During the Black Friday period, our primary objective was to significantly increase online sales by strategically engaging our target audience across multiple online platforms. The results speak for themselves: we achieved our highest sales week ever, saw a 24% increase in homepage visits, and experienced a 17% boost in app sales, culminating in 2 million customer orders.
We developed digital concepts for the website, focusing on a mobile-first approach, app integration, and in-store browser compatibility. This project included coordinating with TV, radio, and social media campaigns to ensure consistent design across all platforms. During the initial conceptualisation, we identified barriers that led to the development of new components, enhancing the overall user experience. Our responsibilities also encompassed A/B testing during the live event, creating 2,000 assets, and implementing multiple campaign adjustments.
Our workflow included creating initial wireframes to outline the website's structure and functionality, developing innovative ideas focusing on a mobile-first approach, app integration, and in-store browser compatibility, and formulating detailed design concepts that aligned with TV, radio, and social media campaigns. We conducted workshops to gather feedback and refine design elements, built prototypes to test and validate design solutions, and delivered a polished final design ready for implementation and A/B testing during the live event. This comprehensive approach ensured a cohesive and effective digital experience across all platforms.
Wireframe
Ideation
Concepts
Workshop
Prototype
Finalised Design
During the project, we encountered certain barriers that needed to be addressed to ensure a smooth execution. This proactive problem-solving was crucial in maintaining the project's timeline and overall success.
The Black Friday campaign was a resounding success, achieving record-breaking sales with a 24% increase in homepage visits, a 17% growth in app sales, and 2 million orders. Initially, dynamic pricing was not operational on any of the 2,000 assets, leading to numerous revisions due to fluctuating prices and stock levels. To overcome this, we developed a new component connected to an API, allowing for live price and stock updates and automated product replacements. This innovation streamlined the process and will contribute significantly to future campaigns.
