CLOUD
DESIGN STRATEGY, CREATIVE DIRECTION, BRANDING, SITE & APP DESIGN, PACKAGING
2023
How can we establish Cloud as the go-to household name in the water filter industry, known for both its trusted high-tech water filtration capabilities and user-friendly design?
Cloud Water Filters offers an innovative under-sink reverse osmosis water filtration system that transforms ordinary tap water into pure, alkaline drinking water. Our mission is to provide a seamless and elegant user experience, delivering clean and alkaline drinking water with cutting-edge technology. I aimed to elevate customer satisfaction through strong design, usability, and a commitment to outperforming competitors, all while maintaining an affordable price point. Installing Cloud RO in your home is not just about water filtration; it's about achieving peace of mind.
Having been part of Cloud since its inception, my role has been to lead the strategic development and direction of Cloud's brand presence. Additionally, I have been an integral part of the senior management team, actively contributing to the day-to-day management of both internal and external design resources.
I have played a pivotal role in creating high-quality designs that not only enhance engagement but also establish a strong connection with customers, ultimately driving brand awareness through design. This encompasses a comprehensive design strategy, including branding, UI/UX, conversion optimization, app design, and asset development across digital and print platforms.
My overarching goal has been to cultivate a robust customer base, always prioritizing a design-centric approach to the user experience. This involved understanding user research, effectively communicating the product's benefits, and highlighting its superiority over competitors. I streamlined the shopping experience to conversion, emphasizing a minimalistic approach while ensuring a delightful unboxing and installation experience post-purchase. With this foundation, my involvement shaped the brand's planning and strategic vision, ultimately aspiring to position Cloud as a household name and leader in the water filtration industry.
Pure Water, Peace of Mind
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Pure Water, Peace of Mind 〰️
Designing the App
Cloud's innovative app sets our product apart from competitors by delivering a seamless end-to-end user experience. Through advanced sensors, real-time water quality, and consumption data are seamlessly transmitted to the app, empowering users to effortlessly monitor their water usage.
In response to valuable user feedback, it became evident that customers often rely on trust when it comes to their water filters. Cloud eliminates this uncertainty, ensuring users no longer have to guess when to replace filters or question the effectiveness of their water filtration system. The app offers a clear and user-friendly interface, providing users with peace of mind and transparency regarding the status of their water.
Moreover, Cloud's app goes beyond basic monitoring by informing users about their environmental impact. Users can track the number of bottles of water saved and gain insights into their family's water consumption. Additionally, the app educates users about the specific toxins filtered out from their local water municipality and highlights the beneficial minerals added back in. Cloud empowers users with comprehensive information, making water management an informed and gratifying experience.
It's been fun to challenge ourselves to drink more water and with the ability to track consumption on the VERY user-friendly app, we keep pushing ourselves to consume more.
~ Happy Cloud Customer
Extending our brand presence on social media
Crafting an enjoyable, practical unboxing
This packaging endeavor posed a fun challenge. We needed to encapsulate a reverse osmosis filter, a water tank, a faucet, filter replacements, hoses, accessories, and a user manual – all in a packaging that promises a delightful unboxing experience the moment it arrives at the customer's doorstep. Our goal was to emulate the simplicity of Apple's packaging, minimizing the unnecessary and ensuring each component fits seamlessly like a perfectly assembled puzzle.
The process began with measurements of each product destined for the box. Rough sketches were then crafted, exploring how each element could harmoniously coexist within their individual compartments inside the overarching packaging. It resembled a fun game of Tetris, aligning and arranging until a cohesive design was reached.
Our ambition extended beyond mere functionality; we aimed to narrate a story from the exterior of the box to the smallest flap inside. Upon cutting through the Cloud custom tape, users are greeted by a unifying message on the top boxes – "Welcome to the Cloud Family" (faucet box), "Healthy hydration has arrived" (RO filter box). Within these boxes, strategically placed contextual information guides users through the product is and how it fits into the bigger story.
The user manual rests neatly atop the faucet, situated in a cavity where accessories are nestled below. Meanwhile, the tank box mirrors this approach, offering contextual insights alongside the filter replacement box. This thoughtful design ensures that every step of the unboxing journey unfolds as a cohesive and informative experience, embodying the essence of Cloud’s product.
Creating and enhancing our email communication
Emails play a pivotal role in shaping the comprehensive end-to-end user experience. In overseeing our diverse array of email campaigns, I took charge of designing each one, contemplating the user journey, and strategically determining when to deliver specific information. My involvement extended to providing creative direction for all lifestyle imagery in our campaigns, ensuring a cohesive visual narrative.
I carefully considered the entire communication journey, starting from the moment a customer entrusts us with their email to the point of product purchase. The design process involved creating multiple design options, allowing for thorough testing across various lifecycles of our emails and communication threads. This approach aimed at refining and optimizing our communication strategies to deliver a seamless and engaging experience for our users.
Browse the Brand Book
I crafted a comprehensive brand book that serves as the visual and conceptual backbone of a Cloud’s identity. From defining brand guidelines to selecting typography and colors that resonate with the brand essence, I established the creative direction that integrated across various touchpoints. The creation and refinement of the brand logo were pivotal, embodying the Cloud’s personality and values. Translating the brand vision into a tangible, visual book let this serve as a guide to keep our brand presence consistent.
My Role
DESIGN
UI/UX Product Design, Wireframes, Information Architecture, Research, Art Direction, Creative Direction, Conversion Optimization, App Design, Branding, Asset Development, Surveying, Packaging
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