Sundan App:

Enriching the Sundan App with Happiness driven content

The Context:

In the dynamic Chinese market, mobile applications play a pivotal role, commanding a staggering 80% share of online sales. Our endeavour encompassed not only the Sundan App but also the Sundan WeChat Mini-App, demonstrating our commitment to creating a comprehensive digital presence for the brand.

The Challenge:

To inspire and delight customers with engaging, happiness-driven content while embodying the Sundan mission: "Helping you live a better life". The previous App lacked the essence of the Sundan brand; it didn't possess a warm, human touch and was primarily centred around product listings. We needed to take a lifestyle-oriented approach, whilst also creating a distinctive and user-friendly experience.

The Vision:

Our vision was to infuse our App with storytelling that resonates with our users, highlighting the benefits of our products through real-life experiences. We aim to incorporate customer reviews and ratings, insightful tips and advice, tantalising recipes, enriching classes, and, when possible, feature stories from both our dedicated staff and respected personalities or influencers.

We wanted to bring a captivating dimension to the existing product-centric content. In addition to presenting technical details and features, we wanted the new App to tell stories that connect with users on a deeper level, making their journey with Sundan not just about products but about experiences that enhance their lives.

The Process:

Our process started with an exhaustive evaluation of the Sundan ecommerce system and a comprehensive analysis of competitor Apps and websites, both domestically in China and globally. The next crucial step was to redefine the information architecture and user interface design. This encompassed creating a structured site map, crafting wireframes, and establishing navigation principles that optimise user experience.

Driven by a strategic vision, we outlined a content strategy that involved curating a rich tapestry of stories, imagery, and compelling video content across various categories. Our goal was to build an extensive library of inspiring lifestyle content, aligning with the latest trends and insights gleaned from our happiness research.

Our aim was to redefine the digital presence of the Sundan brand, crafting an elevated, premium aesthetic that aligns seamlessly with our values and mission.

The Solution:

The objective was to transcend conventional product-centric content and usher in a new era of captivating storytelling. By shifting our focus towards lifestyle narratives, valuable advice, inspirational pieces, comprehensive buying guides, immersive live event coverage, and enriching classes, we aimed to bring a captivating dimension to the existing product-centric content.

The Impact:

In the initial five months of our transformative journey:

These results reflect the effectiveness of our strategic overhaul, demonstrating how a comprehensive approach to brand and user experience can yield exceptional outcomes.