wrap. co
Team:
1 architect, 1 Design manager, 1 Art director, 3 in-house designers, team of 4 part-time agency designers, 1 Marketing manager, 1 PM, 4 frontend engineers, 3 backend engineers, 2 QA
ABOUT
The wrap is a mobile-based advertising tool and platform with pre-packaged templates and a mobile app-like experience. Wrap covered: commerce, digital companions, lead gen, landing pages, events, business publishing, real estate, and content publishing.
Wrap, tell a story, provide service, or sell products in the messaging feed.
KEY POINTS
User research and feedback on Wrap authoring tool / User Interface for template solutions / Marketing campaign on clients end / Builded and worked with an internal creative team and external design agency
RESPONSIBILITIES
User research/feedback for wrap authoring tools, building wrap template solutions, and client-facing marketing campaign
As creative director at Wrap, I created a template team process with brand creations. Create immersive template solutions and client-facing campaigns.
Partner with the VP of design to build an internal creative team (a total of 5 in-house designers and 4 external agency designers)
Create product pitches for a sales team
Promote Wrap at social events
GOALS
(1) User-friendly easy to use wrap solutions
Authoring / template tool:
Easily create, design, write, and send without starting from scratch.
(2) Widget Components
Weather, sound, video, location-nearby, click to call, chat, calendar, review feedback, download PDF, and rating.
(3) Personalization
Creating wrap with customized data, like name, references, prior behavior, dynamic call-to-action, and follow-up email. The goal is to make recommendations for users on their next actions.
Benefits of personalized content:
Increases conversions / easier conversion
One-click purchases by remembering their behavior, preferences, and information
Viewers usually are pretty specific about what exactly they love or what they are looking for
Improves lead nurturing (the process of developing relationships with buyers at every stage of the sales funnel and buyer’s journey)
Personalize content to each person’s interests and behavior
(4) Engagement metrics
Beyond the impressions and click-through rates of standard ads, engagement metrics can offer a clearer picture of audience engagement.
The tracking capabilities measure when, where, and for how long someone interacts with an ad.
The better the engagement rate, the higher the lifetime value translates into greater customer retention
(5) Measurable results
Providing data and campaign results with an easily understood format of how each creative element in a campaign is performing so can craft a more effective marketing strategy and give better directions.
Wrap analytics monitoring tool with a breakdown of each card; total views, CTA clicks, CTR rates, bounce rates, avg. time in wrap.
Design Process
It is essential to have a design process. It helps to set clear expectations; it allows us to establish realistic project deliverables. The design process should be flexible to fit different projects and clients.
FRAMEWORK
Have clear user goals for the product before using any creative tool. Understanding end-user needs. The outcome is how end users are going to benefit from it.
(1) Explorations and research
(3) Investigating options
(4) Define user flow, sketching, whiteboarding sessions, and Wireframes
(5) Visual design
Conceptual design (rough mock-ups)
Set up the visual tone of voice
Finalized visual
(6) Usability analysis
Prototype
Usability testing
(8) Refine and review
(9) Deliver
(10) Revising based on data finding KPI
Explorations and research
This is the early stage of the design process: researching, taking notes, understanding competitors, and sketching rough mock-ups. No idea is a bad idea at this stage. Thinking outside of the box, pushing boundaries, and being creative.
Project overview timeline
To have a clear breakdown of tasks and review dates. Project Planning, resource allocation, online scheduling, and reporting. Identifying and detailing activities required in each project phase and leading teams with your staff members to carry out each phase.
Whiteboarding sessions are great for brainstorming collaborating with team members.
Define user flow, storytelling, sketching, and Wireframing.
Yaye
Group fitness and exercise motivation & daily step counter. Yaye motivates you and your group to get fit and healthy and have fun!
PROJECT
Create the Yaye marketing campaign using Wrap solution by providing rich media, easy-to-download, and social networks.
Example of finalized digital visual layout based on the wireframe.
Wrap in action: https://wrap.co/wraps/d5c1eede-1767-4b48-8b85-369f01d50b5a
Capital One
Client pitch / Capital One, cash back reward plans.
Create a rich mobile experience Capital One marketing campaign using Wrap solution.
Wrap authoring platform
Mapping out all marketer user cases with all possible built-in component widgets.
Wrap authoring platform tool / Wrap creation
Wrap authoring platform tool / Wrap creation
Measurable results, Wrap analytics monitoring tool with a breakdown of each card; total views, CTA clicks, CTR rates, bounce rates, avg. time in wrap.