MSA SS1
Art Direction / UX / Design

Moore and Scarry Advertising

Initial Problem

Moore and Scarry Advertising was an agency experienced with print marketing and advertising, but weaker in digital operations. DIgital best practices and other data were not part of the design process, leading to inefficiencies, design churn, and campaign performance challenges.

My Role

I led the gathering of design of best practices and developed objective testing methods for evaluating design performance. These design standards I assembled, built and tested were operationalized through functional design templates, guides, and training. I also collaborated to assemble the first omnichannel approach ever used by the company.

Objectives

Assess and outline a roadmap for improving current design standards

Enable the agency to deliver the highest quality of design to our clients and their customers

Establish functional templates for landing page and email marketing design as a way to make these best practices essential

MSA Email Marketing - Omnichannel Optimization
Art Direction / User Experience / Design

The Problem:
Email doesn’t have to suck. That’s where the ongoing email marketing project at Moore and Scarry started. Campaigns were not well structured, results varied greatly and designs were not effectively generating customer response.

My Role:
I led the way in establishing benchmarks using internally and externally sourced data. Then I operationalized template design and updates through simple, modular CSS and HTML. I was responsible for A/B testing prototypes checking engagement, functionality across browsers and reworking templates as necessary for special use cases.

Objectives:
Deliver improved email marketing campaign results

Increase email open rates and campaign engagement

Increase click-through rates by testing various design approaches

Operationalize best practices through functional templates

My full email marketing guidelines can be found here

Eli Silva UX Design- Pappas Toyota Eblast
Discovery & Customer Insights

I designed up by providing my leaders with the insights from the voice of our customers, user data, and the tools to make informed decisions about how to meet customer needs.

Experience Strategy & Design

I designed across by socializing the strategy I developed, and made functional templates of the standards for how we delivered email to customers within our industry.

Design Execution

I designed down on various parts of the project by executing research, making wireframes and prototypes as well as building out design specs. I also conducted testing of prototypes to validate improvements.

Experience Strategy & Ideation

The strategy I put together centered around eliminating opportunities for distraction in our email campaigns. We wanted to center on a single call to action when possible, and shape email campaigns that had meaning to car shoppers.

Leadership

I defined the project scope on this project, defining our goals, setting KPI’s and establishing criteria for success. I conducted training on new standards from the email guide, and engaged various teams to generate buy-in for the new approach.

Validation & Results

Our benchmarks gave the company a clear understanding of a previously overlooked problem. Through research, I designed modular templates that were more efficient to use, and delivered better results for click-through, open rates and overall engagement.

Pappas Toyota-LP
Landing Pages- Omnichannel Optimization
Art Direction / User Experience / Design

The Problem:
Landing pages at Moore and Scarry were another touchpoint with room for improvement. Originally, they were designed with a variety of calls to action, and exit points, my primary task was to refine the way they interacted with our email campaigns to improve conversions.

My Role:
I opened crucial conversations about our design approach with my stakeholders. Highlighting problems in our campaign performance, I delivered research and prototypes to help steer our deliverables in a new direction. I was responsible for training multiple teams in project delivery on new standards and creating a guide to help operationalize our approach.

Goals:
Improve the performance of our landing pages through clear, uncluttered pages, single focus campaigns and design best practices.

Increase click-through rates by testing various design approaches

Operationalize best practices through functional templates and guides

My full landing page guidelines can be found here

Discovery & Customer Insights

I designed up by highlighting customer pain points in existing design standards. I worked to gain buy‐in from executives and our clients, as I demonstrated real customer needs.

Organization & Planning

I designed across and created a unified vision for our landing pages by collaborating with the Sr. Art Director and built a guide to facilitate that learning to the art team.

Design Execution

I designed down by executing journeys, wireframes, prototypes and design specs as well as research and testing. I was engaged on every level of landing page creation and testing.

Experience Strategy & Ideation

I shaped a unified design approach that structured our web design in the automotive space. Our design goals were to be straightforward, welcoming and unobtrusive to various audiences engaged on dealer websites.

Leadership

I worked to create a system that had never existed at the agency, and brought a whole new way of thinking about design and measurement to an agency with a great traditional media track record.

Validation & Results

We saw improvements in various client websites through analytics. From bounce rate decreases of ~38% to detail page view increases of ~68%, validating we had created better journeys for getting customers to engage detail pages.

User Experience Reviews
Design Strategy / User Experience / Development

The Problem:
The automotive industry is not known for great user experience. Car shoppers have a hard time finding what they’re looking for, and dealers are not seeing the performance they’d like from their digital properties.

My Role:
I led the approach, set the methodology, methods and tools for evaluation on all web reviews. I conducted tests using a variety of quantitative methods including but not limited to: time on page, page views, user flows, and time to task completion.

Goals:
Make car shopping less painful through improvements in a phased approach

Open a strategic conversation with clients about how to shape digital roadmaps

Help clients understand usability issues through the language they already use (i.e. conversions, click-through rates, and engagement.)

Develop a digital design framework that helps push best practices to all our customers

A sample web review can be found here.

Example Starter Website we worked to improve
Example Starter Website we worked to improve

Approach

The approach I developed focused on things we could know with near certainty, and low-hanging fruit. As user experience began to mature in other industries, car dealers were still notoriously lagging. The deliverable, whatever it was, had to speak to car dealers in a way that demonstrated industry insider knowledge to create trust with our clients, and yet challenge them to make improvements.

Discovery & Customer Insights

I started collecting user feedback in the form of informal surveys and qualitative data to validate early assumptions I could infer from quantitative Google Analytics data. As I began to pull in the analytics data and put together reports, I used these as an opportunity to highlight journey maps we were getting from that data and used this to create a map of pain points, dropout hot spots and general problems with conversion/user flows.

Organization & Planning

I outlined our strategy by setting up a business case for web reviews and how they could strategically shape our outcomes. By developing a roadmap for improvements and planning how we would measure success, I was able to lead initiatives across the agency. Each review became integral to how we pitched to clients and organized our long-term roadmap.

Car Shoppers- Family
25 Point UX Checklist
The Dealer Snapshot was how I made the process repeatable and objective.
Design Execution

I setup the review template, and did the reviews myself. Each review 3was structured as a mix of screenshots, commentary and long-term goals we could work towards in phases with both our client and the teams responsible for design.

These reviews required design coordination on various levels, and working to make sure that we aligned the agency’s business positioning and customer needs for the most impact in both arenas.

Validation & Results

Summary:

We noticed improvement based on analytics. At the time I left the company, we had not carried one of our re-design projects through to phase four. However, we did see improvements in analytics based on the phase one changes we suggested.

Removing clutter had the most dramatic impact, by focusing pages on behaving like a more traditional funnel, we were able to structure the interactions and demonstrate the ability to guide web traffic across key touchpoints more effectively.

Quick Stats:
•  224% increase in VDP Views (a KPI for automotive sites)
•  Increase in web traffic sales leads by over 60% in 90 days
•  43% decrease in bounce rate

lvhd-mockup

Snapshot

Discovery & Customer Insights

I designed up by collecting insights about our customers and translating them into new business requirements and worked against them to set new design standards.

Organization & Planning

I designed across by facilitating my learnings to the rest of the art/design team and sharing it in ways that shaped our web and campaign design approaches.

Design Execution

I designed down by executing research and testing, digging in on all levels to develop best practices, own the big picture and to polish our approach to the little details.

Experience Strategy & Ideation

I shaped a unified design approach that structured our web design in the automotive space. Our design goals were to be straightforward, welcoming and unobtrusive in the process of exploration.

Leadership

I worked to create a system that had never existed at the agency, and brought a whole new way of thinking about design and measurement to an agency with a great traditional media track record.

Validation & Results

We saw improvements in various client websites from bounce rate decreases of ~38% to detail page view increases of ~68%, validating we had created better ways for customers to engage dealer websites.