This academic project focused on designing a Rich User Experience (RUX) for a digital platform, using user research to better understand user needs and behaviour.
The project brought these elements together to develop a user-centred digital experience based on the needs and expectations identified through the analysis.
Empathy Canvas Map
I developed user personas and empathy maps to explore what users think, feel, say, and do. These insights informed the customer journey and the development of a storyboard illustrating the proposed user experience. Summing up, the image below shows the Empathy Canvas Map that I fully designed and created.
Storyboard
Then, I designed a storyboard for this project.
To structure the narrative, I applied Freytag’s Pyramid, shaping the storyline through exposition, rising action, climax, falling action, and resolution.
The aim of the storyboard was to convey a sense of connection with the inner child and nostalgia, exploring how these feelings can influence our lives. It also aimed to encourage the audience to reconnect with their inner child, strengthen their engagement with the brand, and ultimately encourage purchase.
The digital marketing objective was to communicate the brand’s value and extend the reach of the brand film to a wider audience. The SMART objective was to publish the video on Instagram and YouTube and achieve 10,000–20,000 views within the first month, supported by paid advertising.
The target audience was primarily women in their early 20s to early 30s living in Tehran, with an artistic outlook, a strong connection to their inner child, an interest in nostalgic experiences, and a preference for sweet products.