Emotion-Led Design for Connection and Conversion
Emotion-Led Design for Connection and Conversion
Emotion-Led Design for Connection and Conversion
Emotion-Led Design for Connection and Conversion
Emotion-Led Design for Connection and Conversion
Storytelling and bold UX for ŠKODA’s mobile-first, expressive audience
Storytelling and bold UX for ŠKODA’s mobile-first, expressive audience
Storytelling and bold UX for ŠKODA’s mobile-first, expressive audience
Storytelling and bold UX for ŠKODA’s mobile-first, expressive audience
Storytelling and bold UX for ŠKODA’s mobile-first, expressive audience
Role: UX Designer, Copywriter
Tools: Sketch, Photoshop, Illustrator
Role: UX Designer, Copywriter
Tools: Sketch, Photoshop, Illustrator
Role: UX Designer, Copywriter
Tools: Sketch, Photoshop, Illustrator
Role: UX Designer, Copywriter
Tools: Sketch, Photoshop, Illustrator
Role: UX Designer, Copywriter
Tools: Sketch, Photoshop, Illustrator
Challenge
ŠKODA sought to shift its image from practical to aspirational while preserving the trust of its audience. Partnering with Paloma Faith, the brand aimed to inspire younger, expressive audiences through a digital campaign that celebrated individuality.
My role was to lead the UX strategy for a campaign microsite that translated the partnership into a rich, emotional user experience that drove both connection and conversion.
Challenge
ŠKODA sought to shift its image from practical to aspirational while preserving the trust of its audience. Partnering with Paloma Faith, the brand aimed to inspire younger, expressive audiences through a digital campaign that celebrated individuality.
My role was to lead the UX strategy for a campaign microsite that translated the partnership into a rich, emotional user experience that drove both connection and conversion.
Challenge
ŠKODA sought to shift its image from practical to aspirational while preserving the trust of its audience. Partnering with Paloma Faith, the brand aimed to inspire younger, expressive audiences through a digital campaign that celebrated individuality.
My role was to lead the UX strategy for a campaign microsite that translated the partnership into a rich, emotional user experience that drove both connection and conversion.
Challenge
ŠKODA sought to shift its image from practical to aspirational while preserving the trust of its audience. Partnering with Paloma Faith, the brand aimed to inspire younger, expressive audiences through a digital campaign that celebrated individuality.
My role was to lead the UX strategy for a campaign microsite that translated the partnership into a rich, emotional user experience that drove both connection and conversion.
Challenge
ŠKODA sought to shift its image from practical to aspirational while preserving the trust of its audience. Partnering with Paloma Faith, the brand aimed to inspire younger, expressive audiences through a digital campaign that celebrated individuality.
My role was to lead the UX strategy for a campaign microsite that translated the partnership into a rich, emotional user experience that drove both connection and conversion.
Key Impact
🔼 +56% microsite traffic
📱 +64% mobile engagement
🚘 More test drive bookings
Key Impact
🔼 +56% microsite traffic
📱 +64% mobile engagement
🚘 More test drive bookings
Key Impact
🔼 +56% microsite traffic
📱 +64% mobile engagement
🚘 More test drive bookings
Key Impact
🔼 +56% microsite traffic
📱 +64% mobile engagement
🚘 More test drive bookings
Key Impact
🔼 +56% microsite traffic
📱 +64% mobile engagement
🚘 More test drive bookings
Strategy
User research showed that younger, mobile‑first audiences valued self‑expression over technical specifications.
I designed a storytelling microsite inspired by Paloma Faith’s bold persona, using her expressive style to guide a narrative-led approach centred on visual tone. I designed interactions to feel more immersive and personal to build brand values. Thus shifting from a product showcase to a storytelling experience that forged an emotional bond with ŠKODA.
Strategy
User research showed that younger, mobile‑first audiences valued self‑expression over technical specifications. I designed a storytelling microsite inspired by Paloma Faith’s bold persona, using her expressive style to guide a narrative-led approach centred on visual tone. I designed interactions to feel more immersive and personal to build brand values. Thus shifting from a product showcase to a storytelling experience that forged an emotional bond with ŠKODA.
Strategy
User research showed that younger, mobile‑first audiences valued self‑expression over technical specifications. I designed a storytelling microsite inspired by Paloma Faith’s bold persona, using her expressive style to guide a narrative-led approach centred on visual tone. I designed interactions to feel more immersive and personal to build brand values. Thus shifting from a product showcase to a storytelling experience that forged an emotional bond with ŠKODA.
Strategy
User research showed that younger, mobile‑first audiences valued self‑expression over technical specifications. I designed a storytelling microsite inspired by Paloma Faith’s bold persona, using her expressive style to guide a narrative-led approach centred on visual tone. I designed interactions to feel more immersive and personal to build brand values. Thus shifting from a product showcase to a storytelling experience that forged an emotional bond with ŠKODA.
Strategy
User research showed that younger, mobile‑first audiences valued self‑expression over technical specifications. I designed a storytelling microsite inspired by Paloma Faith’s bold persona, using her expressive style to guide a narrative-led approach centred on visual tone. I designed interactions to feel more immersive and personal to build brand values. Thus shifting from a product showcase to a storytelling experience that forged an emotional bond with ŠKODA.
The goal was to build a brand moment that felt human, memorable and confident.
The goal was to build a brand moment that felt human, memorable and confident.
The goal was to build a brand moment that felt human, memorable and confident.
The goal was to build a brand moment that felt human, memorable and confident.
The goal was to build a brand moment that felt human, memorable and confident.
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 theme.
Mobile Optimisation
Built mobile first and tested across breakpoints. Optimised key flows to simplify the path from inspiration to action such as booking test drives.
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 theme.
Mobile Optimisation
Built mobile first and tested across breakpoints. Optimised key flows to simplify the path from inspiration to action such as booking test drives.
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 theme.
Mobile Optimisation
Built mobile first and tested across breakpoints. Optimised key flows to simplify the path from inspiration to action such as booking test drives.
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 theme.
Mobile Optimisation
Built mobile first and tested across breakpoints. Optimised key flows to simplify the path from inspiration to action such as booking test drives.
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 theme.
Mobile Optimisation
Built mobile first and tested across breakpoints. Optimised key flows to simplify the path from inspiration to action such as booking test drives.
Iteration & Handoff
Sprints Drove UX Refinements
Introducing a sticky navigation cut drop‑offs and compressing videos for faster load times.
Easing Scroll Fatigue
Slower animations and visual rest states ensured improved user engagement.
Developer Collaboration
I partnered closely with full-stack developers, sharing responsive prototypes and building a lightweight motion system that kept performance consistent across every device.
Iteration & Handoff
Sprints Drove UX Refinements
Introducing a sticky navigation cut drop‑offs and compressing videos for faster load times.
Easing Scroll Fatigue
Slower animations and visual rest states ensured improved user engagement.
Developer Collaboration
I partnered closely with full-stack developers, sharing responsive prototypes and building a lightweight motion system that kept performance consistent across every device.
Iteration & Handoff
Sprints Drove UX Refinements
Introducing a sticky navigation cut drop‑offs and compressing videos for faster load times.
Easing Scroll Fatigue
Slower animations and visual rest states ensured improved user engagement.
Developer Collaboration
I partnered closely with full-stack developers, sharing responsive prototypes and building a lightweight motion system that kept performance consistent across every device.
Iteration & Handoff
Sprints Drove UX Refinements
Introducing a sticky navigation cut drop‑offs and compressing videos for faster load times.
Easing Scroll Fatigue
Slower animations and visual rest states ensured improved user engagement.
Developer Collaboration
I partnered closely with full-stack developers, sharing responsive prototypes and building a lightweight motion system that kept performance consistent across every device.
Iteration & Handoff
Sprints Drove UX Refinements
Introducing a sticky navigation cut drop‑offs and compressing videos for faster load times.
Easing Scroll Fatigue
Slower animations and visual rest states ensured improved user engagement.
Developer Collaboration
I partnered closely with full-stack developers, sharing responsive prototypes and building a lightweight motion system that kept performance consistent across every device.
What Didn’t Work (and Why)
Abstract Copy Underperformed
A/B testing showed that conversational tone outperformed poetic or abstract phrasing.
Subtle Transitions Lagged
On lower devices so I simplified animation layers for broader compatibility.
Filter Interactions Overlooked
Leading me to a pivot toward emotion-driven navigation inspired by the campaign’s theme.
What Didn’t Work (and Why)
Abstract Copy Underperformed
A/B testing showed that conversational tone outperformed poetic or abstract phrasing.
Subtle Transitions Lagged
On lower devices so I simplified animation layers for broader compatibility.
Filter Interactions Overlooked
Leading me to a pivot toward emotion-driven navigation inspired by the campaign’s theme.
What Didn’t Work
Abstract Copy Underperformed
A/B testing showed that conversational tone outperformed poetic or abstract phrasing.
Subtle Transitions Lagged
On lower devices so I simplified animation layers for broader compatibility.
Filter Interactions Overlooked
Leading me to a pivot toward emotion-driven navigation inspired by the campaign’s theme.
What Didn’t Work (and Why)
Abstract Copy Underperformed
A/B testing showed that conversational tone outperformed poetic or abstract phrasing.
Subtle Transitions Lagged
On lower devices so I simplified animation layers for broader compatibility.
Filter Interactions Overlooked
Leading me to a pivot toward emotion-driven navigation inspired by the campaign’s theme.
What Didn’t Work
Abstract Copy Underperformed
A/B testing showed that conversational tone outperformed poetic or abstract phrasing.
Subtle Transitions Lagged
On lower devices so I simplified animation layers for broader compatibility.
Filter Interactions Overlooked
Leading me to a pivot toward emotion-driven navigation inspired by the campaign’s theme.
What I learned
Designing for emotion means balancing aesthetics with usability to create experiences that are both beautiful and intuitive. Storytelling goes beyond marketing, it shapes user connection and drives conversion through meaning and memorability. Above all, an authentic brand personality builds trust and lasting value.
What I learned
Designing for emotion means balancing aesthetics with usability to create experiences that are both beautiful and intuitive. Storytelling goes beyond marketing, it shapes user connection and drives conversion through meaning and memorability. Above all, an authentic brand personality builds trust and lasting value.
What I learned
Designing for emotion means balancing aesthetics with usability to create experiences that are both beautiful and intuitive. Storytelling goes beyond marketing, it shapes user connection and drives conversion through meaning and memorability. Above all, an authentic brand personality builds trust and lasting value.
What I learned
Designing for emotion means balancing aesthetics with usability to create experiences that are both beautiful and intuitive. Storytelling goes beyond marketing, it shapes user connection and drives conversion through meaning and memorability. Above all, an authentic brand personality builds trust and lasting value.
What I learned
Designing for emotion means balancing aesthetics with usability to create experiences that are both beautiful and intuitive. Storytelling goes beyond marketing, it shapes user connection and drives conversion through meaning and memorability. Above all, an authentic brand personality builds trust and lasting value.