parallax background

Designing an Auntie-Centric Experience



user engagement

Louhei was a 2359 Media internal project: We wanted to create an interactive Chinese New Year greeting for our partners and clients, while showcasing the capabilities of mobile browsers and HTML5. A calculated side effect was to create an engaging, shareable piece of content, and boy did that deliver. We logged over 1.5 Million sessions and 950’000 unique users over the first 5 days of the Lunar New Year. Not bad for 2 weeks of development, aye?

An Auntie-centric Experience


Our research gleaned two key insights. First, that people shared a lot of content via text and whatsapp over the first 2 days of Chinese New Year, mainly in the form of text greetings, ASCII art, pictures and videos. Second, that the key persona that ensured that the message gets passed on are our beloved Aunties. We designed the mobile web app to be Auntie-centric, that is, an interface that is straightforward and intuitive, with clear call-to-actions.

Turn down for Huat?


The mobile web app concept was based on Louhei, the tossing of Yusheng, a salad unique to the Chinese populations in Singapore and Malaysia, used to convey well wishes and prosperity for the new year. The Louhei is ultimately, a vigourous and messy affair, so we made a digital version (no cleanup!) and accessed the phone’s accelerometer from the mobile browser to control the tossing. The resultant experience was fun and novel, which again sat well with our “Auntie” crowd, giving them a greater reason to share.

Making it Useful

Here are 2359 Media, we strive to make products that improve the lives of others. In this case, the Louhei app was a great boon to our jiak kantang project manager, and the many others like him. No one remembers the correct order to add the salad ingredients, and their respective proverbs, so we laid everything out for them! We even added pinyin for pronunciation, and translations so they could be sure they weren’t wishing for flat tires and lost wallets. As a result, we saw a significant number of return users over the course of the next few days, even after the 2 day sharing frenzy passed.

1 out of 10 Singaporean have tossed our digital Lou Hei!

Making it Useful

Here are 2359 Media, we strive to make products that improve the lives of others. In this case, the Louhei app was a great boon to our jiak kantang project manager, and the many others like him. No one remembers the correct order to add the salad ingredients, and their respective proverbs, so we laid everything out for them! We even added pinyin for pronunciation, and translations so they could be sure they weren’t wishing for flat tires and lost wallets. As a result, we saw a significant number of return users over the course of the next few days, even after the 2 day sharing frenzy passed.

1 out of 10 Singaporean have tossed our digital Lou Hei!

Building a fully featured global e-commerce platform in 2 months

user engagement

Optimising efficiency, driving impact

enterprise