ULTRAoddinary campaign microsite

Overview

This was my first project working independently as Senior UI/UX Designer at Maleo Agency. Ultra Milk — Indonesia’s largest milk company — partnered with Stray Kids for the ULTRAoddinary campaign, and the microsite had to feel energetic, on-brand, and usable under launch traffic.

My job was to turn campaign marketing materials into a functional, engaging landing page — adapting the visual style for the web and keeping the experience smooth for fans.

Research under a tight timeline

There wasn’t room for a full research cycle. Instead I ran quick observations: conversations with colleagues who are K-pop fans, and a look at Ultra Milk’s existing Icownic community. That informal pass was enough to align direction with what Stray Kids fans expected — energy, member identity, and clear participation flows.

Process

After aligning on direction from the campaign materials, I built a low-fidelity structure for content, then layered unique visuals. One highlight was SKZ Elementz — design assets inspired by each Stray Kids member, placed throughout the page for a fan-focused vibe.

Desktop came first; then a careful mobile adaptation so core visuals and the photocard flow still worked on smaller screens.

Challenge

The compressed timeline forced efficiency: prioritize core functionality and key visuals, make decisions fast, and ship actionable design instead of endless iteration.

Outcome

The landing page became a hub for the campaign — featured on Ultra Milk’s social channels and used by thousands of Stray Kids fans. A major success was photocard scanning: fans could scan Stray Kids photocards through the site to earn points, proving the essential user flow held up despite the schedule.

Working under that deadline sharpened a useful habit — protect the critical path, avoid overthinking perfection, and concentrate on what fans actually need to do.