Audience
Environmentally-conscious consumers and potential customers interested in sustainability
Services
UX Design
Art Direction
Web Design
Team
Internal Marketing (Content and Social), Internal Design, Engineering
Year
2019 – 2020
🖼️ Background
Librarian administrators struggled to vet and review the overwhelming amount of educational resources submitted to their digital libraries. Our digital-resource sharing tool aimed to streamline the management process by enabling sharing to easy access to trusted, peer-vetted content.
🎯 Goals
We aimed to convert the content hub into a conversion channel. When I was a part of the team, consumer understanding of the value of sustainable home goods was not as mainstream as it is today. In order to get more customers, we decided to educate readers on sustainable home practices and implement pathways to shop on the e-Commerce site, driving customer acquisition.
We also aimed to streamline production costs and reduce strain on the internal content, freelance, design, and engineering teams. We found that the content team spent considerable time on maintenance due to the lack of a unified content production strategy, which was an opportunity to improve efficiency and free up resources for more creative work.
🤝 The Deliverables:
Web and mobile screens, including Author Pages, Articles Archive, conversion banners, infographics
Conversion and engagement flows for the site, email, and lead magnets
Comprehensive Design Guidelines for content, including design system components, photography, and art direction guidelines
🥳 The Results:
Increases in
Reader retention per month (over 400k)
Customer acquisition rate per week (over 200 new customers)
Improvements in
SEO rankings by utilizing new design components, enhancing visibility
Production cost reduction by leveraging freelance workforce and implementing reusable design components
Streamlining design processes with established design components and guidelines that are still used for email acquisition and on-site visuals
