BTI
Lead Creative Designer
At Brave Thinking Institute, I honed my expertise in user interface and experience, delving into a realm vastly different from Vitacost. With a heavy emphasis on opt-in pages, landing pages, and an intricate affiliate program, my focus centered on crafting captivating digital experiences. I took charge of overseeing external agencies and spearheaded initiatives to optimize the design department, navigating challenges such as managing redundancies and amplifying the department’s budget. Engaging with tools like VWO, analyzing heat maps, and gauging engagement levels further deepened my understanding of marketing dynamics. Additionally, I had the opportunity to showcase my motion graphics prowess, contributing to the development of work cadences and animations for Facebook ads
Unlocking Paid Affiliate: Clicks to Cash
For my initial project at BTI, I took on the formidable task of overhauling the front end of all affiliate sites, which had remained untouched since the program’s inception approximately 8-9 years prior. Despite their outdated container layouts and subpar performance, they served as crucial touchpoints for our affiliate network. After extensive analysis and discovery, I made the strategic decision to initiate a complete rebranding effort. Each affiliate site’s color scheme was meticulously redesigned to mirror its corresponding new brand identity, aligning seamlessly with BTI’s recent rebranding from the year prior. Introducing a host of fresh design elements, we gradually steered these external assets towards a modernized direction while preserving their core functionality. Upon the successful deployment of the revamped front ends, our capable web team witnessed an immediate surge in traffic, boasting a remarkable 30% increase, along with a notable 13% rise in new affiliate memberships. These enhancements not only revitalized the affiliate program but also significantly bolstered event sign-ups, which remained the cornerstone of BTI’s revenue stream.
Dream Builder: The Legacy Continues
Dream Builder stands as Brave Thinking Institute’s flagship event, commanding the lion’s share of the organization’s budget for advertising and execution. When tasked with crafting the fresh look and feel for the 2021 season, I immersed myself fully into the project. With Dream Builder featuring two distinct opt-in pages—one for live attendance and another for virtual participation—each necessitating unique assets, I embarked on a thorough analysis of past metrics and VWO heat maps. Identifying opportunities to streamline the user experience, I strategically trimmed 6-7 modules to enhance flow while maintaining engagement. Aligning with BTI’s brand standards, I modernized the opt-in process, orchestrating a launch split test to refine copy, length, and conversion tactics. The results exceeded expectations: a 27% boost in click-through rate and the achievement of all milestones, including a sold-out Dream Builder Live and over 2,700 virtual attendees.
Facebook Ad Chronicles
A long time ago in this exact galaxy, there was a blog and that blog wasn’t doing so hot. Vitacost had adhered to the same blog format for approximately 5-6 years, with minimal updates beyond content additions. At the behest of the art director and lead copywriter, I was enlisted to breathe new life into this digital platform. Initially daunting, my exhaustive exploratory efforts led to a harmonious fusion, maintaining fidelity to the Vitacost brand while infusing a refreshed, more engaging aesthetic. Leveraging Vitacost’s established color scheme, I adjusted hues to create a softer ambiance within the modules, strategically employing dark gray accents to draw attention to key elements. The overarching objective was to cultivate a welcoming atmosphere, encouraging prolonged engagement with the content while subtly guiding readers towards featured products on the main site. Thus, ‘The Upside’ version 2 emerged—a revitalized iteration of the blog. Through meticulous analysis and the removal of redundant plugins to optimize performance, we witnessed a remarkable 15% surge in user interaction, effectively channeling numerous readers towards Vitacost’s exceptional product offerings.
