Utilizing a balance of marketing, UX, and graphic design
Digital consumer engagement marketing
Working at LEGO: Being part of the DCE marketing team and collaborating cross-department across internal and external teams.
Responsibilities: My focus was on a mix of graphic design, CMS landing page creations, UX research on user journey and campaign landing page optimization.
Focus Area: Campaign landing page creation within CMS, UX research, graphic design (traditional and digital assets)
One of my main responsibilities was to learn and utilize Lego’s internal CMS system to set up the landing page based on wireframes and mockup iterations. My team has praised me on how quickly I was able to familiarise myself with new tools. By learning the tool and the workflow, I had begun to notice patterns that were impacting the collaboration between internals and external teams, which ultimately impacts user experiences. So I proposed conducting a UX research case study on optimizing the user journey flow of the landing page.
Highlights of Methods Used
Conducted interviewsUser journey mappingComparison and analysis (PoP & PoD)
I have taken a deep dive into a past campaign with similarities in target group and campaign goals and assessed key learnings to optimize and live test with the current campaign page. I had identified patterns and pain points and interviewed design agencies to get to the root issues on collaboration and optimization of the user journey flow. I also analysed user journeys of both the past campaign, the current one, and created a suggestion of better experience flow with key identified optimization with the page flow. Beyond past data tracking that I was able to compare and work with. The three main methods I used to conduct this study were interviews, PoP and PoD comparison, and mapping user journey flows. In addition, I created a suggestion of improvements mock-up based purely on re-organization of visual information, which I was able to hand over to external teams as a mere suggestion of what to do. They had appreciated my insights and suggestions, which we ended up using for version 2 of the landing page.
Highlights of Results
Insights: doubled campaign key metricsDefined 5 guidelines for optimzationIdentified 4 improvements for collaboration
This resulted in the current live campaign page which has out performed the past campaign with doubled the campaign average time and visits. Through this ux study, I was able to kickstart and define guidelines and 5 design principles specific to campaign landing pages. As well as identified 4 key areas of improvement to handover and collaboration with external design agencies. Overall this case study has now become a part of a wider project where there will be continuity for continued testing and improving the guidelines for campaign page optimizations within the LEGO group.
As I work on other campaign landing pages, I have tried to implement some of my findings especially in regards to collaboration with externals and design agencies. I’ve created color style guides for handover, and share detailed specifications per each module for the agency to tweak once I have been made aware of what the designs would be like within the first draft of wireframes. This early establishment of being helpful and open with knowledge sharing of resources led to more frequent feedback and check-ins and sharing previews, which allowed for more iterations based on live data being tracked.
Version 1
This is an example of another campaign landing page I was collaborating on.
Version 2
This is an example of improvements being done on the campaign landing page I was collaborating on.
For these 3 months, I had a lovely learning experience being part of the DCE Marketing team working with campaign marketing to create campaign landing pages and utilized a lot of my design knowledge in graphic asset creations for both digital and physical use cases. It has been a super amazing experience to dive into the ecosystem of LEGO to work in global collaboration, where I really am feeling proud of my ability to adapt-and-learn as I was able to quickly learn new tools to be an efficient teammate to help all my colleagues with their tasks. On top of all that, I even got the chance to conduct a UX research on user journey and campaign landing page optimization.
Campaign Marketing
This experience allowed me a glimpse into the full workflow of conceptualization of the campaign, working with internal and external teams, collaborating with designers where I was only being in charge of the final step of implementation into the CMS and publishing landing pages live. Having multiple pieces needing to fit together in order to ensure a successful campaign has been a great learning to understand the perspectives on running a full campaign. My findings in optimization of the campaign flow for users and collaborations with different teams has been beneficial in seeing that even with so many moving pieces of the puzzle, areas of improvement for better user experience can always be worked on to become more effective.
Being Daring to Ask Questions
Being part of a global work environment with so many specific processes and dedicated teams for certain aspects of the work flow, it has been a strong reminder that in order to collaborate effectively I need to be daring to ask questions. No matter how fundamental or silly they were, it opened up conversations and made my teammates and I to think and question things if they could be done a different way. This experience has enabled me to become way more comfortable with asking questions, which made it a fulfilling learning atmosphere fueling my curiosity.
