AT&T Gift Card Concepts

Date

January 2018

Role

Visual Designer, Design Strategist

Tools

PhotoShop, Illustrator

start with why

“As a product owner, I want to offer our customers gift cards. I am making a pitch to our business executives and need a supporting visual.”

client since

2007

location

Bothell, WA

industry

Telecom & Entertainment

Projects Completed

A lot!

visual design / ux design / art direction / people management / process development

Problem

Opportunity.

While researching opportunities for the holiday 2017 season, the product owner noted a potential revenue miss with AT&T: A gift card program. Companies that utilize gift cards reported an average sales lift of 60%.

Strategy

Strategy.

Instead of creating one gift card, I designed a range of options. My strategy was to offer variety to the customer while promoting for our lines of business.

  1. Gift givers want to buy products that match the recipient's personal style. Let’s provide a level of personalization through our variety of product offering.
  2. The variety of products serves as an opportunity to showcase products, services, and entertainment content.
  3. Gift card designs can also align with annual offers like Back-to-School or Valentine’s Day.

Solution

Solution.

I determined 5 categories to show that would meet customer and business needs.

  • Categories 1 -3: AT&T branded, DIRECTV content, and popular/featured products. I used the AT&T brand as well as licensed images.
  • Category 4: Occasions. For Valentine’s Day, I selected a stock image a designed a milk-froth AT&T logo. For the Back-to-school design, I used a chalkboard theme converting our logo to a chalk texture image and pairing that with the back-to-school appropriate typography.
  • Category 5: eGift Card. For last minute gifts and busy customers, the eGift provides a variety of styles OR the option upload your own image.
TruVintage66 Digital Marketing Campaign
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TruVintage66 Digital Marketing Campaign

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Intro text but what about the rest....
Date
May 2018
Role
Strategist, Designer
Tools
PhotoShop, Illustrator
Powered By
Instagram, Facebook
SEE CAMPAIGN ≫
Problem

Problem.

TruVintage66 is a local business whose sales are generated from trunk shows and festivals, primarily in Seattle. We needed to create awareness in the D.C./Maryland/Virginia metro area (the DMV). Though the owner/artist has a large network in the DMV, she was looking to reach new, potential customers.

Strategy

Strategy.

  1. To create a multi-day campaign instead of a singular post. This would allow us to maximize reach and ensure the message was repeatedly delivered.
  2. To leverage a low-cost marketing tool to reach TV66’s target audience (women, African-American women & men, age 30+) in the DMV.
  3. To showcase the products because TV66 does not have a website.
  4. To design a theme that that matches the products and TV66 owner/artists style and standards.
Solution

Solution.

  1. I came up with the concept of a 10-day countdown leading up to the Festival for the multi-day campaign.
  2. I utilized Facebook's marketing tools to reach TruVintage's target audience in the DMV. I boosted posts on Facebook and Instagram.
  3. My countdown campaign created an opportunity to feature over 10 pieces across TV66's jewelry line.
  4. All TruVintage66 jewelry is one of a kind, so I created a design strategy to visually represent the products. I incorporated handwritten typography to align to the uniqueness of TV66 accessories. I paired that typeface with a thin, elegant font to draw on the elegance of the jewelry. TV66's brand colors include chocolate, and raspberry, and kraft paper tan. I used combinations of those colors for the countdown tags on each post.
  5. Post 7 ("4 days until") featured a "sold" stamp to create desire since people tend to want what they can't have/what others have.
start with why

“As a Seattle area business owner, I need a campaign strategy and design promoting my vendor space at the Capital Jazz Festival.”

client since
2011
location
Seattle, WA
industry
Jewelry, Art
Identity Design / Branded Collateral / Staff Augmentation / Banner Design / Flier Design
Projects Completed
18
Results

Results

Total 2-day sales exceeded goal by 20%.

67.1% of impressions resulted from hashtag selection.

41% of the people this campaign reached were not current customers.

4% new followers gained through this campaign.

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AT&T Switcher Flow
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AT&T Switcher Flow

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Date
February 2018
Role
Information Architect, Design Consultant
Tools
Adobe XD, PowerPoint
Powered By
Adobe XD
See the prototype ≫
start with why
“As a product owner, I need a functional prototype to user-test the optimal presentation of “call me” functionality in the Switcher Flow.”
Problem

Problem.

FUNCTIONAL: In order for a DIRECTV customer to actually switch wireless carriers, he must speak to a rep. We also know most users will expect to complete a process online when they've started online. How might we mitigate abandonment by creating an efficient way for a customer to speak to a call center rep?

 

DESIGN: The current design does not meet color contrast (accessibility) requirements and the content hierarchy needs improvement.

 

Strategy

Strategy.

To add functionality to the Switcher Flow so the user can schedule a time for the rep to call him instead of waiting on hold indefinitely. Mobile first. This flow contains a lot of content and I need to ensure it's easily understood. If we master the hierarchy on the smaller screen, we can easily apply the design to larger viewports.

Solution

Solution.

I wanted to maintain the original structure of the flow which allowed the user to complete the entire process on one page. Being cognizant of cognitive load, I applied the chunking principle and progressive-reveal to break up the content. Then added in the new feature of collecting the user's contact info allowing him to schedule a call back from as soon as 15 minutes, up to 48 hours.

 

As a courtesy I also presented the product team with a list of the aesthetic issues in the original design. They updated the design as a result.

client since
2007
location
Bothell, WA
industry
Telecom & Entertainment
Projects Completed
Hella

visual design / ux design / art direction / people management / process development

Results

User test results.

 

  • 10 of 10 participants completed the flow quickly and easily—“incredibly easy".
  • 8 of 10 participants wanted earlier notification that switching requires a callback.
  • 9 of 10 participants understood the benefit enough to move forward, most expecting more details before deciding.
  • 10 of 10 participants liked the overall design—“Very appealing” & “Easy to follow and easy on the eyes”.
  • 8 of 10 participants preferred the two page split over a single page flow.
  • 9 of 10 participants quickly and easily used the grid, all liked it—“clear and easy” & “easy and convenient”.
  • 8 of 10 participants preferred the grid over the list.

 

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