Hallmark

Express Your Feelings Authentically

CONCEPTING

experiential

prototyping

social

THE PROBLEM

Hallmark cards are overly sentimental and under personalized. In recent years, retail locations have become uninspiring, stale and cluttered.

THE ASK

Revive a fading retail brand.

OPPORTUNITY

Avoiding Emotion > Authentic Emotion < Overly Sentimental

INSIGHT

It’s not about purchasing the “all purpose” greeting card anymore, it’s about connecting with others through authentic messaging.

STRATEGY

Hallmark helps you express your feelings authentically.

CONCEPT

We know the feeling.

RETAIL REDESIGN

NEW STORE EXPERIENCE
Communal tables offer a space to craft personal meaningful messages.

In-Store Workshops
Topics ranging from "letters to Santa" to "how to craft your wedding vows".

CARD DISPLAY
Reorganized according to levels of emotion and type of occasion.

DIGITAL KIOSKS
Will be placed at participating retailers, for on-the-go custom card creations.

AUTHENTIC EXPRESSION

DIGITAL KIOSK UX AND UI
In order to infuse emotion back into the greeting card shopping experience, we redefined the way people search by providing a selection of curated cards. Along with a custom canvas feature to ensure an authentic message.

VIEW PROTOTYPE USER JOURNEY

KIOSK INTERFACE

DIGITAL KIOSK

USER JOURNEY

PROCESS

DESIGN THINKING

WIREFRAME- FINAL

WIREFRAME V1.

INTERFACE ITERATIONS

FB STORYBOARD

KIOSK WIREFRAME

3D KIOSK MODELS: FIRST ROUND

MY ROLE

Interviewed consumers and employees, researched and identified Personas, helped develop Strategy and Concept as a team. Redesigned the retail environment and modeled digital Kiosk in Cinema 4D. Designed UX and UI of the Digital Kiosk and created Prototype based off User Testing. Created Facebook Canvas Social Extension.

TOOLS

Sketch, Cinema-4D, Photoshop, Illustrator, Principle, After-Effects

TEAM

Creative Brand Manager: Jennifer Regan
Strategist: Robin Greenbaum
Copywriter: James Gross
Art Director: Jessica Sugarman
Art Director: Hector Rivas