Background

Lenovo is one of the world’s leading technology brands, known for innovation in computing. As the gaming market in Southeast Asia continued to grow, Lenovo identified an opportunity to launch its Legion Y520 and Y720 gaming laptops with a unique digital-first approach. The goal was not just to introduce new hardware, but to foster a sense of community among gamers and build emotional resonance around the Legion brand.

Partnering with Lenovo, I led the UX and UI design for the “Different Games, Better Legion” digital campaign – a bold, immersive microsite that positioned Legion as the ultimate destination for passionate gamers, blending performance, identity, and reward.

Challenge

The challenge was twofold: launch a new product range in a saturated gaming market and establish Lenovo Legion as a lifestyle brand for gamers – not just a line of laptops. The site needed to drive registration, fuel community engagement, and align with gamers’ aesthetics and behaviours.

At the same time, the experience had to be frictionless and conversion-focused. We needed to balance style and substance – showcasing high-performance machines while offering users a reason to care, connect, and convert.

Solution

I led the end-to-end digital experience – from insight and UX strategy to final UI design – crafting an interactive microsite that celebrated gaming culture. The site opened with a bold, neon-lit interface inspired by RGB keyboard lighting, creating an immediate emotional connection with our audience.

A streamlined registration form was central to the campaign, offering users a chance to join the Legion community and win exclusive Steam Wallet vouchers. The design prioritised accessibility, clarity, and gamified feedback, reducing drop-off and enhancing completion rates.

Key product features were brought to life through high-impact visuals and digestible icons, showcasing the laptops’ power (4K display, Dolby Atmos, VR readiness, and PCIe SSDs) without overwhelming the user. I worked closely with developers to optimise responsiveness across devices, ensuring the experience delivered across desktop and mobile.

We also designed clear CTAs for immediate purchase or product discovery, balancing storytelling with e-commerce intent.

Process

The project kicked off with market analysis and user research to understand gamer motivations, digital habits, and tech preferences across Malaysia and the region. From there, I mapped user journeys and developed interactive wireframes with an emphasis on flow, form clarity, and reward mechanics.

Design exploration was rooted in visual immersion – blending dark UI with vivid neon highlights to evoke the look and feel of pro gaming setups. We prototyped and tested microinteractions to guide user behaviour and support conversion.

Our modular design system was optimised for future campaigns and local market adaptations, with a strong focus on load speed and accessibility. Development handover included motion specs, responsiveness breakpoints, and component libraries.

Results

7.5k+ registrations within the first month – exceeding campaign targets by 160%

• 22% increase in Lenovo product page visits via cross-linking and retargeting

• Strong campaign recall among SEA gaming audiences due to distinctive visual identity

• Positive feedback from the client and internal stakeholders for UX clarity and aesthetic innovation

• Set the tone for future Legion brand campaigns across the region