From feed to funnel

No one wants to leave the disco to go to the library.

TIMELINE
2 months to conduct research, design, produce, and deliver a high fidelity surfaces across experiences for a 360 campaign.

ROLE
Design Lead, User Research, Art Director, UX, UI, Prototypes, Animations, Documentation

RESULTS
Campaign exceeded all benchmarks set. +15% lift in LTR. +3% growth in new subscribers. -10 point bounce rate reduction. 19-45% lift in engagement.

People were
showing up

Mobile traffic from Facebook, Instagram, TikTok was doubling YOY with no new customer growth.

Needed a place
to learn

Marketing was disjointed with all roads leading to the same BOFU surface.

The
Goal

Understand this audience and find the tipping point for conversion.

Mined existing research; ran 21+ unmoderated video interviews

Focus group in one week: product versus lifestyle framing

Kept asking:
Where is this audience coming from?

Research
Actions

App felt complex → lead with ease of use and mobile-first features

Language was "insider baseball" → plain language, fast path to benefit

Big unfamiliar purchase → reduce friction, meet them in the moment

Inisghts & Decisions

Leaned into design system for minimal engineering lift

Bold, distilled content: Focus on a few high-impact moments

Product animation library: show, don't tell

Design approach

The Results

+15%

Lifetime revenue lift

-10 pts

Bounce rate reduction

+3%

Net new subscribers

+19-45%

Engagement lift vs Control