Project Description
Client
Date
Role
STRATEGY, DISCOVER & WIREFRAMING /
The Summer campaign was a highlight for me. I began by reviewing performance data from the previous year and identified high bounce and low scroll on the Campaign PLP.
A quick round of user testing revealed the issue—users didn’t recognise it as part of the campaign due to minimal visual storytelling. This insight shaped my focus: redesigning the PLP to better connect it to the campaign. After competitor research, I mapped the user journey, wireframed solutions, and explored ways to improve engagement and dwell time through stronger narrative and visual cues.
For the key driver T-shirt, I collaborated with the video team to create a one-off animated TB overlay, adding a surprise-and-delight moment. Pre-launch user testing showed strong positive response.
THE RESULT /
EPLPs became the 3rd best-performing pages site-wide, with double-digit growth in views and increased dwell time. Scroll reach on campaign pages rose by 20%, and the key T-shirt with the animated TB achieved a 42% average sell-through.
