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[Case 01]

Engagement Growth on Website & Social Media

Information Technology

Accelerating Growth Through Visual Design

Boosting Internal Productivity and Attacting new Partners

[Project Overview]

To boost engagement and brand growth, I created a variety of visual graphics and content across the website and social media platforms.

[Problem Statement]

The brand lacked compelling visual storytelling and cohesive multimedia assets, leading to underwhelming user engagement and a disconnect between the brand’s potential and its digital experience.

[Industry]

Information Technology

[My Role]

Multimedia Designer

[Platforms]

Website and Social Media

[Timeline]

August 2023 - December 2023

View Live Project

View Live Project

[Persona]

Sarah Dale

Marketing Manager

[Goal]

Use multimedia to simplify complex information

Design social-ready content (reels, carousels, branded templates) to boost engagement and reach

Enhance interactivity on the site with engaging visuals that encourage exploration

[Frustrations]

Social posts all look different and there’s no consistency.

Not enough product or service visuals to help someone decide.

No motion/video content; it’s all just still graphics.

[Process]

[01] User Research

Spoke directly with users to understand their expectations, preferences, and perceptions of the current visuals and content.

Analyzed post engagement, reach, and saves to understand what types of content resonated most.

Tracked where users were clicking and scrolling to determine which visuals and content held attention

[01] User Research

Spoke directly with users to understand their expectations, preferences, and perceptions of the current visuals and content.

Analyzed post engagement, reach, and saves to understand what types of content resonated most.

Tracked where users were clicking and scrolling to determine which visuals and content held attention

[01] User Research

Spoke directly with users to understand their expectations, preferences, and perceptions of the current visuals and content.

Analyzed post engagement, reach, and saves to understand what types of content resonated most.

Tracked where users were clicking and scrolling to determine which visuals and content held attention

[02] Insights

Users were more likely to engage with visual content (videos, animations, carousels) than plain text posts.

High-performing content included human elements, such as behind-the-scenes visuals, team photos, or motion-based storytelling.

Content optimized for mobile platforms (Reels, Stories, tap-through posts) kept users engaged longer.

[02] Insights

Users were more likely to engage with visual content (videos, animations, carousels) than plain text posts.

High-performing content included human elements, such as behind-the-scenes visuals, team photos, or motion-based storytelling.

Content optimized for mobile platforms (Reels, Stories, tap-through posts) kept users engaged longer.

[02] Insights

Users were more likely to engage with visual content (videos, animations, carousels) than plain text posts.

High-performing content included human elements, such as behind-the-scenes visuals, team photos, or motion-based storytelling.

Content optimized for mobile platforms (Reels, Stories, tap-through posts) kept users engaged longer.

[03 Design Solution]

Redesigned the homepage and key landing pages with updated visuals, simplified layouts, and improved hierarchy to guide user attention.

Created branded content templates for social media (posts, carousels, stories, Reels) to maintain consistency and speed up production.

Optimized all multimedia assets for performance and accessibility (compressed file sizes, alt text, mobile-first layouts).

[03 Design Solution]

Redesigned the homepage and key landing pages with updated visuals, simplified layouts, and improved hierarchy to guide user attention.

Created branded content templates for social media (posts, carousels, stories, Reels) to maintain consistency and speed up production.

Optimized all multimedia assets for performance and accessibility (compressed file sizes, alt text, mobile-first layouts).

[03 Design Solution]

Redesigned the homepage and key landing pages with updated visuals, simplified layouts, and improved hierarchy to guide user attention.

Created branded content templates for social media (posts, carousels, stories, Reels) to maintain consistency and speed up production.

Optimized all multimedia assets for performance and accessibility (compressed file sizes, alt text, mobile-first layouts).

[04] Testing & Iteration

Shared clickable website prototypes (via Figma) with a small group of users to observe navigation patterns and visual clarity.

Made adjustments to graphics, animation pacing, and layout based on initial user behavior and social analytics within the first 30–60 days.

Reorganized page layouts and social captions based on user testing insights showing confusion or drop-off points.

[04] Testing & Iteration

Shared clickable website prototypes (via Figma) with a small group of users to observe navigation patterns and visual clarity.

Made adjustments to graphics, animation pacing, and layout based on initial user behavior and social analytics within the first 30–60 days.

Reorganized page layouts and social captions based on user testing insights showing confusion or drop-off points.

[04] Testing & Iteration

Shared clickable website prototypes (via Figma) with a small group of users to observe navigation patterns and visual clarity.

Made adjustments to graphics, animation pacing, and layout based on initial user behavior and social analytics within the first 30–60 days.

Reorganized page layouts and social captions based on user testing insights showing confusion or drop-off points.

[Outcome]

35% increase in social media engagement
Website bounce rate decreased by 22% after multimedia updates
Click-through rates on CTAs improved by 40% due to clearer visual hierarchy

[Key Learnings]

Simplification is key

Users value a quick and easy process, especially on mobile.

Simplification is key

Users value a quick and easy process, especially on mobile.

Simplification is key

Users value a quick and easy process, especially on mobile.

Less is sometimes more

Simple, clear visuals often outperform over-designed assets

Less is sometimes more

Simple, clear visuals often outperform over-designed assets

Less is sometimes more

Simple, clear visuals often outperform over-designed assets

Bring your page to life

Motion and multimedia enhance user engagement when used with purpose

Bring your page to life

Motion and multimedia enhance user engagement when used with purpose

Bring your page to life

Motion and multimedia enhance user engagement when used with purpose

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