Despite the many benefits of buying second-hand, Carousell struggles to compete with the convenience of mainstream e-commerce. The 'search fatigue' caused by sifting through unorganised listings and the thought of having to deal with difficult users transforms the experience into ‘CarouHELL’, as most shoppers don't intuitively associate Carousell with specific, immediate needs.
Curated Beginnings is a campaign that positions Carousell as the enabler for adults aged 25-45 to finally pursue hobbies they've been neglecting. By lowering both the financial and mental barriers to entry, the initiative makes hobby exploration feel achievable rather than overwhelming, eliminating their excuses while growing Carousell's user base.
Category
Design for People
Diploma in
Communication Design
Key Skills
Strategy
Intergrated Campaign
Spatial and Experiential
Hello, I am Sichen! I believe that design is a powerful tool that shapes experiences and creates meaningful connections. I draw inspiration from the details in everyday life, using them to craft thoughtful experiences for users and create designs that leave a lasting impact!
