Your Story,
Your Book
HKTDC Book Fair
Interactive Web Game
Gamifying Book Discovery Through Personality and Play.
Deliverables:
Art Direction . Illustration Design . UXUI Design . Web Game Mechanics
The 2020 Hong Kong Trade Development Council (HKTDC) Book Fair faced a unique challenge: how to inspire reading and drive engagement during a year when physical attendance was limited. My solution was to design an interactive web game that transformed book browsing into a playful, personalized digital experience—appealing especially to younger audiences who consume content in fast, interactive ways.
My Role: Creative Direction · Graphic Design · Content Design Strategy · UXUI Development
Tools Used: Illustrator · Figma
Turning book discovery into a digital adventure
Concept
The game invited users on a journey of self-discovery through books. By answering three short personality-based questions, players received:
A personalized quote that reflected their mood or mindset.
A curated book recommendation list, tailored to their profile and linked to the fair’s featured categories.
This approach turned a traditionally static browsing experience into something dynamic, gamified, and emotionally resonant, bridging the gap between digital behavior and literary discovery.
Making Books Shareable Again
Design & Storytelling Strategy
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Design & Storytelling Strategy *
The visual direction leaned into colorful, playful interfaces that felt less like a corporate campaign and more like a friendly digital companion. Each stage of the game was designed as a mini narrative moment, rewarding players with surprise and delight while guiding them toward relevant books and authors.
I focused on storytelling-driven UX, ensuring the flow wasn’t just functional but engaging—every click felt like part of a bigger narrative about “finding the right book for you.”
The web game encouraged users to share their results across social media, extending the campaign’s reach beyond the Book Fair’s traditional audience. By framing book discovery as both interactive and social, the project helped HKTDC:
Attract younger, digitally savvy audiences.
Drive awareness of featured books and authors in a highly engaging way.
Expand digital presence during a year of restricted physical interaction.
Impact
This project is a strong example of how I approach design: blending creativity, storytelling, and digital innovation to solve real-world challenges. By reimagining book discovery as a gameful experience, I not only enhanced engagement but also created a campaign that felt timely, relevant, and future-facing for the publishing industry.
Results
The collaboration strengthened Cigna’s digital brand identity and boosted audience engagement by over 45% across social platforms. Consistent, high-quality creative delivery improved content performance metrics, increasing click-through rates by 30% and audience retention by 25%. The campaign reinforced Cigna’s authority in health and wellness communication, achieving measurable growth in both reach and brand trust.