Cook with Yóu Yóu
Brand Development

Role
Direct internal design team and freelance team, art direction, UX/UI, social media content, photoshoot direction, video + photo shooting and editing

Company
HYPE Asia - Cook with Yóu Yóu

Creative team
Rachel Ching | Art Director
Kelsea Graham | Freelance Designer
Hannah Cheung | Digital Designer
Jenny Wong | Copywriter

Introduction
Yóu Yóu is a DTC brand that sells premium Tea Seed Oil, an oil that has been used in China for 2000 years. It is a healthier option for Asian and high heat cooking as it has a high smoke point. It also has a neutral flavor which won't affect the taste of the dish. Yóu Yóu is also here to share Asian culture and recipes.

Challenge(s)
At the early stage of Yóu Yóu, one of the biggest challenges was planning and executing monthly social media content with a tight timeline. Also the previous material was not informative about the product so I also took on the role to revamp the UX/UI and social content for the brand.

Execution
In order to interact with our audience on social media, filters, memes and cultural education content were created for Instagram. We aimed to be relatable and informative. As for the website we optimized the homepage to walk the users through the benefits of the product and drive conversion.

 

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UXUI

The original website contained mostly images which didn't show the benefits of the product.
I hosted a design sprint within the team and we also did a survey to understand how users perceive our website.
Below are the key takeaways:
1. A more neutral background for text heavy section
2. Dedicated section to talk about benefits of Tea Seed Oil
3. CTA button should be visible and accessible enough to drive conversion
4. Develop on brand graphics to support USPs

My design process:
- Sprint session with internal team
- Interview external users and see what we could improve 
- Market research on how our competitors execute their UX/UI
- Wireframe with different options for feedbacks
- UX/UI Design in Figma and worked closely with developers 
- A/B test

Previous Website

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Current Website

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Social Media

In order to share Asian culture we have developed different series of posts, filters and stickers to interact with our audience.

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Cultural education post

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Meme post

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Seasonal movie pick

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Recipe post

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Unboxing Stop motion

Christmas Stop motion

What dish are you filter

Lunar New Year filter

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Instagram highlight icons

Contact

© rachel ching 2022

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