Project overview
What is The LINGO LEADS GAME?
Duration
September 2020
Responsibilities
Role
Senior UX/UI Designer
Project overview
Design execution
I managed the end-to-end design process, ensuring on-time, detailed, and polished deliverables. I collaborated with developers to outline specs and deliverables, and with the content team to establish short and relevant copy guidelines for small screens.
The Role
I led the efforts to implement a user-centered design approach and ensure good conversion was achieved. I’ve done research with users to ensure there are no barriers to completing the form. I also did the art direction for the digital deliverables, initiated and designed A/B tests and the design of all deliverables.
STAKEHOLDER MANAGEMENT
I managed the end-to-end design process, ensuring on-time, detailed, and polished deliverables. I collaborated with developers to outline specs and deliverables, and with the content team to establish short and relevant copy guidelines for small screens.
Leadership
I have designed and presented the campaign to gain buy-in from senior stakeholders throughout the project lifecycle.
CRO / UX
No campagne without A/B testing
With every campagne I did A/B testing. It’s a continual proces to sharpen the conversion. I was part of the CRO team and for upcoming campagnes we planned and designed A/B tests.
A/B Test 1
Hypothesis
People who don’t care about football will be more likely to play if the Eredivisie campaign includes the option to play for the 48 Friends Lottery charities, which will raise the CR
Results
Version B wordt better. There is no significant difference between the 2 versions. (CR difference= + 6,21%).
Advice
This must be implemented and further optimized.
A/B Test 2
Hypothesis
By designing a darker area around the input fields, the focus is more on the input fields and visitors will go through the flow more easily, which increases the CR.
Results
The version (version B) with the gray IBAN field resulted in a higher conversion with a significance of 90% (CR difference = + 2.71%).
Advice
Looks promising for optimization and further testing.
deliverables
For a big campaign like this, many banners are produced. Always in many variants and with a lot of testing.
E-mail testing
For this campaign I also designed several A/B test e-mails to see which design converts better.
