Ladder Sport - DON’T SHORTCUT THE PROCESS
Client: Ladder Sport Role: Product Designer Year: 2021
bjective: Bring to life “DON’T SHORTCUT THE PROCESS” and “Why Ladder” for the Performance Nutrition Segment.
My Role: As the Lead Digital Designer, my goal was to create a landing page that illustrated Lebron James’ process while keeping the campaign objective in mind. Lebron James is known as one of the most athletic athletes in sports, and I wanted to make sure the audience knew that the same amount of hard work and effort that Lebron puts into his body and health is also put into the products he uses. Ladder is a premium product created by a premium athlete.
Challenge: Design a premium looking landing page that speaks to an audience who is knowledgeable about supplements and fitness.
The Design Process
Identifying where the traffic is coming from
Objective: : Identify platforms the ad traffic is coming from and collaborate with our social team to ensure everyone is aligned with tone and messaging. There are two funnels that traffic will hit the DSTP landing page: Paid Social & Email Marketing.
Hero Design & Copy
Objective: Select an image that works well with messaging and campaign objective. The image must capture Lebron’s most known activity: basketball.
Process: Chose three strong images from a library of photos from our DSTP photoshoot, each to showcase different intensities and his relationship with basketball. Collaborated with copywriter and presented three variations with different tones and messaging.
Highlighting the Bundle
Objective: Use a combination of product shot images and copy to highlight the premium and performance quality of the bundle. Highlighted the “free gift” that comes with a bundle as a marketing product we can use to help conversation.
Process: Keep in mind that we are selling to an audience who knows about supplements. I made sure the page had hierarchy when it came to headlines, so that if a user skims through the page, they would still get important details.
The Results
Conversion Rate
+30%
Add to Cart
+58%
Average Order Value
+13%