Leading the evolution of the BOTB brand
FROM LOGO TO £50M BRAND
Brand Design / Brand Strategy / Visual Identity / UX for e-commerce
Role: Startup Lead Brand Designer
Product designer for e-commerce
In collab w Mktg Director & CEO
In my role as Lead Designer at BOTB.com, a fast paced startup, I worked across the whole design spectrum, disrupting the online competitions market with a premium look. I transformed the brand into a full design system applied across website, mobile/app, marketing campaigns for acquisition and retention, CRM/newsletters, motion design, video, events and social media.
As the company moved away from physical locations in airports to a fully digital business, my role as Lead Designer in the marketing team was crucial, our strong brand presence and innovative weekly campaigns directly drove customer engagement and revenue growth of 130%, contributing to a £50m acquisition.
I helped BOTB become the UK’s leading competitions platform by leading a market disruption in a space dominated by bargain aesthetics. We positioned BOTB as premium by giving away brand new luxury cars, crafting a clean and contemporary look, plus having a knowledgable tone of voice, by sharing expert car reviews with a tone that was informative yet friendly.
I designed and launched new sleek digital experiences focusing on the user's delight and the business credibility. The new homepage featured an immersive video, which would set the tone for an exciting, solid and future thinking company. My Clarity research showed that users would rarely scroll past the homepage hero video, I took action and updated the hero video daily to influence customer decisions, saving hundreds of thousands in costs of sale. Those daily updates increased customer return visits by 11%, signalling activity and trust.
The new e-commerce page, where prizes are listed, highlighted a top banner for featured products to inspire quick decisions in customers, reducing the user browsing time by 20%. Short looped video banners would appear as you scrolled down, to make the prize list impactful and to further reduce browsing times. A new filtering system with icons helped users find what they needed faster and more accurately.
Those digital innovations were designed by myself, and developed in collaboration with the CEO, Marketing Director and three Engineers. I would materialise various ideas for the CEO and Marketing Director, after iterations and hifi prototype approvals, I would meet with engineers to launch products. Next I'll communicate with Customer Service and continue with A/B testing and ads optimisation for iterations, ensuring business goals are met.
Apart from developing the communications strategy and website experiences, I designed innovative digital ads, marketing collaterals, promo logos, icons, animations and videos. The most challenging part, was keeping consistency launching creative marketing campaigns for a business that never sleeps, I crafted website creatives, marketing collaterals and digital ads for 52 marketing campaigns every year meeting very strict deadlines.
