Framebridge Holiday Gift Shop Campaign
My Role: UI/UX + Visual Designer
The Goals
01. Work with stakeholders to identify the website metrics to test that align with the overall goals and campaign strategy.
02. Develop an overall brand strategy for The Holiday Shop with the Creative and Marketing teams that include a color palette, messaging, product images, and any graphic elements to be used by the marketing team for this campaign.
03. Design a UX-focused A/B test (desktop and mobile) for the above-the-fold experience on the homepage designed to study how customers identify and select product categories. Implement findings into the website experience and best practices.
04. Through customer data and research create and test new website components that provide a more efficient add-to-cart experience.
A/B Above-the-fold Test Version A (Desktop View)
Version A is fairly similar to the evergreen above-the-fold experience with some slight changes to reinforce the holiday branding. This is focused as the control for the A/B test since most returning customers will be familiar with the UI and UX elements. This test does include a new “Shop Gifts” CTA that’s overlaid on the header image and goes directly to the Holiday Gift Shop landing page. The intent is to provide a faster browsing and purchasing experience for customers looking to shop for holiday gifts.
A/B Above-the-fold Test Component B (Desktop View)
Version B explores a new product category layout that’s more compact, aiming to create a more approachable experience that immediately grabs users’ attention through captivating campaign imagery. The design is intended to direct customers directly to the Holiday Gift Shop landing page to browse and familiarize themselves with the product offerings. By minimizing the “What Are You Framing” bar, Version B encourages site visitors to browse and familiarize themselves with the purchasing process so they can select the right product category with confidence, creating a more positive checkout experience.
I worked closely with the Art Director, VP of Marketing, Director of Content Strategy, and the Product Development team to support any creative and website tasks connected to this campaign that includes website design, campaign ads, digital and print collateral, marketing emails, and social media posts. I was heavily involved in the page design, particularly when considering the UI/UX elements of the current evergreen website against the Holiday Shop campaign goals and testing. Alongside the Art Director and Product Team, I was able to create high-fidelity wireframes for multiple landing pages and components which also included HTML/CSS coding, campaign strategy, photoshop, illustrations, web animation, and copywriting.
Every launch of Framebridge Holiday Shop works to focus on the year’s overall product performance and customer data to deliver the best shopping experience at a competitive time of the year. While the holiday campaign does allow for unique branding that’s slightly different from the Framebridge branding guidelines, it’s important the offerings still reflect the brand’s inclusive messaging of high-quality, custom frames.
Holiday Homepage Experience
