Emotion-Led Design for Connection and Conversion

Storytelling and bold UX for mobile-first, expressive users

Role: UX Designer, Copywriter
Tools: Figma, Photoshop, Illustrator

Challenge

ŠKODA sought to shift its image from practical to aspirational while preserving the trust of its core audience. Partnering with Paloma Faith to infuse boldness and individuality, they tasked me with leading the UX strategy for a microsite designed to emotionally engage younger users and inspire exploration beyond conversion.

Impact

🔼 +56% microsite traffic

📱 +64% mobile engagement

🚘 More test drive bookings

📈 Higher average scroll time on site

paloma-card-nomac_02.jpg

Strategy

User research showed younger, mobile‑first audiences valued self‑expression over technical specs. We designed a microsite inspired by Paloma Faith’s bold persona, using her expressive style to guide rhythm, interaction pacing, and visual tone. Thus shifting from a product showcase to a storytelling experience that forged an emotional bond with ŠKODA.

Design Features

Emotional Storytelling - Exclusive Paloma video content and Prince’s Trust collaboration; music inspired micro‑interactions.

Bold Visual Language - Elegant typography, layered gradients, and scroll triggered reveals matching the aspirational tone.

Mobile Optimisation - Built mobile first, tested across breakpoints, with accessible motion guidelines.

Iteration & Handoff

Sprint‑based testing, heatmaps, and live analytics drove rapid UX refinements. Introducing a sticky CTA which cut drop‑offs and compressing video for faster load times. Slower animations and visual rest states eased scroll fatigue, keeping users engaged longer.

I partnered closely with developers from day one, sharing responsive prototypes, running weekly QA, and co building a lightweight, fallback‑friendly motion system that kept performance smooth across every device.

What Didn’t Work

  • Users ignored spec based filters, leading me to pivot to emotion-led navigation.

  • Abstract copy underperformed; A/B testing showed a conversational tone improved engagement.

  • Subtle mobile transitions lagged on lower devices so I simplified animation layers for broader compatibility.

What I Learned

  • Emotion first design can drive measurable results.

  • Authenticity in brand personality builds trust and curiosity.

  • Early dev alignment is crucial foe seamless execution.

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Optimising Customer Choices

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Optimising Customer Choices