Under Armour: E-commerce Marketing
Designing impactful campaign visuals that pack a punch: Optimising storefront and performance ad visuals to drive traffic and conversion
Client:
Categories:
E-commerce Design
,
UI/UX
Year:
2022-2023
KEY METRICS
Campaigns designed across dotcom & marketplace
Increase in store click-through rates from Q4’22 to Q1’23
During my time in Under Armour, I designed monthly key visuals for e-commerce marketplace campaigns across Singapore, Malaysia and Thailand, adapting them for in-app feature banners, eDMs and social ads on Instagram and Facebook.
KEY CONTRIBUTIONS
Key Visual Design
Leveraged impactful photography and short but powerful copywriting for key visuals, placing strong emphasis on strength, motivation and grit to call out to potential shoppers.
Liaised with regional e-commerce managers to ensure timely delivery of assets and alignment on sale mechanics.
Marketplace Banners
Worked with marketplace account managers on campaign asset timelines and deliverables, and designed partnership assets for additional placements during larger campaigns.
Performance Ads
Designed and adapted graphics for performance ads on Instagram and Facebook, ensuring clear visibility of sale mechanics and strong CTA placement to drive traffic and conversion.
Storefront UI/UX
Started a UI/UX test & review period over three key year-end campaigns, testing different store layouts with different modules, product placements and sequences. I compared each campaign's layout with the respective store traffic data to draw key insights on customer behaviour. I also studied storefronts of key competitors to derive learning points and best practices.
In Q1'23, we implemented a full storefront refresh. Starting with an overhaul of colour schemes and graphic styles, we then revamped the storefront with improved product and promotional visibility based on our insights, leading to a 90% increase in traffic clickthrough on store modules within one month.
