“Powered by MarTech”
Visual Automation for Personalized User Journeys
Automated design, from mass messaging to one-to-one personalization
FIT HUB
The "Visual Journey" campaign for an integrated online/offline fitness platform: MarTech-driven automation of personalized visual content. Design that adapts automatically as each user's behavioral journey unfolds.
Visual Component Library
100+ Interchangeable Dynamic Visual Components
5 Core User Journeys
Tag-driven automated visual delivery
Personalized first experience
Dynamic honor badges
Smart win-back messaging
Urgency-driven visuals
Emotional engagement
Conversion Lift by Journey
Personalized visuals vs. generic templates
Inefficient Automated Communication
The MarTech platform was in place, but visuals were disconnected from data, and personalization never went beyond the copy.
One-Size-Fits-All Automation
A marketing automation platform was live, yet every automated message relied on a single static, low-design template. "Welcome aboard," "Membership upgrade" and "Renewal reminder" all looked exactly the same.
Visuals Disconnected from Data
Automated messages delivered personalized copy, but the visuals were still mass-broadcast. Yoga enthusiasts received strength-training imagery, creating a fractured experience that kept conversion low.
Wasted Design Resources
Traditional visual personalization would require designers to hand-craft 100 templates for 100 user tags. That is prohibitively expensive and impossible to scale.
True Personalization, Driven by Visuals
We studied the limits of the MarTech platform's capabilities and how users respond to personalized visuals.
Modular Design + Tag Mapping
= Personalized Automation at Scale
Design That Evolves with the User Journey
Attention is driven by visuals. True personalization has to happen at the visual level, because personalized copy alone falls far short.
Only by modularizing and tagging design elements such as color, backgrounds and product imagery can the MA platform call and combine them automatically via API.
The core value of automation lies in real-time delivery. At key moments, such as just after a workout or as a membership nears expiry, users must receive instant, beautifully designed feedback.
The Opportunity
We designed a"Dynamic Visual Component Library", connected it to the MA platform's data tags, and let design adapt automatically to each user's behavioral journey.
Building and Deploying the Visual Component Library
Turning design assets into programmable, automated components.
Visualizing the User Journey
We mapped five core user journeys (new-user welcome, membership upgrade, abandoned-cart reminder, churn alert and birthday greeting) and designed a dedicated visual framework for each.
Designing the Component Library
We created five base visual frameworks for each journey and 100+ interchangeable visual components, stored in JSON or API-callable formats.
Automated Deployment
We mapped the component library to the MA platform's user tags, enabling automated, tag-driven visual delivery.
The Qingmei Advantage: Embedding Aesthetic Standards in Technical Logic
Design Automation and API Integration
Uncompromising Aesthetics in Every Component
Every component shares a unified aesthetic and consistently high quality, with designers setting strict standards for color, lighting and composition.
Animated GIFs:Yoga meditation and strength-training imagery
Visual guidelines:Unified standards for color, lighting and composition
Cross-Channel Format Optimization
The component library generates email HTML, app push images and WeChat template messages simultaneously, keeping visuals consistent across every channel.
Emotion-Driven Visual Design
Visuals designed to match the emotional tone of each user journey:
Churn alert:Low-saturation, slightly melancholic tones + animated countdown
Membership upgrade:High-key, high-saturation, victory-themed visuals
Real-Time Monitoring and Optimization
We tracked CTR differences across visual components in real time. Users tagged "Yoga" clicked more on soft green components, which informed ongoing optimization.
Validated Across Two Key Journeys
From Static Templates to Dynamic Personalization
Before
Message content:Static welcome message + text introduction
Visuals:Generic fitness imagery
Personalization:Copy-only personalization
Open Rate：18%
After
Message content:Personalized welcome + target activity
Visuals:Matching activity components called automatically
Personalization:Personalized visuals + copy
Open Rate：23.4% (+30%)
Before
Message content:Text notice: "You've been upgraded"
Visuals:No special design
Emotion:Flat and unremarkable
CTR：12%
Paid conversion: 5%
After
Message content:Animated GIF badge of honor
Visuals:Beautifully designed congratulations poster
Emotion:Sense of achievement + celebratory mood
CTR：15% (+25%)
Paid conversion: 6% (+20%)
Insights from Continuous Optimization
Data-Driven Component Iteration
Color Preference Analysis
We tracked CTR differences across visual components (such as CTA buttons in different colors) in real time and found that users tagged "Yoga" clicked more on soft green components.
Optimization action:Designers then refined every component under that tag, steadily improving performance. CTR among yoga users rose by an additional 8%.
MarTech × Design, Seamlessly Combined
100% automated, visually personalized messaging
Revolutionizing Design Assets Through Technology
FIT HUB achieved visual personalization across 100% of its automated messaging
Significantly strengthening users' perception of the brand as both tech-forward and caring
A one-time investment in a component library replaces costly, ongoing manual design
100+
Visual Components
Interchangeable modular assets
5
Core User Journeys
Covering the full lifecycle
−70%
Design Cost Reduction
vs. Traditional Manual Design
