Royal Caribbean x Make-A-Wish
The objective of this case study is to examine a landing page designed to increase customer engagement and boost sales. The landing page is part of a digital marketing campaign aimed at promoting a product or service to a specific target audience.
Timeframe:
Spotify
Principle Designer
Year:
2021
bla ljdkncjksdncjfdn.
To achieve this, the landing page must be designed with a clear and concise value proposition that speaks directly to the needs and pain points of the target audience. Additionally, the landing page must feature persuasive copy, high-quality images or videos, and user-friendly forms that make it easy for potential customers to learn more about the product and take the desired action.
Define the target audience: The first step is to identify the target audience and their needs, pain points, and preferences. This information will inform the design of the landing page and ensure that it resonates with the target audience.
Create a wireframe: A wireframe is a rough sketch of the landing page layout and content. This step involves creating a wireframe that incorporates the key elements of the landing page, including the headline, subheadline, call-to-action, images or videos, and user-friendly forms.
Design the landing page: Once the wireframe is approved, the landing page design can be finalized. This step involves incorporating branding elements, such as colors, fonts, and imagery, as well as optimizing the layout and design for mobile responsiveness and user experience.
Write persuasive copy: Persuasive copy is critical to the success of a landing page. This step involves crafting compelling copy that communicates the value proposition of the SaaS product, addresses the target audience's pain points, and encourages them to take action.
The Problem
The solution for the SaaS landing page project involved designing an optimized landing page that effectively engaged potential customers and communicated the value proposition of the SaaS product.
User-centered design: The landing page was designed with the target audience in mind, incorporating elements that aligned with their needs, preferences, and pain points.
Clear value proposition: The value proposition of the SaaS product was clearly communicated on the landing page, highlighting the key benefits and how it solves the target audience's problems.
The Design Challenge
The Market Research
When I began this project, I had an idea I was in some uncharted territory in terms of mobile solutions for my problem at hand. However that did not mean this concept wasn't already in practice.
Wynwood Tribe is a small local clothing store that also sells art by local and international artists alike alongside many other hand made accessories.
Although this is a small clothing store, the addition of art installations throughout the business has proven to have made a positive impact by attracting new clientele.
The Room for Growth
There is a clear gap in the market for a mobile-based solution that connects emerging artists with local businesses to showcase their art.
While concepts like integrating art into retail spaces exist, there is no dedicated digital platform designed to streamline this process.
Current solutions are fragmented and lack the accessibility and functionality needed to empower both artists and businesses. This leaves an untapped opportunity for a seamless, centralized tool.
The Research Plan
The Participant Criteria
Location: Must be based in Miami or surrounding areas.
Emerging Artist: Must identify as an emerging artist actively pursuing a career in Miami.
Experience Level: 1-5 years of exhibiting experience in galleries, public spaces, or local events.
Seeking Exposure: Actively looking for more visibility through galleries, pop-ups, or community exhibitions.
Art Medium: Open to artists working in various mediums (painting, sculpture, street art).
Diverse Backgrounds: Include participants of different ages, genders, ethnicity and cultural backgrounds.
The Interview Insights
The Opportunity for Design
My Experience Map highlighted a clear
design opportunity for out target user:
Providing an alternative platform for emerging artists to display their work in accessible, non-traditional spaces before resorting to costly gallery outreach. By addressing this gap, we can empower artists like Sofia to gain meaningful exposure and sustain their creative pursuits.
The User Stories
The Theme & Task Selection
The Initial Task Flow
The UI Inspiration
The Exploratory Sketches
The Mid-Fi Wireframes
The Testing Plan
Summary
5 Tests of V1
3 Tasks
2 Tests via Zoom
3 Tests in-person
Objective
To evaluate the design decisions of the V1 prototype.
To test the overall usability of the design, identifying areas of success and areas for improvement.
Tasks
Task 1 - Find businesses with display spaces
Task 2 - Filter search & locating a cafe
Task 3 - Inquire about display space
The Test #1 Results
The First Iterations
The Task Flow Revision
The Test #2 Results
The Second Iterations
DELIVER
The Branding
The Colors
The Typography
The Wordmark & Icon
The Color Injection
The UI Library
The High-Fidelity Prototype
The Alternative Platform
The Responsive Marketing Site
The Sketches
The Wireframes & Content Flow
The High-Fidelity Prototypes
