Tools
Sketching, Adobe XD, Stensul, Sendgrid, Unbounce, Adobe Photoshop
Team
Myself, project manager, digital marketing, Art Director
Methods / Deliverables
Empathize, Ideate, Value Proposition, Prototypes
Client
HGV – US and EU Digital Marketing Team
INTRO
Redesign the US and EU Black Friday rental marketing campaign. The goal, to encourage repeat business, generate new bookings and give consumers a sense of renewed travel due to the ever-changing landscape caused by the pandemic of 2020. We wanted to let consumers know that it is safe to travel again.
The Problem
The previous Black Friday campaigns were getting old and weren’t generating the bookings the business was projecting. Based on the content and transaction numbers, we hypothesized that consumers were still unsure about traveling.
Let’s Start
I first met with the Director of Digital Marketing to understand the problem and goals. They provided 2-years’ worth of transaction data, the new look they were looking for, and stressed that the visual should not look like the typical Black Friday style design.
contribution
I was the sole designer on a team comprised of a project manager, two digital marketers, and my Art Director. I was responsible for determining the overall design direction of the project while collaborating with the rest of the team on ideation.
Proposed Solution
With out-of-the-box thinking coupled with familiar visuals, I provided the digital marketing team a design that conveyed travel, thoughtful consumer information, and laid out a full campaign board that included visual styling used on the email design, banner ads, and landing page.
Challenge
With no real UX process in place, I had to hone in my UX thinking. I asked lots of questions to determine why the need for a redesign, what insights were gathered from any consumer feedback, and what was the most important part of this campaign.
Insights
The marketing team used Hotjar to collect visual clicks on the landing page, provided a three YoY comparison on previous campaigns, and they wanted a different look.
This led me to the following three key insights:
SOLUTION
When we travel, we meet new people, share stories and create new memories. This led to the reusable chat bubble component that would be used for headlines, the thoughtful consumer information, and the large aspirational destination imagery used throughout the campaign.
Results
As of January 2022, the business partner shared that the campaign aided in increasing room nights and room revenue in North America and Europe.
Ready to get your digital footprint online or your brand in front of everyone? Reach out and let’s explore.