Pincode IPL 2024
Product & Visual Design
IPL 2024 campaign visual identity, product landing page designs, motion, Illustrations and more
Overview
A three-phase UI design campaign planned for IPL 2024. This project highlights my design process, including the moodboards I created, the detailed planning for each phase, the assets I developed for our existing widgets, and the animations I crafted. I'll also showcase the handover of final design assets.
Objective
The objective of the IPL UI campaign 2024 was to drive conversions for our top category items, including snacks, beverages, instant foods, and chocolates, featured in our SKUs. The requirement involved end-to-end planning, from designing the homepage to elevating the L2 pages, ensuring that the UI effectively promoted these top categories during the IPL season.
We aimed to refresh the visuals periodically across three phases to ensure users remained engaged throughout the lengthy campaign. By updating the visuals at key intervals, we maintained user interest and optimized engagement, ultimately driving higher conversion rates.
My Role
My role was to spearhead and design the entire IPL UI campaign from start to finish, while planning the phases. I worked closely with the business and content teams to align on the 3-phase UI design plan. I crafted and delivered the UI and motion design for the homepage and L2 pages, enhancing the homepage title bar, section headers, grids, and landing pages. Additionally, I collaborated closely with the development team to ensure the final UI was thoroughly reviewed and properly implemented.
I primarily used Figma and Illustrator for creating illustrative visual elements, while After Effects was utilized for motion design. In certain scenarios, I leveraged Recraft AI to quickly generate engaging and visually appealing 3D assets, which offered faster execution compared to crafting them manually.
IPL Moodboard
I curated and presented the moodboard for the IPL campaign, focusing not only on visual elements and patterns but also on motion, key messaging, and overall design tone. I ensured that the communication aligned with legal guidelines, carefully considering the types of messaging and visuals we were permitted to use for both design and communication aspects.
Key Design Approach for IPL 2024 UI Campaign Visuals
- Crafted visually engaging assets tailored to existing app widgets.
- Targeted the campaign to top cities where Pincode was available.
- Designed visuals specific to each city and its home teams to foster local support.
- Ensured visuals followed minimalistic UI principles, enhancing the interface without overpowering it.
- Maintained strong visual attention while complementing the overall UI design.
The Finale
For the final phase, we enhanced the design further by incorporating motion into the homepage title bar. Metrics had shown that animated UI sections typically drive higher conversions, so this was a strategic choice. Following the animated title bar, I designed a landing page focused on engagement through visually compelling food imagery, leveraging AI-generated food visuals to create a more immersive experience.
Challenges
The challenge with the IPL campaign was ensuring the UI didn’t feel stale over time, given the length of the event. To address this, I collaborated with the business team to divide the event into meaningful phases, ensuring each phase had a fresh look. We used motion design to keep the UI engaging and dynamic throughout the campaign.
Impact
Each phase saw a strong boost in CTRs, and sales of snacks, beverages, instant food, and chocolates doubled when we launched the finale UI for the IPL finals. The campaign was also well-received internally and set a new benchmark for design standards.
