SNEAKERZ™ Pride Campaign Landing Page

Introduction

This project goal is to create a landing page for the company SNEAKERZ™ which incorporates visual elements that celebrate Pride Month. This will be a desktop web-page design that will encourage customers to view and shop a new collection of sneakers that the company has created.

I will go over the design process steps I took to help the company launch its new sneaker collection on their website.

Project background

World-renowned sport and lifestyle sneaker brand SNEAKERZ™ is a known supporter of the LGBTQIA+ community and is popular for its revolutionary footwear with uniquely designed, super bright, and colourful styles. For Pride Month 2024, they wanted to 'shake things up' and create a campaign that shows continuing support for the community while showcasing their unique style.

When I asked what they meant by 'shaking things up', they mentioned that market research revealed that consumers felt Pride Month was being used as a marketing stunt. As a result of these findings, SNEAKERZ™ launched their Pride Collection - a series of sneaker designs created by well-known, much loved and respected LGBTQIA+ designers in the design and arts industry.

The run-up to the campaign launch was wildly successful and one of the designers on the panel had this to say, "This campaign felt genuine because the best way to honour a group of marginalised individuals is to empower them and give them a platform and recognition."

Project objectives

The campaign needed a landing page and so I began my design process using the five steps of Design Thinking.

Empathise

• First we created a persona of the typical SNEAKERZ™ consumer
• Using the database of newsletter subscribers we reached out to customers to interview
• We sent out surveys and invited 15 participants to come to SNEAKERZ™ head-office for focus groups
• The goal was to understand the significance of Pride Month for the target audience

• From the surveys and focus groups we received these insights when asking the question, "What is the significance of Pride Month for you?"

Define

• We wanted to identify key themes and symbols associated with Pride such as the rainbow colour scheme
• We also wanted to research which figures in the LGBTQIA+ had large reach and following like the designers who are featured
• We had to establish what the landing page aims to achieve:

Primary Goals:

Secondary Goals:

• Grow email subscriptions by 10% within the next quarter.
• Increase traffic to the main website by 5% month on month.
• Collect feedback and customer insights for future projects.

Ideate and Prototype

• With the focus group we brainstormed ideas and developed a concept that aligns with the brand and the research insights
• We used this statement to gather ideas:

"How might we create a landing page to promote the new sneaker collection while fostering a genuine connection with organic engagement from the LGBTQIA+ community?"

• We also had a content strategy session and invited the editors to help us with creating compelling headlines and clear call-to-actions (e.g., “Shop the Pride Collection,” “Join Us in Celebrating Pride,” “Share Your Pride Story”).
• Low-fidelity wireframes were created to establish the layout and determine the placement for the headline, images, CTAs, and other elements.

Solution

The video I have created to show the solution is too big, please visit this Google Drive link to view it.

Testing

• We used a review dialogue on the landing page to gather feedback from customers
• The team developed different variations of key elements (e.g., CTA buttons, headlines) on the landing page as well as showcasing different designers as the banner image
• We then ran A/B tests to determine which version performs better

Closing thoughts

• A lot of brands think that adding a rainbow to the logo is enough but to truly make an impact they should reach out to their customers in these communities and find out what they really need
• By realising that SNEAKERZ™ customers wanted not only to be seen, but also to be included really changed the company's direction and uplifted LGBTQIA+ individuals by giving their heroes the spotlight
• For post-launch evaluation I would recommend we track the performance data on these pages and continue to test and refine the page to maximise its effectiveness.

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Disclaimers:

This project is a work of fiction, there is no company called SNEAKERZ™ that I work for or represent. It's a background-story to provide context to my entry and display my expertise and skills. The visual assets have been sourced responsibly and below I credit the assets I've used.

Credits:

• Sneakers Mockup PSD by Graphic Designer Piero Unisono
• Photograph 'woman looking at the camera taking a pose' via Unsplash by Oladimeji Odunsi
• Photograph 'just me, being me' via Unsplash by ian dooley
• Photograph 'a woman wearing green sungless and sweater' via Unsplash by Dwayne joe
• Photograph 'women's volley ball team' via Unplash by Vince Fleming
• Photograph 'tattooed cyclist sunrise skyline' via Unsplash by Jonny Kennaugh
• Photograph 'Nextlevel Outbound Indoor Adventure Indonesia Bandung, ParisvanJava Sport Sporty Wall' via Unsplash by Rahadiansyah
• Photograph 'woman holindg flag lgbqt' via Unsplash by Jakayla Toney
• Video 'front view of focused man working on colorful design of white sneakers' via Adobe Stock by Pressmaster
• Photograph 'woman portrait face-only' via Unsplash by Prince