Turning insights into impact: Trinax’s data-driven strategy for customer engagement

This post is sponsored by Trinax.

In today’s rapidly evolving digital landscape, creating customer-centric experiences has become crucial for brands seeking to stand out. For Trinax, a leader in interactive and experiential marketing experiences, data-driven design has been at the core of crafting personalised and effective customer journeys.

By utilising data analytics, research, and human-centred design principles, Trinax helps brands transform raw insights into meaningful experiences and interactions that resonate with audiences.

The importance of data in modern interactive design

For Trinax, the traditional one-size-fits-all approach to marketing is no longer effective. Consumers now expect brands to understand their needs, preferences, and behaviours. Data-driven design allows marketers to create hyper-personalised experiences that speak directly to individual users.

At Trinax, this approach involves gathering and analysing data to inform every aspect of the customer journey – from UX and UI design to interactive installations and digital campaigns – to create interactive experiences.

In this context, Jeslyn Chua, Trinax’s assistant creative manager (pictured above, second from left), plays a pivotal role in ensuring that every digital touch-point reflects deep insights drawn from user data.

“Design is no longer just about aesthetics,” Chua explains. “It’s about creating intuitive, human-centred experiences that are built on a solid foundation of user data and behaviour patterns.”

By understanding how users interact with digital products – whether through web interfaces, mobile apps, or interactive installations – Chua and her team can identify pain points and opportunities, leading to more seamless and enjoyable experiences. Data such as session durations, click paths, and interaction frequency are vital indicators for shaping these experiences.

The workshop – AI Trailblazers by Google – discusses the source of relevant and rich data.

Integrating ergonomics and customer feedback

For Trinax, customer feedback is essential in refining designs. This is where Nix Heng, lead in quality assurance (pictured in main photo, rightmost), comes into play. Heng emphasises the importance of testing and iterations: “We don’t just rely on data; we put our designs in the hands of real users and gather qualitative feedback. This ensures that our solutions not only meet user expectations, but also exceeds them in terms of functionality and engagement.”

Heng’s team is responsible for integrating research-driven insights into the design process, paying special attention to ergonomics and user convenience. This approach is evident in some of Trinax’s successful projects such as the smart redemption machines for the Health Promotion Board campaigns.

The machines were designed with user comfort and accessibility in mind, ensuring smooth interactions for all age groups. By observing how customers engaged with the machines, Trinax refined the design to make the redemption process intuitive and frictionless.

Trinax organises regular usability testing in simulated environments for more realistic and accurate evaluations.

From data to engagement: The role of interactive technology

Another key personnel, Albin Yeo, chief innovation and technology officer at Trinax (pictured in main photo, leftmost), leads the technical team in transforming design concepts into functional, interactive solutions. Yeo’s team ensures the technology behind each experience – be it augmented reality, digital signage, or gamification mechanics – is seamlessly integrated and optimised to enhance the overall user experience.

“Data tells us what the user needs, and technology allows us to deliver that experience in the most impactful way,” Yeo says.

In one of its latest projects for the National Library Board, Yeo’s team used data to identify content that resonated most with young audiences. This information was then translated into interactive AR experiences where users could draw and colour characters, and later see them come alive on a digital screen.

The future of data-driven design at Trinax

Looking ahead, Trinax is committed to further refining its data-driven design capabilities. By continuously investing in data analytics tools, user testing methodologies, and emerging technologies such as AI and AR, the company seeks to stay ahead of the curve in delivering cutting-edge, customer-centric solutions.

According to Raja Sega, Trinax’s digital experience lead (pictured in main photo, second from right): “Data from human-centred research and live usage data will be the backbone of the future of customer experiences. By combining human insight with data analytics, we can create meaningful interactions that not only engage consumers, but also drive brand loyalty.”

As Trinax continues to push the boundaries of experiential and interactive marketing, its commitment to data-driven design remains unwavering, ensuring that every project is rooted in user insights, backed by rigorous testing, and enhanced by innovative technology.

Translating everything into interactive experiences

In a world where customers demand personalised, frictionless experiences, Trinax’s approach to data-driven design stands out. With data guiding its design decisions, Trinax is poised to lead the charge in crafting the future of customer-centric experiences with innovation and technology at its core.

A Trinax design thinking workshop in action.