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Wanda Media
Digital Marketing App

Timeline: 4 months

Team Size: 5 People

Wanda Media Digital Marketing WeChat Mini App digitalizes the advertising sales service of Wanda Media, improves the communication efficiency between sales staff and advertising customers, diversifies user advertisement and expands more advertising service businesses.

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My Role

  • Role: Product/UX Designer

  • Did marketing research and collected information and data from the department, and give solutions and proposals based on the situation of sales, users’ needs and their pain points.

  • Draw the architecture information, user flows, wireframes, user interface.

  • Made rapid prototypes and communicated to cross-functional teams to develop.

  • Collected and analyzed user experience and feedback from the soft launch and then did quick refinements.

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Background Statement

​The sales department of Wanda Media needs to sell diverse advertisement service for Wanda’s 400+ shopping malls, plazas and commercial buildings across the entire country which have more than 7330 screens from over 200 cities. To maximize Wanda’s scale and diverse product offerings, the department needs to integrate various sections of the company more effectively such as ‘Film and Television cooperation’ ‘Athletic Events’ and ‘E-commence’ which can improve and increase the effectiveness of marketing channels across the company.

To achieve that, the department needs a fast, simple, and easy to use medium which can provide a more efficient buying process than traditional methods to potential costumers.

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Research

Through a week of desk research and interviews, we learned that there are currently 6 forms of Wanda Plaza advertising channels and seven types of cinema advertising method.
 

  • Hereby, the proportion of the six advertising forms of Wanda Plaza is close to the same, accounting for 15% of the total commercial marketing of Wanda Plaza.

  • In the cinema advertising marketing model, cinemad and precise cinemad account for 2-3 times more than the total proportion of the other 5 forms.

  • In addition, because Wanda Real Estate is located all over China, and there are obvious differences in user habits and living habits between the north and south of China, we investigated the advertising classification across China and compared it by north and south.

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Also we did a survey towards 40 brand managers and Wanda marketing sales people asking their pain points when selling Ads based on their previous experience.


The ‘During process’ survey is designed specifically for sales in Wanda media, asking their pain points when they were selling Ads based on their experience.


The ‘Before process’ and ‘After process’ are designed for Brand managers, who had already or will buy Ads from Wanda media. Through their experience, they showed their pain points before and after they brought Ads.


From the survey, it showed that the brand manager would pay attention to socio-economic status and how to maximize the profit before buying Ads and would focus the profit that would bring by the Ads and the Emergency situation after they brought the Ads.


For the sales people, however, their pain points focus more on the efficiency on the selling process.

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The Key elements of buying Ads

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The traditional process of
buying media advertisement product

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Target User

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People interaction between customer and sales

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User Journey Map

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Digital Media Comparison

This table is based on the research, analysis and cooperation of WeChat mini program, IOS/Android APP and Website. The reason for comparing them is because they are mediums that are easy to access and flexible to develop, such as displaying information through the Internet to attract users. This chart was made to select the most suitable propagation method for different scene service content.

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Information Architecture

The company's business is determined by the type of advertising, geographic location and entertainment marketing methods, so the Wanda Media app is divided into five business type: Wanda Square, Cinema, Entertainment, Sports, E-commerce to further explanation the services of the App.

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User flow and Wireframe

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Moodboard

Blue is the symbol color of Wanda Media, representing calmness and rational.

The choice of blue as the main color of Wanda Mini program is also echoed with the company’s logo. The characteristics of blue also emphasizes the strong sense of technology, precise intentions and efficiency.

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Design Guide

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Final Works

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Feedback

  • Two months after the App go live, the staff of Wanda Media conducted survey through acquiring user feedback by phone. The majority of the users felt that the product had facilitated their communication effectively and saved time.

 

  • Compared with the shortcomings of face-to-face communication between sales department and customers in the past, this product has greatly improved the time consumption and helped users to improve their ability to make decisions. After the second half of 2021, the business reported a 10-15% increase in overall ad sales compared to last year.


This app makes it easier and faster for clients to place and consume ads. It also increases the ways of advertising by prompting more idea of increasing digital media interaction such as adding AR interactive screens to drive consumers and brands to interact with content in an interesting way. The design of the WeChat Digital marketing app makes it easy and convenient to place ads, easy to operate and brings price transparency, opening up small and medium-sized clients to sell ads faster and more conveniently.

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