="1500" height_o="1000" data-src="https://freight.cargo.site/t/original/i/8c3cf749f3ebd4aa3285e2a1644ca26e238f359ca985ef70681083c1ced8798d/ezgif.com-optimize-24.gif" data-mid="180338581" border="0" src="https://freight.cargo.site/w/1000/i/8c3cf749f3ebd4aa3285e2a1644ca26e238f359ca985ef70681083c1ced8798d/ezgif.com-optimize-24.gif" /> https://vickiqian.com/Huawei-AS-Showreel Mon, 22 May 2023 19:32:02 +0000 Vicki Qian https://vickiqian.com/Huawei-AS-Showreel HUAWEI Art Studio Showreel Motion Graphics / Video Editting <img width="1920" height="500" width_o="1920" height_o="500" data-src="https://freight.cargo.site/t/original/i/90a2a7e26c59208af42fd495a3fa3e0c0c138f86cca323bda1aa9e85fec024af/Price-Rise-Header_1.gif" data-mid="179839375" border="0" src="https://freight.cargo.site/w/1000/i/90a2a7e26c59208af42fd495a3fa3e0c0c138f86cca323bda1aa9e85fec024af/Price-Rise-Header_1.gif" /> BackgroundHuawei is a multinational technology corporation that designs, develops, manufactures and sells telecommunications equipment, consumer electronics, smart devices and various rooftop solar products. During my time as a motion designer at the Huawei Art Studio, I participated in numerous product launches and seasonal campaigns. I created key visuals for over 10 WEU markets and also produced static and animated social assets for multiple marketing funnels. Taking a look back at the end of 2021, I organised all of the projects we had worked on throughout the year into a 1-2 minute showreel. This was presented to the senior leadership team, bring visibility and showcase our work to the wider company. Challenges A last-minute brief requires a showreel to be produced within 2 days. The only provided asset is the music. Solutions Categorize the video into two sections: seasonal campaigns and product launches, with additional filler projects in between. Use animations as section breakers to ensure a consistent overall style. Gather assets while producing the video. https://vickiqian.com/Huawei-Unboxing-Videos Mon, 22 May 2023 19:41:58 +0000 Vicki Qian https://vickiqian.com/Huawei-Unboxing-Videos HUAWEI Unboxing Videos Motion Graphics / Video Editting <img width="1920" height="600" width_o="1920" height_o="600" data-src="https://freight.cargo.site/t/original/i/5a2b20d2334d558b93a570fa39f9ee969559adeb2c30962070fda25c5f05262d/ezgif.com-optimize.gif" data-mid="179841760" border="0" src="https://freight.cargo.site/w/1000/i/5a2b20d2334d558b93a570fa39f9ee969559adeb2c30962070fda25c5f05262d/ezgif.com-optimize.gif" /> BackgroundHuawei is a multinational technology corporation that designs, develops, manufactures and sells telecommunications equipment, consumer electronics, smart devices and various rooftop solar products. Unboxing videos are the main deliverables that we create and supply to other WEU markets when a new product launches. I was responsible for enhancing and editing raw footage, as well as designing motion graphics, including opening and ending titles for the videos. Challenges The footage is limited and of less than ideal quality. Unboxing videos should showcase the key selling points of the product. Solutions Perform post-production work in AfterEffects, such as color correction and background cable removal. Work closely with product managers during the storyboarding and review phase to utilise footage to the fullest and incorporate motion graphics to highlight key selling points of the product. Huawei Watch GT Runner Unboxing Video Huawei Matebook 14S Unboxing Video Huawei MateView Unboxing Video