Under Armour Curry Con 2025
Platform type: WeChat Mini program
Date: 2025
My contribution as Co-founder & Creative Director
As the UX designer, I co-led UX design across both landing pages—defining the user flow, wireframes, and task-to-reward mechanics.
Translated campaign goals into clear user journeys and gamified engagement loops.
Designed task and donation flows that visualize collective impact through real-time progress displays.
BackgroundUnder Armour planned to bring Stephen Curry’s Curry Tour 2025 back to China, centered around Curry Con—a three-day basketball and fan convention in Chongqing. The brand aimed to create a digital experience inside UA’s WeChat ecosystem that connects product purchases, charity participation, and event engagement through two key landing pages.
Core users are young basketball fans and UA members in China—digitally savvy, community-driven, and motivated by both exclusivity and social impact.
They seek access, recognition, and engagement—from attending Curry events to contributing to meaningful causes.
The Curry Tour 2025 digital experience turns fandom into participation.
Fans earn and donate points, redeem exclusive tickets, and explore immersive Curry-branded content—all through a single, connected WeChat journey.
Key Experience Highlights
Donation Home – Personalized Entry Point
Users are welcomed with their name and current contribution stats, immediately connecting them to the campaign’s purpose and progress. The dynamic score display motivates ongoing participation through real-time feedback.
Project Progress – Collective Impact Visualization
A basketball-themed progress bar and bold visual hierarchy make each user’s contribution feel impactful. The design highlights real-time progress toward helping specific schools, reinforcing a shared sense of achievement and community purpose.
Campaign Overview – Emotional Storytelling
Visual storytelling highlights the real-world impact: supporting girls’ basketball teams in rural China. Large imagery, bold typography, and color contrast reinforce empowerment and purpose.
Point Donation – Gamified Giving Experience
Users contribute points through a drag-and-drop “shoot” interaction, mirroring the motion of scoring a basket. This playful gesture transforms donation into an engaging, sports-themed moment—making generosity feel active, personal, and rewarding.
Support Center – Building Progress Visualization
A construction-themed illustration turns abstract data into a clear visual metaphor for impact—showing users how their donations help “build” real basketball courts. The design reinforces progress, purpose, and momentum through playful yet meaningful storytelling.
Limited Edition Auction – Immersive Product Showcase
An interactive 3D carousel highlights Curry’s signed “Series 7” sneakers, blending product storytelling with brand prestige. The sleek design invites users to explore collectible items and seamlessly links to the external auction platform for an exclusive, premium experience.
Auction Detail – Premium Product Experience
A clean, gallery-style interface spotlights each collectible item with cinematic focus. The minimal layout and bold typography elevate the exclusivity of the Curry Series 7 ‘World Tour’ collection, enhancing brand aspiration while guiding users to the bidding platform effortlessly.
Key Learnings