A Landing Page for Movers
Lowe’s Hardware is a sprawling company, to say the least. This project was a tiny part of a multi-channel campaign focused on catering content for people relocating throughout the moving process, from planning to a year post-move.
The Scope
WHAT: Create a landing page based on an existing email campaign targeting customers that had recently moved.
WHEN: 3-day handoff, May 2019
ROLE: UI Design, Wireframe Annotation, Photography and Content Curation
TOOLS: InDesign
The Challenge
This quick turn project didn’t come with a brief or much direction from the client.
Initially, I was asked to create a “grey-block template” or wireframe for a new landing page. The project expanded to include photography and content curation, an annotated wireframe, and a mock-up.
Personal Insight
Though I didn’t realize it at the time, this was the first time I did UX. I helped the internal creative team build a wireframe they handed-off to their development team.
Getting Started
I got dropped in the middle of the design process and quickly oriented myself by reviewing the existing movers’ email campaign. My next step was to study other Lowe’s landing pages and match those conventions.
Designing
Since I was working within an established design system and on such a fast timeline, there was very little iterating for this project. I jumped right into creating the wireframe. The client didn’t provide any promotional or information architecture copy, so I did the wireframe’s initial copywriting. I was able to pull the hero image headline from the movers’ email.
Once the wireframe was approved, the client provided a link to existing video content. I got started curating the content and photography for the mock-up. The mock-up was well received by stakeholders.
Delivering
Since the final deliverable was going to developers, I was asked to create an annotated wireframe. This annotated wireframe included content element sizes, photography content ids, and the video stills’ timestamps.
Outcome
Lowe’s internal creative team appreciated our help meeting their deadline and were impressed with our adaptability.
Impact
In the end, Lowe’s didn’t share any of the metrics associated with this project with our team.
This project further established our team as a reliable partner for digital media and played some role in expanding our scope of work for Lowe’s.
Personal Takeaways
This project hit my desk soon after learning about UX at the Design Futures Panel AIGA event. I didn’t make the connection at the time, but it was an excellent way to dip my toe into the UX waters. Annotating a wireframe for Lowe’s Hardware, what a way to start!