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Case Study

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Easter storybook

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The objective of the Easter campaign is to create a delightful and engaging experience that compels sponsors to respond to the digital offer online, to connect and ultimately give online.

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The Problem

The Easter storybook is beautiful piece, but the response rates for these direct mail pieces is very low.  My roles included; landing page design, research & consulting with external agency that created the eMail. 

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Research

Our research shows that when sponsors interact with with their sponsored children.  We conducted testing on the experience starting with subject line in the email app, then to the two eMail and lastly we tested 2 land page options.  We tested two pools, moderated test of World Vision donors and an unmoderated testers on UserTesting.com.

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Analysis

We wanted to great a seamless experience from eMail, to web to direct mail, but stop the press!  Most users said they wouldn’t click on the eMails based on the subject line.  Our digital experience team was the bridge 

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Virtual Collaboration

Teammates included UX Research, Content Strategist,  PM, TPM and External Agency for Direct and eMail.

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Design

I developed 2 designs for review.  1) minimalist clean design with emoji’s and 2) compact design with illustrative elements from the printed storybook.   Both designs had to clearly articulate the 3 offers.

Testers loved the “discover” section that included testimonials from children that have received similar cards/storybooks.

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Prototype

Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.

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Testing

We wanted to great a seamless experience from eMail, to web to direct mail, but stop the press!  Most users said they wouldn’t click on the eMails based on the subject line.

This insight 

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Final Product

Donec tempor tortor sit amet sodales blandit. Suspendisse potenti. Proin at commodo lectus. Integer interdum interdum purus non lobortis. Ut felis velit, sollicitudin.

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Outcomes

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What I learned

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Lorem Ipsum Dolor

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Sed tempor magna quis feugiat elementum. Interdum et malesuada fames ac ante ipsum primis in faucibus.

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Lorem Ipsum Dolor

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