Overview
Client: Lucid News, a New York City-based media and journalism platform focused on psychedelics, consciousness technologies, and the future of wellness.
Date: February 2021
Scope: UX/UI Design, Frontend Web Development. Project Management
Technologies: WordPress, Unbounce, Adobe Illustrator, Mailchimp
Case Study: Lucid News provides informed, honest and transparent journalism that covers the growing integration of psychedelics into society and their broad implications for human wellness.
The client approached me with a need for a giveaway landing page design that would reflect their brand partnerships and provide an excellent user experience. Their giveaway included six other partners who would be sharing the landing page and user entry data.
Goals + Motivation
I wanted to create a fun and eccentric design with an easy-to-read layout and understanding of the entry parameters. I also wanted to create a seamless experience for the brand partners so they could share easily across their platforms and harness as many entries as possible.
The project had a tight timeline for a one-week turnaround for launch, so choosing familiar technologies that integrated appropriately was important.
The Design Process
Content + Copy Outline
I worked with Lucid New’s Social Media Manager, Kate Belew to create an information architecture outline.
We combined the giveaway entry parameters, brand partnership bios, prize descriptions, and backlinks into an informal copy outline prior to design.
Asset Planning
I worked with the Lucid News marketing team to gather their brand assets including logos, primary/secondary colors, and inspiration for the giveaway theme.
They provided brand partner logos and I sourced additional images for the prizes to better visualize the landing page layout.
I also pulled design heuristics from the backend of their WordPress site to align with the current feel of their homepage and establish a clear hierarchy and color palette.
Sketches + Web Development
Sketches
The initial rough sketch of the landing page brought up some other areas of opportunity for missing content pieces including photos of the giveaway prizes and additional giveaway copy within the introduction and disclaimer.
The team signed off on the layout of the landing page and I moved ahead with further asset sourcing to begin web development.
Entry confirmation pop-up note and link to Lucid News homepage.
Integrations
To ensure the lead generations were captured and followed up properly with a ‘thank you’ email, I added a confirmation screen and integrated the Mailchimp application within the backend of Unbounce.
The Final Product
“Claire designed and built a user-friendly dedicated landing page, fully integrated with our website and email provider.
The design was user-friendly and aligned with our brand identity. She is organized and efficient, helping make our giveaway a huge success.”
Results
Due to their tight timeline and current custom WordPress backend limitations, I decided to build a stronger conversion lead generation page on Unbounce.
We had 673 entries of 918 views and 895 unique visitors for a 75% conversion rate.
Some constraints I experienced included:
The Unbounce dashboard didn’t properly update the site conversions due to additional cookies and cache embedded on the back end of the site and their development team didn’t know to adjust it in time for the giveaway launch but it doesn't affect our results or traffic.
The lack of an official style guide or brand identity to guide logo, colors, and type use, which was ultimately pieced together and took longer to compile.
Please note: The landing page URL is no longer live and is now redirected to the Lucid News homepage.