Background
In August 2023, I assumed the role of leading design efforts for all storytel.com surfaces in the Growth Web team. Our primary objectives were to attract and engage users, improve website conversion rates, and enhance user satisfaction through data-driven insights and iterative improvements. One of the initial significant projects I undertook was the redesign of existing campaign landing pages, pivotal in attracting new customers through discounts, partnerships, and influencer marketing initiatives.
Design Process
We believed that establishing a coherent and consistent brand presence on the campaign landing page, clarifying the offer, and highlighting the product values could enhance the conversion rate.
To explore and plan the necessary infrastructure, I began by creating a comprehensive documentation of all existing types of campaign landing pages, and initiated a discussion with the development team. To align design efforts with user needs I reviewed market requests and feedback, and ensured all product requirements are thoroughly addressed in the design process.
To guide the process I established design objectives. The objective was to focus on the offer, and experience on mobile (more than 85% of our users viewed the page on mobile devices), and get the whole message through "just from one screen above the fold".
To generate creative concepts I engaged in the first phase of design exploration, conducted a design review to gather insights and refine the initial design concepts. I further refined the design through a second exploration phase, and collaborated with the Product Manager for a comprehensive review of design concepts, and requirements.
Later, I developed prototypes to visualize and test the designs via semi-moderated user interviews.
Later, I developed prototypes to visualize and test the designs via semi-moderated user interviews.
Designs
I took a thoughtful approach to the information structure and user interface design, focusing on providing diverse information without overwhelming the user. On all devices, all the essential information fits into the view port, allowing the user to grasp the offer and start the Sign-up process.
User Test
To gather insights I facilitated semi-moderated user interviews via Hotjar Engage. I recruited users who use social apps, don't currently subscribe to any audiobook or ebook streaming services, sometimes or often click advertisements on social media, and are interested in subscribing to a streaming audiobook service.
The main objectives were to test the overall impression of the designs, assess whether users understood the offer and check that users were given all the information they needed to feel confident about creating an account.
The interviews went well, the offer was attractive enough to click on. All participants gave positive feedback on the designs, had no problem getting started and appreciated that the page was short and to the point.The understanding of the offer was good. All participants were aware that they would be charged and expected to see the Payment checkout. Most participants appreciated the 'cancel anytime' option, which made them feel secure. They also read a small legal text at the bottom, and liked the timeline and product details, mentioning that it was exactly what they were looking for and it is clear and transparent. On the other hand for some participants it wasn't clear when exactly the subscription could be canceled, and they were unsure if they had to commit to 4 months or not. Some participants were looking for a better product description to understand what kind of content is available and what devices we support.
I showcased designs and test results to the entire Growth domain for broader input and feedback.
Cross-functional workshop
To foster collaboration and get everyone's perspective with different expertise I organized workshops involving Development and Product Teams.
We focused on the design structure of the entire landing page and refined all the components that needed to be built, and later we also took a closer look at different user journeys and discussed technical limitations and other ideas which might be worth considering.The entire workshop was held online, and on site in the Stockholm office. I prepared the entire setup in FigJam and provided all the details in the structured way.
The outcome was fantastic. The biggest benefit of the workshop according to all participants was that everyone felt involved in the design process and that it was a whole team effort. Getting everyone's perspective with different expertise makes us as strong as a collective. The structured format of the workshop, talking about the background of the problem, explaining initial designs and brainstorming about what could go wrong and what else could be done, was the second biggest advantage.
We focused on the design structure of the entire landing page and refined all the components that needed to be built, and later we also took a closer look at different user journeys and discussed technical limitations and other ideas which might be worth considering.The entire workshop was held online, and on site in the Stockholm office. I prepared the entire setup in FigJam and provided all the details in the structured way.
The outcome was fantastic. The biggest benefit of the workshop according to all participants was that everyone felt involved in the design process and that it was a whole team effort. Getting everyone's perspective with different expertise makes us as strong as a collective. The structured format of the workshop, talking about the background of the problem, explaining initial designs and brainstorming about what could go wrong and what else could be done, was the second biggest advantage.
Outcome
I incorporated feedback from workshops into the design, ensuring alignment with cross-functional teams. I ensured that designs cover diverse user journeys and use cases for a comprehensive solution. Later, to maintain consistency and efficiency I developed design system components, and provided designs that are ready for implementation, streamlining the development process. I offered ongoing support to the development team by providing design updates as needed, and thoroughly tested the final design implementation to validate functionality and user experience. Last but not least, I compiled a presentation highlighting design recommendations and best practices for markets.
Results
The new designs are now available worldwide. They perform much better than the old ones, with a higher conversion rate and increased engagement.
