Smileactives

UX DESIGN & MOTION STRATEGY | CONVERSION RATE ENHANCEMENT TACKLED A CRITICAL CONVERSION CHALLENGE FOR SMILEACTIVES' E-COMMERCE PLATFORM WHERE FREE GIFT OFFERS WEREN'T TRANSLATING TO INCREASED SALES DESPITE EXTENSIVE A/B TESTING ACROSS DESKTOP AND MOBILE EXPERIENCES. THROUGH COMPREHENSIVE UX RESEARCH AND COMPETITIVE ANALYSIS, I IDENTIFIED THAT THE EXISTING HYPERLINK-BASED OFFER PLACEMENT CREATED TOO MANY DECISION POINTS AND CLICKS WITHIN THE PURCHASE FUNNEL, CAUSING USER DROP-OFF. RESEARCH-DRIVEN SOLUTION: CONDUCTED IN-DEPTH USER JOURNEY ANALYSIS AND COLLABORATED WITH THE PRODUCT TEAM TO UNDERSTAND THE FREE GIFT'S VALUE PROPOSITION. THE RESEARCH REVEALED THAT USERS NEEDED BETTER VISUAL CONTEXT ABOUT THE OFFER BENEFITS DURING THEIR PRODUCT EVALUATION PHASE RATHER THAN ENCOUNTERING IT AS AN ADDITIONAL STEP IN CHECKOUT. MOTION DESIGN IMPLEMENTATION: DESIGNED AND ANIMATED AN ENHANCED PRODUCT DETAIL PAGE USING AFTER EFFECTS, TRANSFORMING STATIC PRODUCT INFORMATION INTO DYNAMIC VISUAL STORYTELLING. THE MOTION DESIGN STRATEGICALLY HIGHLIGHTED KEY FEATURES AND THE FREE GIFT OFFER DIRECTLY WITHIN THE PRIMARY PRODUCT EXPERIENCE, ELIMINATING FRICTION POINTS AND REDUCING COGNITIVE LOAD FOR USERS. RESULTS & IMPACT: THE ANIMATED PRODUCT DETAIL PAGE SUCCESSFULLY INCREASED ACQUISITION RATES FOR OFFERS, SOLVING THE CONVERSION CHALLENGE THAT PREVIOUS A/B TESTING COULDN'T ADDRESS. ADDITIONALLY CONTRIBUTED TO THE SOCIAL MEDIA SOFT LAUNCH CAMPAIGN WITH COMPLEMENTARY MOTION DESIGN ASSETS, ENSURING BRAND CONSISTENCY ACROSS DIGITAL TOUCHPOINTS.