| Overview | |
|---|---|
| Company | OnePlus |
| Focus | U.S. Market Launch & Digital E-commerce |
| Role | Design Director |
| Scope | Go-to-Market Strategy, Campaign Experience, Responsive E-commerce, Design System, Modular Product Architecture, Checkout Optimization |
| Partners | Marketing Team, Agency Partners | Responsibilities | Creative Direction, Product Strategy, UX Design, Design System, Responsive UI Design, E-commerce, Cross-functional Leadership |
| Outcome | Established a scalable digital platform that introduced OnePlus to U.S. consumers, strengthened brand awareness, supported flagship product launches, and created a reusable foundation for future campaigns and commerce experiences. |
Launching a Challenger Brand in the U.S. Smartphone Market
OnePlus had established a loyal following overseas, but entering the U.S. smartphone market meant competing directly with brands like Apple and Samsung. To succeed, the company needed more than a campaign website. It needed a premium digital experience that introduced the brand, communicated its "Never Settle" philosophy, and gave customers the confidence to purchase a new device from an unfamiliar manufacturer.
I led the experience strategy and creative direction for the OnePlus 6T launch, designing a scalable platform that combined immersive storytelling, modular campaign architecture, and responsive e-commerce into a unified customer journey.
The result established a reusable foundation for future product launches while strengthening the brand's position in the U.S. market.
Go-to-market strategyIntroducing OnePlus to the U.S. Market
Launching in the U.S. meant introducing an unfamiliar brand to consumers who already trusted Apple and Samsung.
Every touchpoint needed to communicate that OnePlus delivered flagship performance, premium craftsmanship, and thoughtful design without the flagship price.
Working alongside marketing, strategy, and content partners, we developed a digital experience that translated the "Never Settle" philosophy into a compelling customer journey designed to educate, differentiate, and convert.
Product StrategyModular Development
Product launches move quickly, and every future campaign couldn't begin from scratch.
We created a modular design system that balanced consistency with flexibility, allowing internal teams to assemble new landing pages, product stories, and campaign experiences with minimal design effort.
By separating foundational components from campaign-specific creative, the platform accelerated development while maintaining a cohesive brand experience across future launches.
Product StrategyBuilt For Growth
The OnePlus 6T launch was only the beginning. The experience needed to support future devices, new campaigns, and evolving creative without requiring a complete redesign each time.
The modular platform established a scalable product architecture that could adapt as the business grew, giving internal teams the flexibility to launch new products faster while preserving a consistent customer experience.
Design SystemInteractive Storytelling
Purchasing a premium smartphone is an emotional decision as much as a technical one.
Rich media, animation, and interactive storytelling transformed product specifications into experiences that demonstrated performance, craftsmanship, and the "Never Settle" philosophy.
Rather than simply listing features, the experience invited customers to explore how the device fit their lifestyle while reinforcing the premium identity behind the brand.
CONVERSION OPTIMIZATIONDesigned to Convert
60% of consumers abandon purchases due to poor checkout experiences.
Every step of the purchasing journey was designed to reduce friction while increasing confidence.
Guest checkout, accessory bundles, product recommendations, and streamlined purchasing created opportunities to increase conversion and average order value without interrupting the customer experience.
The result was a commerce experience that matched the expectations of premium smartphone buyers while supporting the business goals of market expansion and revenue growth.
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Results
The OnePlus 6T launch established a premium digital foundation for the brand's expansion into the U.S. market. A modular design system, immersive product storytelling, and responsive commerce experience helped position OnePlus as a credible challenger while creating a scalable platform for future product launches.
The company sold 86% more OnePlus 6Ts during the first day of sales than it did with the previous model on its first day of sales.
OnePlus increased global marketshare in the premium smartphone segment capturing 36% market share.
The OnePlus 6T had a 249% increase in sales in the US compared to the OnePlus 6 which means our new experience was a smashing success!
