UX STRATEGY
UX STRATEGY
LEO BURNETT | 2021-2023
LEO BURNETT | 2021-2023
Team Marlboro
Team Marlboro
Team Marlboro
Long-term Page Management
Long-term Page Management
Project Overview
Project Overview
Team Marlboro drove the effort to raise awareness around the brand's environmental advocacy. Its dedicated page sought to boost online engagement through a sense of community action and activate consumer buy-in with the Marlboro Rewards Program. It offered various learning and participation opportunities through regularly updated content.
For over two years, I provided UX support, including advice on content strategy and development recommendations, ensuring new production fit within client and budget needs.
At the start of my participation, we set a goal to increase unique visitors, study online behavior, and improve our content strategy. We began with qualitative data and testing. By the end of our first two quarters, we saw a positive pattern of engagement which set the base for the next two years, exceeding our original goals and setting a new standard for brand-consumer engagement.
Team Marlboro drove the effort to raise awareness around the brand's environmental advocacy. Its dedicated page sought to boost online engagement through a sense of community action and activate consumer buy-in with the Marlboro Rewards Program. It offered various learning and participation opportunities through regularly updated content.
For over two years, I provided UX support, including advice on content strategy and development recommendations, ensuring new production fit within client and budget needs.
At the start of my participation, we set a goal to increase unique visitors, study online behavior, and improve our content strategy. We began with qualitative data and testing. By the end of our first two quarters, we saw a positive pattern of engagement which set the base for the next two years, exceeding our original goals and setting a new standard for brand-consumer engagement.
Trial Period
Trial Period
We spent 2021 to 2022 gathering user data through qualitative research, new components, and different messaging. As we experimented, we began to find positive patterns.
We spent 2021 to 2022 gathering user data through qualitative research, new components, and different messaging. As we experimented, we began to find positive patterns.
By Quarter 1 of 2022, we had vital data that identified behavior patterns and began tailoring our content strategy. Further down this page, I’ll show some work from 2023, which shows our most evolved approach.
By Quarter 1 of 2022, we had vital data that identified behavior patterns and began tailoring our content strategy. Further down this page, I’ll show some work from 2023, which shows our most evolved approach.
Incentivizing participation
Incentivizing participation
We offered incentives using
Simple How-To PDFs that triggered free reward items for consumers,
Rewards Points Earnable content, such as videos and photo uploads,
A quarterly contest rewarding up to ten consumers with the best community project idea with $2500.
We offered incentives using
Simple How-To PDFs that triggered free reward items for consumers,
Rewards Points Earnable content, such as videos and photo uploads,
A quarterly contest rewarding up to ten consumers with the best community project idea with $2500.
Lead by doing
Lead by doing
We were thrilled to begin featuring environmental organizations around the United States. We wanted the consumer to see we had a horse in the race.
We were thrilled to begin featuring environmental organizations around the United States. We wanted the consumer to see we had a horse in the race.
Exposure
Exposure
Each quarter, we featured organizations active somewhere in the United States.
Each quarter, we featured organizations active somewhere in the United States.
Outreach
Outreach
Narrowing down which organization to feature tended to be an exciting challenge.
Narrowing down which organization to feature tended to be an exciting challenge.
Sprucing it up
Sprucing it up
We wanted our brand to reflect that we were adopting a more consumer-aligned attitude.
While modern and edgy, the old style guide provided some design challenges and practices the creatives felt were cramping their style.
Below, you can see the old look on desktop and mobile.
The edginess of the page's black background and the masculine, condensed font were clashing with the bright palettes and fun graphics.
We wanted our brand to reflect that we were adopting a more consumer-aligned attitude.
While modern and edgy, the old style guide provided some design challenges and practices the creatives felt were cramping their style.
Below, you can see the old look on desktop and mobile.
The edginess of the page's black background and the masculine, condensed font were clashing with the bright palettes and fun graphics.
The mobile followed the desktop design, with everything stacking.
We wanted to give the components more breathing room, and also to relax the aesthetic to give the page a more approachable look. We were hoping a new style guide would help facilitate those desired changes.
The mobile followed the desktop design, with everything stacking.
We wanted to give the components more breathing room, and also to relax the aesthetic to give the page a more approachable look. We were hoping a new style guide would help facilitate those desired changes.
The final quarter—2023 Q4: E-Waste
The final quarter—2023 Q4: E-Waste
Many changes occurred over the first and second quarters of the year. As a result, we evolved our content strategy and fine-tuned the page's look.
These changes included adopting a new style guide, developing a new design system, transferring to a new database, and adjusting our collaboration method. Furthermore, we lost our creative director to layoffs.
We were still working out some kinks but felt we were gaining traction.
Many changes occurred over the first and second quarters of the year. As a result, we evolved our content strategy and fine-tuned the page's look.
These changes included adopting a new style guide, developing a new design system, transferring to a new database, and adjusting our collaboration method. Furthermore, we lost our creative director to layoffs.
We were still working out some kinks but felt we were gaining traction.
We wanted to visually capture a feeling of youth and nod toward a modern e-commerce experience. We played with shapes, movement, and color.
Good changes included the hero image adjustment, rounded corners, better spacing of elements, and more playful backgrounds. However, we struggled with new design rules and guidelines and development issues, resulting in interface irregularities, such as broken button animations.
We wanted to visually capture a feeling of youth and nod toward a modern e-commerce experience. We played with shapes, movement, and color.
Good changes included the hero image adjustment, rounded corners, better spacing of elements, and more playful backgrounds. However, we struggled with new design rules and guidelines and development issues, resulting in interface irregularities, such as broken button animations.
I pushed my fellow creatives to think more broadly within the boundaries of our new sandbox. As you see with the rounded carousel, I tried to play with shape and go along with the new play on roundness. I also encouraged more spacing or breathing room.
I pushed my fellow creatives to think more broadly within the boundaries of our new sandbox. As you see with the rounded carousel, I tried to play with shape and go along with the new play on roundness. I also encouraged more spacing or breathing room.
The stacking in mobile was a bit more spaced out, but needing further finessing. The use of a light grey background was overkill and some of the components should have been even further spaced out for quick visual scanning of sections.
The stacking in mobile was a bit more spaced out, but needing further finessing. The use of a light grey background was overkill and some of the components should have been even further spaced out for quick visual scanning of sections.
Project Results
Project Results
As a result of our research and experimentation, we repeatedly exceeded our engagement goals. It excites me to think what we could have accomplished given faster, more flexible development, and continuous direction .
As a result of our research and experimentation, we repeatedly exceeded our engagement goals. It excites me to think what we could have accomplished given faster, more flexible development, and continuous direction .