This is my first project working independently as a Senior UI/UX Designer at Maleo Agency, a creative and digital agency based in Jakarta.

Ultra Milk is the largest milk company in Indonesia, and they are currently collaborating with the popular South Korean boy band Stray Kids.

In this project, I was the UI/UX Designer. My main job was to turn the campaign marketing materials and vision into a functional, engaging, and attractive landing page design. This meant taking the visual style we had and adapting it for the web, making sure it looked great and provided a smooth experience for the fans involved.

Given the project's tight timeline, I couldn't conduct extensive user research. Instead, I took a more flexible approach that focused on quick observations and gathering feedback. I reached out to my network, talking with colleagues who are K-Pop fans and observing the existing Ultra Milk Icownic community. This helped me quickly understand the preferences and energy of Stray Kids fans and figure out what elements would connect best with them. This informal research was essential for aligning the design direction with what the target audience expected.

The design process for the "ULTRAoddinary" landing page was quite the adventure! After quickly getting on the same page about the design direction inspired by the campaign's marketing materials, I jumped right in to create a low-fidelity UI that laid out the content and structure.

Once the basic framework was in place and the content was integrated, I had fun adding some unique visual elements. One exciting part of this phase was creating and implementing "SKZ Elementz" – design assets inspired by each member of Stray Kids.

I placed these elements throughout the landing page to give it a fun, fan-focused vibe and visual interest. After finishing the desktop design, I put in a lot of effort to adapt the layout and experience for mobile devices, making sure the core visuals and functionality worked great on smaller screens.

The biggest challenge encountered during this project was the compressed timeline. This limitation demanded a more efficient design process and required quick decision-making. To tackle this, I concentrated on efficiency, emphasizing core functionality and key visual elements that were crucial for launching the campaign on time. The urgency to work swiftly also fostered a focus on actionable design instead of lengthy iteration cycles, resulting in a practical approach to problem-solving.

The end result was a functional and visually appealing landing page that effectively served as the main hub for the Ultra Milk x Stray Kids "ULTRAoddinary" campaign. Although I personally believed there was potential for additional design and interaction improvements if time allowed, the project was successfully completed and utilized.

The landing page was prominently featured as campaign material on Ultra Milk's social media platforms and was used by thousands of Stray Kids fans participating in the activities. A major success was the ease with which fans could scan their Stray Kids photocards through the website to earn points, showing that an essential user flow was effectively executed despite the time constraints.

Working under a tight deadline turned out to be a wonderful learning opportunity, especially in developing the skill to work more efficiently and avoid overthinking design choices in the quest for perceived perfection. It highlighted the significance of prioritizing crucial user flows and essential features when working within constraints. Despite the fast pace, the encouraging feedback about the landing page's usability, particularly regarding the photocard scanning feature, showed that effective design can be accomplished even with limited time, underscoring the importance of concentrating on core user needs.

Hey, a big appreciation to you for reading my article! Let's be friends, colleagues, or whatever we may become in the future as you reach out to collaborate on your current or future projects!