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Public Goods

How might growth-centric digital implementations increase customer acquisition an e-commerce consumer packaged goods company?

Context:

Client work, 2020

Methods:

Research, UI/UX Design, Visual Design, Art Direction, Data Visualization, Ideation, Photography

Tools:

Adobe CC (Photoshop, Illustrator, XD), WordPress, HTML, CSS, Trello

Designed growth-centric implementations to increase customer acquisition for the organic content channel verticals.

What I Did

Results

Retention result of readers per month

>400k

Customer acquisition rate result per week

>200

SEO article rankings with design components

Increased

Production cost change due to expanding current freelance team skills

Lowered

As a result of these methods, the Public Goods content vertical was able to acquire additional customers with a reduced production burden on the design team.

The content and design team were freed to optimize other features due to the presence of digital touchpoints to increase customer acquisition that did not need labor maintenance and by the education of the freelance writer team to create visual assets.

 

The assets and language I developed for the company are still used for email acquisition and in Public Goods visuals available online.

⚡️Background

Public Goods is an eCommerce retailer for accessible home goods. I worked with their content team when the company was a small-stage startup looking to develop additional sources of customer acquisition and revenue outside of their paid marketing initiatives.

🏆 The Goals

The two main goals were as follows:

🏆 1. Increase Low-Cost Customer Acquisition

through developing the content platform's SEO and social media.

 

🏆 2. Reduce the Production Burden

on the design team and on the content team so that production costs do not outweigh the acquisition costs

 

I sought to reach these growth goals by optimizing digital customer touchpoints to funnel into conversion, developing a collection of UI components and patterns, and creating style guides and assets for organic content. Assets included were web pages, email flows, on-site conversion banners, e-books, infographics, illustrations, and photography guidelines.

Project Summary

🌟 Who I worked with

I worked with Public Goods leadership, engineering, design, marketing, and customers.

🤝 How we collaborated

We collaborated on an iterative process, with early feedback from engineering to inform design decisions. Initial project development began with collaboration between myself and the content team regarding their needs and then working with the Creative Director for feedback. All projects were based on insights from qualitative user research and digital analytics analysis.

💬 How I received feedback

Feedback was given through team retrospectives and recommendations based on digital performance and customer acquisition data. Additionally, I would receive feedback from the team freelancers regarding implementation and would always keep that in mind as well.

⚙️ What we maintained in the process

We maintained continuous check-ins with analytics, customer feedback, and freelancer feedback to optimize the assets and components to keep customers engaged and easy to use for the design, content, and engineering teams to reuse.

Process

I designed these touchpoints with two challenges in mind:

💰 Content Production is Costly

The teams did not have a lot of labor resources to expend and asset production development is costly for both the content and design teams. 

🤜🤛 Differing Internal Team Strategies

Both teams shared the goal of focusing on acquisition, but were not initially aligned on the visual strategy (Design wanted to follow eCommerce exactly, whereas Content wanted to have distinguished visuals).

The guidelines I developed to scale content production needs to the established group of freelance writers were a combination of the PG brand guidelines, but also had guidelines to address challenges at-home photographers would have, such as maintaining the PG aesthetic through backgrounds and keeping clutter at a minimum:

1) Allowed the authors of the content to be able to more clearly express what they were writing and would be wrapped within their invoice charges to be accounted for within a certain budget amount.

2) Reduced strain on the content and design team's labor load, which allowed them to focus on additional projects outside of production.

Establishing Photography Guidelines

The implementation of minimalist design icons provided 2 key benefits:

1) Could easily cross-reference between the Public Goods' minimalist branding, and thus easily replicable and usable by other departments, e.g. social media

2) Tied into the visual research regarding what appeals to the customer base, while also giving a highlight to the written content

3) Components were created based on highly-used content tags, so they could be used repeatedly so as not to increase production

Designing Minimalist Components

Reducing production burdens while keeping challenges in mind

To reduce production burdens, while keeping production costs were low and maintaining the visual strategy desires of both the design and content teams, I focused on designing the following assets, guidelines, and touchpoints:

⚪️ Designing Minimalist Components

As a way to combine the strategies of both the content and the design teams, I developed organic content-specific components to be used on social, email, and for the blog after analyzing visual trends in competitive branding and maintaining the standards of the design team.

📸 Establishing Content Imagery Guidelines

There was an opportunity found to utilize the current freelance writer workforce to also serve as visual content producers. I developed photography guidelines keeping with the PG brand, but also acknowledging the specific challenges they would face as newer photographers.

🧭 Optimizing on-site pages for internal and customer navigation

The content team discovered a productivity barrier they faced was the long time it took to find articles they needed on WordPress. They also realized that if readers had the opportunity to navigate by tags as well, this could increase on-platform engagement and chances of encounters with conversion touchpoints.

Increasing customer acquisition while keeping the challenges in mind

To increase customer acquisition, while keeping production costs were low and maintaining the visual strategy desires of both the design and content teams, I focused on designing the following digital touchpoints to focus on the following:

📖 Highlighting Education

Based on competitive research and click-through analysis, I designed a number of sustainability-centric educational assets to increase reader engagement and trust that show the benefit of PG products. and to develop long-form assets used for long-term email acquisition

✉️ Optimizing the Email Conversion Funnel

After increasing the number of visual assets as touchpoints for conversion, we developed subsequent email marketing flows to encourage conversion. The flows were designed referencing the current PG campaigns and iterated on based on Klayvio analytics.

☝️Adding Click- Through Points of Conversion On-Site

After analyzing reader to customer flows, we noticed that besides the "shop" link, at the time, there were not a lot of avenues to incentivize click-through conversion. So we developed targeted in-article banners to grab attention.

Educational content through visuals were highlighted by developing infographics to enhance the reading experience in order to:

1) Provides a supplement to the overall article to increase reader engagement with content as they would stay longer on page.

2) The visuals would also rank in Google Image searches, which served as another channel to increase customer acquisition.

3) Articles with infographics would rank higher and boost the articles' SEO standing

Educational content through visuals was also implemented by developing lead magnet assets and flows to have a long-standing digital touchpoint for email acquisition:

1) Touchpoint to increase email acquisition without regular production maintenance.

2) Shows Public Goods' interest in sustainability and education

3) Provides an opportunity to better understand customer motivations and product interests by analyzing acquisition through "lead magnet utms".

Highlighting Education

After doing some analysis on the flow of where customers could engage with the e-commerce site, it was discovered that there were not as many touchpoints for targeted product clicks outside of anchor points, so we developed in-house product banners:

1) The banners were relevant to the content of the article, which was already developed to increase SEO and highlight product benefits.

2) The assets were keeping with Public Goods' minimalist style and could easily be re-used after swapping in product photos.

Increasing CTR to E-Commerce

In addition to developing assets that encouraged educational assets as an avenue for customer acquisition, we also developed a number of email drips to convert readers to customers. One of the key drips was utilizing the lead magnets to welcome customers to Public Goods.

1) Provided additional points of customer input that were not previously accounted for

2) Served to not only educate the readers about the brand, but also to highlight additional articles and other content of interest to increase engagement

3) Having a standardized email flow for all lead magnet assets to reduce production time, but also provide a potential avenue for increasing email subcribers

Optimizing the Email Conversion Funnel

The opportunity led to the development of an on-page archive site that the internal team could access to locate articles and for customers to have an additional avenue to navigate the site.

*This project was not shipped due to internal team restructuring.

1) Developing an on-site archive page by category, tag, and month/year would provide three navigational methods to discover content.

2) This also would reduce engineering's burden by having the clickable assets be based on WordPress integrated links, so there was no additional coding needed for each article implementation.

Optimizing on-site pages for internal and customer navigation

different systems were designed to address the main goals of customer acquisition and reducing the production burdens.

With those challenges in mind,

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