CONTEXT
Asana's 2025 Year-in-Review
The year in Asana 2025 is a personalized review that showcases users' accomplishments and activity in the platform throughout the year.
This feature highlights work patterns, collaboration efforts, and achievements, allowing users to reflect on their productivity.
Undergraduate Marketing Association partnered with Asana to create customized and scalable motion graphics, bringing the experience to life.
MY CONTRIBUTIONS
→ Conducted market and competitor research
→ Designed motion graphics
The Solution
FINAL DESIGNS
Telling a visual story with Asana's celebration creatures
Part of Asana's branding includes celebration creatures, each with their own personalities and applications. These colorful mascots help bring a celebratory experience to the productivity platform.
Our Journey
DEEP DIVE #1
What do users want from a year-in-review?
Asana is a powerful productivity tool. Users complete hundreds of tasks and collaborate with dozens of teammates to achieve their goals.
How can we help them celebrate this without feeling overwhelmed with information?
We questioned what users would actually want to see at the end of a year of hard work.
After our market and competitor research, we bucketed our findings to come to some key insights.
Here's what we found:
Users are inclined to share their review
Emphasize strong visual appeal and easily digestible information
Users enjoy feeling seen and represented
Include range of common personas to be relatable
Users want tangible and actionable statistics
Emphasize self-reflection throughout the experience
We broke down each section intentionally and used motion to strategically set the pacing.
DEEP DIVE #2
Plenty of iterations!
As with any creative project, we created a variety of iterations to ensure we landed on exactly what Asana's team is look for.
Take a look at some of my unused designs!
Busiest day of the week - Version 1
Busiest day of the week - Version 2
Busiest day of the week - Final deliverable
DEEP DIVE #3
Making scalable templates
Asana serves users all over the world.
Here are some of the templates we created, which allowed for customization across different languages.
Email marketing templates for different regions
We made several variations of email assets across 12 languages!
Outcome
Delivering 150+ visual assets to the Asana team!
Developed a thorough understanding of the YIR experience from the user's perspective
Created assets that aligned with Asana's branding, while incorporating our own creative ideas
Worked with quick turnarounds and rapid iteration cycles
Played a role in Asana's 2025 YIR rollout!
Reflection
Designing for all stakeholders
I learned how to interpret and incorporate stakeholder feedback while maintaining consistent and effective communication across partners.
Reimagining known experiences
I really wanted to push myself creatively and reimagine what a YIR could look like. I think incorporating the celebration creatures allowed for a fun twist on these designs.
