no 03.
Design Campaign Pages to Drive Engagement
no 3. Design campaign pages to drive engagement
Create interest and boost engagement for a Fortune 500 automotive safety supplier's products through digital marketing. Create engaging landing pages and tailored content for different industries. Integrate high-converting features, visuals, and improve user interaction for effective lead generation.
consultant, ux / ui designer
2022-2023
/ Intro
The company is a significant player in the automotive safety sector, providing a wide range of products and services. The main objective was to enhance their growth by strengthening their digital presence. Working as part of a team including designers, developers, and marketing technology consultants, we collaborated to support various business functions. Our primary emphasis was on promoting their services and products through impactful marketing campaigns to enhance their conversion rate optimisation (CRO) and attract qualified leads.
/ Task
One key aspect of this project involved a profound shift towards prioritising user-centric design principles. In the context of larger B2B corporations, there's often a strong emphasis on business objectives, which can sometimes overshadow the human element. We departed from non-responsive, text-heavy pages laden with technical jargon and limited visuals to address this.
While technical details hold significant value, particularly when engaging a knowledgeable target audience, it remained imperative to balance providing information and effectively engaging the audience. Ultimately, there's a person on the other end of this interaction, making decisions based on the content presented. Given the highly customizable nature of their services and products, capturing leads is essential. It enables the sales team to provide tailored insights into the many possibilities that can be finely tuned to meet various needs.
A break from in-depth reading, here's a shorter summary of several conducted tasks.
Customer journey definition
A foundational step was understanding the customer journey comprehensively to craft a more user-centric experience.
User needs
We delved into researching the diverse needs of users, considering the array of products and services offered.
Wireframing & prototyping
Based on previous points, wireframes and prototypes was created. During the process we had multiple iterations based on feedback from stakeholders and team-members. The main tool used was figma.
Style guide
This encompassed structuring the content, determining layouts, establishing hierarchy, and integrating essential visual elements to create a more engaging experience while taking accessibility demands under consideration.
Content Creation and Refinement
We focused on crafting content that resonated with users, presenting various use cases to showcase th of the products.
User journey optimisation
With a significant focus on enhancing the user experience, we focused on optimising the contact form, a critical point of interaction.
Implementation
Working with developers to ensure good performance, responsiveness.
Testing
We conducted a/b testing and Hotjar to assess the impact of design and content variations on user engagement and conversion rates.
/ Results
The strategic shift towards user-centric design principles yielded notable positive outcomes. Prioritizing user needs and crafting a more engaging experience led to improvements in user engagement and conversion rates. The optimized contact form, in particular, drove a substantial increase in interactions and inquiries. Introducing reusable components and visual elements streamlined our workflow, enhancing efficiency. Notably, our success inspired the company to implement some of these new features and structures on their global pages, signifying high satisfaction with the project's outcomes.