Suki Liu
About
Resume
Super Purposes™
Super Purposes™ hosts annual sweepstakes to engage their audience and provide significant career advancement opportunities. In the fall semester of 2023, I worked as a part time UX Designer with the Super Purposes where I redesigned the landing page for the annual career makeover sweepstakes.
Project & Timeline
•
UX Designer
•
September 2023 - December 2023
Tools
User Research / Funnel Analysis / Personas / Journey Mapping / Graphic Design /Miro
The Challenge
Super Purposes™ runs its annual career makeover sweepstakes to engage its audience, but a sweepstakes only delivers value if two things happen: enough people discover it, and once they land on the page, they're motivated to actually participate, not just in the giveaway but in the career services it's meant to spotlight. The previous landing page wasn't fully solving for either side of that equation.
We took this on because promotion and participation aren't separate problems: they're sequential. A page that reaches a wide audience but fails to convert that attention into entries (or interest in Super Purposes' services) is reach without impact.
The core question was: How might we design a landing page that effectively promotes the sweepstakes to a wide audience while encouraging genuine participation in both the sweepstakes and Super Purposes' broader services?
Overview of the design process
Research & Scope
Previous Sweepstakes Evaluation
First, we conducted a quick statistical evaluation of the previous annual sweepstakes to identify any issues. One of the most serious problems we found was a lack of interactivity. As a result, user participation and ROI were not as high as expected.
No interactivity
No interactivity with users. Only display information for users, and the contents are not very engaging.
Simple visual design
Lack of visual hierarchy. There is no visual highlights for important information (time, prize, etc) and the call to action buttons are not obvious.
Dense and unfocused text
The text is overly lengthy and dense, making it very difficult to discern the key information. Important information gets buried, resulting in a lack of clarity and focus.
Design Goals
We set up the basic design goals based on users’ participation. The general goals here is to design an engaging, efficient, and easy-to-use collaborative knowledge-sharing platform.
Simple navigation
Reduce the numbers of steps required to enter sweepstakes to prevent drop-offs.
Clear information and rules
Outline the sweepstakes rules with obvious text hierarchy to highlight the keywords.
Option to share the contents
Incorporate social media sharing buttons to encourage participants to share the sweepstakes.
Funnelytics
By examining the journey from discovering the sweepstakes through social media ads or email campaigns, to filling out the entry form, and finally to receiving updates and potentially winning, we can identify and address potential barriers while designing. This ensures a smooth and engaging process. Understanding each phase of the user's journey allows us to create intuitive navigation and compelling content, enhancing participation and the overall engagement of the sweepstakes.
Funnelytics diagram
Priority of features
Based on our analysis, we have identified the priority of different features. Our Funnelytics creation will primarily focus on the sweepstakes entry form and information, as these have the highest priority.
Feature priorities
Wireframes
At this stage, we used wireframes to discuss with our stakeholders and better understood what kind of information they want to know about. We created most of pages based on the Funnelytics and the launching phase theme - Christmas Theme.
Wireframes
Design Language
For example, we add Super Purposes™ logo color scheme to the color palette. Also, we will match the entire landing page design graphics with the Christmas theme.
Design lanuage
The Design
Entry Form
I created a landing page to showcase the entry form for the "Win The Ultimate Career Makeover" sweepstakes in the hero banner area to catch people's eyes. The design focuses on usability and clarity, ensuring visitors can easily navigate and understand the benefits of entering the sweepstakes.
Entry form
Prize Information
Based on feedback from past participants, we refined the prize information text to make it short but clear. Below the form, I provided a clear explanation of the prizes to motivate users to participate. Additionally, I included a past participant interview session recording to share her experience with the 2023 sweepstakes and its benefits.
Prize information
Related Media Content
Additionally, we added a success stories and blogs section to invite more users to explore these pages, helping to keep user engagement high and encourage deeper interaction with the platform.
Related media content
Key takeaways
Handle the complexity and ambiguity of a small yet text-heavy project
Collaborate closely with the graphic design team and web development team by having weekly meetings, analyzing previous sweepstakes' user feedbacks and aligning on webpage requirements, milestones, and technical feasibility.
Learn a lot from working with different people from team to fulfill everyone's needs.
Pay more attention to details on copy and use the right components from the design system.
Consider consistency, accessibility, and adaptability when design a new feature. (See how it fits into the other related page)
Try wild explorations to the point of failure.
