Case study // Marketing landing pages immersive 2024
An immersive, storytelling introduction to campaigns in Woolworths app
The challenge
With shopping increasingly moving to in app experiences there is a real need to represent our major campaigns in the environment where our customers are, from your latest collectable such as Disney Discs, to seasonal events such as Halloween and Christmas. Current marketing landing pages are functional and limited in brand expressions, so an immersive carousel was proposed as a storytelling device to entice and inform customers on campaign mechanics. This format can hold animations, video and static imagery to create excitement, or educate our customers in digestible full screen slides before they arrive at the information heavy landing pages.
Robust testing & validation
Qualitative usability testing was conducted on marketing landing page immersive concepts.
The research aimed to test immersive stories carousels and entry points.
Participants were current Woolworths App users engaged with past campaigns.
Key findings include a desire for more control and clearer navigation.
Recommendations suggest adding back/next and pause functionalities.
How we made it happen…
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Rapid prototyping
Robust and detailed Figma prototypes were created to gain peer to peer and stakeholder feedback.
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Customer research
Working alongside research colleagues in-depth customer research sessions where conducted to gain insights to desirability of the feature as well as usability.
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Working prototypes
Figma layouts were used to create a working prototype with functionality to take into customer testing and display concept and usability as close to a real life scenario.