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Over the past three years, I have worked on a variety of digital engagement projects for IQOS spanning CRM, social, and campaign design. Below are two selected projects that highlight my experience designing multi-channel customer experiences for a global brand.
As the sole designer on this project, I led the design and ongoing maintenance of IQOS Guided Membership CRM journeys for new members across email and LINE. I created segmented user experiences informed by A/B testing insights, while maintaining and evolving the communication design system in alignment with evolving brand guidelines and engagement best practices.
Designed lifecycle communication assets across email and LINE for segmented user groups
Maintained and evolved the CRM communication design system
Collaborated with cross-functional stakeholders including account leads, data analysts, and engineers
Proposed UX/UI improvements based on engagement insights and campaign performance
Prepared annotated Figma files, specifications, and production-ready assets for developer handoff
Maintained a high level of attention to detail across segmented journeys, ensuring accurate variations in copy, visuals, and messaging
Example of Batch 1 (Day 1) journey assets tailored to different customer segments, including NDR, Registered New, Existing Same, Existing Different, and Lending users. The full journey consisted of 20 batches.
Batch 1 for LINE users.
Example of a more complicated batch, with logic annotated for the developers.
Screenshots of parts of the design system.
I also led the visual refresh of existing social media assets for X, developing a new creative direction for both static and motion content. The client requested a complete redesign of their preexisting SNS visuals, leading to the exploration of multiple concepts before refining and producing the final selected direction across social platforms.
Concept development and visual direction proposals
Static social asset design for X and other SNS platforms
Motion graphics and promotional video production
Creation of cohesive layouts, typography, and animation styles
End-to-end execution from ideation to final client delivery
Team: Myself (Art Direction & Design), Project Manager, and UI Manager (Project Oversight)
Tools: Figma, After Effects
Existing assets. The client requested a refreshed visual direction distinct from the current creative.
Initial proposal featuring three different creative concepts.
The selected direction (concept 3) was refined and finalized for production across social platforms.
Featured are the storyboards for the video assets.
Final static assets.
Some of the final video assets.
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