As the year of 2024 come to an end, both Trip.com and TrainPal are looking to wrap the year. It help strengthen user connection by celebrating personal milestones, reinforcing platform value, and encouraging continued engagement through emotional storytelling and shareability.
Led UI design for Trip.com & TrainPal’s 2024 Year-in-Review, using emotional storytelling to boost UGC and app conversion. Worked on story narratives, visual system, banners, and cross-team alignment with motion designers, PMs, content writers, and developers.
Celebrate user journeys in a personal, delightful way that encourages sharing and reflection, while strengthening brand connection across diverse global audiences?
Understanding the Year in Review Experience
Conducted rounds of competitive audit & benchmarking of major “Wrapped”-style products across platforms including Spotify, Duolingo, Reddit, and YouTube Music.
Interaction models (swipe, tap-through, autoplay)
Left - Right tap interaction model easier to switch & develop
Narrative structure
Display statistics in title copy and encouraged content writing on page
Share-out strategies (layout, incentives, and format)
Display statistics in title copy and encouraged content writing on page
Content Writing Strategy
Reducing content to most necessary & user-friendly tone
Task Flow
How do users access the Year-in-Review? Where are the entry points?
Entry is limited to the homepage promo banner, aligned with PM and dev. We coordinated with marketing to drive user awareness.
Design Iteration Strategy
01 Main Page Composition Layout
From low-fidelity to hi-fidelity, worked with motion illustration artist to develop cohesive brand and style that feels lightweight and friendly to brand.
02 Share Page
Refined the share experience with brand-friendly visuals, travel-based characters, and clear data grouping to encourage user engagement and social sharing.
Final Outcomes
2024 Year in Review
Additional Works
Other designs I did at Trip.com coming soon…
My Takeaways
Investigate underlying logic pro-actively
Approach PRD documents critically, uncovering the rationale behind requests, learning from past design failures, and iterating with real user needs in mind.
Aligning Design Strategy with Business Goals
Conduct competitive analysis while ensuring each iteration aligns with business goals through brand consistency, visual hierarchy, interaction models, and content design.
Voice Your Ideas Clearly
Share insights confidently, contribute research-backed ideas, and engage with cross-functional teams to foster stronger collaboration and innovation.
